Helly Hansen and Grunden's (Sweden) are more oriented towards stuff to wear if you're out commercial fishing in the Atlantic or something, not land-based workwear.
Grunden's is probably more popular in the US, I see more people wearing them.
Of course, I'll probably be seeing "Julia Robert's dress is by Grunden's" during an Oscar broadcast sometime if Helly Hansen is any indication of trends.
Always found Grunden's to be far superior to HH