Scandinavian Outdoor News Magazine 2017 nr 1 by Scandinavian Outdoor Group

SCANDINAVIAN

OUTDOOR NEWS Magazine #1 2017 from Scandinavian Outdoor Group – the top Nordic outdoor companies

Outdoor lovers of tomorrow How do we get the kids to leave the screen?

More women good for business 4 women CEO´s gives their perspective on the industry

new favorites

Scandinavian gear on the consumer wish list for 2017

22 innovative products competing for the Scandinavian Outdoor Award

T R E TO R N FA L L / W I N T E R 1 7 FLUORCARBON FREE, PVC FREE, RECYCLED

- ECO ESSENTIALS R A I N W E A R W H E R E S U S TA I N A B I L I T Y I S T H E G U I D E T O G R O W T H

T R E TO R N FA L L / W I N T E R 1 7 FLUORCARBON FREE, PVC FREE, RECYCLED

Eco Essentials are Tretorns new initiative and the core for future growth within responsible manufacturing.Which has been a strong part of Tretorn DNA and core values since 1891.The first collection within the Eco Essentials initiative is a rain parkas produced from recycled PET-bottles and coated with a waterproof, PVC- and fluorocarbon- free PU-coating.

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News from SOG

Outdoor equality it's a little strange. That in such a wonderful industry, in such a friendly and natural environment, women do not share the same place in leadership positions as men. In reality, in the outdoors, is quite equal among practitioners, but when it comes to decisions and decisionmaking positions, men take over. We are, after all, a little more equal in Scandinavia in terms of gender equality in the outdoor industry. However, we have a long way to go. Here in the Scandinavian Village at ISPO you will find a lot of strong and forward thinking women among the close to 40 members exhibiting. Maybe you should put some extra focus on your Scandinavian, women's networks during ISPO? And throughout 2017. In this issue of Scandinavian Outdoor News you can read about four of our strong, female CEOs. And much more. Happy reading! Sara Wänseth, General Secretary of Scandinavian Outdoor Group

Contents 06 08 10 20 31 35

This is SOG founded in 2000 with 58 member companies from all the Nordic countries. SOG works to make outdoor equipment produced from the Nordics more visible on the global market. In total, the companies that make up SOG have over 3 000 years of experience in developing outdoor equipment. The members of SOG belive that 1+1 equals 3, we do things even better when we do it together! scandinavianoutdoorgroup.com

Follow us on: Facebook facebook.com/scandinavianoutdoors Instagram instagram.com/scandinavianoutdoors LinkedIn Scandinavian Outdoor Group

Please visit us!

we have a new office located at Sankt Olavs Väg 37, in Åre. If you are travelling in the region, please don´t hesitate to stop by. You are most welcome.

NEWS FROM THE NORTH Exciting news and reports from the outdoor industry FRESH REPORT FROM THE HIGH COAST Friendly atmosphere at the latest Outdoor Academy event WOMEN AND OUTDOOR Why are there so few women in company top positions? NEXT GENERATION IN NATURE We look for the upcoming generation of outdoor lovers WINTER GEAR GUIDE 8 innovative products for both young and old explorers SCANDINAVIAN OUTDOOR AWARD Read about the prestigious award for 2017

Imprint: This magazine is produced for Scandinavian Outdoor Group by Norr Agency, norragency.com Editorial team: Katja Gustafsson, Nicolas Jändel, Gabriel Arthur, Robert Moskowitz, Sofia Karlström Art Director: Linda Klemming Cover photo: Erik Olsson / Lundhags

General Secretary: Sara Wänseth sara@scandinavianoutdoorgroup.com +46 70 5628010 scandinavianoutdoorgroup.com

SCAN ANDIN DINAVIAN AVIANOOUT UTDO DOOORRNNEW EWSS SC

News from the North

Cold, but beautiful

photo: roger borgelid

taking the canoe out for a spin is not only a summertime activity. The tourist organization West Sweden is launching paddling around West Sweden’s archipelago in the winter as an exhilarating experience. The reasons to hang out in the archipelago off season are that it is deserted, peaceful and simply breathtaking. Birds and seals are also braver when the waters are quieter, so if you are lucky, you can have a curious seal swimming right beside your kayak.

Welcome to the Village the scandinavian village at ISPO is a convenient area for smart outdoor buyers and journalists. Thousands of guests, decision makers, buyers, journalists and investors gather around the Scandinavian Bar to mingle, pick up gossip, do business and discuss current topics and outdoor life. In the Scandinavian Village 2017 you can meet and greet with 32 of our 58 SOG members, one technology brand member and two of our partners.

Vasaloppet by night since the classic swedish vasaloppet ski event started in 1922, millions of skiers from many countries have participated. News for 2017 is the more adventurous Night Vasan. It is a pair race in any style in which skiers make their way by means of headlamps, and with only one checkpoint along the way. Only the stars will show the way. There will be no winner crowned, as it is the adventure that stands in the center. SOG member Silva will take part when the race is held in early March.

FIRST ONLINE – THEN IRL one conclusion from the last “Frontier”, an exclusive trend report made especially for Scandinavian outdoor brands by Rawness, is that online shopping and physical stores are equally important, and go pretty much hand in hand. The report says: ”Online shopping is supporting, not killing, brick and mortar”. Consumer research into the shopping habits of women aged 25 to 35 shows that they use digital to “pre-shop”, but still want to touch the garments, try them on and be social with others. According to the report, the best stores will be the ones where people choose to spend their valuable free time almost like a chat forum, and get a sense of satisfaction, hospitality and community. 6

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SCANDINAVIAN BAR Sunday – Wednesday Scandinavian Outdoor Award (SOA) on display in the Scandinavian Bar Lounge all day, every day. Sunday 17.00 – 19.00 Scandinavian Mingle at the Scandinavian Bar with DJ duo Stitch N Stones. Sunday 17.30 Scandinavian Outdoor Award (SOA) prize ceremony in the Scandinavian Bar Lounge. Monday – Tuesday 17.00 – 18.00 Village Happy Hour at the Scandinavian Bar. Wednesday 11.00 SOG supports the efforts of European Outdoor Conservation Association (EOCA) and will pledge a donation from all Scandinavian Bar visitors. SOG PRESS CONFERENCE Monday 12.00 – 13.00 in Press Center East.

News from the North

Congratulations!

In 2017, three SOG members celebrate big anniversaries. We would like to give them some special attention: X seger 70 years (1947) X skogstad 80 years (1937) X walkstool 20 years (1997)

Volvo â&#x20AC;&#x201C; a brand new partner sog has started a joint venture-project with Volvo. According to Volvo, they want to develop the cooperation in the future with some of the member brands that have the closest bonds to Volvos own philosophy and brand strategy. "Volvo is a scandinavian brand and there is a natural link to the love of nature. There is also a connection with SOG when it comes to scandinavian design, funcionality and quality", says Louise Anderberg, from Volvo Brand PR Operations.

Many people's eyes are on China according to emarketer, China will have overtaken the US as the world's largest consumer market during 2016. In many instances, China is described as the next big export market for Scandinavian outdoor companies. It is not an easy market to get into, but highly interesting because the outdoor market was estimated to grow by 18 % in 2015. SON lists five reasons why China is interesting:

1. They are a huge consumer market. 2. China is now seeing a growing health and fitness trend. 3. Beijing will hold the Winter Olympics in 2022, which means new ski resorts around Beijing. 4. There is a growing interest among the outdoor middle class. 5. The Chinese government runs a political project, with the objective of engaging 300 million Chinese people in winter sports over the next few years.

TWO NEW MEMBERS â&#x20AC;&#x201C; with a nose for fashion swedish shoemaker skofabriken kavat is all about urban outdoor fashion, multi-functionality and eco-friendliness. Kavat has followers in all corners of the world. Passionate craftsmanship combined with leather with persona creates timeless quality footwear, adding the modern twist to metropolitan urban outdoor style.

fashion brand 0dd molly has created a unique relation to its customers, almost like an Odd Molly-family. They now continue a journey towards a lifestyle brand by launching a ski collection. Customers, who love Odd Molly's unique expressions, will now find an outfit for a day on the mountain. The collection consists of ski clothing, goggles and skis that are mixed with products from the regular collection. SC AN DIN AVIAN O UT DO O R N EW S

News from the North

WHY JOIN? The best way to truly learn about our gear is to test it for real, for several days, out in the challenging nature of Scandinavia. That is why we invite you home to us, in the project Outdoor Academy of Scandinavia. We also have started OAS for kids. For more info, please contact: oas@scandinavianoutdoorgroup.com.

