SCANDINAVIAN
OUTDOOR NEWS Issue #1 2019 from Scandinavian Outdoor Group – the top Nordic outdoor companies
expert brands
Welcome to the Scandinavian Village
Nordic Ski Touring
Scandinavians love the solitude
Global Reach, Local Roots
The brands that stayed at home
The Perfect Match Outdoor meets fashion
Plus: Everything you need to know for ISPO Munich 2019
www.sasta.fi
50 YEARS OF EXPERIENCE Based in one of the last true wilderness areas in Northern Europe, Nurmes – Sasta has over 50 years of heritage in providing the highest quality outdoor apparel for some of the most demanding wilderness conditions. Dark and dense forests, fells and dark blue lakes open practically from the doorsteps of our head office, providing the ultimate testing laboratory for our products. The Sasta brand originates in 1969 when Urpo Saastamoinen, an avid outdoorsman and hunter could not find suitable clothing for the
harsh conditions of Northern Karelia and decided to create a woolen frieze-suit for himself. The suit immediately caught the attention of Urpo’s fellow outdoorsmen - the suit that provided unique functionality, was something unheard of at the time. Still today functionality is one of the core elements in the development of new garments at Sasta. Sasta is still run by the Saastamoinen family, continuing to develop world-class garments that combine modern technology with traditions and craftmanship that come with 50 years of experience.
reima.com
Joy of movement T H E L E A D I N G P RE M I U M P E RFO RM A N C E W E A R B R A N D D E D I CAT E D TO ACT I V E K I DS . F RO M F I N L A N D S I N C E 194 4.
EDITORIAL & CONTENTS
PHOTO: SOFIA KARLSTRÖM
COMPETITORS AND FRIENDS SIDE BY SIDE THE SCANDINAVIAN VILLAGE at ISPO is
here again and there are many of us who are really looking forward to it. All these encounters, all the committed people, all the products filled with knowledge, passion and innovation – it’s an atmosphere that is difficult to describe, yet the love of the outdoors is the common driving force. I personally know that this is going to give me enough energy and ideas to brighten the darkness of winter at home in Åre in the Swedish mountains. What is the key to the success of the 67 brands in the Scandinavian Outdoor Group? I think I have found a term that summarizes it: Coopetition! Wikipedia says that “Coopetition is a neologism coined to describe cooperative competition. Coopetition occurs when companies interact with partial congruence of interests. They cooperate with each other to reach a higher value creation if compared to the value created without interaction.” The magazine you are holding in your hands and the Scandinavian Village are two good examples of “coopetition” – welcome! Sara Wänseth, General Secretary of SOG
contents
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News from the North
Awards, events and an electric snowmobile.
Meet the expert
Frank Wacker on the need of testing outdoor products – outdoors.
Nordic ski touring
Do as the samis, ski alone in the valleys.
Global reach, local roots
Many Scandinavian brands choose to stay at home. Here's why.
The perfect match
Outdoor + fashion works in a new, expanding market.
Brand presentations
Meet us in the Scandinavian Village.
This is SOG SCANDINAVIAN OUTDOOR GROUP
was founded in 2000 and currently has 67 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
SOG board of directors David Ekelund (Icebug) Chair and Member of the SOG working committee Staffan Rönn Member of SOG working committee Andreas Holm (Thule) Christiane Dolva (Fjällräven) Matti Lehtovirta (Reima) Caroline Karlström (Lundhags) Andreas Håkansson (Hestra)
Welcome, Per! Per Jonsson Öhlin is our new Project Manager for the Scandinavian Villages at the trade shows. He recently joined us at our headquarters in Åre, Sweden, after working as a marketing manager for two Swedish ski resorts in Lapland and after having worked in various positions at Haglöfs before that. With his many years of experience, his creativity and his passion for skiing and the great outdoors, we are very happy to welcome Per to the SOG team!
Follow us on: FACEBOOK
facebook.com/scandinavianoutdoors INSTAGRAM
instagram.com/scandinavianoutdoors Imprint: This magazine is produced for SOG by Norr Agency, norragency.com
Scandinavian Outdoor Group
Editorial team: Gabriel Arthur, Mats Nyman, Anders Falkirk, Sara Wänseth, Sofia Karlström Art Directors: Karin Nyman, Katja Gustafsson Cover photo: Erik Olsson for Lundhags
SCANDI NAV I AN OUT DOOR NE W S
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NEWS FROM THE NORTH
HOUSE of POWER OVER THE PAST few decades, Norway has
RENDERING: SNØHETTA
become a country where ‘wow architecture’ has really taken on a new shape. And now a new creation is in the works that is causing a commotion. It is Svart – the new hotel located at the foot of the large Svartisen glacier in northern Norway. However, it is not only because the hotel is circular with 360° views and looks like it hovers suspended over the water, but also because of the technology inside. The building is a so-called “powerhouse,” which produces more energy than it uses. The hotel will consume 85% less energy than a typical modern hotel according to the architectural firm, Snøhetta, which conceived and designed the building.
Svart is located below the Svartisen-glacier, just north of the city Mo i Rana.
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listed the 50 greatest wildlife holidays on Earth, “Large Mammals, Sweden” took first place. The tour is organized by Wild Sweden. The distinction was motivated by the fact that several of Europe’s large mammals, since long extinct on the British Isles, are still found in Sweden.
AS
WHEN THE BRITISH newspaper The Telegraph,
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THE ADVENTURE TRAVEL TRADE ASSOCIATION (ATTA) will host the annual Adventure Travel World Summit (ATWS) in Gothenburg. ATWS is a global gathering for tour o perators, adventure travel writers and influencers, tourism boards and industry partners. Dates: September 16–19, 2019.
: H Å K A N VA
WILD QUALITIES
TO
SUMMIT IN GOTHENBURG
We love making gloves. But we prefer to sell linings.
hestragloves.com
NEWS FROM THE NORTH
Tiveden, south Sweden.
Trekking with Tomas Tomas Bergenfeldt is one of the pioneers of ecological and sustainable travel in Sweden. Now he has launched National parksresor (National Park Trips). Its aim is to get people who are not used to being out in nature to come visit one of Sweden’s 30 national parks. So why does this happen now? “Interest in hiking has been increasing and the climate debate has made it more relevant to avoid air travel and not vacation abroad as often. As such, discovering your own country more, and our national parks, fits well.” What national parks have you chosen and why? “We will be organizing trips to many of the national parks,
RECORD NUMBERS THE SIXTH ANNUAL European Outdoor Summit (EOS) pulled in its highest numbers to date, with 305 delegates registered for the two-day summit, which took place in Malmö, Sweden. The summit brought together CEOs, directors and senior managers from the biggest names and brands within the outdoor industry from across Europe and beyond. The theme for the EOS in Malmö was “The Outdoor Industry – A Progressive Business Sector,” with digitalization as a key focus.
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except perhaps the most inaccessible. We began with those that were easiest to reach from Stockholm by charter bus and that were difficult to reach without owning your own car. For example, Tiveden, Norra Kvill, Fulufjället, Hamra, Blå jungfrun and Sonfjället.” You have received support from the WWF. How come? “In the ’90s, I was managing one of Scandinavia’s leading adventure travel tour operators, called Äventyrsresor, which collaborated with the WWF back then. But WWF later decided that trips that entailed flights should not be supported by the organization in any way.” “Now that we are able to offer climate-smart trips within Sweden, they thought it was time to get involved in the travel sector again.”
The Swedish plogging pioneer Erik Ahlström shares his vision with the EOS audience.
PHOTO: FREDRIK WILDE /LST
PHOTO: MIKAEL SVENSSON/JOHNÉR
Staloloukta, Swedish Lapland.
ART NO 30570 AND 34070.
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.
hestragloves.com
Go safe
Hero GTX - With a sleek design, the highest warmth and 360-degree reflectivity, Hero is the ultimate kids boot for safe and comfortable feet during the dark winter months.
Go anywhere
PHOTO: AURORA EMOTION
NEWS FROM THE NORTH
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The Esleds are used for safaris from Rovaniemi in nothern Finland.
