SCANDINAVIAN
OUTDOOR NEWS Issue #1 2018 from Scandinavian Outdoor Group – the top Nordic outdoor companies
Innovation insights
Experts offer their best tips
Gear up for next winter Selected products from the North
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roads to nature Brands taking novices by the hand
Everything you need to know for ISPO Munich 2018 S C A N D I N AV I A N O U T D O O R N E W S
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B O OT M A K E R S S I N C E 1 8 9 1
TRETORN HYBRID BOOTS USING OUR HERITAGE TO CREATE THE FUTURE
Tretorn Hybrid Boots are our next generation of functional boots. By merging our knowledge and heritage from protective boots since 1891, with new design and functionality, we have created our future icons for urban exploration.What ever the weather. Always in style. 2
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ARCH BO OT 100% WATER-PROOF
WINTER WOOL LINING
WINTER GRIP-SURE OUTSOLE
STABLE SOLE CONSTRUCTION
NATURAL PVC FREE RUBBER
NEOPRENE UPPER
SALES CONTACTS Måns Uhrweder – Export Manager Europe and Asia – Mans.Uhrweder@tretornsweden.com Stefan Mayer – Sales Manager Nordics – Stefan.Mayer@tretornsweden.com SCANDI NAV I AN OUT DOOR NE W S 3
See you at ISPO Munich 2019. Home of sports.
February 3–6, 2019
Experience tomorrow’s trends and products. At the biggest multisegment trade show in sports business. ispo.com/munich 4
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Get the latest news on: ispo.com!
EDITORIAL & CONTENTS
PHOTO: SOFIA KARLSTRÖM
innovation and tradition side by side IN SCANDINAVIA, we have a proud tradition
of developing innovative products – for example Telemark skiing, invented in Norway in 1868, the first backpack with a carrying frame, the liquid-filled compass, the first soot-free kerosene stove, the reflector and the zipper. But resting on your laurels is never enough. With a solid foundation of knowledge, Scandinavian companies are working constantly to invent and improve their products. In this issue of our magazine, you will get to meet pioneering companies and learn more about what really makes an innovation innovative. And you’ll find more inspiration among our 36 members in the Scandinavian Village at ISPO Munich 2018. Don’t miss the Scandinavian Outdoor Award exhibition either. You’re guaranteed to find many innovative gadgets there. Sometimes, however, the rule “don’t fix it if it ain’t broke” applies. For example, our joint bar will stick with well-proven recipes. For many years, it has been one of the trade show’s most popular meeting places. I hope to see you there and talk to you about all the fantastic brands you find in the Village. Welcome! Sara Wänseth, General Secretary of SOG
This is SOG SCANDINAVIAN OUTDOOR GROUP
was founded in 2000 and currently has 66 member companies representing the Nordic countries. Our aim is to strengthen the image and profits of member brands on an international level through cooperation and joint projects. We believe that by working together 1 + 1 can equal 3. scandinavianoutdoorgroup.com
Board of directors David Ekelund (Icebug) Chairman and member of SOG working committee Staffan Rönn Member of SOG working committee Bart Meijers (Bergans) Andreas Holm (Thule) Christiane Dolva (Fjällräven) Matti Lehtovirta (Reima) Maria Stockefors (Sätila)
Follow us on:
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contents
06 15 16 24 34 45
News from the North
Anniversaries, events and other highlights.
instagram.com/scandinavianoutdoors
Scandinavian Outdoor Group
Meet the expert
Christiane Dolva discusses SOG’s sustainability goals.
Gear Guide
More villages!
Innovation
THIS WINTER, there will be Scandinavian Villages at two more trade shows in addition to the village at ISPO Munich.
Ten products to look out for at the fair. Scandinavian brands share their expertise.
Responsibility
How the industry can support novices.
Brand Presentations
36 brands from the Scandinavian Village.
Imprint: This magazine is produced for SOG by Norr Agency, norragency.com Editorial team: Gabriel Arthur, Katja Gustafsson, Nicolas Jändel, Sara Wänseth, Sofia Karlström Art Director: Melanie Haas Cover photo: Johan Wildhagen / Devold of Norway
Outdoor Retailer & Snow Show Denver, US January 25–28, 2018 Brands in the Village: Hestra, Norrøna, Ecco, Light My Fire, Craft, Bergans, Skhoop and Reima IWA OutdoorClassics Nuremberg, Germany March 9–12, 2018 Brands in the Village: Alfa, Devold, Lundhags, Helsport, Morakniv, Nordic Pocket Saw, Polyver, Walkstool, Sasta, Finn-Savotta Oy, Hultafors
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NEWS FROM THE NORTH
PHOTO: BIØRN LYCHE/DNT, TORALF LYNG/DNT
150 YEARS OF “FRILUFTSLIV”
THIS YEAR MARKS 150 YEARS since The Norwegian Trekking Association (in short, DNT) was founded in Oslo after 223 members gathered at its inaugural meeting. In the same year, DNT purchased its first “hytte” next to the Rjukan River – a single mountain cabin where their members could spend the night during their hikes. The members were united in their love for hiking and outdoor activities, which is called “friluftsliv” – literally “free air life” – in Norwegian (also in Swedish and Danish). The term has a deeper meaning than outdoor activities has in English, as it espouses a life spent exploring and appreciating wilderness and nature. And you can safely say that the love for this “free air life” in nature remains strong in Norway. Today, the association boasts over 300,000 members, and over 22,000 kilometers of hiking trails connect more than 500 mountain cabins. We would like to congratulate the Norwegian Trekking Association, or Den Norske Turistforening, as it is called in Norwegian! dnt.no
3 new members
MORE BIRTHDAYS! To say that the Scandinavian outdoor brands also have a rich heritage is an understatement. Added together, all SOG companies are 3280 years old! In 2018, these SOG brands will be celebrating big anniversaries. Devold «165 Bergans «110 Didriksons «105 Silva « 85 Tenson «65 Ecco «55
Craft «45 Houdini «25 Kupilka «15 Varg «5 Amok «5
The SOG family is growing! In the run-up to ISPO, we are welcoming three new members.
Pinewood is a Swedish Outdoor brand that has been developing and supplying functional garments for active users in the hiking, dog sports, fishing and hunting segments since 1996. pinewood.eu
This Swedish company is what SOG calls a ‘Technology Brand Member.’ Inuheat has been offering wearable heating since 2013. Their innovative technology consists of patented conductive yarns, smartphone application functionality and more. inuheat.com
VJ Sport is an innovative brand based in Finland that specializes in producing shoes with exceptionally strong grip for specific outdoor purposes. The brand got its start almost three decades ago making shoes specifically for orienteering. vjsport.fi
Read more about Scandinavian Outdoor Group and all the members: scandinavianoutdoorgroup.com
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PHOTO: WERNER NYSTRAND
MICROPLASTICS IN FOCUS MICROPLASTICS ARE BEING increasingly
Next European Outdoor Summit in Malmö THE EUROPEAN OUTDOOR SUMMIT (EOS) has been a key event in the outdoor industry calendar since 2013, when the first summit was held in Stockholm. On September 19 and 20, 2018, the EOS will be returning to Sweden. This time, the city of Malmö will be hosting the event. The EOS is organized by the European Outdoor Group in partnership with SOG, bringing together brands, suppliers, manufacturers, retailers, distributors and the media for two days of learning, networking and shaping the future of the European outdoor industry. The title for this year's EOS is “The Outdoor Industry – A Progressive Business Sector”. europeanoutdoorsummit.com
identified as a major source of ocean pollution. Now, four Scandinavian brands based in Stockholm have launched a joint initiative to limit their contribution to this problem. The Sustainability Managers from Haglöfs, Fjällräven, Houdini Sportswear and Peak Performance are reaching out to their fabric suppliers together. In a press release, the group writes: “We feel that there is limited activity from the fabric suppliers – the ones that we rely on to provide materials for our functional clothing.” One step the group is taking is to arrange a supplier seminar on microplastics at ISPO Munich 2018. The seminar will have four main topics: The challenge of microplastics, a brief status on current research, the risks associated with a lack of action, and how the brands need the help of their suppliers to limit the release of microplastics.