Outdoor Academy of Scandinavia

REPORT FROM SWEDEN’S HIGH COAST

0ctober at the seafront. It was a bit chilly. The last tourists had left the dramatic World Heritage Site of Sweden’s High Coast, located on the country’s northeastern coast. Now, it was time for the Outdoor Academy of Scandinavia to discover this unique place. After 30 enthusiastic outdoor retailers and outdoor journalists from all over Europe arrived at the small airport, an unforgettable event began.

upcoming oas events: NEW! 1–4 April OAS KIDS IN ÅRE, SWEDEN After the success from 2016 we will continue with another OAS Kids. We invite retailers and press to join with their kids (5–12 years of age). The activites will be skiing, dog sledding, ice fishing etc. In cooperation with Åre Destination. Inviting brands: Reima, Isbjörn, Thule, Viking

3–7 April: OAS SKI TOURING IN SUNNMØRE ALPS, NORWAY

All participants were fitted with sturdy boots from Ecco, backpacks and clothing from Halti, warm wool underwear from Woolpower, tents and sleeping bags from Helsport and eating utensils and equipment from Light My Fire. After a lot of information and some shorter clinics, we started the next morning with a hike as well as with a taste of surströmming (fermented herring), a smelly

An Outdoor Academy in the beautiful area of Sunnmøre Alps in Norway. You will be able to join a very special ski touring and off piste skiing experience. And you will try out fantastic gear. Inviting brands: Devold, Bergans. NEW! 4–7 September: OAS INTENSE IN BOHUSLÄN, SWEDEN A new Outdoor Academy with focus on faster and more intense activities. We will bring our best retailers for trail running, kayaking, mountainbiking etc. Inviting brands: Not yet decided.

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local delicacy that was definitely not appreciated by all ... We hiked in small groups through the dramatic world of the High Coast before we came to the first night’s camp, a fantastic sandy beach on the shore of the Baltic Sea. The next day it was time for padd ling. Melker Kayaks provided us with kayaks and an unexpectedly dramatic journey through the wind and waves ensued, with the destination of Mjältön, Sweden's highest island. On Mjältön, participants were amused with clinics and product discussions, a hike over the top of the island, communal cooking, a cold bath for some and a good night’s sleep in tents. The last day of this OAS comprised of paddling towards land again followed by a challenging via ferrata and eventually arriving at Friluftsbyn. Here, Destination High Coast treated us to an incredible dinner made from local ingredients and served in a large Tentipi tent. It was a big hit and the sound of laughter filled the air around Friluftsbyn. New friends had found each other, personal challenges had been achieved and tons of products had been tested – in sunshine, wind, water and the cold. We decided immediately to return to Sweden’s High Coast again next fall! TEXT SARA WÄNSETH

NEW! 14–18 September 2017 OAS TREKKING SKÅNE Together with Visit Sweden and Tourism in Skåne we will explore parts of the 1150 km Skåne trail, as well as the bike trails of Kattegattleden Inviting brands: Lundhags, Ecco and Light My Fire and more.

September: OAS TREKKING IN LOFOTEN, NORWAY An Outdoor Academy in Lofoten, in northern Norway. A magical world of islands, mountains and sea as well as some of the most beautiful

hiking trails in Europe. It is a perfect place for an OAS with a focus on trekking. Inviting brands: Alfa, Bergans, Devold, Aclima, Helsport. Fall: OAS TREKKING & KAYAKING HIGH COAST, SWEDEN An OAS for retailers and press with trekking, kayaking and via ferrata. A World Heritage site with dramatic nature, great trails and lots of adventures. We will travel by foot and on the water. Inviting brands: Ecco, Helsport Woolpower, Halti and more.

17%

News from the North This is how many SOG companies have women CEOs. Among European outdoor industry companies, active within the EOG, only 8 % of board positions are held by women.

Norway takes skiing indoors for norwegians, skiing is one of the most popular after work activities. So, what happens when the snow melts? This is the theme of the new exhibition "Be prepared" at the Ski Museum at Holmenkollen, outside of Oslo. In 1900, the probability of a "good winter" in Norway was at 90 percent. In 2100 it will have fallen to 20 percent. This is a huge problem even from an economic perspective because no other people in the world spend as much money on sports gear than the Norwegians, and almost

half go skiing at least once a year. The answer is to find ways to produce artificial snow more efficiently, use less snow in the ski tracks, and at worst – move winter activities indoors. “The exhibition will not provide answers to the climate problem. It will act as a lesson that for the future, it is possible to adapt to new conditions in an environmentally friendly way, just as Norwegians have always done – by being inventive and consistent,” explains curator Åslaug Midtal.

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Experts speak

Few women in top positions

TEXT GABRIEL ARTHUR & HENRIKA LAVONIUS WIKE

It is often said that the outdoor industry is a maledominated part of society. This is largely a myth. As we explained in the last issue of Scandinavian Outdoor News, about half of outdoor practitioners in the Nordic countries are women – and it has been this way for decades. Statistics show that the gender distribution is also consistent when it comes to people working in outdoor companies around Europe (52 percent men and 48 percent women, according to statistics from the European Outdoor Group, EOG). However, in one area, the claim is more accurate: corporate management teams and boards are still male-dominated. Only 8 percent of the board members among EOG member companies are women. According to the report "Women & Sports in Germany", about 80 percent of all decisions in the industry are made by men, from the actual products to when they will end up on the shelves in stores. Scandinavia is no exception, even though more women are at the highest levels compared to several other markets. Among the 58 member companies in the Scandinavian Outdoor Group about 17 percent have a female CEO. So the SOG-companies are further ahead than many international competitors, but at the same time the percentage can be compared to between 23 and 28 percent women CEOs of Swedish small and medium-sized companies in other industries. And even that figure is far from equal. So, to summarize: women are out in nature as much as men, work as much within the outdoor industry – but have less to say. Why is this? And why should it change? We asked the CEOs of four successful Nordic outdoor companies to share their opinion on the matter. ●

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"You don’t have to know everything from the beginning" NAME ELINA BJÖRKLUND COMPANY REIMA COUNTRY FINLAND

Reima is a leading Nordic manufacturer of outdoor clothing for children, with about 100 employees in Finland and 150 in other countries. However, just because the company has families with children as their target group, the boss does not necessarily have to be a woman, says Reima's CEO Elina Björklund. “Traditionally, there are more women buying clothes for a family’s children, but men might just as well have this interest and responsibility. And in the same way, a male CEO has just as good understanding of what it takes to reach our target audience.” “I think it's pretty pointless to talk about femininity and masculinity. The similarities between women and men are greater than the differences.” Among Scandinavian outdoor companies, barely one fifth have a female CEO woman - do you see that as a problem? “Yes, if it is because the companies have mainly searched among the men when they have recruited their managers. May the best candidate win, I believe.” “Then it is also important that the women who get asked to become managers dare to take the plunge. Sometimes, women strive to be one hundred percent ready before they take the risk to venture into something new. But you do not need to know everything from the beginning. You learn along the way.” ●

photo: morakniv

At this year's ISPO in Munich, female leadership emerged as an important theme. According to four of the Scandinavian female CEOs, a more equal industry could be even more profitable.

Experts speak

"The majority buying wool underwear are women" NAME CATHRINE STANGE COMPANY DEVOLD OF NORWAY COUNTRY NORWAY

Cathrine Stange took over as president of the Norwegian manufacturer of merino wool underwear in 2014. Before that, she held several management positions in commerce in Norway, for example, in the grocery sector. “I often jokingly say that outdoor and sports shops are the only stores where men like to shop. However, just because men have this interest, one should not conclude that women do not. We know those who buy the most wool underwear are women, at least in Norway.” How is the industry unequal at the managerial level? “Firstly, the range of products is still mostly direct-

ed at men. With my background in retail, I think that the female buyer is often forgotten in stores. The décor and marketing is usually pretty masculine. I think that companies – both brands and stores – who know how to appeal to female customers have a great potential.” Would more women in management positions change this? “It is important to remember that this is not an issue about women versus men. It is about finding the right skills. The brands that best understand customers' needs win. If a company wants to reach women, they should of course see if their management candidates have the skills needed, whether they happen to be women or men. In the end, it is actually the customer who is our boss.” ●

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Experts speak

"We absolutely need more women in the industry" NAME CALILL ODQVIST JAGUSCH COMPANY LIGHT MY FIRE OF SWEDEN COUNTRY SWEDEN

As the daughter of the company’s founder, Calill Odqvist Jagusch has been involved from the beginning in Light My Fire of Sweden. Since 2001, she has been President and has seen the outdoor industry get more women – but it has been a slow process. “In the industry's cooperative body, the majority are men, and because of this, there is often a higher risk that decisions about the future will be wrong – when women are not there to map out the direction forward in proportion. In our management team, we actually have 100% women – this is not optimal, and not a conscious choice, but the skills have been completely controlled. Looking forward, we are working actively to achieve a more balanced situation.” What can outdoor industry companies do to get more women into senior positions? “I think it is important to work long term with your

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own employees. You have to see the girls that have the potential to grow and to find solutions that make it work for them. With us, basically all of them have children or planning for it, and we have to be flexible – very flexible! What have you done to make it work? “It is about adapting tasks. My Purchasing Manager for example, works 60 percent and will focus on the tactical and strategic above all – I really need to keep myself from giving her operational duties. However, it is not just at the management level that women are missing. If you look at who are designers in our segment, hardware, it is almost exclusively male. This is not good in the long run.” “We absolutely need more women in the industry, both in product development and in leading positions. Women and men communicate differently and sometimes we talk past each other. Things are so much better when both women and men are involved in making decisions.” How is it that Scandinavian companies are better than Europe at getting women into leadership positions? “First and foremost, I think it's because we genuinely want equality and we are "accustomed" to thinking so. Perhaps also because of the Vikings, we have a history of strong women from the Viking era, so perhaps we have it in our blood! ●

Experts speak

"Women bring important qualities" NAME MARIA STOCKEFORS COMPANY SÄTILA OF SWEDEN COUNTRY SWEDEN

Sätila has knitted hats for 120 years. For the past three years, the company has been led by Maria Stockefors, who was once Business Manager at Sätila before putting on the captain hat. “Sätila is a market-oriented company, with its own brand. However, we are also a manufacturing company. We belong to the textile industry, which has traditionally been dominated by men. "Big machines" are used and it has traditionally been the case that technically oriented men are the ones in the leadership positions. The outdoor industry has a similar story, which comes from the manufacturing of products.” “The fact that women are lacking in leadership positions is also a reflection of society in general. But there will be more women in leading positions, and this is positive.”