SILENT SAFARIS IT’S NOT COMPLETELY silent. The drive track, engine and skis on the snowmobile all produce various sounds, but compared to gas-powered snowmobiles, the journey through the Arctic wilderness and the cold borders on total silence. This snowmobile, called the Esled, is considered the world’s first electric snowmobile in serial production. They were manufactured for Aurora Emotion, which organizes safaris from Rovaniemi in northern Finland. Its range is 50 km and the advantage is obvious: It doesn’t emit any carbon dioxide and, with a quiet journey, you get closer to nature.
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HURTIGRUTEN IS INVESTING in the environment and is launching two new hybrid-powered ships in 2019 and 2020. The ships, called the MS Roald Amundsen and the MS Fridtjof Nansen, will be used for new cruises to Antarctica, Iceland, Greenland and a new expedition route to Alaska, which is being introduced in 2020.
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NORWEGIAN ECO-TWINS
THAT'S HOW MANY new members
Scandinavian Outdoor Group got last year. The latest additions are Elevenate, Heat Experience, Hurtta, Sasta, Sjö & Hav and We Are SpinDye. The total amount is now 67 member companies. “It's a positive trend. And although the SOG members often are competitors, they truly help and empower each other. The combination of ‘outdoor’ and ‘Scandinavia’ is incredibly strong in the international market,” says Sara Wänseth, General Secretary of SOG. Read about the SOG member brands exhibiting in the Scandinavian Village on page 49–51.
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PHOTO: ISPO
AT THE TRADE SHOW
Shaping the Future of Outdoor Growing network, bigger team – and one face to the customer. The ISPO team is getting a boost. AFTER ALL, ANOTHER leading trade
show will also be held in Munich from 2019, namely OutDoor by ISPO. The new team will be headed by Markus Hefter as Exhibition Group Director, who is already in charge of ISPO Munich. He is now heading up a team of five Community Managers who will be the main contacts all year round for brands and manufacturers. Single points of contact A team of five Community Managers are now the main contacts all year round for brands and manufacturers for the Outdoor, Snowsports & Bike, Sports Fashion / Performance / Health & Fitness, Textrends, Sourcing & Manufacturing, and Digitize – Retail & Industry Services areas. As key account managers for their areas, they will advise clients about the trade show offers in Munich and China as well as services within the ISPO network (available 365 days a year), from ISPO Open Innovation to the ISPO Award and native advertising.
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They will also design and organize community-specific events and be in constant contact with important stakeholders and industry multipliers. Supporting the community and further developing the areas for which they are responsible are the main tasks of the team, which now includes the two new members. Experienced Community Managers The team of Community Managers consists of Bastian Dietz, Constanze Fuchs, Engin Müller-Oezer, Kim Scholze and Franziska Zindl. Kim Scholze is responsible for Outdoor and brings along many years of industry experience after working at Bench, Salomon and Nitro. Constanze Fuchs is responsible for the Sports Fashion, Performance and Health & Fitness areas. With over 12 years of experience with ISPO she has the necessary know-how for this important segment. Engin Müller-Oezer is responsible for Textrends, Sourcing & Manu-
facturing. Müller-Oezer has been a member of the ISPO team for 18 years and has extensive industry knowledge. Bastian Dietz is responsible for the Snowsports & Bike area and is a qualified industry specialist in the sports and cycling market. Franziska Zindl is the contact for the new Digitize – Retail & Industry Services area and as digital expert, she will build up the new community. In close cooperation with suppliers, brands and retailers, the team is looking forward to developing the platforms in Munich that will shape the future of outdoor. P
save the date! ISPO Munich February 3–6, 2019 OutDoor by ISPO June 30–July 3, 2019 Ispo.com
AT THE TRADE SHOW
HIGHLIGHTS IN THE VILLAGE Every year, the bar lounge in the Scandinavian Village is one of the most frequented and popular meeting points at ISPO Munich. Besides the great people, good food and tasty drinks you shouldn’t miss this: EVERY DAY • Upcoming trends from SOG members on display in the Scandinavian Preview Catwalk. • Scandinavian Outdoor Award – check out all nominated products and winners in the bar lounge. SUNDAY 17.00–18.30 Enjoy tastes from the North and mingle to the sounds of DJ Mike and saxophonist Monica – M&M. 17.30. Scandinavian Outdoor Award prize ceremony in our bar lounge. MONDAY 9.30–10.15 Join our Retail Clinic, which focuses on sustainability. We will start at the SOA exhibition and visit selected brands. 17.00–18.00 Let’s go Plogging! We will be meeting by the bar; be prepared to run or walk and pick up litter. Give-away to all ploggers. 17.00–18.00 Village Happy Hour at the Scandinavian Bar. TUESDAY 9.30–10.15 Join our Retail Clinic called Meet the Designers. We start at the SOA exhibition and visit selected brands. 17.00–18.00 Village Happy Hour at the Scandinavian Bar.
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sustainable signatures In may 2018, Scandinavian Outdoor Group (SOG) was the first organization in Europe to jointly sign the European Outdoor Group Sustainability Charter. Now, the 63 Scandinavian outdoor member brands of SOG have signed this charter individually as well. All signatories align themselves to a shared agenda at a senior level and commit to pursuing a more sustainable future for all. 8848 Altitude Aclima Alfa Amundsen Brands Bergans of Norway Craft Dale Devold of Norway Didriksons Drytech ECCO Elevenate Five Seasons Fjällräven Haglöfs Halti
Heat Experience Helsport Hestra Hilleberg Houdini Hultafors Group Hurtta Icebug Isbjörn Ivanhoe Kavat Kupilka Light My Fire Lillsport Lundhags Morakniv
Nordic Pocket Saw Norrøna Northern Playground Odd Molly Peak Performance Pinewood Polyver Boots Primus Reima Sasta Seger Silva Sjö&Hav Skhoop Skogstad Sunpocket
Sätila of Sweden Tenson Tentipi Thule Trangia Tretorn Tufte Wear Ulvang USWE Sports Vargkläder Viking Footwear VJ Sport Walkstool Wildo Woolpower
Find out more about the EOG Sustainability Charter: europeanoutdoorgroup.com/outreach/csr-sustainability/eog-sustainability-charter/
EXPERT
Frank Wacker Profession: Editor for the “test and technology” section of Germany’s Outdoor Magazin and jury president of the Scandi navian Outdoor Award. Age: 47. Based in: Stuttgart. Passionate about: Nature and spending time outside, technology, eating natural, non-processed food and baking with grains I have ground myself.
Frank, you are the president of the jury of the Scandinavian Outdoor Award and have been testing outdoor products for 25 years. What do you base your analysis on? “The comparison of products based on the combination of outdoor use and – if possible – practical laboratory tests are what has been most effective for me. Many common labtests do not really tell what is working out hiking, backpacking or camping so we have developed our own test methods based on real conditions outside and the way the human body interacts with gear.” How do you evaluate today’s market in general? “The range of outdoor products has grown enormously and many things are interchange able. Brands that focus on their roots and have not set overambitious growth targets and brands that communicate their m essage in a way that is received well by c onsumers are doing well. Labels that don't do these things are having a hard time.”
