ATLA is an outdoor clothing brand concept that retails high-performance, technical gear. The target market for their apparel is active 18 to 40-year-olds in or around major cities, predominately middle class.
The concept was taken from Norse mythology, beginning with the name ATLA. She was one of the nine wave maidens that lived on the bottom of the sea. The symbol is the front profile of a Viking longship that also resembles a leaf, giving the impression of the great outdoors.