Meet the producers:
WEST SWEDEN
MANY SCANDINAVIAN BRANDS manufacture their goods on their home turf, often going back generations. In western Sweden, there is a proud tradition of in-house production. SOG is now inviting retailers and the press to visit a handful of these companies during a specially designated Outdoor Academy of Scandinavia. “Since Volvo Cars – Sweden’s pride in the car business – has its headquarters in Gothenburg, we also want to take the opportunity to visit their factory there and drive around in new Volvo cars on our road trip. We plan to visit Thule, Ivanhoe, Sätila, Seger, and even check out the design at Hestra,” says Sara Wänseth, Scandinavian Outdoor Group’s General Secretary. The visits at Volvo and the outdoor brands will alternate with a number of activities in western Sweden’s beautiful nature. If you are interested in participating, please contact Sara Wänseth: oas@scandinavianoutdoorgroup.com
Thule Sweden, Hillerstorp
Ivanhoe of Sweden, Gällstad
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PHOTOS: MAREN KRINGS
NEWS FROM THE NORTH
Bar Manager on top CAROLINE “CARO” FELDER is a well-known face behind
the bar at the Scandinavian Village. Together with her team, she serves drinks and snacks with a Scandinavian touch and makes the bar one of the most visited meeting points at ISPO. Less well-known perhaps is that the bar team is made up of a group of dedicated outdoor enthusiasts. Last fall, Caroline Felder traveled from her home in Tyrol in Austria to the Lapland region in Finland together with her bar colleagues and photographer Maren Krings. They participated in the start of the Scandinavian Summits project with the goal of climbing the highest summits in the five Nordic countries. First in line was Halti, which is Finland’s highest mountain at 1,324 meters. Together with five others, they reached the summit after a 53-kilometer-long hike. “Halti is not as high as Austrian mountains, but it was a long hike in the pure and beautiful wilderness. And it was a great way to celebrate the 100th anniversary of Finland’s independence – by blowing the alphorn our group brought along!” scandinaviansummits.com
SOG Lingo WE HAVE TO ADMIT that those of us in the Scandinavian Outdoor Group have a preference for using three-letter abbreviations when we talk about our projects and activities. In order to clarify the concepts, here is a brief glossary of our most common abbreviations.
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3 QUESTIONS FOR CARO You have been Bar Manager since 2003. What is the secret behind your success? The secret behind our success is having the best team. We all love to work for the Scandinavian Bar, the great atmosphere and teamwork – we really appreciate the smiles and feedback from the brands. Is something new happening this year? Not really – we stay with the popular, healthy and ecological products from the Scandinavian nature. You and your team are true outdoor enthusiasts. What are your own favorite activities? Hiking, ski touring, skiing, biking, camping, bivouacking, gathering berries, sharing sunrises and sunsets with friends and family… just being outdoors!
sog
oas
Scandinavian Outdoor Group This is us as a group – the 66 members of the Scandinavian Outdoor Group, founded in 2000.
Outdoor Academy of Scandinavia Retailers, press and bloggers experience Scandinavian nature and learn about our products.
soa
son
Scandinavian Outdoor Award Twice a year, outdoor products are assessed and tested, and our jury nominates the winners.
Scandinavian Outdoor News The magazine that you are holding in your hands, which we produce twice a year.
We love making gloves. But we prefer to sell linings.
hestragloves.com
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NEWS FROM THE NORTH
Eco get-together in Oslo Mixing eco-philosophy with discussions about design, the Norwegian event “Framtanker” takes the discourse of sustainability to a higher level.
WHEN DISCUSSING THE TOPIC
of sustainability, having the sober judgement of someone who has been around the block is a plus. Philosopher-king of Norwegian mountaineering, Nils Faarlund, is just such a man. On stage he recounts his role in the co-creation of the 1966 Stetind Declaration, inspiring brands such as Houdini Sportswear from Sweden. Connecting with nature on a deeper, personal level is also necessary if one wants to discover the right way forward in business, he believes. But how can such a philosophical eco-vision be integrated into a company’s day-to-day business? This is where the Norwegian event “Framtanker” (Forward Thinking) comes in, hosted by Design and
Architecture Norway (DOGA) in Oslo in late November 2017, with the intention of creating a meeting place where the outdoor industry can address sustainability issues in new, creative ways. Communication in balance Invited experts and outdoor company representatives followed Nils Faarlund on stage and shared their experiences. Sweden’s largest retailer, Naturkompaniet, was represented by Carl Reinestam, Head of Marketing, who refers to the great challenge as a retailer of keeping up with CSR developments on the one hand and questions of their increasingly informed customers on the other. Several Norwegian brands are also
taking part. Being a privately-owned company has enabled Helsport to think about the long term and not just about raising their share value in the short term, says Nora Helliksen, Head of Marketing. She also addresses communication as a key topic, describing how they must constantly balance between bragging and going on the defensive when communicating sustainability to their customers. Meanwhile, younger brands may find it easier to engrain sustainability into their DNA right from the start, as evidenced in the strong commitment to material sustainability by the newcomers Norwegian Playground and Greater Than A brands. Returning to the long-term perspective, Nils Faarlund points out how the horrors of industrialism in the 19th century led to the first wave of romanticism and the rise of mountaineering. Mountaineering, in turn, gave birth to a green ethic. A clear impression at the event is that a second-wave of romanticism is well underway, along with a huge boost in outdoor enthusiasts across the world. This time around, it’s encouraging to see that industry itself is often leading the way. TEXT JONATHAN EIDSE-FRAENKEL
Nils Faarlund
Finland is the world’s greenest country, according to Yale University in the USA. The country reached the top in their annual Environmental Performance Index, which ranks countries’ performance on high-priority environmental issues. Other Nordic countries’ ranking: Iceland, 2; Sweden, 3; Denmark, 4; Norway, 17
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Do you buy new shoes when your socks are worn out? Of course you don’t. That’s why most of our gloves come with removable linings. When the lining is worn out, replace it. And when it’s dirty, wash it. So even if we love making gloves, we prefer to sell linings. Simple as that.
ART NO 31270 ( USED BY LARS FÄLT FOR EIGHT YEARS) AND 34270.
hestragloves.com SCANDI NAV I AN OUT DOOR NE W S
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sweden’s hidden trails From rugged coastlines to enchanted forests to idyllic fishing villages – in West Sweden, adventure is never far away and there is always a trail to follow. LEAVING THE TRAILHEAD behind, it takes a moment for it to hit. It might be the contrasts and the colors: Cool blue and gold sea meets red-gray granite. Perhaps the sounds: The gulls’ shrill battle cries as they fight over a mussel, the wind softly whispering through the reeds. The smells: The sweet aroma of the pine forests and the sea salt carried on a breeze. Slowly but surely, the furrow that the cares of the modern world has etched on your forehead relaxes as the trail unfurls ahead, the body’s senses relishing in the wonder that is West Sweden. The crowning jewel of the Bohuslän province is the trail network Soteleden. Stretching 70 kilometres from Hunnebostrand in the north to Smögen in the south, this is a trail for people looking to get lost in nature and experience a place where the elements are strong and the forms pure. The trail wanders into deep forest groves, passes through hidden crevices in rose-hued crags and meanders over their glacier-polished, heather-crowned tops to provide unparalleled vistas of the Strait of Skagerrak and its 8,000 islands. But sooner or later, most hikers experience a momentary longing to indulge in civilization’s perks. Fortunately, on Soteleden one needn’t sacrifice such comforts: A café at the water’s edge or a restaurant with the freshest shellfish, said to be among the best in the world, is never far away. And the fishing villages are so picturesque that restraint is needed to put away the camera and continue down the path. Within the same region, there are a number of alternative trail networks that are well worth the detour. If ancient woodlands and cultural landscapes are calling, the Pilgrimsleden (The Pilgrim
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Trail) is just a short ride away. This 100-km route roughly follows the path taken by medieval pilgrims through Dalsland on their way to the final resting place of St. Olaf the Holy in Nidaros Cathedral, located in present day Trondheim. For those who feel like they just can’t get enough of the wide ocean horizon and vistas overlooking the islands and shoals of the archipelago, the Kuststigen (The Coastal Trail) never strays further than a few hundred meters from the shore. This loose trail network crosses Soteleden at several points and consists of 23 sections, many of which are found on remote, ferry-accessible islands and jutting peninsulas. From natural marvels to cultural treasures, the scenery and experiences found in West Sweden offer something special for every hiker. P westsweden.com
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NEARBY ADVENTURES
1 Kayaking in Bohuslän’s archipelago
Explore the islands and their wildlife at close range.
2 Discover Smögen
Step back in time and walk along the quays of the West Coast’s most idyllic fishing village.
3 Norden’s Ark
Visit the zoo that works to ensure endangered animals have a future.
4 Seafood safari
Learn how to catch lobsters, mussels, oysters and shrimps yourself – then cook them!