In your view, what factors do Scandinavian products have in common? “You can tell that many Scandinavian products are developed by people who are out in the field and that they are based on the principle of ‘function first’. Sustainability has also played a major role in recent years.” What are you expecting from future product launches, especially from Scandinavian brands? “I’m hoping to see more sustainable equipment and products that are consistently developed with a focus on high-quality and that have their own ‘DNA’. Of course, sustainability can be defined in different ways: For example, very durable items that rely on timeless designs and colors. When it comes to color trends, products should be easily recyclable so that new things can be made out of them if people do not want them anymore.” ”In general, Scandinavian brands are pioneers, especially in terms of sustainability.” P
PHOTO: BENJAMIN HAHN/DRAKE IMAGES
“ Products should be tested outdoors”
BEST CHOICE OF SCANDINAVIA
OUTDOOR ABC: NORDIC SKI TOURING In today’s global and digitized world, there are still amazing outdoor activities that not everyone is aware of. Nordic ski touring is one such gem – a sport that is largely unknown outside Scandinavia. IT’S ACTUALLY QUITE easy to explain Nordic ski
touring. It was how the Sami traveled in the Scandinavian mountains during wintertime – even before the pyramids of Egypt were built. In the early 1900s, the Sami got some company in the winter mountains from nature- loving city-dwellers. Although it originated as a means of transportation, skis were also something that were used for fun. A network of simple overnight huts each placed at a distance of a day’s journey apart was built in Norway, Sweden and Finland – and they still exist today. Unlike ski touring in the Alps, where you cross a mountain pass using ski skins, Scandinavians prefer to move horizontally through the long mountain valleys. In Sweden, a vast network of
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winter trails are marked with wooden posts with red crosses on them, while Norwegian skiers prefer to find their own paths. Even though the technical solutions have improved over the years, a touring skier from the early 1950s would still recognize today’s equipment. Leather ski boots or lightweight plastic Telemark ski boots, bindings with a loose heel, skis with steel edges and a backpack with everything you’ll need for the journey. When downhill skiing and ski resorts exploded in popularity in Scandinavia in the 1970s, the interest in traditional ski touring decreased. However, in recent years, more and more people are becoming interested in Nordic ski touring and many people are calling it “the new hiking.” P
BEST CHOICE OF SCANDINAVIA
Nordic ski touring is the traditional way to travel on snow in Scandinavia. The world’s oldest preserved ski, the Kalvträsk ski, is 5,200 years old. It was found in 1924 in a marsh outside Skellefteå in northern Sweden and is currently located in a museum there. PHOTO: ERIK OLSSON FOR LUNDHAGS
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BRAND IN SPOTLIGHT
ECCO Outdoor keeps on innovating with FLUIDFORM™ and PHORENE™.
innovation that never stops Standing still is never a consideration. Just like the explorers, trail-hikers and other outdoor enthusiasts who wear their boots and sneakers in the wild and the city, the Danish brand has an endless curiosity and an adventurous spirit. SUCH AN INNOVATIVE outlook means the research and development team is always looking to refine one of its pioneering technologies, which powers the ECCO Outdoor collection. More than 30 years after it was created, ECCO FLUIDFORM™ Direct Comfort Technology is state of the art; walk in any boot or sneaker with FLUIDFORM and you'll feel as though you’re stepping into the future. The FLUIDFORM technology found in the sig nature ECCO Outdoor collection not only offers comfort that balances cushioning and rebound, but it also provides outstanding support for the feet. Such groundbreaking direct-injection technology also creates an integral, durable bond between the sole and the upper without the compromises associated with stitching and gluing. With no glue being used in assembling the components, FLUIDFORM enables ECCO Outdoor to make boots and shoes in a more sustainable way.
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Soft yet shock-absorbent
In a significant breakthrough for FLUIDFORM, ECCO has developed and engineered its highly innovative PHORENE™, which is the softest and most shock-absorbent polyurethane material the brand has ever used. This radical material is also ultra- light, delivering innovative comfort, improved torque and lightweight dynamic power. Even when the temperature falls as low as - 40°C, ECCO PHORENE retains its properties, so it is still just as sumptuously soft, shock-absorbent and pliable, and offers the same step-in comfort as in milder conditions. No wonder ECCO Outdoor, with its products “made for the e lements,” has expanded its PHORENE range for Autumn/Winter 2019. Put on the street-style ECCO EXOSTRIKE boots, the ECCO UKIUK 2.0 women’s winter boots, or the everyday premium sneaker ECCO BIOM 2GO, and you’ll be looking to explore. P
Shake off those bad-weather blues. Our weatherproof dog apparel is expressly made to stand up to all weather conditions so dogs can spend more quality time outdoors. Our products provide vital weather protection, true functionality, the best fit, exceptional comfort and reliability. In doing so, we support all of the outdoor activities that dogs love, and every journey that dogs and their owners take together.
Tame the great outdoors. hurtta.com
GEAR GUIDE
nordic highlights to look out for this winter
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A NATURAL CHOICE
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A PERFECT FIT FOR COLD DAYS
ACLIMA IS LAUNCHING a new 100% Merino Fleece Wool hoodie for those crisp, cold winter days. This comfortable lightweight garment is soft and extremely warm with a brushed interior for extra-long woolen fibers and insulation. Made from renewable resources, biodegradable and a fabric without polyester and microplastics, making it a natural choice. aclima.com
SURVIVAL NEVER LOOKED THIS GOOD
FINNISH DESIGN, SUSTAINABILITY and survival are combined in the Kupilka FireSteel 8. It creates big sparks up to 3000˚C for easy fire making, and its secure handle can be used even with gloves on. Steel for the striker is a by-product of the metal industry, wood-based cellulose fibers are joined with thermoplastic materials to form the handle, and the cord comes from ethically produced reindeer leather. This essential tool is a must for every outdoor adventurer! kupilka.fi
ULVANG TRAINING SERIES is designed for high
intensity training in colder weather. A blend of 95% merino wool and 5% Lycra makes the perfect combination of warmth, breathability and mobility, combined with strategically placed mesh panels. A zip pocket in the back secures your keys or other small essentials. ulvang.no
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NICE TO EAT FROM, PACKS UP NEATLY
SWEDISH COMPANY Light My Fire wants to
make it easier for families and friends to discover that life is tastier outdoors. The Eat'n DrinkKit BIO™ for 4 people is a complete stackable set c onsisting of four plates, four sporks, four Pack-up Cups and a strap. Each piece stacks and packs up neatly and securely. The plates stack inside each other, with the fourth plate acting as a lid. The sporks fit into the plates, and the strap holds the stack firmly in place. The Pack-up Cups stack together or can be collapsed according to space requirements. And last but not least: The Eat'n DrinkKit is manufactured from bioplastics made from corn and sugarcane. lightmyfire.com lightmyfire.com/lets-talk-material
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FLEXIBLE AND COMFORTABLE
THE NEW ACLIMA FlexWool Anorak is made of merino wool, it offers both great flexibility and comfort. The wind stop panels together with Aclima's new FlexWool construction provide the p erfect combination for hiking, running and everyday use. Adjustable hood, zip and front pockets, with the unique breath ability of m erino wool make this a new favorite in Aclima's outdoor c ollection. aclima.com
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GEAR GUIDE
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URBAN DAYPACK conditions. The classic and stylish construction is paired with a smart and practical design. Its compact polyurethane material protects against light, rain and water, while the reinforced bottom guards against moisture and wear. The bag also features an inner lining made from 100% recycled polyester. tretorn.com
SWEDISH COMPANY TRETORN
presents a new urban and functional bag collection. This new category is a result of the company's long heritage of making functional products for everyday adventures dating back to 1891. The Wings Daypack is designed for an active urban lifestyle, perfect for quickly changing weather
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TOUGH ENOUGH
SASTA’S ROIHU-JACKET w as
eveloped in cooperation with d local outdoor professionals for the harsh conditions of Northern Karelia, Finland. This cold weather outdoor jacket combines unique technical details with the natural performance of recycled wool. The combination of traditional materials,
craftmanship and modern design provide something very unique in the market. Sarka wool also happens to be the material where the story of Sasta started from – some 50-years ago in one of the last true wilderness areas of Northern Europe. sasta.com
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LIMITLESS ADAPTABILITY
FJÄLLRÄVEN’S NEW SINGI 48 backpack takes adaptability and versatility one step further. It has a robust carrying system, built around Fjällräven’s award-winning wooden frame (FSC-certified birch), that can be adjusted to fit your back perfectly. The main material is G-1000 HeavyDuty Eco S, with waterproof 500D Nylon at the bottom. It provides ample storage and compelling features
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from the get-go, but is easily personalized to fit just about any outdoor activity – wether trekking, fishing, hunting or bushcraft. The multiple attachment loops along the front, sides and top lid make it remarkably versatile together with the Singi Side Pocket and Singi Gear Holder accessories. Overall, it’s a comfortable and functional backpack that lasts year after year. fjallraven.com
FERAL SWEATER IN 100% NORWEGIAN WOOL Norway’s very traditional Old Norse sheep have been grazing in the coastal landscape on the west coast of Norway ever since the ice retreated 6000 years ago. The wool is super strong and coarse and will even protect against wind and rain. This is a sweater that will keep you warm on the coldest days. The wool is not colored so each sweater will have a unique look.