Women account for the majority of purchasing decisions, not just clothing for themselves, but also children and often even the men. Is this something you think about when you design products? “When it comes to our outdoor range, most products are designed for their use, with the same function for women and men. What may be different is the color selection. Other styles, such as wilderness and training, are neutral in color and form. The question is interesting and it is a dialogue that we often have with our dealers.” ●

What does the industry have to gain by having more female leaders? “I am maybe a bit of the wrong person to speak, since I see leadership as gender-neutral. It does not matter if you are a woman or a man – it is important that you do a good job. Leadership is a skill that you learn, and it applies to both women and men.” “Technology is also a skill, but to succeed in business today requires so much more. You must be good at brand management and relationships, you have to think new, interpret new trends, reach new generations and break patterns. Therefore, I think women bring important qualities.” What can be changed, so there will be more women in leadership positions? “I believe in a foundation of skills, that the individual can do their job. But one must also open up the male networks, get started and choose to break the norms and traditions.” “It is important to accept that women and men bring different things, and that diversity is good. With more women there will be a different sort of reflection, more focus on other issues, such as ethics, identifying new trends, etc – although there are men who are skilled in these issues too, of course.”

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In the spotlight / ISPO

The Evolution Report The industry is on the hunt for new catalysts of growth, while at the same time the perception of the traditional sports sectors is changing rapidly among consumers. The ever-tightening grip that digitalization has on society triggers interesting phenomena across many sports-related fields.

The study focuses, among others, on the following key areas: ● Segmentation of sporting segments and the areas where they cross over

● Typology of sporting

goods consumers including their values

● General behavior and attitudes toward sports

● Practiced sports and favorite kinds of sports

● The images of different kinds of sports

● Purchased products ● Shopping locations ● Electronic devices in Connecting

ence

Global Compet

sports

● Significance of sustainability in the purchase of sporting goods s ing sports good The transform umer. ed by the cons market defin

German English and – available in t & Markt Baseline Study MY & Konzep ISPO ACADE Published by

Purchase the “ISPO SPORTS EVOLUTION REPORT“ online. Reduced presale price valid until 4 Februay 2017, delivery starting from 8 February 2017. shop.ispo.com

ISPO.COM

the practice of playing sports as well as the accompanying consumption of sporting goods is changing and the already high expectations of the consumer are becoming more and more complex. Furthermore, the presence of the topic of sustainability in the media only worsens the waning sense of security that the industry and consumers alike are sometimes troubled by. ISPO and Konzept & Markt have therefore made it their goal to provide direction and improve transparency by a thorough study of market analysis and consumer behavior. For this study, more than 3500 sporting goods consumers between the ages of 16 and 79 were interviewed in Germany, Austria, and German-speaking Switzerland in 2016 which equals

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72% of the relevant market potential of the population in the German-speaking DACH region. Information and consumption The study was aimed at top decision-makers, brand and marketing managers, and visual merchandise managers, as well as retail and wholesale buyers. The conclusions are related to specific segments and are linked to extensive descriptions of consumer typology, or rather, target group structures. It is within this framework that the study goes on to explain the information and consumption behavior of these consumer types in a retail setting, both online as well as in multi-channel sales. ●

Member in spotlight / ODD MOLLY

Molly is heading for the top Swedish fashion company Odd Molly is now taking another step into the wild, with their new ski collection that will be launched by the end of this year.

odd molly launches its first ever ski and outdoor collection. A go your own way outdoor collection designed as a tribute to all the adventure seeking, strong women out there. Odd Molly has in recent years gone from focusing on designing clothes for women, to becoming a lifestyle brand. The company have successfully launched new product lines such as interior, swimwear, shoes, underwear, sports wear and rain wear. Last winter season, Odd Molly launched their first skis, in collaboration with the Swedish ski company Åre Ski Factory. This year, they continue the journey towards a fulfilling lifestyle brand by launching Odd Molly ski collection. The company hopes and believes that the customers, who love Odd Molly´s unique expressions, can now also find their outfit for a day on the mountain. The collection consists of ski clothing, goggles and skis that are supplemented with products from the regular collection to create a wardrobe for all occasions on the ski trip. So, when and where will the ski collection be presented to the public? “The ski collection is launched in January, but will hit the stores in the fall, in October 2017, in good time before the winterseason. We are really looking forward to the response from the customers,” says CEO Anna Attemark.

And one last thing, who is this Molly person? “She´s a go-your-own-way skater girl in Venice Beach whose free spirit, willfulness and strength to follow her own path in life inspired us to start Odd Molly. In everything we do, we pay tribute to Molly. We wish to inspire girls and women at all ages to break free from conventions and follow their own dreams,” Anna Attemark explains. ●

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Member in spotlight / ISBJÖRN

high quality and green philosophy The Swedish children´s outfitter Isbjörn has sharpened its teeth for the upcoming fall/winter season 2017. The company presents a totally renewed collection with an extended range within all segments – from baby/toddler and kids, to teens.

isbjörn´s new collection for the coming fall/winter season presents a totally renewed and extended range of garments. And in addition, the brand has equipped itself with an entirely new design profile named ”Peaks”. ”It is a colored pattern representing mountains and fjords or polar bear teeth where only imagination sets the boundaries,” says Maria Frykman Forsberg, CEO of Isbjörn. The new patterns can be found in a new printed outer material and in trims like zipperpullers, reflectors and edge tape. The new design was created by Isbjörn's own designer Elin Olars. ”When seeing it for the first time, I immediately felt – yes this is it!,” says Maria. ”I just love it,” she continues. “It definitely raises the design level and gives the entire collection as well as the brand a more sophisticated feeling.” 16

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Competitive collection The brand has also recently become a TrademarkPartner within the Bluesign-System and can proudly present a collection where the majority of items are branded as a Bluesign-approved products. ”This is a very important statement from Isbjörn,” says Maria. ”Our quality and green philosophy remain as high as ever and increasing volumes as well as more efficient sourcing and production processes has enabled us to present a more competitive pricepoint. That in combination with the maintained and even raised quality level, enables us to present a very competitive collection for this coming fall/winter season,” Maria concludes. It seems like Isbjörn has definitely sharpened its teeth. ●

Member in spotlight / Kavat

One foot in the city, one in the outdoors Their handmade leather shoes are sold in trendy boutiques in Stockholm, Oslo and Berlin. At the same time, Kavat is confidently moving forward in the outdoor world. TEXT GABRIEL ARTHUR

on november 17, Kavat’s new concept store on Grev Turegatan 1 in Stockholm was inaugurated. The fact that the store is located in one of Stockholm's most expensive business district reflects a clear trend: sustainability, craftsmanship and quality have become buzzwords in the luxury segment. In recent years, several of the major international fashion houses started adjusting to a more sustainable business model, both in terms of the environment and social responsibility. In short, sustainability has started to become "in". In parallel, this new group of conscious and relatively affluent consumers is attracted to brands that are already built on durability, craftsmanship and quality. These companies – often smaller and family owned – also belong to the higher price segment for the simple reason that it takes money to do things right. The Swedish footwear company Kavat can be considered one of these new, green winners. That it would turn out this way was not so obvious in 2007, when the company decided to shift production and go "all in" on sustainability. “The decision was based one hundred percent on gut instinct,” says Kavat CEO Magnus Ericson, who is also co-owner of Kavat, and continues: “We did no market research, rather started from ourselves. All of us who own and operate Kavat are parents. We talked a lot about the kind of company we wanted to be able to hand over to future generations.

pushed hard by competition from manufacturers in low-cost countries. Magnus Ericson had stepped off a successful, but arduous career in the international footwear industry. He was tired of short-termism and the mass production of the industry, and saw a different route that the other shareholders liked. From 2007 Kavat chose to focus on the environment and ecology. Still with a strong focus on children's shoes, but also with a series of adult shoes in timeless designs. “We suffered many teething problems in the first years. Organically tanned leather requires a very different set of craft skills than chrome tanned leather, for example. But here at the headquarters in in swedish region Närke and our talented staff at the factory in Bosnia solve them step by step. Around 2010–2011 we were catching up, in terms of quality. Since then, Kavat has been on the list of Sweden's fastest growing companies. And the focus on adult shoes has become very successful. It is not just the boom of craftsmanship and ecology in the fashion world that plays into the hands of Kavat. The same attitude can also be seen among consumers in the outdoor world. It also reinforced the success of the growing interest in "urban outdoor" – products that will fit just as well in nature, as on the way to the office or restaurant. The same day that Kavat’s new store opened, Magnus Ericson also had time for a visit with the buyers at Naturkompaniet, which is Sweden’s largest outdoor retail chain. “Sales have gone very well with them during the fall. Our shoes have a uniquely good fit, and they can also withstand tougher use. Outdoor customers appreciate this,” reports Magnus Ericson satisfied after the meeting. ●

“The decision was based one hundred percent on gut instinct”

Urban Outdoor moves forward Kavat stood at a crossroad, explains Magnus Ericson. At that time the company made high quality children's shoes. However, the respected company, which was founded by shoemaker Ragnar Karlsson in 1945, was

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5 sustainable

steps for Kavat

ISO 9001 AND 14001 Our factory is certified according to the ISO 9001 and 14001 standards, which means that both the overall quality management and the environmental work are all meeting the highest standards. Very few shoe factories in the world meet both these ISO standards.