5 Icebug Xperience, August 31 – September 2 Inhale the seabreeze while running or walking in the stunning coastal landscape.
PHOTO: ROGER BORGELID
BEST CHOICE OF SCANDINAVIA
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Icebug Grove
TRACTION FOR MONDAYS, FRIDAYS AND SUNDAYS.
y a d Mon
F y a d n Su
Available with BUGrip® studs 14 SCAND IN AVIAN Traction OUT DO OR NE WS and Michelin Winter sole.
EXPERT
“The majority of us are well ahead” Christiane, you were elected onto SOG’s board in 2017. With your work as Fjällräven's Operational and Sustainability Manager – would you say that you are the board’s sustainability expert? “That’s not my official title, but one of the reasons I was elected was that SOG wanted to strengthen its sustainability efforts.” What have you accomplished so far? “The first step has been to acquire a better overview of how our 66 members work with these issues today. I put together a questionnaire that was sent out in the fall. At the same time, we have been discussing in the board as well as in the entire organization what sort of role SOG should be taking on. How can we support our members with their sustainability goals?” What have the questionnaire responses revealed so far? “The general view is that Scandinavian companies are well ahead in this field. The responses that have come in reinforce this assumption.”
Professional: Operational and Sustainability Manager at Fjällräven. SOG board member Residence: Vaxholm, Sweden Age: 34
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PHOTO: KARIN ALFREDSSON
Christiane Dolva
What is the next step? “This spring, we will compile and communicate the results. I also hope that we at SOG can reach a point where we can sign a joint charter that indicates what level we want to reach as a group. With high ambitions, of course.” P
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10 GEAR GUIDE
cutting edge items to look out for at ISPO
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SAFE AND SOUND
IF THERE WERE A PERFECT pair of winter boots, it may
be the Walkabout, developed by Swedish manufacturer Icebug. The BUGrip technology provides the outsole with dynamic carbide tip steel studs that adapt to the surface and deliver the perfect allround winter traction. The Gore-Tex membrane keeps it waterproof while providing good breathability. The Boa system makes the shoe easy to take on and off and gives it a perfect fit. Walkabout is a shoe made for every conceivable winter situation. icebug.com
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FUNCTION FOR KIDS
THE LARS MONSEN ANÁRJOHKA COLLECTION by Aclima is a product line for real outdoor enthusiasts, developed together with Lars Monsen, the Norwegian adventurer and dog sled musher, who is famous for his expeditions in the harsh wilderness. With the best suppliers in several fields, Monsen seeks to develop a range of outdoor products that are meticulously designed and of high quality. Everything Monsen has learned, he learned the hard way. And the results are evident in every detail of the collection. This exceptional line of clothing is now being expanded for kids. The Anárjohka long johns as well as the mock neck give kids the same functionality that they give adults. Made from 100% soft Merino wool that is OekoTex-certified, and itch-free, they provide a comfortable fit for active kids. Double fabrics on elbows, the backside, and knees make the long johns extra durable and its flatlock seams prevent chafing. The mock neck has rib-knitted side panels for a better fit and thumb holes to make sure kid’s hands stay warm. aclima.com
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AIR FLOW
DEVOLD´S EGGA JACKET is
a technical mid-layer garment made of 100% Merino wool. It provides the perfect combination of insulation and breathability. The inner material has a grid pattern that allows for a good flow of temperate air. The flexible fit provides freedom of movement which, combined with a high warmth-toweight ratio, makes this garment perfect for high levels of activity on the ski slopes. devold.com
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EVERYDAY CLOTHING
THE TROLLKYRKJA INSULATED COAT is a wind-
proof and water-resistant coat that is also made of 100% Merino wool. It is lined with spacer material that provides good insulation while preserving the wool’s excellent breathability. Wool also helps ensure good temperature regulation. The coat has an active fit with tailored elbows, a hood with a high collar and flexible adjustment options to protect from wind and weather. devold.com
NEW SPHERES
THE HYBRID BOOTS made by Swedish Tretorn are the next generation of functional waterproof boots in a contemporary minimalistic urban design. This new category of boots is a result of the company's long heritage and profound expertise in making protective and functional boots dating back to 1891. The Sphere Hybrid model is a winter-lined and 100% waterproof boot. Made in a classic design, it gives the urban user all the functionality of a classic rubber boot without compro-
mising on style. It is made of PVC-free natural rubber and neoprene. The boot has also been equipped with a special sole for an improved grip, which is perfect for slippery winter surfaces. tretorn.com
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GEAR GUIDE
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SUSTAINABLE SKI WEAR
SKIING IS ALL ABOUT being
on track with nature. In developing their new range of ski clothing, Bergans made it their priority to find the optimal balance of production engineering, technical performance and durability. The result is Stranda – according to Bergans, it’s the world’s most sustainable ski collection to date. Stranda is designed to provide skiers with excellent warmth and the highest level of comfort – all environmental-friendly and sustainable. All down garments from the Stranda collection are filled with 100% recycled down from Re:Down, a highly innovative supplier that has developed a method in which used down is collected, cleaned and re-integrated into the textile production processes. They deliver a mix of 600 fill power goose and duck down reclaimed from cushions, bedding and other used items that cannot be resold. It is hypoallergenic and offers identical performance benefits to virgin down. By combining the clean, traceable SpinDye coloring method and their extensive experience in skiwear, the new ski collection combines an optimal blend of performance and long-term quality. The entire line is made of one yarn, spun from post-consumer waste, dyed through a process whereby the use of water and chemicals is significantly reduced, which in turn means less energy consumption and a smaller carbon footprint. The fabrics – and thus the end products as well – have extraordinary performance characteristics and can withstand UV ray damage, washing and wear & tear better than what can be achieved by traditional dying. bergans.com
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VERSATILE CARRIER
THE NEW LAPPLAND HIKE BACKPACK
by Fjällräven turns discarded wool into a valuable raw material. This excess material makes up most of the backpack’s stabilizing back panel and shoulder straps, serving as a functional and sustainable alternative to petroleum based plastics, foams and fabrics. With
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flexible storage solutions, a narrow profile and Fjällräven’s nature-friendly G-1000 Eco fabric, the backpack serves as a comfortable and versatile daypack – perfect for anyone who requires a high degree of freedom of movement in the forest or fields. fjallraven.com
LIGHT AND CRISP
THE OLOS SERIES developed by Finn-
ish outdoor company Halti features body-mapped, partly insulated hybrid products that are designed for intensive winter activities such as cross-country skiing and running. All products are tested under Nordic conditions. The product line is now enhanced by a short sleeve jacket, which has welded 3D insulation panels that provide warmth for
the whole front body and upper back. Sleeves, side panels and the hood are made of a breathable and stretchable windblocking soft shell. Stretch inserts are placed on the sleeves and under the arms to guarantee freedom of movement. Reflective prints ensure excellent visibility during dark Nordic nights. halti.com
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JACKET WITHOUT COMPROMISES
SWEDISH BRAND FIVE SEASONS
presents a well-designed ski jacket that makes no compromises when it comes to quality or function. It is made of Q.B. TEX 10.000 stretch, which is breathable, windproof and water-resistant. The jacket will keep you dry and warm at all times. Its filling consists of 90% down and 10% feathers. Taped seams, stitch-free
technology, ventilation at both side seams and a removable 3-way adjustable hood make it a versatile performer on the slopes. It also features two side pockets, two front pockets, a ski pass pocket, one inside pocket for mittens and/or goggles, an internal snow lock around the waist and protecting Lycra cuffs. fiveseasons.se
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GEAR GUIDE
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WHATEVER THE WEATHER
THE ARCH JACKET is part of Tretorn's so-called Eco Essential sustainable rainwear. It is made of a woven lightweight hard-shell fabric that in turn consists of recycled nylon with fluorocarbon-free impregnation. It can be easily recycled again after being worn out. The jacket features a minimalistic and timeless design aesthetic made for urban use with all the benefits of a functional outdoor jacket. It is constructed to give an airy feel, making the jacket a truly versatile companion for an active urban lifestyle all season long in changeable weather conditions. The Arch jacket is made to keep wearers warm and dry – whatever the weather, they are always in style. tretorn.com
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Holiday Club Åre The all year round destination for active families and conferences. Start your day with a morning swim in our pool or go for a yoga class. Bring your family and join us for some cross country skiing, snowshoe walking - or stand up paddling and hiking during the summer time. Try our family swim class, parkour or kids’ yoga. The activities are part of our Active Inclusive concept - free for all hotel guests. www.holidayclub.se info.are@holidayclub.se +46 647 120 00
Fo r g ro u p e n q u ir ie s , c o n ta c t M a li n Jansson m a li n .j a n s s o n @ h o li d a y c lu b .s e +4 6 70 6 07 0 825
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Tailored by nature On the shores of Nordfjord, where glaciers
Since that time we have developed our
glitter through narrow valleys, you will
products in partnership with nature.
find Innvik. A little town with just 500
Through good and bad weather, generations
inhabitants. In this rough and rugged fjord
of passionate hand craftsmen have been
landscape in the West of Norway, where
inspired. We have created everything from
mountains plunge dramatically into the
technical jackets to send people into the
fjord, a little family decided to start making
mountains, to all-in-one suits for children
clothes.
who want to play outside in the winter.