BRAND IN SPOTLIGHT
80 years old and looking ahead With 80 years of experience in wool production, Aclima is now looking towards developing the company for future generations. THE STORY OF Aclima begins in 1939 – with
pcycling, even though the term was not known u back then. Nineteen-year-old Eivind Johansen needed a means of sustenance, so he bought a printing press and a sewing machine and began manufacturing felt shoe inserts from wool. Some of the raw materials used came from the conveyor belts used by the nearby pulp mills along the Drammen River in Norway that had reached the end of their lifespan. The company grew after World War II once the first sewing machine was purchased and the production of outdoor clothing took off. Today, Aclima is still run by Johansen’s family, and its headquarters remain located in Krøderen – the birthplace of its founder. The location, next door to nature close to Norefjell with cross-country trails and ski slopes, provides perfect conditions for testing products right outside the door. It’s a good place to start when one of the principles that Aclima was founded on was that its products should perform well outdoors – regardless of the temperature.
Tested by true adventurers
Today, Aclima’s signature product is the merino base layer for all types of outdoor activities. They manufacture clothes that will perform in all situations – from cold Arctic expeditions and mountain climbing up the world’s tallest peaks to more everyday adventures out in the forest and countryside. Aclima’s own product ambassadors make sure that the products are tested in extreme situations and locations. One of them is the Norwegian adventurer Svante Strand, who has been guiding tours to Svalbard, Greenland, both Poles and several of the world’s highest peaks over the past ten years. Another is mountain climber Vibeke Sefland, who has climbed the “7 Summits,” has led a number of expeditions in the Himalayas and has worked a lot with
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relief efforts in conflict-affected areas such as Afghanistan, Sudan and Uganda. The Swedish survival expert Johan Skullman calls himself an ”outdooroholic”. He's a former military man, now working and living the outdoor lifestyle as a survival instructor and a consultant on product developement and testing for Aclima and several other outdoor brands.
A solid environmental commitment
The merino wool in Aclima’s base layers comes from farms in New Zealand as well as Tasmania off the coast of Australia. All wool used is traceable through the entire chain – from the shearing to the finished product, and Aclima works closely with its cooperation partners to adhere to the strictest requirements for good animal welfare as well as manufacturing with as little environmental impact as possible. The clothes are sewn in its own factory in Estonia with 60 employees, which is celebrating 20th anniversary this year. But caring for the environment does not end there; rather it is part of everything that the company does – from the certified paper in the packaging to working towards minimizing the use of plastics and the goal of reusing as much waste material from the manufacturing process as possible. Today, Aclima is a leading manufacturer of wool base layers, with its roots deeply embedded in Nordic outdoor life and with unique experiences from having operated the company for three generations. Now, the company is looking ahead so that future generations can experience nature and have an active outdoor life. Its environmental commitment involves ongoing improvement efforts both with regard to sustainability in today’s production as well as in future product development. Everything to get more people to want to be out in nature – preferably while wearing wool base layers. P
Aclima's Rita Johansen visiting a sheep farm in New Zealand.
PHOTOS: ACLIMA. SVANTE STRAND PHOTO: SINDRE KINNEROD
Founder Eivind Johansen operating a knitting machine.
The merino wool in Aclima’s base layers comes from farms in New Zealand and Tasmania.
Adventurer Svante Strand, one of Aclima’s product ambassadors.
Icebug has the perfect test lab just around the corner – here with the ultrarunner and Icebug ambassador Markus Torgeby in full speed. PHOTO: GUILLEM CASANOVA
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LOCAL HEROES
A NATURAL
HERITAGE Many of the Scandinavian Outdoor companies have their roots in the countryside with nature right around the corner serving as inspiration and a test environment. SOG invited an international group and went on a road trip to visit companies in the small towns to the east of Gothenburg. BY MATS NYMAN PHOTO SOG
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he rain is hitting against the windshield and the wind is pulling at the flags as we roll out of Volvo’s factory grounds in Torslanda, Gothenburg. The storm Knud is headed in our direction, but we are traveling inland and keeping our fingers crossed that it won’t be following us. If you’re going to go on a road trip in Sweden, traveling in a Volvo is still the most Swedish way to do it. Even though the Chinese company Geely is currently the majority shareholder, its Swedish
heritage is important to the car giant. “Made by Sweden,” as Volvo itself says in its marketing. And their local roots are something they have in common with the outdoor companies we are headed to. For the most part, they have stayed in the same places where they were founded. These are companies like Thule in Hillerstorp, Seger in Röshult and Ivanhoe in Gällstad. Inside the borrowed Volvo cars are invited guests from selected outdoor retailers, bloggers, and journalists. We come from Sweden, Scotland,
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LOCAL HEROES
Switzerland, Estonia, Poland, the Netherlands, and the United States. As afternoon approaches, we reach our first destination – the Gnosjö region in Småland. There have been a lot of theses and reports written about the so-called “Gnosjö spirit,” which gave rise to over 70 industrial companies that have more than 50 employees. This is also the location of the Isaberg Mountain Resort and the small community of Hestra, where we borrow mountain bikes and set off in the terrain. The mountain is actually more of a high hill, but still counted as the birthplace of Swedish downhill skiing along with Åre in Jämtland. And ever since downhill skiing came through here in the 1930s, the Hestra company has been manufacturing gloves.
“We want to be involved in developing standards and legal requirements throughout the world. A substandard rooftop cargo carrier, regardless of which company manufactured it, risks reducing trust in the entire industry.” Eric Gustavsson, Thule
Nowadays, it produces over 2 million pairs of gloves a year with sales throughout the world. But its headquarters, with approximately 50 employees, is still located here and still employs the third and fourth generation of Magnussons. The evening’s dinner is enjoyed outdoors around a long table with a campfire beside us. The Wildo company, which produces drinking vessels, lunch boxes and other things for enjoying meals in nature, is in place and is responsible for setting the table and grilling.
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Rooftop cargo carriers and a coffee break
Back in 1942 in nearby Hillerstorp – a town with around 1,700 inhabitants – Thule was founded by the designer and open-air enthusiast Erik Thulin. Its product range includes roof racks and other car accessories, backpacks, bags and baby carriages. The company has operations around the world, but its home in Hillerstorp is still important. Here, 260 people are employed in manufacturing, development and testing. “We were founded in Hillerstorp back in 1942. Our local roots in both the neighborhood and the history here, together with the incredibly high level of expertise that our staff there have built up over a long period of time, as well as the great opportunities to grow and recruit good staff have together made it easy for the Thule Group to decide to continue investing in Hillerstorp as our largest development center and production site in the world for our advanced roof rack systems,” explains Thule CEO Magnus Welander. After a tour of the factory and a classic Swedish coffee break, Thule’s test manager, Eric Gustavsson, takes us on a tour through the company’s global test center. One of the test rigs simulates a drive on bad roads, and racks and rooftop cargo carriers show us what they can do. “We want to be involved in developing standards and legal requirements throughout the world. A substandard rooftop cargo carrier, regardless of which company manufactured it, risks reducing trust in the entire industry,” says Eric Gustavsson. “If we can help raise the bar, then both we and our customers benefit.” After the tour at Thule, it is time to travel further north through the forests of Småland towards the neighboring landscape of Västergötland. Our destination is the Seger factory in the little town of Röshult. The company is part of the New Wave Group, but it is still a family business with the founder’s son, Per Segerqvist, serving as CEO. Design manager Susanne Segerqvist and sales manager Fredrik Porat welcome us to their home and set the table for the 11 o’clock coffee break. They tell us about the company’s history and its strong focus on the environment over the past few years. Since 2017, 100% of the factory’s electricity consumption comes from wind power and the
Icebug strives to make future footwear easier to recycle.