EU ECOLABEL We have set a voluntary policy to use the official EU Ecolabel criteria as a guideline for all processes and raw materials. The label itself is only awarded after verification that the products meet the highest environmental and performance standards seen from a product life cycle perspective.

ECO PERFORMANCE LEATHER Kavat EP (Eco Performance) leather is a chrome free, full grain leather with water repelling properties. It develops a beautiful natural patina over time. Produced in Europe from European cattle.

CHROME FREE LEATHER LINING Leather tanned based on natural ingredients like bark and organic tannins. Excellent breathability. Also produced in Europe from European cattle.

WOOL MIX LINING Lining material made of 50% ecological wool, 50% polyester. This makes the shoes warm and comfortable, while still being durable

Kavats new serie works well for both young and old.

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Next generation of outdoor lovers One of the key questions for the entire industry is how we can attract the next generation to the outdoor arena. We begin looking for answers in the suburbs of Stockholm on a grey November morning. TEXT NICOLAS Jร NDEL

photo: christian olars / isbjรถrn

PHOTO LINDA ROMPPALA

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Feature you can hear them coming long before they are visible. Down the road towards the underpass, they come in groups, class by class, all wearing vests of different colors. Boots crunch on the newly graveled walkway and hoots and hollering can be heard. It is the middle of November and the first snow has fallen. Someone has a winter hat in the shape of a moose, another is wearing one with a Hello Kitty motif and a third does not want to wear a winter hat at all. They are first grade students who go to Slättegård School in Bredäng, a working class dominated suburb of Stockholm, and are taking part in the project called "Forest Heroes" organized by the Swedish nonprofit organization Friluftsfrämjandet. The ambition is to get more children out into nature and for the past four years, the program called “Skogshjältarna” (Forest Heroes) has been taking place in the suburban “natural” areas near Sweden's three major cities: Stockholm, Malmö and Gothenburg – in underprivileged neighborhoods where a program like this can have the most impact on children. Project Manager Asa Stelin-Barre is also present. She explains that Friluftsfrämjandet also organizes family activities in the area. “I was talking to a father on one occasion and he mentioned that although he had lived in the area for 16 years, he did not know that there was a wooded area just nearby. Not until we showed him.”

he phenomenon, which not only applies to Bredäng, but also to the entire Western world, is that our children are less active and the link with the outdoors and nature is no longer as obvious. There are so many other things competing for and requiring mental performance, but not so much in terms of body activities. And this does not just go for kids. Even as adults we tend to do less physical activities than previous generations. The natural connection to the outdoors that was so fundamental when we lived in it, has been replaced by a distance that requires some active steps to bridge. According to some observers, current generations in the West are at risk of dying at a younger age than their parents. For health reasons. A European study presented by the University of Gothenburg a few years ago showed that children from 2–9 years old in eight selected European countries ingest an average of a pound of sugar per day. The intake of such soft drinks, cakes and sweets are high not only on Saturdays, but all days of the week. The highest sugar intake was for children in Germany. Sugar intake is of course only one factor. But

increasingly unhealthy eating combined with less physical activity is an equation that worries more and more people.

bout a month earlier, in mid-October, the member companies of the Scandinavian Outdoor Group met in Gothenburg, Sweden. One of the items on the agenda is precisely how to identify the next generation of outdoor practitioners. One of the speakers was Andrew Denton from the European Outdoor Group. He quickly sketched a picture of the current world situation when it comes to outdoor activity. The World Health Organization (WHO) recommends 150 minutes of movement per week for an adult and 60 minutes per day for a child. Internationally, adults act as rather bad role models in this area. Six out of ten adults do not perform any sporting activity at all, and 30 percent will not reach the goal of 150 minutes of physical activity per week. The phenomenon is of course well known in the outdoor industry, but no less alarming – because who do you sell products to if no one uses the outdoors? The low level of activity is expected to decrease even more for future generations if the downward curve continues in the same direction. The patterns seen, according to Andrew Denton, are evident in countries such as the US, UK, China and Brazil. In Andrew's own country, England, 17 percent of hospital beds are occupied by patients with class 2 diabetes, a type of diabetes that admittedly can be hereditary, but largely induced by the way we live. Partly as a result of smoking and obesity. Too much body fat affects the body's cells, making them less susceptible to the body's own insulin, which in turn increases the risk for diabetes.

First graders från Bredäng outside Stockholm, exploring nature.

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Feature

Beyond the health aspect, it is also about economics. The health costs of an increasingly lazy population is something that now worries governments throughout the western world. Not everything is bleak, however. At the same time, there are things happening in the outdoors that can be difficult to capture statistically. Today, people are less interested in being involved in associations (memberships are easy to measure). Instead, there is increased interest in participation on an individual level. “We see a casual outdoor movement emerging, which is not association or club-based, rather much ‘freer in form. A movement that is based more on outdoor recreation in natural surroundings close to the city,” says Denton. One company that has thought deeply about how to open the door to nature for the next generation is Finnish Reima. Even here in Scandinavia, children and young people are losing much of their contact with nature and are choosing an increasingly passive lifestyle. The trend is downward in all Scandinavian countries with a steadily decreasing number of hours spent on outdoor activities. This is even seen in Norway, which remains best in class. “When children are young, they are still quite active in the outdoors, but the number of hours spent on

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outdoor activities become fewer the older the children get,” says Anne Lundelin, Sales Manager of Reima. They have also seen, through a separate survey conducted in the summer of 2016, a sharp polarization in the outdoors. “Regarding activity rates, the trend goes in two directions. On one side are those who practice a lot of activities, almost like professionals. And on the other side, they almost do not do anything at all,” she continues. Reima's ambitious attempt to motivate children to be more active is called Reima Go, which they developed together with Suunto, who is responsible for the technology, and also with psychologists with knowledge about children's behavior. Reima Go is a game based on activity. A sensor attached to a jacket records children's movement patterns in association with an app. The more you move, the more rewards you get in the game. You could say that it feeds the characters in the game with energy. Reima actually started developing the concept before the Pokemon Go-wave hit Scandinavia. Otherwise, Pokemon Go is perhaps the most brilliant example of where technology and a screen has been used as a force to get thousands of young people to go outdoors to hunt around for Pokémon

photo: isbjörn

The way to the wilderness can be even longer since more and more citizens move to urban areas.

characters. The phenomenon made the eyes of the entire outdoor industry shine. But anyone who has seen kids (and even a few adults) hunt around for new characters to catch on their smartphones can also say that yes, they are active outside, but it is the screen that stands for the experience. Do we really need a screen to experience things out in nature? Andrew Denton believe so. “The battle against technology is already lost. Instead, we should make use of technology to learn more about nature and as a tool for experiencing nature,” Denton explains.

owever, there may be a countermovement. The Swedish Tourist Association conducted Project Get Real in the summer of 2014 to generate some insight into how to make the mountains more attractive to young people. A total of 278 people aged 17–25 years hiked around as "test pilots" for an entire week (a total of 1521 days of data) and had to answer a series of questions upon their return about what was good and not so good. The interesting thing was that the young people, which consisted of a ratio of 50/50 boys to girls, clearly saw hiking as a sort of "back to nature" experience and viewed the simple and genuine as a positive

The Reima GO project combines outdoor activity with gaming experience.

part of the experience. Connection to the Internet was almost not requested at all. It would have certainly been nice to be able to charge a cell phone, but mainly so that the camera could be used. To know that it was possible to make calls from certain locations was the wish of some, but far from all. Instead, the participants thought there were far more important things like the stores at the mountain stations, access to supplies, good information and well-marked trails with distance markings. Back to the Stockholm suburb of Bredäng. The group we have joined go further along the path and up a hill. On the way there, while the kids slip their way up the snowy slope, I chat with instructor Iris Högberg who has been involved from the beginning of the project. “In the beginning, the children were very poorly dressed. I often had to lend out my gloves, but now that we've been out a few times, it is much better. Most have actually acquired clothes that allow for outdoor activities,” explains Iris. The children gather in a circle. Before they have a snack, it is time for some question-and answer exercises. “What is the oldest tree,” ask the teacher.

