CASE : LUNDHAGS
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It’s close to our hearts. We want to ensure that nature stays around. Naturally, it also provides a competitive edge.
4HE COMPANY S WALKING BOOTS are made from leather and natural rubber at its factory IN *Ă‹RPEN (ERE THEY HAVE FULL control over production.
When Lundhags selects suppliers for new clothing lines they invest a great deal of time in finding the right materials. They must be of high quality and, of course, any impregnation must be without the use of hazardous fluorocarbons. “We’ve never had PFCs in our garments. Everything you use in nature must be impregnated for water resistance. That’s why we sell impregnation agents without hazardous ingredients and with a seal of approval from the Swedish Society for Nature Conservation. Then consumers can decide whether they want to treat their jackets, for example,� Hellentin explains.
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any companies in the outdoor segment work actively to offer their customers green products. Jonas Hellentin is head of marketing at Lundhags, with its head office in Järpen, Jämtland. He believes that the outdoor industry has made more progress in this field than others because of the strong connections with nature. “It’s close to our hearts. We want to ensure that nature stays around. Naturally, it also provides a competitive edge,â€? he says.
124 | GREEN SOLUTIONS FROM SWEDEN
THE COMPANY’S environmental awareness stems from its long tradition as a shoemaker. The company’s walking boots are made from leather and natural rubber at its factory in Järpen. Here they have full control over production. The boots are treated with grease to waterproof them. They have no waterproof membranes, as such membranes wear, eventually failing at the folds after which water can leak into the boots. “Durability and lifetime are important considerations for the environment. When we ask our customers what they appreciate the most, they often mention the durable designs. Many customers keep their boots for twenty years or more. When the sole eventually wears out and needs replacing, the customer simply sends the boots to us here in Järpen. We repair them and then return them to the customer,â€? Hellentin explains. All areas of the business are characterised by the idea of durability. Lundhags purposely sticks to basic colours such as black, brown and blue to ride out any passing fads, ensuring they don’t appear outdated. The company chooses to use natural materials, recycled polyester and organic cotton. The clothing is stitched to last and extra stitching is used on areas prone to wear. “Environmental awareness is high among our personnel, too. All of us who work here live close to nature, enjoy active outdoor lifestyles and are proud to make good products. We’re a small company, so for us it is important to remain consistent and to base our work methods on our values,â€? says Jonas Hellentin. â–