PHOTO: PATRIK SVEDBERG
Gustav Segerqvist, the founder of Seger, a brand that has s upported many athletes (left).
For the outdoor companies of western Sweden the woods are never far away.
Pattern design at Ivanhoe in Gällstad.
Caring for the local heritage – one “fika” at a time.
LOCAL HEROES
search for new, more environmentally-friendly materials is continuously ongoing. They are at the forefront with respect to modern technology, such as compression socks for sports, and they have invested in their own testing equipment. “For us to be able to test the compression on site gives a major advantage because it becomes easier to perform controls during production and thus maintain a higher and more consistent quality,” says Susanne Segerqvist. Quality control is also one of the reasons why the company chose to stay in Röshult when many of their competitors moved their production to Asia.
was founded in Gothenburg by Eliza Törnkvist and her son David Ekelund relatively recently in 2001. They wanted to create conditions for people to move around all year and became quickly known for their steel-studded shoes. Today, people are also relying on shoes without studs, but good grip still remains the focus. Icebug has its headquarters in old beautiful fac-
Patterns and studs
We continue on, but we barely have time to get up to speed until we arrive at our next stop in the neighboring town of Gällstad. I have been sharing a car with Ivanhoe’s CEO Anders Göthager, and during the trip we have been discussing the company’s brightly colored sweaters, which were major sellers in Sweden in the 1980s. “Many people still associate those sweaters with us. It was a fantastic success, but the brand became almost too big and seemed to be everywhere. In the end, it became uninteresting to customers,” says Anders Göthager. He is the grandson of the founder and is currently running Ivanhoe with his sisters Anna Göt hager and Karin Sjögren. Today, many of the clothes are sewn by their cooperation partner in Estonia, but the production of materials and patterns is still taking place in Gällstad. And today they have succeeded in reversing the negative trend that followed the years of success. “The outdoors and fashion are converging more and more, and this suits us very well. But that does not mean transitioning to fast seasonal collections. Natural materials, function and quality are still our focus.” After lunch, we get to look at the production and get to feel the fabrics that are emerging from the sewing machines. As with Seger, Anders Göt hager emphasizes their control over the entire production chain – from the threads to the finished fabrics – as one of the major advantages of remaining in Gällstad. The next day, we get into the cars again. We travel to the road trip’s last stop, Icebug, an upand-coming company in the shoe industry that
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“The outdoors and fashion are converging more and more, and this suits us very well. But that does not mean transitioning to fast seasonal collections. Natural materials, function and quality are still our focus.” Anders Göthager, Ivanhoe
tory buildings in Jonsered. And directly outside the door is the Bokedalen nature reserve, with the perfect conditions to test the company’s products. We also get the chance to test both the shoes as well as the terrain. We get changed and set off together with product manager, Jerome Manceau and Henrik Tuomas, who are responsible for sustainability. We run through the old industrial area, over a bridge and through a tunnel. A few minutes after starting out we find ourselves deep in the forest. During the much needed, beautiful round of running, I start to think about how there are certainly major differences between knitted sweaters, rooftop cargo carriers and running shoes. However, the companies that we visited also have a lot in common. Above all, the daily visits to the customary Swedish nature around the corner in combination with entrepreneurship and innovation for the international market. P
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LOCAL HEROES WITH A HERITAGE 1 Thule
The open-air enthusiast Erik Thulin started Thule in 1942 with the Gäddsax fishing tackle. Now they manufacture everything from rooftop cargo carriers to backpacks.
2 Seger
Gunnar Segerqvist was only 16 years old when he invested in a knitting machine in 1947 and started making socks and stockings in his parents’ woodshed.
3 Ivanhoe
When the company was founded in 1946 by Martin Göthager together with three colleagues, it was called Gällstads Ylle. Back then, the focus was on knitted women’s fashion.
4 Wildo
Founded in Borås in 1979 by Ingvar Svantesson and Jan Andersson – whose son Erik runs the company today. Wildo produces lightweight, durable and compact tableware and accessories.
5 Icebug A road trip in search of the outdoor spirit of western Sweden – in cars from Volvo.
Founded in Gothenburg relatively recently in 2001 by Eliza Törnkvist and her son David Ekelund. Icebug manufactures shoes with good grip for use year-round.
BEST CHOICE OF SCANDINAVIA
west sweden – sustainable adventures without end The sweeping landscapes and natural ethos of the Swedes combine to provide experiences that the adventurous just can’t get enough of. FOLLOWING VENUES IN Tuscany, Argentina and Alaska, this year’s Adventure Travel World Summit will be held in Gothenburg, located in West Sweden. The summit will be hosted by the Adventure Travel Trade Association (ATTA), whose Executive Director of Europe & Central Asia, Chris Doyle, has no doubt Gothenburg will match its predecessors in terms of adventurous allure. “One reason we chose Sweden for the 2019 summit was because when it comes to sustainability, Sweden doesn’t even have to try,” Doyle explains. Indeed, Gothenburg was designated as “the most sustainable city in the world” based on the results of the 2017 Global Destination Sustainability Index. Where does this come from, one wonders?
The Swedish psyche
Chris Doyle points to the Swedish people’s unique connection with and access to nature. “In Gothenburg, you can get out into the forests
atta & atws The Adventure Travel Trade Association (ATTA) is a global trade network supporting sustainable adventure travel markets worldwide, through adventure travel news, research, events, networking and education. www.adventuretravel.biz ATTA is the host of the annual Adventure Travel World Summit (ATWS). At the next ATWS in Gothenburg, the visitors will experience several outdoor activities around West Sweden. The summit is arranged in collaboration with Visit Sweden (visitsweden.com).
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and archipelago to camp, kayak or mountain bike just like that,” he says, emphatically snapping his fingers. This connection, he continues, is embedded in Sweden’s Right of Public Access – entitling Swedes and visitors alike to roam just about everywhere on the precondition that they do not harm the environment. And roam they do! Children are imbued with a deep understanding of nature, and seasonal foraging is a popular activity for both rural and urban Swedish families. “Even my two-year-old can point out edible mushrooms and berries,” explains Chris Doyle, with more than a hint of a father’s pride.
Holistic experiences
With regard to sustainable tourism, Chris Doyle sees the local developments as positive: “West S weden is seeing an increase in operators, and all have ‘sustainability’ as their middle name.” A far cry from package tourism, visitors to West Sweden are offered the full Swedish experience. “Local operators have begun pairing the adventure with other experiences,” Chris Doyle explains, and continues: “Such as exploring the culinary traditions, whereby guests are served locally sourced s eafood, seasonal produce and foraged delicacies. Then, have the guests cook these on a camping stove under the open sky – people love this stuff.” As to adventure, one doesn’t need to look far. Sweden o ffers Europe’s largest forest areas and is speckled with 100,000 lakes and countless heritage sites, many dating back to the stone age. Add the 8,000 islands of the Western A rchipelago, and the potential for exploration is virtually limitless. P
PHOTO: LUKASZ WARZECHA/WESTSWEDEN.COM
TOP WEST SWEDEN 5 EXPERIENCES ACCORDING TO CHRIS 1 Imagining the world as it was millennia ago at Tanum World Heritage Site.
2 Paddling through Sweden’s one and only marine national park, Kosterhavet.
3 Experiencing fishing village life in Smögen. 4 Mountain biking in the Änggårdsbergen Nature Reserve, just a stone’s throw from downtown Gothenburg.
5 Island hopping and hiking in Bohuslän's archipelago. Find out more at: westsweden.com
The Bouhuslän archipelago consists of more than 8,000 islands. Perfect for island hopping. SCANDI NAV I AN OUT DOOR NE W S
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URBAN OUTDOOR
fashion with a wild side The collaboration between Acne and Fjällräven has been greatly discussed. But functional outdoor clothing is cropping up all throughout the fashion industry. “Outdoor elements are found almost everywhere these days,” says Daniel Lindström, fashion editor at the men’s magazine Café. BY ANDERS FALKIRK & JUAN MARTINEZ ILLUSTRATION GRAHAM SAMUELS
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hen Swedish fashion brand Acne Studios and Fjällräven launched a joint collection in Jukkasjärvi in northern Sweden in the spring of 2018, it wasn’t just a meeting of two styles of clothing. It was two worlds that were literally sewn together. The fact that Acne got the opportunity to collaborate with one of Sweden’s most iconic and stylish outdoor brands surprised many in the fashion industry. Previously, outdoor brands such as Fjällräven have kept to themselves and developed their products and brands on their own. So why did Fjällräven do it? The answer is simple: They wanted to reach new customers. Henrik Andersson, head of innovation and design at Fjällräven, explains: “While Acne Studios is very much about the artistic expression, we are all about functional products for the outdoors with the goal of bringing people closer to nature. This has been a good basis for a dynamic collaboration.”