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Feature

he relationship to nature in the big city suburbs like Bredäng is far from obvious. It may seem very far away even if it's just around the corner for many. And the road to true wilderness will, perhaps, be even longer since we are increasingly choosing to settle down in the cities. The London School of Economics estimates that more than 75 percent of the world's population will live in urban areas in 2050. One conclusion might be that more everyday natural experiences will become an even more important arena for outdoor activities going forward. A few weeks later, in early December, I go

AN INVITATION TO THE KIDS! Starting last year, SOG arranges Outdoor Academy of Scandinavia for kids. The next OAS Kids-event will take place in April at the Swedish ski resort of Åre, in Jämtland, Sweden. SOG invite retailers and press, together with their kids, to try different winter activities and great gear. For more info, please contact oas@scandinavianoutdoorgroup.com

SCANDINAVIAN OUTDOOR NEWS

to the Royal Institute of Technology in Stockholm to meet Sverker Sörlin, a professor of environmental history to talk about our relationship to nature. He has written the book Natural Contract about man's place in nature. “This with outdoor tourism, for example, is a relatively new phenomenon that did not exist at all before the 1700s. Even during the 1800s, 1900s and the present day, adventure tourism has been a job only for the affluent who have the time and knowledge.” He believes that it is possible to have a class perspective on the exploitation of nature. When more people can afford to experience nature, we also see an increase in activity. The wilderness today is a product that can be "packaged" as a marketable commodity for a certain audience. And in a way, nature and what happens there is a mirror of our entire society. “In countries such as Norway and the Alp countries, the outdoors has always had a more casual, natural position, while in Sweden, it has been somewhat more exotic. For example, mountain tourism could have a stricter and more austere aura,

photo: christian olars / isbjörn

“The Oak tree,” answers many of the children in unison. The instructor asks what they did last time. Eight-year-old Julia excitedly scratches her nose (this is how the students show that they want to answer instead of raising their hand). “Last time we saw lichens, and went looking for animals,” says Julia. The instructor applauds Julia's exact recollection. Then it is time to build snowmen.

but today it has shifted more in the way of the connoisseur,” says Sverker. A challenge that Sverker brings up is how to continue to develop nature tourism without increasing the environmental footprint. He distinguishes between the "motion landscape" where visitors travel by machine for faster more intense experiences with airplanes, helicopters and snowmobiles. Some popular areas in the mountains between Sweden and Norway are already experiencing hard wear and tear today. “I think the question of how nature will be used and in what way is an interesting aspect. It is all about finite resources that may only be used by a few, but the way we use them can affect everyone,” says Sverker. However, even if more people will be able to afford trips to the mountains, it is for activities that may only be carried out once or twice a year. The more daily contact with nature has apparently declined in all of Scandinavia. This is perhaps far more serious. Especially, if we buy the argument that a regular relationship with nature brings

both physical activity and a spiritual calm. The swish of the trees, the smell of moss and open horizons all appear to have a positive impact on us mentally. There are lots of studies that show such a correlation. And in areas like Bredäng, perhaps it is even more important. Here, there isn´t an obvious connection from the beginning and very few could afford to take the whole family on the mountain vacation even if they would like to. The Forest Heroes begin to finish up. This has been their last meet. It is now thought that the teachers in the schools will take over and continue with the concept of their own. On the way back, I ask eight-year-old Melek what they have learned about nature and what she remembers most clearly from all the excursions. The answer comes immediately. “We learned not to litter. No one can leave litter in the outdoors, because the animals can be injured or die, says Melek and then slows down her step. She looks long and skeptically at an overflowing trash can at the edge of the forest near the paved road. ●

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Member in spotlight / LIGHT MY FIRE OF SWEDEN

eating out

Food tastes better outdoors! Light My Fire of Sweden wants more people to move their mealtimes outside and is following the awakening interest for outdoor cooking with the Outnic concept. TEXT HENRIKA LAVONIUS WIKE

interest in food has long been increasing – we are baking and cooking like never before. Now, interest is growing even in the outdoors where people are increasingly viewing cooking as a recreational activity in itself. Light My Fire of Sweden has long provided outdoor enthusiast with nifty sporks, fire utilities and colorful food containers. With the new cooking trend deepening, the company is now launching the concept Outnic – and, of course, new products that make a meal outdoors event easier and more enjoyable. “Outnic is the combination of outdoor cooking and a picnic,” says CEO Calill Odqvist-Jagusch who feels there is a need for a new concept to explain this new way of cooking and dining outside. “A picnic is with flimsy paper plates and a basket of pre-cooked food,” she explains. “Previously, outdoor food has been grilled sausage or freeze-dried food, the simplest possible.” “When we organize our workshops, we see a lot of interest in outdoor cooking – and it has now turned into a queue of interested people,” says Odqvist-Jagusch enthusiastically. The interest exists not only among the typical outdoor enthusiast. “New groups will be fascinated by being able to

cook on outdoor stoves, like ordinary office workers who do not necessarily belong to the traditional outdoor recreationists. With our courses, we would like to encourage cooking in the outdoors as well as remove the fear some have surrounding gas stoves. It is super easy! And it is delicious with just a few ingredients.” Birthday parties in the nature Light My Fire is very passionate about spreading this vision and has a pilot project in which they conduct outdoor children's birthday parties. The company has also developed simple recipes and is working with some dedicated amateur photographers and food designers to inspire people through social media. For the convenience of all outdoor chefs, the company has also developed new, intelligent products that make it easier to handle and store food. One such exciting product is the Add-a-Twist, a storage solution that can be used for both food and other outdoor gear, and that can be expanded as needed. “Cooking in the outdoors allows for being social and mindful at the same time. And we see it as our task to making it as easy as possible. It must be practical, otherwise people will not do it,” says Calill Odqvist-Jagusch. ●

Grandpa's crumble ingredients

1 dl spelt flakes 0.5 dl flour, 50 g butter, 0.5 dl raw cane sugar, 1/2 teaspoon vanilla powder, two pinches of salt

on location:

2 apples (300 g), 20 g butter, 4 tbsp raw cane sugar 2 teaspoons cinnamon, 500 g ready-made vanilla sauce/custard

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A nice h LMF dis

step by step

1. Make the crumble at home and take along in a bag. 2. Melt the butter and sugar, fry the apple slices lightly, then season with cinnamon. 3. Top with crumble and vanilla sauce.

Two tips in one! Grill apples over an open fire with Grandpa’s FireFork/FireGrill and dip the apples in the melted butter and sugar.

More and more people see mealtime as an important part of their wildlife experience.

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Member in spotlight / ALFA

ALFA – a better outdoor experience The Norwegian shoe company ALFA is experiencing great success with its extensive renewal. Now, it’s time to hit the international market.

alfa shoes has conducted extensive changes in both products and business strategy. The award shows that both the market and the consumers like what they see. ALFA's Lyng A/P/S Hiking Boots were recently recognized with the Scandinavian Outdoor Award during ISPO in Munich. Lyng A/P/S won the award for its immediate comfort, low weight and innovative materials, among other things. “It is incredibly motivating to be recognized for the job we have done. ALFA is currently well positioned as a modern, innovative brand with world-class products. The fact that Lyng A/P/S won this award is a sign that our thoughts and plans are moving in the right direction,” says CEO of ALFA Shoes, Pål Olimb. Norwegian quality shoes for everyone The Scandinavian Outdoor Award is presented by Scandinavian Outdoor Group during the annual ISPO fair, the sports industry’s main meeting point internationally. The response from the Norwegian market so far and the reception at the fair, makes ALFA look at an international initiative with optimism and positivity. “Alfa's history is long and proud, but our eyes are

One classic and one ultramodern. A ski boot from 1965 and a skating boot from 2017.

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on the future. With an uncompromised belief that great boots lead to greater outdoor experiences, we aim to provide boots of unrivaled quality. Our innovative products have challenged established standards for more than two generations and we continue our progress of combining modern technology and lasting materials in new and unique ways. We believe this is how to create excellent products of unmatched quality,” says CEO of ALFA Shoes, Pål Olimb. ALFA has a long and proud tradition, and has been the preferred supplier for both active outdoor enthusiasts and professional adventurers for years. The company has focused on technical product development, the use of modern materials, and unique, contemporary design. However, the most important focus is still comfort and quality that lasts. ”Even though our shoes give an exclusive impression, it is still the experience of unsurpassed comfort that remain as our guiding star. This is the reason behind ALFA’s position today, and this is what should give us new users internationally. We will not only export good shoes, but also the great hiking experience,” says a satisfied Olimb. ●

“We want to put shoes on more feet and walk in more countries”

Big historical steps for Alfa 1931 Alfa was founded 1956 The management

of Alfa decides to invest in ski boots.

1968 Alfa develops and

introduces Nordic Norm 75 mm vulcanized soles, which are still the international standard for this type of ski boot.

1979 First production

abroad. Alfa Skofabrik Inc. in Canada opens in March with a license to produce Alfa ski boots.

1980 Alfa introduces Gore-Tex® linings in ski boots.

1993 Alfa wins the con-

tract to supply boots to officials at the 1994 Olympic Games in Lillehammer.

