WHAT’S THE STORY
Tretorn’s Creative Director Fredrik Ekström is also Head of Sustainability Affairs. He is wearing the jacket with the camouflage pattern inspired by the Sarek region.
Nigel Cabourn’s interpretation of function and style for Tretorn’s limited series.
TRETORN
INSPIRED BY WILDERNESS Tretorn, a Swedish brand primarily known for its rubber boots and rainwear, can look back on almost 130 years history. Creative Director Fredrik Ekström has made the traditional business fit for the future. As Head of Sustainability Affairs, he proves how outdoor, lifestyle, and sustainability can be presented well and credibly via sincerely conceived collaborations. Text: Kay Alexander Plonka. Photos: Tretorn
Sarek is Sweden’s largest high mountain range. Its national park has existed since 1909, covers 2,000 square kilometres, and was named a World Heritage Site in 1995. The area in the north of Sweden is often described as the last genuine wilderness in Europe. There are no roads, no footpaths, no civilisation – only extreme weather conditions and untouched wild nature. One hikes from one high plateau to the next through massive rivers and endless birch forests. Wind, rain, snow, and sun can alternate from
one extreme to the other any minute, even in midsummer. The Sarek region is the eponym and inspiration for Tretron’s autumn/winter 2020 collection. The camouflage patterns on jackets, boots, and bags is, however, not a military pattern, but a depiction of the course of streams, rivers, and lakes in the region from a bird’s eye view. The cuts are reminiscent of the 1970s mountain hiking style in autumnal natural colours. As part of the Tretorn Eco Essentials Initiative, the entire line is produced in a socially and environmentally responsible manner and made of vegan and recycled PVC-free material. “The Tretorn Sarek collection has sprung from the passion for a sustainable outdoor lifestyle, the love of rivers and the surrounding mountains, and our hope that Sarek remains wild forever,” Ekström explains. It comes as no surprise that Nigel Cabourn was invited for a design collaboration. The passionate table tennis player enjoys extensive hiking tours. “Tretorn introduced me to Sarek in northern Sweden, one of Europe’s last true wilder-
ness areas, which I found very exciting and inspirational. The result is that each item in this collaboration has a sense of the place that inspires it and is made with care and respect to this natural environment,” Cabourn says. The second collaboration for the autumn/ winter season features Sea Life Trust. The aim is to protect the oceans and combat overfishing and marine littering. The official launch of the collection takes place at the Sea Life Trust Aquarium in London at the end of January. At the Seek, Ekström has agreed to give a lecture in the Glashaus Studio on Thursday morning. The topic is how to transform a 130-year-old traditional brand into a sustainable business. Action Sports is Tretorn’s sales representative for the main collection in Germany. The Swiss market is covered by Aze Distribution. London-based Occam Studios is responsible for the European distribution of the Tretorn x Nigel Cabourn line. After their premiere at the Pitti Uomo, the collections are scheduled to appear at the Seek in Berlin and the Welcome Edition in Paris. style in progress
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