It was 1937. We had no idea where to start, but we did it for our neighbours, because
We make it easier for people of all ages to
in Innvik, we look after each other. From
enjoy the beautiful nature around them.
the freezing temperatures when chopping
We promise to make clothes for tomorrow’s
wood in the winter, to the driving rain when
outdoor adventures.
operating the saws - this is how Skogstad was created - by the wind and rain.
@skogstadsport
We call it Outdoor Fun.
#uteglede #outdoorfun #tailoredbynature
www.skogstadsport.no
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INNOVATION
revolution, evolution or as good as it gets? The term “innovation” is frequently used at outdoor trade shows such as ISPO Munich. But what counts as an innovation? And what innovations are actually needed? Our reporter Håkan Wike delves into the term and looks closer at innovations in the Scandinavian outdoor industry. TEXT HÅKAN WIKE ILLUSTRATION GRAHAM SAMUELS
Y
ou could easily state that there is no official definition. But many experts are in agreement that the renowned national economist Joseph Schumpeter was the first one to give the term a higher profile, at the beginning of the 20th century. Among other things, “the Prophet of innovation” thought that innovations should not be confused with inventions. Even a new distribution solution, for example, can be innovative. And that innovations are necessary within capitalism since they give an advantage vis-à-vis the competition. Many experts also agree that a distinction should be made between revolutionary and evolutionary innovation, where the latter is more similar to what we usually call product development. And the fact that today’s game plan is full of major as well as rapid changes, such as globalization or sudden changes in purchasing habits, in practice there are two choices: innovate or die. “Innovation is absolutely crucial for companies,” says Karolin Sjöö, an analyst at the Swedish Agency for Growth Policy Analysis. “Experts usually say that companies need to be ‘ambidextrous’. They need to be able to earn money with existing knowledge and products while at the same time developing new possibilities,” says Karolin Sjöö.
She highlights another important aspect: The difference between innovation in large and small companies. “The challenge for large companies is not to become so hierarchical that flexibility is lost. The advantages are that you can spread risk and have your own resources. Small companies lack resources and are burdened with a great amount of risk in innovation processes, but on the other hand, they can make decisions and changes faster.”
Few major players in Scandinavia
A strikingly high number of Scandinavian outdoor companies were begun by entrepreneurs with innovation as their guiding principle – even before the term itself became modern. When Frans W. Lindqvist invented the first soot-free kerosene stove in 1892, it was named Primus – and the company with the same name still has innovation as a part of their DNA. The Silva compass was born in the 1930s from a successful cooperation between active orienteers and compass manufacturers. And the largest outdoor brand in Scandinavia, Fjällräven, also claims that the company was born from innovation when founder Åke Nordin was unsatisfied with the backpacks of the day in the 1950s and constructed an external wooden frame for a backpack.
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INNOVATION
These days, only a few larger brands within the Scandinavian outdoor industry have the resources required to construct test labs and analysis instruments with the necessary skills. One of them is Fjällräven. Henrik Andersson – whose position is head of innovation and design – is responsible for a development team consisting of ten. “New and challenging ideas are vital for the company and for our continued development. That’s priority number one. Secondly, it’s of course important to mix the ideas with a process that takes progress into account and can transform them into products that we bring on the market,” says Henrik Andersson. “We can’t just come up with things. There needs to be a purpose for new products, something that drives us towards sustainable solutions that fall in line with our vision and our goals.” One example is when Henrik Andersson and his team replaced a “modern” aluminum frame with an innovative wood construction five years ago. The backpack itself wasn’t any more functional, but the wooden frame radically reduced the energy consumed in the manufacturing process. After five years on the market, more products with the same successful technology will soon be launched. Another example is the Brattland Sweater No. 1 – sweaters with wool from Swedish sheep, knitted in Sweden with finishing stitches done in Estonia. The time between the initial idea and the final sweater was more than three years and the final result in the number of products may seem low at approximately 100 wool sweaters in 2017, but it’s really about something else entirely: “There was an old adage that said the wool from Swedish sheep is too coarse to make sweaters from – an adage that proved to be false with the Jämtland breed,” says Sarah Isaksson, a clothing designer who was involved in the entire process with both sheep and wool sweaters. The new breed of Jämtland sheep has given wool production a new lease on life in Sweden. “The project has also given us insight into what questions can be asked of other wool suppliers,” says Sarah Isaksson.
Small brands with a mission
One smaller company that is usually considered one of the most innovative outdoor companies in Sweden is Röjk, which was launched in 2010 and is
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run by four people, three of whom are partners. “As a small company, we have free rein to spend time on what we want. It’s much different from a company whose owner may place more demands on earnings and profits,” says Linus Zetterlund, partner and marketing director. With a textile engineer at the helm, the framework is set for groundbreaking ideas and solutions in new materials. Flexibility and innovation are present every day in all of Röjk’s processes and developing their own materials has been a key component in how the company has developed. “As a small, young company, there’s no other way to go,” says Linus Zetterlund. “You need to be innovative and there is no point in making something that already exists.”
“You need to be innovative and there is no point in making something that already exists” Linus Zetterlund, Röjk
With those words, he put his finger on why the small companies are very often the most innovative ones. In Röjk’s case, the clear profile has also given them a clear business direction. And the direction can likely be considered a revolutionary innovation. The goal is that Röjk’s entire product line of apparel will be completely compostable and natural by 2020. “It’s a little strange that no companies have done what we are doing. It hasn’t even been particularly difficult! If you have a very clear goal, it is actually easier to find the right path. We don’t even need to evaluate or test 98 percent of all materials you can find on the market today.” The solutions are already out there, says Linus Zetterlund. Castor oil from castor beans turns into fiber that turns into jackets. Recycled wool is
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INNOVATION
already implemented in the garments, and the top seller is a traditionally designed sweater made out of recycled wool. When you don’t end up taking the well-worn path, it’s easier to find new ways.
Development in sustainability
The smaller Scandinavian companies can also utilize test facilities that are financed with state and EU funds in order to advance the development of the company. Peak Innovation is a hub for innovation in tourism, sports and the outdoor industry, which is based in Östersund and supported by the Swedish state. One of Peak Innovation’s tasks is to take companies that want to develop and bring them
oping products, materials and processes,” he says. It’s not always about innovations that outdoor enthusiasts notice during their nature outings. It can also be about how companies produce and manage their products, and even how companies view their organization and their role in a consumer society. Joel Svedlund highlights Houdini Sportswear and Bergans of Norway as good examples of the latter. “They have begun to let go of their role as pure manufacturers. The companies are looking at renting out their equipment in addition to repair and recycling the products and more. With Bergans also having purchased a travel agency, there promises to be exciting solutions for the future.” Joel Svedlund thinks that one reason that a lot has happened in the environmental area is a more generous approach to sharing information. Several companies are looking at common solutions regarding materials, problems with microplastics, recycling, etc. “If your goal is to improve the environment, you can’t keep your innovations to yourself.”
Is more patience needed?
“If your goal is to improve the environment, you can’t keep your innovations to yourself” Joel Svedlund, Peak Innovation
together with researchers as well as testing and development environments in order to help the companies succeed in developing a new commercially viable product. Sometimes the work occurs in the form of a project together with other companies. Joel Svedlund is a project manager at Peak Innovation. He agrees that the main competitive advantage of small and innovative companies is often their unique knowledge. And he sees a clear pattern among the outdoor companies in Scandinavia, namely that the biggest development is happening in the areas of sustainability and environmental impact. A development that both Fjällräven and Röjk’s innovations are a part of. “Currently, there’s a paradigm shift taking place in how companies within the industry are devel-
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At the same time, with today’s fast pace, there is also the risk that product development turns into a rush job. Håkan Nyström is a freelance product developer with 20 years of experience at companies such as Haglöfs, Klättermusen and Lundhags. He thinks that the rush to be first can prevent companies from producing really good products. “The patience required to create an iconic product that lasts a long time no longer exists,” he says. He also points to subsequent problems from hasty reactions, early orders and the demand for novelties, namely overproduction, which leads to permanent outlet stores and sales. “The great majority of products takes time, money and energy from the development project that could be really good.” The global consumer carousel is spinning faster and faster. But at the same time, there is a clear counter reaction and awareness among the consumers that can take advantage of it. Maybe it is important to remind yourself that innovation is never a goal in and of itself. Daring to stand up and seeing what you actually are already good at – and what needs to be further developed. Ambidextrous was the word. P
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JUNE 17-20 2018
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BRAND IN SPOTLIGHT
inuheat raises the temperature Focusing on their user’s experience, Inuheat’s heated textile turned out to be a great success. Since 2013, the Swedish tech company has won prizes for their textile innovation and the trust of several partners.