2014 Alfa launches the

first collection of boots with the innovative Alfa Air™ technology and a completely new visual identity.

alfa.no

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Member in spotlight / SKOGSTAD SPORT

pure design from the fjords of norway

On the shore of Norway’s Nordfjord, situated in the community of Stryn, you will find the small village of Innvik, where skilled craftsmen have made their mark on the culture of the region for generations. 80 years ago, the history of Skogstad Sport took its beginning here. skogstad is one of Norway’s largest suppliers of technical outdoor, sports and leisure wear for the entire family. In Norway, they are widely known for their excellent design, consistent quality and performance at a sensible price. The company has a collection that spans all seasons and all weather conditions. Whether it is walking the city streets or summiting a mountain at minus 20 degrees, Skogstad clothes will provide you with good quality performance. Their goal is to manufacture 30

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products that will not only stand the test of time, but the test of an active, fun-filled, outdoor life.

Setting the trends Skogstad is constantly striving to develop and improve their product range. Therefore, product testing is a vital and valued phase during the development. Close partnerships with active, local ambassadors like mountain climbers, randonnee or free skiers, contribute to the development of and optimization of each individual product in the range. One example is the 2,5-layer shell jacket that was tested by the local skiing and mountain group “Svedje og Fjell”. The incredible lightweight product with Skogstad Brix technology offers high technicality, minimal packing volume and an extremely soft feel – perfect for a wide range of activities during all seasons. With their in-house designers in Norway, and a team in China that is committed to innovation, Skogstad is not just following The new 2,5 layer trends but seeking to set them. ● shell jacket.

Gear Guide

EXCITING NEWS ON THE PRODUCT SCENE IN 2017

1 Feeling warm

the aclima hood sweater is designed for cold days,

and has several innovative solutions in terms of woollen underwear. The product has thumbholes in the sleeves and a nice pouch for warming your hands, which allows you to regulate easily depending on how cold you are. This principle also applies to the head and neck, as you can also choose between a neck-warmer, polo neck or covering your head with the integrated balaclava. See all the new colours in the Aclima booth in the Scandinavian Village. aclima.no

2 Jacket for legends the halti legenda skiwear line is the culmination of

many years of experience with ski teams and other ski professionals. The Legenda products’ cutting edge details and clean design create long lasting products both design and technology-wise for the demanding consumer. The waterproof and breathable 4-way stretch outer material is Bionic-Finish Eco, featuring a fluorocarbon-free water repellent treatment. The front and back has a special breathable construction system. The material is certified bluesign approved and the jacket is part of Halti's ”Think ahead category” of sustainable products. halti.com

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Gear Guide

3 The Hemsedal way bergans of Norway presents a new premium clothing

line for active alpine skiers. The pinnacle of the design can be seen in the collection's flagship product, the Hemsedal Hybrid Jacket. A variety of different materials were combined based on the body mapping principle in order to not only protect skiers from the elements and cold temperatures but also keep them pleasantly warm and allow to adjust their temperature even in changing conditions – whether sitting on an icy chairlift or making a swift and strenuous descent down a black diamond slope. With a separation of cold and warm zones, the Hemsedal Hybrid Jacket alternates between isolating and breathable materials: high quality down and PrimaLoft® as well as 3-layer Dermizax® NX. These ensure weather protection and climate comfort all over the body and provide thermal retention and breathability in just the right areas. bergans.com

Totally 5waterproof precursor of polyurethane boots, Polyver has

4 Works everywhere kavat’s style dundret is fashion outdoor, multifunc-

tional and eco-friendly. Suitable for weekdays, weekends or one-off occasions, adding the modern twist to metropolitan urban outdoor style no matter if you are in wintery downtown Stockholm or out walking in snowy St Moritz. This perhaps explains why Kavat is seen at the afterski party, and probably one of the best après-ski styles the world has ever seen. It is comfy and traditional chic with chrome free, water repellent leather with persona, combined with a wool blend lining inside. Dundret is also certified with the EU Ecolabel. kavat.com 32

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used its many years of expertise to create the Premium model. Compared to PVC and rubber, its unique polyurethane recipe offers undeniable properties such as natural insulation down to -50°C and up to +5°C, more comfort, lightness, and more durability. In addition to a wool lining with reinforced areas, a three layer innersole procures better support for the foot and improved protection against the cold. The new sole technology guarantees maximum grip and stability on snow and ice. polyver-boots.com

Gear Guide

6 Perfect in the storm

nordic ski touring is the winter equivalent of hiking in the mountains. On

ski tours in cold and dry winter climates, reliable and proven materials like polycotton, wool and leather works really well. The new Lundhags Sprek Jacket and Termik Pant are made of waxed, durable polycotton (65 percent polyester and 35 percent cotton). It is a classic material that has kept generations of Scandinavians dry and warm in the mountains. It keeps out the wind as well as some wetness, while moisture from the body is easily transported out through the fabric. The Sprek Jacket has roomy pockets, a storm hood, zippers for ventilation and a generous length, which makes it a reliable and protective companion. The timeless design means that it works equally well in more urban winter environments, even during autumn and spring. The Termik Pant is made from the same durable material, and reinforced with waterproof 3-layer Zethar panels on the seat and legs. It also has a high waist with Schoeller stretch on the back. Adjustable and removable suspenders, full length ventilation zippers and snow gaiters provide additional function. Just like all Lundhags garments the Sprek Jacket and Termik Pant are completely free from fluorocarbons. lundhags.se

When camping, you can dry the liner in your sleeping bag.

Removable liner keeping the feet warm is not just a matter of comfort, the cold can also be

a physical danger in the mountains. The new boot model Lundhags Guide Expedition 75 provides both comfort and protection against the cold. With a wool felt inner liner, your feet will stay extra warm. Since the liner is removable, you can dry it easily. The boot also has a sturdy Cellular Rubber base that insulates well against the cold and a high shaft making it even more stable. Recently, the elite British Royal Marines decided to equip its soldiers with Guide Expedition 75 â&#x20AC;&#x201C; proof that this is a boot designed for the toughest conditions. The same design and philosophy is used in all winter boots from Lundhags.

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Gear Guide

7combinations Endless

add-a-twist, is designed to be really neat and handy. The

round shape makes it easy to slip in and pull out of your backpack no matter how full it is. Use it for all those bits and bobs you need to keep safe and sorted. The containers lock into each other and can be combined endlessly – just mix´n match colors and sizes to suit your needs. So pack Add-a-Twist for your next Outnic, take it canoeing, boating, climbing… or simply pop it into your kid´s backpack, filled with fruits and nuts for snack time. lightmyfire.com

8rainRecycled jacket

responsible manufacturing has been a part of the

Tretorn DNA since 1891. With the initiative Eco Essentials, they review how they interact with the nature around them and evolve towards a more circular mindset with sustainability as the guide to growth. The first collection is a unisex rain parka, produced from recycled PET-bottles and coated with a waterproof, PVC- and fluorocarbon-free PU-coating. Tretorn Eco Essentials Rain Parka comes in five colors for adult and kids. The goal is for Tretorn to transform 50% of its rainwear into Eco Essentials before 2020. tretorn.com

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Scandinavian Outdoor Award

Who will be the winner in 2017?

The interest for the Scandinavian Outdoor Award is very high, and the winning products usually get a lot of media attention. The quality of all nominated products also says something about the great standard within the Scandinavian outdoor industry. since 2006, the competition for the Scandinavian Outdoor Award (SOA) has aimed to support product and design innovation as well as to promote new Scandinavian outdoor products. Today, the award enjoys a high recognition within the industry and media thanks to the very thorough evaluation process. A total of 22 products, from Scandinavian Outdoor Group brands, are nominated to compete for the Scandinavian Outdoor Award. The international jury, composed of prestigious outdoor and industry journalists and retailers, bases its final judgment on the following criterions: Design, Innovation, Functionality, Quality and Sustainability. The main award categories for every season are Overall Winner and Sustainability. In addition to the main categories, there are subcategories: Apparel, Footwear, Hardware, Kids and Jury’s Honorable Mention.

Last year's winner Amok with their innovative hammock.

The international jury is bringing years of outdoor product experience and market knowledge to the meetings. The team of journalists from magazines like Retki in Finland and Norr Magazin in Germany has its own dynamic and develops methods and rules together with the SOG, who provides the platform and organization. The jury is headed by Gijs Loning from the Netherlands. An international jury of outdoor journalists and product experts will examine each product during outdoor/snow activities and various test sessions in three additional meetings. This year’s jury represents Outdoor Magazine in Germany, Outdoor Guru in Netherlands, Norr Magazine/365 in Germany/Sweden, Gory in Poland, UTE in Norway, airFreshing German Online Magazine and also one retailer from Utebutiken, Sweden. ●

Don't miss out! There will be a prize ceremony at the Scandinavian Bar in hall A2 the first day of ISPO, at 17.30. You are welcome to join! The SOA products will be on display in the Scandinavian Bar Lounge all day, every day of the show.

FROM SINGLE TRACK TO. West Sweden is something else. You could come for the beautiful trails in pristine nature. Or to take part in the exciting Icebug Xperience â&#x20AC;&#x201C; three days of running or hiking in hilly terrain, enjoying excellent seafood and meeting kindred souls from all over the world. Discover the contrasts on site, or read more at westsweden.com

Brand Presentations

An overview of the participating exhibitors in the Scandinavian Village.

