Friends in the sauna in Viken, Skåne, wearing Blue Balls Co. boxers, sauna hat and towel

Nordic sauna gear

Heat everywhere. Cool where it counts.

Built by two Swedes who use the sauna every day. Targeted cooling where the heat does not belong — and the rest of the gear you actually use.

Shop The Icebox Read the research

Ships from SwedenFree shipping over 599 SEK30-day returns1–3 day delivery

The Icebox

Black boxer briefs with a zippered pocket that holds two freezable ice gel packs exactly where you put them. Two packs included.

Zippered pocket — the pack stays put
Cooling lasts 20–30 minutes
Two ice gel packs included

View productSEK 649

Black, quick-drying, no metal hardware against the skin

You use the sauna seven times a week. The study used two.

In the most cited sauna study, ten men sat for 15 minutes, twice a week, for three months. Sperm count and motility dropped measurably — and only recovered after six months. We are not telling you to stop. We use the sauna every day ourselves. We are saying there is one simple thing you can do about it.

See what the research actually says

The rest of the gear

We replaced everything we used every day. Here it is.

The Lid – black wool sauna hat with cherry mark

The Lid — wool sauna hat

Classic felted wool hat. Keeps your head and ears cooler than the room air, so you can handle longer sessions without getting dizzy.

From SEK 349

The Steps – black sauna slides with cherry mark and blue stitch detail

The Steps — sauna slippers

Non-slip slippers for the sauna, the changing room and the cold plunge deck. Quick-drying, no fabric sole turning into a fungus farm.

From SEK 299

The Scrub – svart skrubbhandske med blå kant och Blue Balls Co-körsbärslogotyp

The Scrub — exfoliating mitt

Exfoliating sauna mitt in the Turkish kese tradition. After ten minutes in the heat, dead skin cells loosen — the mitt takes them off. Use once or twice a week, not daily.

From SEK 199

The Wrap – svart bastuhandduk med blå kant och Blue Balls Co-körsbärslogotyp

The Wrap — sauna towel

Thin, quick-drying sauna towel to sit on and wrap around you. Weighs a third of a terry towel and dries three times faster.

From SEK 449

How it works

Freeze

45–60 minutes in the freezer.

Sauna

Put the pack in the pocket. Cooling lasts 20–30 min.

Plunge

The pack recharges in the cold water. Ready tomorrow.

We found nothing in Sweden. So we built it.

We are Max Ek and Jakob Svenmo. We are 33, we live in Sweden, and we use the sauna every day. It is not a habit — it is part of the day, like training and sleep.

We looked for gear built for that. In Sweden there was nothing. We found American sites asking around 70 EUR plus shipping and customs for a pair of briefs. We bought them anyway. The fit was mediocre.

So we made our own version — and then the rest of the gear too. The name is a joke. The products are not.

Read the full story

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