T
he tough climate and the adventurous people of Sweden provided a natural match for the type of essential technology that Inuheat brought to the market. One of its founders, Rickard Rosendahl explains that the idea of heated textiles for ingredient branding came quite naturally. “There are so many great outdoor brands that focus on their users’ experiences when manufacturing textile products. Our technology shares this value, and so we wanted to enhance these products further and offer a maximum level of comfort.” The Inuheat wearable heating platform is an entire ecosystem with components and materials that are easily implemented into any first layer apparel by manufacturers – from socks and gloves to thermal underwear and hats. Using this technique, brands would not have to worry about compromising the quality of their original garment, or developing their own heating platform, saving time and
money. Inuheat’s first partner product is a heated sock by the well-known textile manufacturer Seger. So how does it work? Attached to the garment is a small power pack that sends a current via heating elements knitted or embroidered in the garment. The heat level can then be controlled remotely using an app on your smartphone. The app also gives the brand the unique possibility to get direct access to consumers, enabling them to provide brand and product information. The use for heated clothing can of course be applied to any situation where the cold and tough climate keeps you distracted from your main objective. Rickard Rosendahl adds: “Whether you are repairing a roof in the middle of winter, climbing an icy mountain or working outside an airport on a cold frosty morning, you should be able to focus on your main activity and with Inuheat you can.” P
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ECCO EXOSTRIKE A Lightweight Revolution
ECCO EXOSTRIKE
PROSOMA heel guard
Is it possible to revolutionise the ancient craft of leather making? Can you create a buttersoft premium upper from a fiber that’s 15 times stronger than steel? And can you make a futuristic piece of street style footwear fit for the rugged landscapes of the outdoors? ECCO has just proven you can. Leading the trail of an outdoor boot through the minimalistic realms of high-end modernism, the ECCO R&D team locked themselves into their state-of-the-art design studio to manufacture an upscale masterpiece of material science. The ECCO EXOSTRIKE isn’t just another sneaker-boot hybrid, mashed together for lack of a better idea, its silhouette actually fuses the performance of hiking boots with those of an athletic shoe, all while pushing the boundaries of premium leather innovation. Using DYNEEMA® BONDED Leather by ECCO, the Danish brand has sourced the strongest fiber in the world, usually processed in work gear, extreme sports or even bulletproof vests, and combined it with ECCO’s unparalleled expertise in tanning production. The EXOSTRIKE’s luxurious leather upper is paper-thin, beautifully soft and stronger than anything currently on the market. And all that, at a fraction of the weight of a regular leather boot – making urban exploration not just a fancy slogan, but an actual purpose put into practice. But what’s the value in a lightweight upper, if a sturdy sole keeps dragging you down, delaying the pace? ECCO has infused the EXOSTRIKE’s lower half with yet another innovation that mixes feathery weight with durability. The all-new material PHORENE™ does exactly that, clocking in 33 % less weight than the brand’s usual midsole PU, while absorbing twice the shock and returning 50 % more energy. ECCO’s PHORENE™ also maintains its softness in temperatures as low as – 40° Celsius. On top of that, the PROSOMA external heel guard adds support and protection, perfectly blending in with the shoe’s cutting-edge aesthetics. Finished in monochromatic ‘Black’ and ‘Wild Dove’ colorways, the ECCO EXOSTRIKE maintains its focus on the essentials. From the wilderness, all the way to vibrant cityscapes, this avant-garde innovation shows just how groundbreaking a lightweight can be. In selected stores from April 2018
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RESPONSIBILITY
building bridges together How can outdoor companies share their knowledge and attract new people out into nature? This is the question more and more people within the outdoor industry are asking themselves.
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he gap between curious beginners and outdoor professionals can be vast. So vast that many beginners don’t even venture out into nature. When the European Outdoor Group (EOG) commissioned an international interview survey, the majority responded that they saw the outdoors as something very positive. Those who were interviewed said that they wanted to spend more time out in nature. But when they saw pictures from magazines, advertisements and websites – images of daredevil climbers, skiers blazing down incredibly steep mountains, hikers alone in the middle of nowhere – the most common reaction was “that’s not for me!” “They experience nature as a little intimidating and think that their skills, equipment, and physical abilities are insufficient,” says Inge Lissens, research director at Insites Consulting, a research company that carried out the survey on behalf of EOG. “Instead of training to climb a mountain, the novices are attracted by other messages and stories. They want activities that suit their lifestyle while joining a group of peers for mutual motivation, social contact and friendship.” One conclusion from EOG’s side is that the outdoor industry needs to accommodate these groups more in order to attract them. The industry needs to see the outdoors from the perspective of beginners and create new, attractive offerings for them.
Scandinavia for beginners
According to Sara Wänseth, General Secretary of the Scandinavian Outdoor Group (SOG), SOG agrees with this conclusion. “People surely see lots of pictures of unachievable adventures and crazy skiing in our industry. But we are seeing more and more examples of how our Scandinavian brands are extending a hand and want to bring in more beginners and share their knowledge with them.” It is also important that we share our knowledge within the industry and recognize that not everyone who works in the outdoor industry is an expert at being out in nature, says Sara Wänseth. It is an area that SOG has been working with for a long time via the Outdoor Academies of Scandinavia (OAS) project. “To date, we have organized 50 outdoor academies in Sweden and Norway, and almost 1,700 retailers, journalists and tour operators have joined since its launch in 2002,” says Sara Wänseth, adding: “Our academies are aimed at retailers around Europe. We invite them to a multi-day stay in our Scandinavian nature, together with selected member companies who also act as guides. There is a major focus on knowledge – not only on clothing, shoes and equipment, but also on spending time in the wilderness in a respectful and sustainable way.” P
“They want activities that suit their lifestyle while joining a group of peers”
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PHOTO: JOAKIM MANGEN
Be urban in the wild come out into nature? Perhaps by offering them something they really like, albeit in a new environment? The Norwegian music festival Vinjerock is a good example of how this can work. The festival in Jotunheimen national park was started in 2006 with the idea of bringing a cool rock festival out in the wild and above the tree line. Today, Vinjerock is often ranked as Norway’s best music festival. The approximately 3,000 tickets are sold out in a few hours. Bergans is one of the festival’s three main sponsors. “We contribute partly with money and outdoor equipment. But a major part of our sponsoring has to do with offering differ-
ent activities,” says Christopher Centmayar, Sustainability Manager at Bergans of Norway. Bergans’ main tent is one of the festival’s natural meeting places. Together with DNT, which is Norway’s largest outdoor organization, Bergans arranges short hiking trips in the surrounding mountains. At the last festival, Bergans also promoted sustainability and outdoor know-how. Bergans and DNT offered to repair outdoor clothing and equipment. Sewing machines, fabrics, zippers, as well as experienced dressmakers were on site. “There was a line almost the entire time – over three hundred people participated.”
PHOTO: KRISTINE JORAMO/BERGANS
HOW DO YOU get urban youth to
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Knife know-how in Dalarna FOR 126 YEARS, Morakniv has
been manufacturing knives in the heart of the Dalarna (Dalecarlia) province in Sweden. The company is known for its high quality and is undergoing strong international growth. Part of its success is also due to the fact that the employees know how people use knives in their
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correct element – the forest. It’s knowledge that they are happy to share according to Bashar Mustafa, event manager for the company’s Morakniv Adventure campaign, which was carried out for the first time in May 2017. “We want to teach knife knowledge, outdoor life and bushcraft and the event is aimed at people who are interested in the outdoors and survival skills,” says Bashar Mustafa. For four days, 50 participants from dozens of countries got to visit Morakniv’s factory in Dalarna, stay at a base camp in the forest, hike and participate in clinics with Morakniv’s renowned ambassadors. “It was a lot of fun. Some participants had never slept in
a tent before, others were very used to it. At Morakniv Adventure participants aren’t just trying things out, instead they really get to learn things at different levels, from beginner tips to expert knowledge.” After the successful premier, there will be a new event in 2018 – with more ambassadors, more clinics, and twice as many participants. Morakniv works actively with social media and its ambassadors, and many who follow the company are very eager to know more. “Many like our history, our knowledge, and our products and want to take part. We already have registrations from 15 countries, including Saudi Arabia, Japan, and South Africa.”