A2-217 8848 Altitude was established in 1990 after designing the clothing for the first successful Swedish expedition to Mount Everest – the world’s highest mountain at an altitude of 8848 meters. Ever since, 8848 Altitude has been developing high-performance apparel for skiers and other outdoor enthusiasts all over the world. 8848 Altitude is sold in over 600 stores in 23 countries, appreciated for the high functionality and Scandinavian, contemporary design. 8848altitude.com Sales: Fredrik Käll, fredrik.kall@ 8848altitude.com, +4670 6038848 PR: Pauli Ärje, pauli.arje@8848altitude. com +46705 558848

A2-227 Dale of Norway is known world wide for true authenticity, premium designs and excellent quality. Even today the production is at the historic factory in the village of Dale, in Norway. Since 1879, Dale of Norway has been crafting the world’s finest knitwear from 100% pure wool, inspired by beautiful Norwegian patterns and the active Norwegian lifestyle. Dale of Norway offers not only traditional designs, but has recently developed a wide selection of attractive garments for sport and fashion, including technical innovations. daleofnorway.com Sales: Kjell Østensen, kjell. ostensen@dale.no, +4797 966411 PR: Hilde Midthjell, hilde@ dale.no, +4790 837111

A2-128 Aclima was founded in 1939 and has targeted quality, textile innovation and passion for outdoor activities for more than 75 years. As an underwear specialist, the company still has its production in northern Europe and focuses on high quality Merino wool products. Aclima has won many awards for their innovative products based on old knowledge of how to dress in demanding environments. aclima.com Sales: Lars Eivind Johansen, lars@aclima.no, +4797 161182 PR: Wivi-Ann Karlsen, wivi@ aclima.no, +4799 510560

A2-116 Devold of Norway provides wool garments for outdoor lovers, explorers and professionals working in demanding environments. The company has supported Norwegian polar, sailing and climbing expeditions since it was established in 1853. Driven by innovation and a focus on quality, Devold provides base layers, mid-layers, leisure wear, classic sweaters, socks and headwear – all produced in Europe from the finest Merino wool. devold.com Sales: Øystein Bømo, oystein. bomo@devold.no, +4792 052707 PR: Janne Strømmen, js@devold.no

ALSO AT ISPO

Craft B3-402, Norrøna A6-402, Odd Molly B1-425, Peak Performance B1-304, Thule A4-312, Exel Sports A5-320

PARTNERS

Volvo A2-125, Mid Sweden University A2.UE.2 Rudholm & Haak A2-232

A2-216 Alfa is a major contributor to the proud Norwegian outdoor traditions and their innovative product developments have been challenging established standards for more than 80 years. Today, Alfa aims to offer you a better outdoor experience by providing high-end ski, trekking and hunting boots for the quality conscious outdoor enthusiasts. alfaoutdoor.com Sales: Mette Anita Rud, mette@alfa.no, +4799 735366 PR: Pål Olimb, paal@alfa. no, +4791 752995

A2-108 One of Scandinavia’s fastest growing apparel companies is Didriksons. From the beginning, the company made clothing for fishermen on the west coast of Sweden. Today, well-designed and functional clothing are their main focus. Didrikson’s clothing is characterized by a consistent and modern look, the result of close cooperation between the company’s fashion and technical designers. didriksons.com Sales: Niklas Nilsson, niklas.nilsson@ didriksons.com, +4676 8099806 PR: Ulrika Nilsdotter, Ulrika@ dayskommunikation.se, +4673 7464122

A2-102 Bergans is almost an institution for outdoor-loving Norwegians. The company was founded in 1908 when Ole Bergan invented the modern backpack. Now, Bergans also makes sleeping bags, tents, functional clothing and foldable Ally canoes. Ever since Amundsen reached the South Pole, their products have been on countless expeditions and adventures, and innovation is still the basis for the company today. bergans.com Sales: Bart Meijers, bart.meijers@ bergans.no, Tel +4732 252500 PR: Christoph Centmayer, christoph. centmayer@bergans.no, +4732 252500

A2-202 In 19 60, Åke Nordin founded Fjällräven in his basement in the town of Örnsköldsvik in northern Sweden. Today the company’s timeless, functional and durable outdoor equipment enjoys a global presence and can be found in over 30 countries. Fjällräven prioritizes acting responsibly towards people, animals and nature and encouraging and sustaining public interest in the outdoors. fjallraven.com Sales: John Are Lindstad, johnare.lindstad@fenixoutdoor.no , +4791 357057 PR: Sarah Benton, sarah.benton@ fjallraven.se, + 4670 3877654

TECHNOLOGY BRAND MEMBERS Polygiene A2-130, OrganoClick C3-515

MEMBERS THAT ARE NOT EXHIBITING AT ISPO

Amok Equipment, Blå Band, Ecco, Hilleberg, Klättermusen, Kupilka, Morakniv, Nokian, Northern Playground, Real, Seger, Tentipi, Trangia, Tretorn, Ulvang, Walkstool, Woolpower

SC AN DIN AVIAN O UT DO O R N EW S

A2-208 Don’t let the unexpected change your plans. When you are prepared for anything, everything is part of your adventure. The elements can be unpredictable. That’s why Haglöfs isn’t. #beattheelements haglofs.com Sales: Fredrik Ohlsson, fredrik. ohlsson@haglofs.se +4685 8490640 PR: Sara Skogsberg Cuadras, sara. skogsberg-cuadras@ haglofs.se, +4685 8440 014

A2-110 Halti is a Nordic outdoor company from Finland. They create premium outdoor, ski, multisport and lifestyle apparel and hardware with unmatched function, intelligence and nature inspired design – to help you to find your own peak moment in the nature. Halti is for curious, active and demanding outdoor enthusiasts who value high functionality, best technical materials, perfect fit and beautiful minimalist Nordic design. halti.fi Sales: Sami Kiiski, Sami.Kiiski@ halti.fi, +3585 0389 09 01 PR: Hanna-Liisa Erkheikki, Hanna-Liisa.Erkheikki@halti.fi, +3584 05241718

A2-233 In 1970, Helsport launched the world’s first tunnel tent, just one example of the innovative products from this family owned company. The brand focus is on high quality and lightweight mountaineering products. Helsport was started in 1951 in Trondheim, Norway and has since equipped hundreds of expeditions all over the world. helsport.no Sales: René Guba, rene@ helsport.no, +4794 003251 PR: Johannes Hvidsten, johannes@helsport.no, + 4799 304074

A2-118 Hestra has specialized in high quality gloves since its establishment in 1936. The company is still run as a family business and has become one of the leading international glove brands in skiing, outdoor recreation and leisure. At Hestra, making gloves will always be a craft. hestragloves.com Sales: Andreas Håkansson, andreas.hakansson@hestragloves.se, +4670 5337670 PR: Jenny Kvarnlöf, jenny.kvarnlof@ hestragloves.se, +4637 0339700

ISBJÖRN A2-204 Houdini’s mission is what they call “core comfort for body and soul”. This means no compromises when it comes to performance, sustainability and style. A substantial part of Houdini’s products has been transformed from the conventional linear to the circular product lifecycle and can be recycled through a closed-loop recycling system. Houdini delivers products from underwear to shell layers with the ultimate vision of enabling a “maximum experiences, zero impact” lifestyle. houdinisportswear.com Sales: Hanna Lindblad, hanna. lindblad@houdinisportswear.com, +4685 5774681 PR: Mia Grankvist, mia.grankvist@ houdinisportswear.com

A2-512 Skofabriken Kavat was founded back in 1945 in Kumla, Sweden, and the ambition to make the best children shoes in the world is as natural now as it was then. Since the start the company has been at the forefront when it comes to the development of children shoes, and nowadays also on the adult side. They were the first brand in the world to make shoes certified with the EU Ecolabel, with shoes made in a chrome free, water repellent leather with excellent breathability. kavat.com

A2-219 Icebug is a Swedish shoe company that back in 2001 started to challenge the global footwear giants with new innovative traction technologies. The reason why Icebug started was the frustration of having to choose between slipping or saying no to outdoor activities because of the risk of slipping. Icebug traction technologies enable people to enjoy outdoor activities all year around, no matter the conditions. lundhags.se Sales: Jerker Levin, jerker.levin@ icebug.se, +4670 7252823 PR: Marie Thomasson, marie.thomasson@icebug.se, +4672 2461146

A2-120 Based in Sweden, Light My Fire specializes in outdoor accessories that are as practical in the city as they are in the wild. From making fires to eating meals – our products have been taken to heart by both backyard adventurers and backwoods survivalists. lightmyfire.com Sales: salesupport@ lightmyfire.com, +4640 6601660 PR: press@lightmyfire.com, +4640 6601660

Sales: Magnus Ericson, magnus@kavat.com PR: Caroline Holmgren caroline@kavat.com

S CA N D I N A V I A N O U T D O O R N E W S

A2-117 Isbjörn of Sweden is a premium outdoor and ski brand for baby, kids and teens. The vision for Isbjörn of Sweden is to bring true sustainability into the market of baby, kids and teens wear, by offering products with the same high quality and function as for premium adult brands and as well as by taking an environmental friendly approach when choosing materials. The brand was born 2005 and is today distributed by over 250 exclusive outdoor retailers in Scandinavia, Europe and Japan and China. isbjornofsweden.com