“Ultimately with this collection, we would like to reach more people. Showing new customers the iconic products that we are proud of will hopefully inspire them to discover the outdoors and spend more time in nature.”
Growing market
If you take a step back and look at the broader image, the collaboration doesn’t seem as surprising, but rather very timely. It was really a great time to do it. The market for outdoor clothing has increa sed in line with the ever-greater interest in nature and focus on sustainability. Both among fashion companies and customers. Fleece jackets, boots and cargo pants are seen at international fashion shows. Prada and J Lindeberg have down jackets with a clear outdoor feel. The style magazine The Mr Porter Post published “The Outdoor Issue” last fall. At the same time, outdoor companies like Didriksons, Norrøna and Sasta from Finland have
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URBAN OUTDOOR
raised their fashion level with various types of urban outdoor clothes with a more elegant and streamlined feel. Andrea Kollnitz, assistant professor in fashion studies, believes we will see more joint collections like we’re seeing from Acne and Fjällräven: “All brands are striving to be innovative, and because everything is heading towards increased sustainability, it’s forcing fashion companies to become more and more sustainable in their thinking. And this is where the outdoor industry fits right in.”
It started with Chanel
PHOTO: GETTY IMAGES
The fashion house’s adjustment to people’s physical activity is actually not a new phenomenon. When the interest in sports was growing in the beginning of the 20th century, Coco Chanel revolutionized the industry by being the first to present a collection with practical and functional
Balenciaga's seven layer coat created a buzz during their fall 2018 show.
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“Showing new customers the iconic products that we are proud of will hopefully inspire them to discover the outdoors and spend more time in nature.” Henrik Andersson, Fjällräven
clothing in comfortable materials, which primarily was intended to facilitate women’s sports. Now, a century later, the industry is teeming with fusions of functionality and fashion. In addition to the trend of fashion houses towards producing their own sports- and outdoor-influenced collections, mutual enrichment between brands is increasingly taking place. “The fashion houses have been eyeing sports and functionality for a long time. Just look at how sneakers have become a completely natural and popular item of clothing at fashion shows, where they are part of a playful combination of luxury and sport. What’s new is the collaboration between large and established brands,” says Andrea Kollnitz. Daniel Lindström, fashion editor at the men’s magazine Café agrees. However, he believes that today’s fusion between the outdoor and fashion industries is much more extensive than previous forays by the fashion industry into functional fashion. “Outdoor elements can be found almost everywhere and it’s probably not only due to the increased interest in nature, but also the times we are living in. The outside world feels threatening, society has numerous problems and the climate threat is ever-present. And in this world, outdoor clothing, shell jackets and cargo pants, for example, feel safe and secure.” “At the Pitti Uomo fashion show in Milan in January, there were a lot of functional clothes and discussions about protection.” Sort of like an equivalent to comfort food? “Yes, you could say that. In addition, outdoor clothing is practical and extremely functional, after all. It protects us from rain and wind even in urban areas. For example, if you want to continue
URBAN OUTDOOR
Presenting
BAGS
FALL / WINTER 2019 COLLECTION
SALES CONTACTS Stefan Mayer - Sales Manager Nordics - stefan.mayer@tretornsweden.com SCANDI NAV I AN OUT DOOR NE W S MÃ¥ns Uhrweder - Export Manager - mans.uhrweder@tretornsweden.com
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commuting by bike in the winter, modern functional waterproof clothing is a must,” says Daniel Lindström.
Winner or loser?
Those living in a big city are well aware that the lines between outdoor and urban fashion have become blurred. People everywhere have been mixing their styles on their own. Cargo pants with suit jackets, lightweight hiking boots with jeans, lightweight down jackets with scarves. But how will outdoor companies prevail in the new competitive environment when fashion companies are taking on the fight for outdoor life? Daniel Lindström is convinced that the outdoor companies will manage fine. Partly because the market will become broader and thus become larger and partly because they have a high degree of credibility.
“What’s going on now is really positive for outdoor companies. They stand for high quality and know-how. The outdoor brands are considered nice and relatable.” Daniel Lindström, Café magazine
PH :A
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Fjällräven Kånken meets fashion.
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THE COLLABORATION BETWEEN Acne and Fjällräven began a few years ago. Henrik Andersson, head of innovation and design at Fjällräven, and Acne Studios’ founder Jonny Johansson crafted a new collection based on Fjällräven's archive. Classics like the “Expedition” down jacket and, of course, the Kånken backpack were given new shapes and colors. Fjällräven’s iconic backpack has been upgraded to a messenger bag model and an even smaller version of the Kånken model was released as a kind of casual shoulder bag. “We allowed Acne Studios to play around with our iconic products, but we were pretty stubborn when it came to unnecessary details, because – by our definition – everything that is added but doesn’t serve a clear purpose reduces the overall functionality of the product.”
O
“What’s going on now is really positive for outdoor companies. They stand for high quality and know-how. The outdoor brands are considered nice and relatable, as well as thoughtful when it comes to environmental awareness. Perhaps it could be said that the fashion companies don’t have as good of a reputation.” Just like Andrea Kollnitz, Daniel Lindström believes that fashion companies will also follow the outdoor companies’ environmental thinking with slower product development, a longer lifespan and greater reuse. “Although in this case, it surely depends on other things. These days, the fashion industry is self-critical and wants to get away from this seasonal mindset. It wears out staff and leads to overconsumption. Today's industry wants slower trends that last longer. A good example is the Japanese fashion company Uniqlo, which concentrates on slow fashion. P
Did the Fjällräven Kånken backpack become a clutch?
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BRAND IN FOCUS
Kavat Fagersta is named after the Swedish Olympic gold medalist Frida Hansdotter's hometown.
PHOTO: ERIK OLSSON, PHOTO FRIDA HANSDOTTER: MALIN MÖRNER
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BRAND IN FOCUS
at the top of the podium How do you make a boot that suits both snowy ski resorts and urban, style-conscious settings? The Swedish shoe manufacturer Kavat may have the answer. ing. To participate in developing a completely new boot model is a bit of a dream come true. I like tion of craftsmanship, materials expertise and profashion and at the same time I live a very active tecting the environment. Its timeless designs have lifestyle, so this model fits perfectly. A good-lookmade the brand popular among the style-conscious ing, functional winter boot that is also fashionable who want to get out into nature. For K avat, it’s and suits every situation,” says Frida Hansdotter. about striking the balance between durable quality and trendiness, says marketing manager Anders Blomster. A ski world favorite Here, the materials Kavat The Swedish Ski Team has selects are an asset. been sponsored by Kavat for “Leather is a material that several years now – with high lasts over time, and even besustainability ambitions. If the comes more beautiful over shoes get worn-out, Kavat’s the years if it’s taken care of. Repair Service is included in We also work a lot with the the sponsorship agreement. environmental impact and “The skiers receive a pair quality with regard to choos“To participate in developing of boots when they join the ing the right material.” a completely new shoe model national team, and we don’t To develop the design exgive out new ones until it’s no is a bit of a dream come true.” longer possible to repair the pression further, Kavat has Frida Hansdotter, alpine ski star recruited designer Lovisa old ones. With other sponLönndörr Carlsson. She has sors, it’s common to give out previously worked with the fashion icon Vivienne new collections each season,” says Anders Blomster. Westwood, and the first results of her work will be Even outside the Swedish Ski Team, Kavat has seen winter 2019. The collection includes Kavat become something of a skier’s favorite. The alpine Fagersta, a winter boot developed together with ski circus begins in Sölden each year, and the two Sweden’s biggest alpine star, Frida Hansdotter. most recent years have found Kavat on the compet“Frida wanted to focus on après-ski boots, but itors’ “cat walk” – the prize podium. Last autumn, ones that don’t look like the classic moon boots. France’s Tessa Worley stood at the top of the poShe has had clear ideas that we have discussed and dium and the year before, Viktoria Rebensburg worked on further. It’s been a lot of fun,” says from Germany, both sporting Kavat leather boots. Lovisa Lönndörr Carlsson. “Now we’re hoping to soon see Frida Hansdotter A contributing factor: Olympic gold medalist at the top of the prize podium during the World Frida Hansdotter is a consummate shoe-lover. Championships in Åre – with a pair of Kavat F agersta “This project has been incredibly fun and inspiron her feet,” says Anders Blomster with a smile. P
KAVAT WAS FOUNDED in 1945 and has a long tradi-
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INSTORE AGENCY – YOUR CREATIVE SOG PARTNER We’ve gone from being a supplier to a partner who contributes with Creative and tailor-made soloutions.
