KJUS is a premium Swiss performance apparel brand founded in 2000 by Olympic ski champion Lasse Kjus and entrepreneur Didi Serena, originally focused on highly technical skiwear before expanding into golf around 2013. The brand is renowned for its innovative, athlete-tested fabrics—like stretch panels, moisture-wicking, UV protection, and even coffee-ground and mineral-infused textiles—that maximize freedom of movement and weather protection on the course . In 2019, KJUS was acquired by Acushnet (parent of Titleist and FootJoy), and continues to operate from Switzerland and Boulder, Colorado, maintaining its high-end positioning with golf jackets, polos, trousers, and waterproof outerwear praised for their comfort, performance, and quiet luxury.