A2-221 The family company of Ivanhoe was founded in 1946 in Gällstad, a district known as Sweden’s knitting centre, where tradition and pioneering spirits still live on. Several generations experience and competence enable Ivanhoe to continuously develop both base and functional garments. The classic materials, such as wool and cotton, can always be found in the collections, but they also incorporate new blends, treatments or knitting and weaving techniques. ivanhoe.se

Sales: Maria Frykman Forsberg, +4676 22448 90 PR: Sebastian Stechl, sebastian. stechl@krauts.de, +4989 346 966

Sales: Gabi Ospel-Guba, gabi@ivanhoe.se, + 4632 1688712 PR: Anders Göthager, anders@ivanhoe.se, +4632 1688706

A2-229 Lillsport invented the first, modern glove for cross-country skiing and has been the leader in this segment ever since. The company was founded in Värmland 1984 by the cross country skier Lasse Granqvist and is today, aside from cross country gloves, developing glove concepts for several Scandinavian defence forces. Lillsport is not only a glove brand but also a glove manufacturer, allowing development and choice of materials to occur side by side with the craftsmen making the gloves. lillsport.com

A2-126 Lundhags makes boots fit for kings – literally. The company is a Royal Warrant Holder to the Swedish royal family. Since 1932, the shoemaker in Järpen, Sweden, has made comfortable and durable boots for all kinds of outdoor pursuits. Today, Lundhags also sells clothing, backpacks and other outdoor equipment developed in the same tradition. lundhags.se

Sales: Patrik Olsson, patrik@ lillsport.se, +4670 3975177 PR: Jesper Karlsson, jesper@ granqvists.se, +4670 6160202

Sales: Henrik Ottosson, henrik. ottosson@lundhags.se PR: Anders Blomster, anders. blomster@lundhags.se, +4670 9324699

A2-230 Polyver Boots are the #1 PU winter boot in the Nordics. Manufactured in Sweden, using the latest generation of machinery they strive to push the boundaries of PU boot development. The company´s focus is to manufacture high quality winter boots offering excellent comfort, functionality and durability at a price that provides value for money to the end consumer. www.polyver-boots.com Sales: Steve Dutton , steve.dutton@polyver-group.com, +4673 3130288 PR: Marine Werling, marine. werling@polyver-group.com

A2-234 Silva has developed and sold sports and outdoor accessories since 1933. The hero products, compasses and headlamps, are characterized by a high level of functionality and innovative design. All products are designed and tested in Sweden to withstand the tough Nordic climate and terrain. Silva develop accessories for activities such as trail running, cross-country skiing, MTB, orienteering and hiking. silva.se Sales: Magnus Philipson, magnus. philipson@silva.se, +4670 8284031 PR: Madelene Öhlin, madelene. ohlin@silva.se, +4672 0908728

A2-210 From the first day Tenson was established in the little Swedish coastal town of Varberg in 1951, it was a brand with ground-breaking functionality at its heart. Today, Tenson is exactly the same. A brand with focus on innovative functions, tailor-made to work under the sky. To Tenson no weather is a problem and they design clothes with this in mind. The ambition is to become one of the world leaders in outdoor, ski and marine clothing, with a look that is sportier than ever. tenson.com Sales: Johan Lovqvist, johan.lovqvist@ tenson.com, +4670 2688300 PR: Oscar Anderberg, oscar.anderberg@tenson.com, +4670 7886288

A2-104 Finnish Reima knows how to get kids out and about. Since 1944, the company’s main goal has been to develop affordable yet first-rate children’s clothes. Today, the brand produces over 5 million garments each year, enabling kids to move and play freely, in all conditions – always safely and in comfort reima.com Sales: Matti Lehtovirta, matti. lehtovirta@reima.com PR: Riikamaria Paakkunainen, riika. paakkunainen@reima.com, +3585 03228293

A2-220 Skhoop – The Original Skirt Company was founded in 1999 by Sissi Kewenter in Åre, northern Scandinavia. The cover skirt is the company´s core, and they produce lines of skirts and accessories that are functional for every imaginable outdoor activity that women enjoy, and are comfortable any time of the year. The mountains provide inspiration and technical solutions used in the products. Skhoop is sold in a broad range of countries such as Switzerland, Czech Republic, Greenland, the Nederlands, USA and Canada. skhoop.se Sales: Malin Fältskär Schillgard, info@skhoop.se, +4664 750121 PR: Sissi Kewenter, sissi@ skhoop.se, +4664 750121

A2-123 Varg was born on the Swedish west coast among cold cliffs and salty breezes out of a yearning for something new and different. A dream of functional and inspirational clothing for all of life’s adventures was formed by a strong love of the wilderness. vargclothes.com Sales: Niclas Jacobsen Holvik, niclas@vargklader.com, +4670 9544126 PR: same as above

A2-119 Roald Amundsen Skincare is the ultimate skincare series targeting every outdoor activity and all weather conditions. The skincare products are made with care from quality ingredients and are specifically developed to provide moisturizing, antiseptic and healing properties. Roald Amundsens mission is to reach the health conscious consumer and offer high quality skincare products based on the Norwegian tradition of high standards and the history of Roald Amundsen. amundsenbrands.com Sales: Rune Skjoldal, rune.skjoldal@ amundsenbrands.com, +4790 053115 PR: same as above

A2-218 On the shore of Norways’s Nordfjord, in peaceful and beautiful surroundings, you will find the small village Innvik. Skogstad’s history started here 80 years ago, and still is the heart of the operation today. Skogstad is one of Norway’s largest suppliers of technical outdoor, sports and leisure wear for the whole family. Renowned in Norway for excellent design and consistent quality and performance, Skogstad provides Pure Norwegian Design from the fjords of Norway. skogstadsport.no Sales: Michael Peter Emery, michael@ skogstadsport.no, Tel: +4741 474787 PR: same as above

A2-231 Röjk Superwear is a Swedish brand in the outdoor industry, established in 2010. With self-developed materials, and by combining innovation, functionality and design in everything they make, Röjk has been greatly successful in an industry dominated by traditional brands. With an eco-friendly production and prestigious awards such as the Scandinavian Outdoor Award Overall Winner and the Innovation for Extremes Award, Röjk has shown that it is a brand to count on in the future. rojksuperwear.com Sales: Linus Zetterlund, linus@rojksuperwear.com PR: same as above

A2-226 Sätila of Sweden has knitted hats in Sweden for almost 120 years. The company was founded in 1896 in the small village of Sätila, on the countryside of southern Sweden. Since that November day, Sätila has designed, produced and supplied knitted hats, scarves and mittens, all made in Sätila. And they still do, at the same exact location. satila.com Sales: Frida Bäckström, Frida@satila.com, +4670 4831566 PR: same as above

A2-228 Viking is an outdoor footwear specialist from the world’s toughest test lab – Norway. The company, which started with galoshes and rubber boots in 1920, is now the leading supplier of outdoor footwear to the Nordic countries. The company sells more than two million pairs of boots, shoes and other footwear each year and is one of the biggest suppliers of Gore-Tex® footwear in Europe. vikingfootwear.com

A2-121 Wildo is driven by the belief that all people are entitled to more nature. Deep forests, high mountains and open waters. Simply more outdoors. Proven under Swedish conditions for decades, their campware is made to be trusted – anywhere and everywhere. All of the Wildo products are made with carefully selected and BPA-free materials, and are functional, durable and lightweight. wildo.se

Sales: Helma Tobies, h.tobies@ vikingfootwear.com, +4917 18622142 PR: same as above

Sales: Erik Andersson, erik@wildo.se, +4670 5116278 PR: LenaMarie Johannisson, lenamarie@wildo.se, +4673 3565551

SC AN DIN AVIAN O UT DO O R N EW S

INNOVATION AND PASSION WITH

THE HERITAGE OF SCANDINAVIA

Welcome to the

IN HALL A2 HIGHLIGHTS IN THE VILLAGE AT ISPO MUNICH 5–8 FEBRUARY SUNDAY–WEDNESDAY Scandinavian Outdoor Award (SOA) on display in the Scandinavian Bar Lounge all day, every day. LA

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DJ Duo Stitch N Stones from Åre, will perform on Sunday and Monday evening.

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MONDAY–TUESDAY 17.00–18.00 Happy Hour at the Scandinavian Bar. DJ Duo Stitch N Stones will perform on Monday evening.

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SUNDAY 17.30 Scandinavian Outdoor Award (SOA) prize ceremony in the Scandinavian Bar Lounge. SUNDAY 17.00–19.00 Scandinavian Mingle at the Scandinavian Bar. Enjoy tastes from the North and DJ Duo Stitch N Stones from Åre, Sweden.

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WEDNESDAY 11.00 Scandinavian Outdoor Group (SOG) supports the efforts of European Outdoor Conservation Association (EOCA). SOG will pledge a donation from all Scandinavian Bar visitors. HE