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SCANDINAVIAN OUTDOOR AWARD
and the nominees are … Over two days, the jury of the Scandinavian Outdoor Award will determine the best product based on functionality, quality, innovation, design and sustainability.
Silva – 360° Orbit
Kupilka – FireSteel 8
Alfa Sko – Juvass A/P/S GTX
Ecco Outdoor – DriTan – Innovation for Sustainability
USWE – Pace Pro
Icebug – Grove BUGrip Woolpower
Icebug – NewRun BUGrip GTX
AWARD SINCE 2005
The Scandinavian Outdoor Award (SOA) jury consists of journalists from some of the leading titles in Europe, like Outdoor Magazin, Friflyt and NORR Magazin, retail represented by for example Bever, and other specialists. The winners will be announced Sunday 3 February 17:30 at the Scandinavian Bar at ISPO Munich.
Reima – Laplander Reimatec Shoes
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Viking Outdoor Footwear – Hero GTX
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Read more about the nominated products at scandinavianoutdooraward.com
SCANDINAVIAN OUTDOOR AWARD
Aclima – FlexWool Anorak & Pants
Devold of Norway – Running Jacket
Bergans of Norway – Rabot 365 Hybrid Pants
Aclima – FleeceWool
Devold of Norway – Tusna Sport Air
Devold of Norway – Trollkyrkja Insulated Coat
Fjällräven – Canada Wool Padded Jacket
Haglöfs – L.I.M Shake Dry Hood
Ulvang – Training Tights
Isbjörn of Sweden – Expedition Hard Shell
Ulvang – Feral Sweater
Sasta – Kaarna Trousers
Ulvang – Vegard Hybrid Jacket
Skogstad – Kleivane
Varg – Mora Pant
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A PLACE FULL OF ...
STRONG INNOVATIONS
More than 1,500 exhibitors from around the world, new and highly regarded developments from manufacturers and international trends in the New Product Center – make sure to be in the right place at the right time:
IWA.INFO/READY
8 – 11.3.2019 NUREMBERG, GERMANY
Access only for specialist buyers. Proof of eligibility must be provided.
BRANDS
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. 8848 Altitude is sold in over 600 stores in 23 countries, appreciated for the high functionality and Scandina vian, contemporary design. 8848altitude.com Sales: Fredrik Käll, fredrik.kall@ 8848altitude.com, +4670 6038848 PR: Pauli Ärje, pauli.arje@ 8848altitude.com, +4670 5558848
A2-108 Dale of Norway is known worldwide for true authenticity, premium designs and excellent quality. Even today the production takes place 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 beau tiful Norwegian patterns and the active Norwegian lifestyle. Dale of Norway of fers not only traditional designs, but has recently developed a wide selection of attractive garments for sport and fash ion, including technical innovations. daleofnorway.com Sales: Cato Jensen, Cato@dale.no, +4790 230943 PR: Hilde Midthjell, hilde@dale.no, +4790 837111
A2-215 Five Seasons was established in Goth enburg on the Swedish west coast in 1982. For over 30 years the company has been producing high quality and technical sportswear with focus on ski, outdoor and sailing. Being born and raised on the west coast, where sea meets land and summer meets winter, Five Seasons knows what is needed to stay warm and dry. The company always strives to offer sportswear with best value for money. fiveseasons.se Sales: Tobias Johnsson, tj@ fiveseasons.se, +4670 5882006 PR: Sara Hällås, sha@ fiveseasons.se, +4670 9427207
A2-211 Aclima has targeted quality, textile innovation and a passion for outdoor activities for more than 75 years. The underwear specialist with its produc tion still in northern Europe, 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 demand ing conditions, since 1939. aclima.com Sales: Lars Eivind Johansen, lars@aclima.no, +4797 161182 PR: Ole Magnus Halvorsen, ole.magnus@aclima.no, +4790 917869
A2-112 Devold of Norway provides high quality 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 165 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: Gro Elisabeth Naalsund, gro.naalsund@devold.no, +4793 026786
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: Tony Kraftling, tony.kraftling@fjallraven.se, + 4672-249 85 81 PR: Philipp Kloeters, philipp.kloeters@fjallraven.de, +4917 24213164
A2-208 Alfa is a major contributor to the proud Norwegian outdoor traditions and its 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 footwear for the quality conscious outdoor enthusiasts. alfaoutdoor.com Sales: Jonas Karlsson, Jonas.karlsson@ alfaoutdoor.se, + 4670 7750877 PR: Pål Olimb, paal@alfa.no, +4791 752995
A2-102 Bergans of Norway is a leading provider and developer of outdoor equipment and technical clothing. Bergans has a wide range of clothing for expeditions, outdoor, hunting, mountaineering, skiing and lifestyle. The company also manufactures tents, sleeping bags and mats, backpacks and Ally folding canoes. Founded in 1908, Bergans has been driven by dedicated and passion ate outdoor enthusiasts and played a major role in Norwegian outdoor life for more than a century. bergans.com Sales: Klas Vangen, klas.vangen@ bergans.no, +47 92013213 PR: Anders Nessem, anders.nessem@ bergans.no, +47 90696818
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 charac terized by a consistent and modern look, the result of close cooperation between the company’s fashion and technical designers. didriksons.com
A2-226 Drytech are based in TromsØ, up 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 carefully freeze dried. Drytech has developed its 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: Pete Alava, pete.alava@ didriksons.com, +3585 00877981 PR: Josefine Örjansson, josefine. orjansson@didriksons.com
Sales: Kyrre Jonassen, kyrre@drytech.no, +4794 843616 PR: Same as above
A2-228 Heat Experience was started by three normal guys who blend an urban life with the very Norwegian love of being outdoors. Their adventurous side lead them to realize there was a gap in the outdoor clothing market that would bring an upgraded experience which unites the technical gear that Norwegian weather demands, with the comfort of protected environments. Using the latest in carbon fibre and battery technology, they took to create modern heated clothing. Using their expertise in design to meet the high standards expected from a Norwegian brand, Heat Experience was born. heatexperience.eu
A2-114 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.se Sales: Andreas Håkansson, andreas.hakansson@hestragloves.se, +4670 5337670 PR: Johanna Skans, johanna.skans@hestragloves.se
Sales: Emil E Asbjørnslett, emil@heatx.no, +4748 356410 PR: Same as above SCANDI NAV I AN OUT DOOR NE W S
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BRANDS
A2-206 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: Olle Keppel, olle.keppel@ houdinisportswear. com, +4676 0407767
A2-120 For many years, Kupilka outdoor products have received genuine popularity among hikers, hunters, campers, bushcraft teachers, courtyard cooks and other friends of nature, with recyclable and natural properties. Kupilka products are made from the company’s own biomaterial and the production process is carbon neutral. The product range includes cups, plates, bowls, eating utensils as well as knives and firesteels. All Kupilka products are manufactured in Finland using EKOenergy. kupilka.fi
A2-225 Isbjörn of Sweden is a premium outdoor and ski brand up to 16 years. 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 doing so. isbjornofsweden.com Sales: Beatrice Archer, +4670 5322555 PR: Maria Frykman Forsberg, maria@isbjornofsweden.com, +4676 2244890
A2-223 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 back woods survivalists all across the world. lightmyfire.com Sales: salesupport@lightmyfire.com, +4640 6601660 PR: press@lightmyfire.com, +4640 6601660