RESPONSIBILITY
Fire and food for beginners LIGHT MY FIRE of Sweden is best known for its durable and smart lunch boxes, cups and sporks in colorful plastic, as well as other practical things for active people who enjoy the outdoors. In 2018, Light My Fire will be taking the next step: Offering packaged activities that include outdoor cooking and an additional “ingredient.” The activities will be sold and executed together with selected and authorized outdoor stores around the world. First on the menu is “Cook & Fire,” a three-hour long activity where approximately twenty
participants will learn how to start a fire and then prepare a two-course lunch – “The Shut Up Yummi.” In the future, additional packaged activities are planned, with “Yoga & Soup” up next – after practicing yoga, participants will then be making some magically good soup. The concept, which Light My Fire calls “Purposeful Activities,” was given a soft launch in 2017 with great success in Sweden and Germany according to Calill Odqvist Jagusch, CEO of Light My Fire of Sweden. “The Purposeful Activities concept is inspired by our company’s guiding principle, ‘Life is Tastier Outdoors.’ The aim of the initiative is to help people connect with themselves through nature.” The selected stores will be a part of that initiative. Each ac-
tivity includes specially selected products, a set program and marketing materials to promote, support, and spread the word. “This concept is perfect for early adopter stores wanting to expand their horizons, live true to their brands and develop their staff’s expertise – not to mention boost sales at the same time!” says Calill Odqvist Jagusch.
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RESPONSIBILITY
Into the forest without fear THE SWEDISH FOOTWEAR BRAND
Icebug was launched in Gothenburg, where its only concept store (to date) is also located. In the summer of 2016, store manager Michaela Lindgren began asking customers what they thought about trail running in the forest. “Most of the guys said that they were already doing it. The women said that they wanted to do it, but that it felt too insecure.”
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Their fear is not unfounded. According to a survey carried out by the Swedish version of Runner’s World, in which over 1,200 runners participated, over 50% of female runners responded that they had been subjected to sexual harassment during a run. “Another aspect that came up in the discussions with our customers was that the regular groups of runners were overly focused on speed and distance.” The discussions gave Michaela an idea: That Icebug would invite women to an evening of running at a nature reserve in Gothenburg via Facebook. The event was named ‘Forest Femmes.’ “I thought that 10–20 people would come, but 150 runners registered! We quickly recruited
leaders and divided up into three groups based on running tempo.” Since then, around a hundred women have been running together every Monday evening in Gothenburg’s forests. The leaders receive a sponsor package from Icebug; aside from that, the event is non-commercial and free. “We also launched Forest Femmes groups in two other Swedish cities and four additional groups are being launched in 2018. Organizers are made up of female runners who heard about us. “By not focusing on speed and time, we are attracting both beginners and elite runners. And the community is giving women the chance to discover that the forest is an amazingly beautiful place to run in.”
Light in the darkness THE SWEDISH COMPANY SILVA
likewise saw a problem and found a solution. In large sections of Scandinavia, it can get dark by early afternoon during most of the winter months. Silva refers to the period as “The Headlamp Season” – the winter darkness is powerless against the light from the headlamps by Silva of Sweden. When a survey showed that more than half of all women reported feeling insecure when it’s dark outside, the team at Silva realized they could make a contribution. “We started Girls Night Out in the fall of 2016 together with the Löplabbet chain of stores in Norway. It is an evening run for women, whereby you run with a
headlamp in a group with other women,” says Madelene Öhlin, head of marketing at Silva. In the evenings, participants can test headlamps while at the same time having the opportunity to meet new running partners. The evenings also have some form of inspirational
“The atmosphere is fantastic, everyone is encouraging and saying hi to each other” lecture – about training, equipment, and similar. Like Icebug, Silva wants to lower the thresholds for going out. “Some people shy away from regular evening runs because
they are often about performance or preparation for specific races. But the participants in Girls Night Out have a wide range in their levels of experience and the atmosphere is fantastic, everyone is encouraging and saying hi to each other.” After the first successful season in Norway, there was a second one, but this time also in Sweden. Seven meetings in the evening darkness have all been booked up. “When we were in Lund, the rain was pouring down and still 35 women showed up, so we see that there is a need. And if we can inspire any of the 350 women who have participated so far to continue to train outside despite the darkness, then we have succeeded,” says Madelene.
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RESPONSIBILITY
Keep the kids going AS A LEADING Scandinavian
brand of children’s apparel, Reima has a natural interest in motivating kids to spend more time outdoors. In a survey conducted by Reima, the Finnish company found that many parents want to encourage their children to be active outside the house, but bad weather and screen time are keeping the kids indoors. To tackle this problem, Reima started a cooperation with the Finnish brand Suunto to develop ReimaGo – a wearable activity sensor linked to an app that encourages kids to be active in a playful way. The sensor monitors the duration and intensity of a child’s
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movements and transmits the data to a mobile device. The easy-to-use app contains a simple game in which the children are rewarded for their activities. Their virtual character moves through different levels depending on how much they have exercised since their last login. For the parents, there is a statistical tool that provides an overview of their child’s daily activity level. This way, the company hopes to promote kids’ health and wellbeing – and to make it easier for them to get out in nature. “We wanted to be brave and turn our thinking around: Games can also get kids moving. And since its launch in 2016, we
have seen that this motivating and easy-to-use app actually brings more joy to kids’ outdoor activity and helps parents motivate their children to exercise,” explains Reima’s CEO Elina Björklund.
Staff training in Scandinavia (OAS) is a project initiated by the Scandinavian Outdoor Group (SOG). Leading retailers and journalists from all over Europe are invited to several events every year. The outdoor academies take place in some of Scandinavia’s most beautiful and unspoilt outdoor locations; each academy takes place in a different region depending on the season and climate, and often with the help of the local tourist boards of the destinations as well as the Travel and Tourism boards of Norway and Sweden. Each academy has 30 to 40 participants along with instructors from the SOG companies that are administering the academy. “The objective is to expand the knowledge about the participating brands, and let the people who join really try out the equipment in demanding outdoor conditions. The staff from the participating SOG companies will be your guides,” says Sara Wänseth, General Secretary of SOG. The different Outdoor Academies of Scandinavia include outdoor activities such as trekking, kayaking, mountain biking, camping, outdoor cooking, etc., as well as product clinics and testing. “As a participant, you carry your own equipment, sleep in tents and cook your own meals. Thus, you need some outdoor experience and you need to share our passion for the outdoors. Upon completion, participants are certified as SOG ‘Outdoor Ambassadors of Scandinavia’!”
More info about OAS
scandinavianoutdoorgroup.com oas@scandinavianoutdoorgroup.com
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PHOTO: AKTIVUT.SE / SOFIE JUGÅRD LÖFGREN
THE OUTDOOR ACADEMY of Scandinavia
PHOTO: PIOTR DROZD
XXX
tested in real life Twice a year, an experienced jury meets to test products and name the winners of the Scandinavian Outdoor Award. Karen Hensel from NORR Magazin tells about last winter’s jury meeting. apparel, hardware, and so on. One basic idea with We were a mix of acquaintances and new the Scandinavian Outdoor Award is that the faces that met at the Kleinwalsertal ski products should be tested in the real world and not resort in Austria two days ahead of ISPO 2017. just examined around a conference table. So we The chairperson of the jury, Frank Wacker from did various activities such as back country skiing, Germany’s “Outdoor Magazin” was the veteran cross-country skiing, or hiking with snow shoes. of the group, having participated in the highest The next day, we stayed indoors number of jury meetings. For me, and went over the jury members’ it was the fifth time I participated different impressions and opinions. as a representative of NORR. What are the strengths and weakSomeone from our editorial staff nesses of each product? Are they has participated just about every innovative? What are their sustaintime since the start in 2006, and ability aspects? The discussions the sustainability aspects are our tended to be very engaging and specialty. The new jury members, sometimes we got bogged down. such as Martin Eisenhut from the For example, how do you compare Swiss outdoor retailer Transa, Karen Hensel, NORR Magazin a shell jacket with a down jacket? quickly became part of the comBut after many hours of work, when we finally munity. The atmosphere was good as it always is were supposed to choose the winners, we were – everyone is experienced and focused, but at the in agreement. And the days on the jury gave us same time, we have fun together. a very valuable insight into the roughly twenty About twenty products by various members of Scandinavian product highlights that are coming the SOG were nominated for the year’s jury meetout on the market a year later.” P ing, and these were divided into categories such as
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SCANDINAVIAN OUTDOOR AWARD
winners in the stores After two days of rigorous outdoor testing and lively discussions, the winners of Scandinavian Outdoor Award were presented at ISPO Munich 2017. This winter, you will find them in stores!
