Swedish ski helmets and body armor rock.

Bruce Nussbaum

With the spread of global information networks that tie everyone together over time and space, it is amazing what small companies in distant parts of the world can create and sell. POC is a tiny, new Swedish company that is designing protective gear for racing in X games at skiercross, advanced freeskiing or any other type of extreme alpine skiing. I expect we are talking about protecting the world's elite skiers pushing the limits of their skills and endurance.

From the little town of Saltsjobaden, outside Stockholm, POC is launching a series of new helmets, back armor, goggles, gloves--and clothing "skin" that are not only scientifically designed to better protect you, they are alluringly beautiful. The global economy has some very serious problems but it does open the door to


immense opportunities, from Navajos selling their storytelling bracelets to the Swedes selling this POC helmet that POC claims fits like an injection-molded boot. Cool.

Before it's here, it's on the Bloomberg Terminal.