A2-217 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 the company also incorporate new blends, treatments or knitting and weaving techniques. ivanhoe.se Sales: Stefan Braun, loft.outdoor@ ivanhoe.se, +4991 15485861 PR: Anders Göthager, anders@ ivanhoe.se, +4632 1688706
A2-117 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 Sales: Patrik Olsson, patrik@ lillsport.se, +4670 3975177 PR: Jesper Karlsson, jesper@ granqvists.se, +4670 6160202
Sales: Sales: Laura Kaasinen, laura.kaasinen@plasthill.fi, +3585 03514348 PR: Same as above
A2-219 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 chrome free leathes, natural fabrics, durable construction, creating a product to withstand the test of time. This is how Kavat turns old shoemaking traditions into new. The EU Ecolabel is proof of concept. Kavat has more than 50 styles certified under the EU Ecolabel criteria. kavat.com Sales: Erik Thyrelius, erik@kavat.com, +4601 97612202 PR: Jana Kestel, j.kestel@ karkalis-communications.com, +4921 130205814
A2-202 In 1892 F.W Lindqvist, from Stock holm, created the world’s first sootfree 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 Sandes, elena.sandnes@ primus.se, +4670 3446203, PR: Heidi Kreusel, Heidi.Kreusel@ primus.eu, +4916 095095262,
Åre, Sweden since 1999
A2-104 Reima is the leading premium performance wear brand dedicated to active kids! Established in 1944 in Finland, Reima offers functional children’s wear, tip-to-toe and all year round, designed for sustainabil ity. Based on the Joy of Movement, the brand promotes and enables an active lifestyle to its global audience spanning over 70 countries, in all con ditions – always safely and in comfort. reima.com
A2-204 Based in one of the last true wil derness areas in Northern Europe, Nurmes – Sasta has over 50 years of heritage in providing the highest quality outdoor apparel for some of the most demanding wilderness con ditions. Dark and dense forests, fells and dark blue lakes open practically from the doorsteps of the company’s head office, providing the ultimate testing laboratory for the products. sasta.com
A2-224 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 Skhoop produces 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: Matti Lehtovirta, matti.lehtovirta@reima.com PR: Riikamaria Paakkunainen, riika. paakkunainen@reima.com, +3585 03228293
Sales: Juha Latvala, juha@sasta.fi, +3585 05559182 PR: Same as above
Sales: Malin Fältskär Schillgard, info@skhoop.se, +4664 750121 PR: Sissi Kewenter, sissi@skhoop.se, +4664 750121
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A2-227 On the shore of Norways’s Nord fjord, in peaceful and beautiful surroundings, you will find Innvik. A small village in the community of Stryn – a place where 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 Skogstad. skogstadsport.no Sales: Nataly Løkkeberg , nataly@ skogstadsport.no, +4790 129942 PR: Same as above
BRANDS
A2-212 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 the company designs 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
A2-216 The Tufte brand was founded by Olaf Tufte, an Olympic champion and hum ble 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-work ing man. Tufte has come a long way since that, but the mantra remains the same. It drives all aspects of the company’s work. Tufte aims to always deliver you the most comfortable clothes possible, produced in the most sustainable way. It’s hard work, but it feels good. And so do the clothes. tuftewear.no
Sales: Johan Lovqvist, johan.lovqvist@ tenson.com, +4670 2688300 PR: Oscar Anderberg, oscar. anderberg@tenson.com, +4670 7886288
Sales: Julie Torp, julie@tuftewear.no, +4793 669187 PR: Same as above
A2-210 Viking is an outdoor footwear spe cialist 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
A2-214 Established in 1981, VJ has over three decades of expertise in manufacturing shoes for all terrains. VJ shoes are well known for its high performance in ex treme conditions and commonly used among elite athletes and outdoor en thusiasts. Whether your sport is trail running, OCR, swimrun, orienteering, or you want to just explore wilderness, VJ has the right shoes for you. vjsport.fi/en/
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
A2-207 Ulvang is wool. The company creates durable quality wool garments, which are inspired by the Norwegian wilderness. Nature is a part of Ulvang’s business model, and the love for nature is reflected in everything they create. Ulvang knows that nature’s own fabrics are best suited outdoors – all year round and for all ages. Wool is the right tool for hiking, exercise and casual wear. Ulvang is perfect for anyone who loves to spend time outdoors. ulvang.no
A2-218 Varg was born on the Swedish west coast among cold cliffs and salty breezes out of a yearning for some thing new and different. A dream of functional and inspirational clothing for all of life’s adventures was formed by a strong love for the wilderness. vargklader.com Sales: Niclas Jacobsen Holvik, niclas@vargklader.com, +4670 9544126 PR: Same as above
Sales: Lars Thronsen, l.thronsen@ swixsport.no, +47 906 99 572 PR: Cecilie Torgunrud, c.torgunrud@swixsport.no, + 4793014541
A2-100 TECHNOLOGY BRAND MEMBER We aRe SpinDye® offers a sustain able and verified coloring method for yarns and fabrics. Through its digitized color approach, it delivers fabrics with great color performance in a clean and fully traceable way. spindye.com Sales: Jonas Larsson, jonas.larsson@spindye.com, +46 (0)704 202818 PR: Pelle Jansson, pelle.jansson@spindye.com, +4670 3398199
A2-220 TECHNOLOGY BRAND MEMBER Polygiene® Stays Fresh Technology is a world-leading technology for odor control. The company is recognized as the leading global provider of Stay Fresh™ solutions for clothing, sports equipment, lifestyle textiles and other materials. Polygiene brings the Scandinavian values of quality and care for the environment to life through its products. More than 100 global premium brands have chosen to use Polygiene in their products. polygiene.com Sales: Haymo Strubel, hs@polygiene.com PR: Niklas Brosnan, nb@polygiene.com
FURTHER SOG MEMBERS EXHIBITING AT ISPO (but not in the Scandinavian Village) Craft B3 402, Peak Performance B1 304, Norrøna B4 302, USWE A3 606, Icebug A4 306 and ECCO A4 204.
SCANDINAVIAN OUTDOOR GROUP or SOG, is a group of 67 outdoor brands from Scandinavia. We make premium outdoor products, with innovations created from the challenges of our demanding nature. Read more about the Scandinavian Outdoor Group and our members at: scandinavianoutdoorgroup.com
FOLLOW US Facebook facebook.com/ scandinavianoutdoors Instagram instagram.com/ scandinavianoutdoors LinkedIn Scandinavian Outdoor Group
INNOVATION AND PASSION WITH THE HERITAGE OF SCANDINAVIA
SCANDI NAV I AN OUT DOOR NE W S
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HALL A2
Welcome to the
SCANDINAVIAN VILLAGE Highlights in the Village at ISPO Munich 3–6 February SUNDAY–WEDNESDAY Upcoming trends from SOG members on display in the Scandinavian PREVIEW catwalk. Scandinavian Outdoor Award (SOA) on display in the Scandinavian Bar Lounge all day, every day. 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. SUNDAY 17.30 Scandinavian Outdoor Award (SOA) prize ceremony in the Scandinavian Bar Lounge. MONDAY–TUESDAY 17.00–18.00 Welcome to the Village Happy Hour at the Scandinavian Bar. MONDAY–TUESDAY 9.30–10.15 Join our retail clinic with focus on design and sustainability from SOG members. Meet us at the SOA exhibition: Monday – Sustainability Tuesday – Meet the Designers MONDAY 17.00–18.00 Join us Plogging, meet up by the Scandinavian Bar, prepared for running or walking! MONDAY–TUESDAY 17.00–18.00 Welcome to the Happy Hour at the Scandinavian Bar.
