In reply to asteclaru:
I've just received the Odin shell jacket and Vanir LT trousers to review for UKC over the next month or so (sort of depends on how good a winter season we have, particularly south of the border).
The Odin is eye-wateringly expensive - it's hard to avoid really, there are jackets available for less than half its RRP that people I trust trust, so it's not for everyone. But I did just look on the Snow and Rock website as they seem to sell plenty of top end stuff, and there are three shell jackets that are more than the Odin, a Haglöfs one that is 150 quid more! :-0 But the Arcteryx Alpha SV costs more, as does the top end one from Mammut. Then there are TNF and Mountain Equipment shells that are only 50 quid less than the Odin.
So clearly Jöttnar are going for the top end of the market, but their prices whilst high, aren't higher (and in some case are actually lower) than competing products. I guess like lots of high end sports gear, it is a huge amount of money for some people, and not that much for others.