Varusteleka has fast become one of my favorite clothing brands, mostly due to their judicious use of Merino Wool in most of their in-house designed products. Beyond that, they are one of a select few places online where I know it’s absolutely safe to purchase military surplus gear without having it misidentified. Varusteleka is Europe’s largest military surplus provider and one of the largest gear providers as well. This year they once again hosted Finnish Brutality 2023 in their home country, and their CEO Jari Lane is and always has been instrumental in the event. In addition to helping organize the event, Jari also puts a lot of time, effort, and thought into designing each stage for a brutality event. Today Jari and I discuss Varusteleka’s rich company history in their 20 years of operation, how they’re celebrating, and what plans Jari and his team have for both Varusteleka and the Finnish Brutality competition in the years to come.

More TFB Behind the Gun Podcast Episodes:

• TFB Behind The Gun Podcast #83: Smuggling Arms into Finland with Polaris Logistics
• TFB Behind The Gun Podcast #82: Falkin’ Around with Bloke on the Range
• TFB Behind The Gun Podcast #81: Finnish Brutality 2023 Recap with Kit Badger

TFB Behind The Gun Podcast #85: Who is Varusteleka? With CEO Jari Lane

On today’s episode of TFB’s Behind The Gun Podcast, I’m proud to host the CEO of Varusteleka, Jari Lane. Varusteleka (pronounced Where’s the liquor?) is a Finnish worldwide distributor and producer of both military surplus clothing, and new manufacture military and outdoor gear. The company was established back in 2003 and has become the biggest army story in Europe expanding from a simple surplus retailer into having three primary brands, Särmä, Särmä TST, and Terävä for a broader appeal to customers. Jari Lane took over as CEO in 2016 and since then the company has expanded beyond the production of gear, but now operates a highly successful recycling and refund program, and even sponsors worldwide shooting events like Finnish Brutality. Jari is also an active reservist in the Finnish Armed Forces and an active participant in shooting sports like Brutality. Today Jari and I talk a bit about what makes Varusteleka a special company, as well as what improvements Jari would like to make in the Brutality matches in forthcoming years. Please welcome the CEO of Varusteleka, Mr. Jari Lane to the show!

https://www.varusteleka.com/

https://www.instagram.com/varusteleka

https://www.varusteleka.com/en/event/finnish-brutality-aug-19-20-2023/61118

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