Y/ELM+ Protection

Y/ELM+ was founded in Stockholm in 2021 out of a desire to remedy the lack of a progressive and innovative protection brand on the riding market.

Behind the brand is rider Alexandra Berhe, who, together with product development expert Erik Liden, wants to take safety for riders to the next level. Alexandra brings the experience and intuition of a longtime rider to the brand, having spent countless hours in the company of horses, in the stable, and outdoors. As a product consultant and former member of the team behind Swedish snow sports and cycling protection brand POC, Erik adds an unmatched product development expertise to Y/ELM+. The duo aims to raise the overall safety standard for riders to match it with products in other activity sports such as cycling, skiing, and climbing.