HONORABLE MENTION Primus Primetech Stove Set and Viking Play II GTX
APPAREL AWARD Varg Sarek Long Down Hood OVERALL WINNER Devold Tinden Spacer Jacket
KIDS’ AWARD Reima’s ReimaGO System NOMINEES AND WINNERS IN 2018!
HARDWARE AWARD Thule Roundtrip Boot Backpack 60 L
SUSTAINABILITY AWARD Fjällräven Keb Expedition Down Jacket
The jury will meet in Lech, Austria, to test the products for Fall-Winter 2018/2019. All the nominated products will be on display in the Scandinavian Bar Lounge. The official prize ceremony will take place on Sunday at 17.30 in the bar area.
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brand presentations
An overview of the participating exhibitors in the Scandinavian Village.
A2.213 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. 8848altitude.com Sales: Fredrik Käll, fredrik.kall@8848altitude.com, +4670 6038848 PR: Pauli Ärje, pauli.arje@8848altitude.com, +4670 5558848
A2.230 Dale of Norway is known world wide for true authenticity, premium designs and excellent quality. The production takes place at their historic factory in Dale. Since 1879, the company has been crafting its knitwear from 100% pure wool, inspired by Norwegian patterns and the active Norwegian lifestyle. Dale of Norway offers not only traditional designs, but has a wide selection of garments for sports and fashion, including technical innovations. dale.no Sales: Cato Jensen, Cato@dale.no, +4790 230943 PR: Hilde Midthjell, hilde@dale.no, +4790 837111
A2.324 Aclima has targeted quality, textile innovation and a passion for outdoor activities for more than 75 years. The underwear specialist with its production still based in Northern Europe, focuses on high quality merino wool products. Aclima has won many awards for their innovative products based on proven knowledge of how to dress in demanding conditions, since 1939. aclima.com
A2.212 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 highend ski, trekking and hunting footwear for the quality-conscious outdoor enthusiast. alfaoutdoor.com
Sales: Stine Gullaker: stine@alfa.no, +4797 644902 Sales: Lars Eivind Johansen, lars@ PR: Pål Olimb, paal@alfa.no, aclima.no, +4797 161182 +4791 752995 PR: Ole Magnus Halvorsen, ole.magnus@aclima.no, +4790 917869
A2.112 Devold of Norway provides highquality wool garments for outdoor lovers, explorers and professionals working in demanding environments. Established on the rough Norwegian West Coast in 1853, the company has spent over 160 years of research and development with one goal in mind: To provide you with unbeatable comfort, quality and protection. devold.com Sales: Øystein Bomo, oystein. bomo@devold.no, +4792 052707 PR: Janne Strømmen, js@devold.no
A2.215 Five Seasons is one of the fastest growing sportswear companies in the value segment. They were established in Gothenburg on the Swedish west coast in 1982 and for over 35 years the company has been producing high- quality and technical sportswear with a focus on ski, outdoor and street wear. Five Seasons never compromises on design, quality or fit; they say that good design does not cost more. fiveseasons.se
A2.202 Back in 1950, Åke Nordin developed a backpack frame that planted the seed that would go on to become the Fjällräven company. Ever since its beginning in Örnsköldsvik, in 1960, Fjällräven has continued to produce innovative and functional products that are appreciated by generations of outdoor enthusiasts across the world – and which have also received a number of distinguished awards over the years. fjallraven.com
Sales: Tobias Johnsson, tj@fiveseasons.se +4670 5882006 PR: Sara Hällås, sha@fiveseasons.se +4670 9427207
Sales: Thomas Gröger, thomas.groeger@fjallraven.de, +4917 670804628 PR: Philipp Kloeters, philipp.kloeters@fjallraven.de, +4917 24213164
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 Roald 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, +4732 252500 PR: Anders Nessem, anders.nessem@ bergans.no, +4790 696818
A2.106 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
A2.219 Drytech are based in Tromsø, far above the Arctic Circle in Norway. The REAL Turmat meals (also known as REAL Expediton Meals) are made mostly from fresh natural Norwegian ingredients and are carefully freezedried. Drytech has developed their own freeze-drying process, which is designed to keep as much of the natural taste, aroma, appearance and nutrition of the meal as possible. drytech.no
Sales: Niklas Nilsson, niklas.nilsson@ didriksons.com, +4676 8099806 PR: Ulrika Nilsdotter, ulrika@dayskommunikation.se, +4673 7464122
Sales: Kyrre Jonassen, kyrre@drytech.no, +4794 843616 PR: Same as above
A2.206 More than a century ago, Wiktor Haglöfs designed a backpack for the local workers of a small town in Sweden, Torsång. The durable, practical backpack would be the proud beginning of what today is one of the world’s largest manufacturers of outdoor clothing, footwear and hardware. The Haglöfs brand is currently marketed to the Nordic region, Europe and Asia and has been owned by ASICS Corporation since 2010. haglofs.com
A2.108 Halti is a Nordic outdoor company from Finland. They create premium outdoor, ski, multisport and lifestyle apparel and hardware with unmatched function, intelligence and a design inspired by nature to help you to find your own peak moment in nature. Halti is for curious, active and demanding outdoor enthusiasts who value high functionality, the best technical materials, a perfect fit and beautiful minimalist Nordic design. halti.com
Sales: Fredrik Ohlsson, fredrik.ohlsson@haglofs.se PR: Erica Wigge, erica.wigge@haglofs.se , +4670 8510941
Sales: Mikko Savolainen, mikko.savolainen@halti.fi +3584 06510715 PR: Hanna-Liisa Erkheikki, hanna-liisa.erkheikki@halti.fi +3584 05241718
BRANDS
ISBJÖRN A2.114 Hestra has specialized in highquality 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.se
A2.204 Houdini’s mission is “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 with 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
A2.231 Icebug is a Swedish shoe company that started to challenge the global footwear giants with new innovative traction technologies back in 2001. 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. icebug.com
Sales: Hanna Lindblad, hanna.lindblad@houdinisportswear.com, +4685 5774681 PR: Olle Keppel, olle.keppel@houdinisportswear.com, +4676 0407767
Sales: Jerker Levin, jerker.levin@ icebug.se, +4670 7252823 PR: Marie Thomasson, marie.thomasson@icebug.se, +4672 2461146
A2.217 The family company of Ivanhoe was founded in 1946 in Gällstad, a district known as Sweden’s knitting center, where tradition and pioneering spirits still live on. Several generations of 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
A2. 216 Walk Carefully On Mother Nature! Swedish shoemaker Kavat makes shoes that can be worn for years. It’s the opposite of disposable fashion. The quality concept is about chromefree leathers, natural fabrics and durable construction, creating the ability of a product to withstand the test of time. This is how Kavat turns old shoemaking traditions into new ones. The EU Ecolabel is a proof of concept. Kavat has more than 50 styles certified under the EU Ecolabel criteria. kavat.com
A2. 116 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 – Light My Fire’s innovative products have been taken to heart by both backyard adventurers and backwoods survivalists all across the world. lightmyfire.com
Sales: Stefan Braun, loft.outdoor@ivanhoe.se, +4991 15485861 PR: Anders Göthager, anders@ivanhoe.se, +4632 1688706
Sales: Erik Thyrelius, erik@kavat.com, +4601 97612202 PR: Maike Dedering, m.dedering@ karkalis-communication.com, +4921 130205812
A2.221 The people of Northern Playground are out and about in the Norwegian outdoors all year round and in all kinds of weather. And after too many perfect moments ruined by base wear that got sweaty, wet and cold, and failing to find anything better, they decided to do something about it – so they just made it themselves. Zipwear was born! At last, they had some functional clothing that let them enjoy the outdoors to the fullest. northernplayground.no
A2.222 Polyver was born from a desire to encourage everyone to experience nature without having to worry about getting cold feet. For the past 15 years Polyver has shielded humans from nature’s chill, making them feel safe and comfortable in even the most extreme conditions. Today Polyver is very proud to be one of the last outdoor brands to manufacture their PU boots in Sweden, focusing on high quality winter boots offering excellent comfort, lightness and durability. polyver-boots.com
Sales: Andreas Håkansson, andreas.hakansson@hestragloves.se, +4670 5337670 PR: Jenny Kvarnlöf, jenny.kvarnlof@hestragloves.se, +4637 0339700
Sales: Elisabeth Fanum, elisabeth@northernplayground.no, +4740 244841 PR: Jo Egil Tobiassen, jo@northernplayground.no, +4791 886877
Sales: Steve Dutton, steve.dutton@ polyver-group.com, +4673 3130288 PR: Marine Werling, marine.werling@polyver-group.com
Sales: salesupport@lightmyfire.com, +4640 6601660 PR: press@lightmyfire.com, +4640 6601660
A2.229 Isbjörn of Sweden is a premium outdoor and ski brand for babies, 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 as well as by taking an environmentally friendly approach when choosing materials. isbjornofsweden.com Sales: Maria Frykman Forsberg, +4676 2244890 PR: Sebastian Stechl, sebastian.stechl@krauts.de, +4989 346966
A2.125 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 in 1984 by the cross country skier Lasse Granqvist and, in addition to making cross-country gloves, is current 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 Sales: Patrik Olsson, patrik@lillsport.se, +4670 3975177 PR: Jesper Karlsson, jesper@ granqvists.se, +4670 6160202
A2.202 In 1892, Stockholm native F.W. Lindqvist created the world’s first soot-free kerosene stove that made life simpler for adventurers. Since then, Primus products have made countless expeditions possible. Passion for the outdoors and the technical expertise is the secret behind every one of Primus' innovations and what ensure that the products become reliable and life-long companions. primus.eu Sales: Elena Miroshkina, +4670 3446203 PR: Heidi Kreusel, +4916 095095262
A2.104 Reima is all about the joy of movement that lasts over time. Since 1944, the Finnish design brand has focused on active kids’ needs, offering head-totoe solutions for ages 0 to 12. Shipping to over 70 countries, Reima wants to inspire children all over the world to be active. Reima products enable kids to move and play freely, both indoors and outdoors, in safety and comfort. reima.com Sales: Matti Lehtovirta, matti.lehtovirta@reima.com PR: Riikamaria Paakkunainen, riika.paakkunainen@reima.com, +3585 03228293
BRANDS
Åre, Sweden since 1999
A2.220 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. roaldamundsen.com Sales: Rune Skjoldal, rune.skjoldal@amundsenbrands.com, +4790 053115 PR: Same as above
A2.225 Röjk Superwear is a Swedish brand established in 2010. With its selfdeveloped materials, innovative and functional products, the company has been greatly successful in an industry dominated by traditional brands and big dragons. With its highly sustainable and eco-friendly production, together with 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
A2.223 Skhoop – The Original Skirt Company was founded in 1999 by Sissi Kewenter in Åre, northern Scandinavia. The winter 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.se Sales: Malin Fältskär Schillgard, info@skhoop.se, +4664 750121 PR: Sissi Kewenter, sissi@skhoop.se, +4664 750121
A2.332 On the shore of Norways’s Nordfjord, in peaceful and beautiful surroundings, you will find Innvik. A small village in the community of Stryn – a place you can ski in the summer thanks to the presence of continental Europe’s largest and longest glacier. Skilled craftsmen have made their mark on the culture and the area for generations, and it was here that Skogstad Sport’s history started 80 years ago, and it is here you will find the heart of the Skogstad operation today. skogstadsport.no Sales: Michael Peter Emery, michael@ skogstadsport.no, +4741 474787 PR: Same as above
A2.208 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 a focus on innovative functions, tailor-made to work under the sky. For 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
A2.214 The Tufte brand was founded by Olaf Tufte, an Olympic champion and humble farmer from Vestfold, Norway. With a mantra of “it’s always possible to get better,” he started making super soft boxer briefs for the hard-working man. Tufte has come a long way since then, but the mantra remains the same. It drives all aspects of their work. Tufte aim to always deliver the most comfortable clothes possible, produced in the most sustainable way they know. tuftewear.no
A2.120 USWE is a sports brand that specializes in action backpacks for athletes and weekend warriors. They’re known for their patented No Dancing Monkey™ 4-point harness technology that makes their packs 100% bounce free in action whether you bike, run, hike or ski. The product portfolio comprises hydration packs, protector packs and daypacks and a wide range of accessories that makes it possible to build your own pack for an individual fit. The company is based in southern Sweden. uswe-sports.com
A2.224 Varg is a young urban outdoor brand from the Swedish west coast. With previous experience in elite sailing and Alpine skiing, the founders of Vargkläder have been tested by extreme weather conditions. The one thing they have been missing is garments which are functional, yet simultaneously have that little extra something. Scandinavian craftsmanship, sustainability and design gives the brand a clear identity and makes their products unique. Varg is to be lived in! vargclothes.com
Sales: Johan Lovqvist, johan.lovqvist@ tenson.com, +4670 2688300 PR: Oscar Anderberg, oscar.anderberg@tenson.com, +4670 7886288
Sales: Per Øyvind Jacobsen, per@tuftewear.no, +4799 451414 PR: Same as above
Sales: Magnus Adiels, madiels@uswesports.com, +4673 3352101 PR: Karl-Johan Engdahl, press@ uswe-sports.com, +4670 6352106
Sales: Niclas Jacobsen Holvik, niclas@vargklader.com, +4670 9544126 PR: Same as above
A2.322 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
A2.233 Established in 1981, VJ has over three decades of expertise in manufacturing shoes for all terrains. VJ shoes are well-known for their high performance in extreme conditions and commonly used among elite athletes and outdoor enthusiasts. Whether your sport is trail running, OCR, swimrun, orienteering, or you want to just explore wilderness, they have the right shoes for you. vjsport.fi
Sales: Helma Tobies, h.tobies@vikingfootwear.com, +4917 18622142 PR: Flach Communication, info@flach-communication.de, +4980 221884000
Sales: Vili Mattila, vili.mattila@vjsport.fi, +3584 08250644 PR: Same as above
A2.232 TECHNOLOGY BRAND MEMBER Inuheat offers wearable heating from Sweden since 2013. The business idea is straightforward; Inuheat provides the best heated solution on the market and partners up with premium brands globally to improve comfort and performance of already great apparel for consumers and professionals. Their innovative technology platform is unique and easy to integrate into existing designs. It consists of patented conductive yarns, smartphone application functionality and more. inuheat.com
A2.124 TECHNOLOGY BRAND MEMBER Polygiene Stays Fresh technology is the leading internationally recognized supplier of odor control and freshness technologies for clothing, gear and other materials. The company brings the Scandinavian values of quality and care for the environment to life through their products and services. They pride themselves on innovation and technology and provide service and support to partners around the globe. polygiene.com
FURTHER SOG MEMBERS EXHIBITING AT ISPO Peak Performance B1.304, Craft B3.402, Norrøna B4.302
© USWE Sports AB, 2017
Sales: Jonas Larsson, jonas.larsson@ inuheat.com, +4670 4202818 PR: Same as above
Sales: Haymo Strubel, hs@polygiene.com PR: Niklas Brosnan, nb@polygiene.com
Find our other members who are not attending ISPO at:
scandinavianoutdoorgroup.com
INNOVATION AND PASSION WITH
THE HERITAGE OF SCANDINAVIA
Welcome to the
Highlights in the Village at ISPO Munich 28–31 January
HALL A2
Scandinavian Outdoor Award (SOA) on display in the Scandinavian Bar Lounge all day, every day.
SUNDAY–WEDNESDAY Upcoming trends from SOG members on display in the Scandinavian PREVIEW catwalk.
MONDAY–TUESDAY 9.30–10.15 Join our retail clinics with focus on innovation, creativity and sustainability from SOG members. Meet us at the SOA exhibition. Monday: Sustainability Tuesday: Innovation & Creativity
SUNDAY 17.30 Scandinavian Outdoor Award (SOA) prize ceremony in the Scandinavian Bar Lounge.
SUNDAY 17.00–18.30 Scandinavian Mingle at the Scandinavian Bar. Enjoy tastes from the North and mingle to the sounds of DJ Mike and saxophonist Monica (M & M).
MONDAY–TUESDAY 17.00–18.00
Welcome to the Village and Happy Hour at the Scandinavian Bar.
SCAND IN AVIAN OUT DO OR NE W S
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