Magazine Love the seasons, fall & winter 2014/2015

B e i n s p i r e d by a dv e n t u r e S , p e o p l e a n d n at u r e .

A u t u m n a n d w i n t e r i s s u e 2 0 1 4 /2 0 1 5

Experience the adventure with us.

L apl and’s Hidden Gem In southern Lapland, one of Sweden’s most exciting wilderness areas is waiting.

B l ac k I c e Lundhags new Nordic skates work together with nature, instead of trying to master it.

B o o t s t h at a r e f i t f o r k i n g s The story of Lundhags’ first 82 years.

T h e j u n g l e b oy a n d I On an adventure with Anders Wendin.

L OV E TH E SE ASO NS is a magazine from Lundhags Skomakarna AB. The editors include Lundhags, NY advertising agency and Henrik Harr. Chronicle: Anders Wendin.

Photographers: Erik Olsson and Frederik Lieberath.

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With this magazine, we want to inspire you to be outside in every season.

As a manufacturer of boots and outdoor products since 1932, we can hopefully provide the right equipment for your outdoor activities.

At Lundhags, we always strive to develop products with sustainable designs as well as the highest level of functionality and quality. Simply put, products that you can and want to use for a long time. We also try, as much as possible, to manufacture products that can be repaired. In our opinion, this is the real definition of sustainability.

For the upcoming skating season, we at Lundhags have invested heavily in developing our Nordic skating collection. Everything from pikes, studs and clothing, to boots and our skates has been upgraded in terms of function, materials and design. Therefore, we are very proud to present Black Ice, our new collection of Nordic skating products.

Just like you, we at Lundhags cannot wait for the ice to form, so we can head out for a maiden voyage.

Henrik Ottosson.

CEO, Lundhags.

Love the seasons!

C o n t e n t s.

K i t t e l fj ä l l – L a p l a n d ’ s H i d d e n G e m .

Lundhags went north, to Lapland’s well-hidden skiing gem. Page 4.

A p p r o a c h i n g 1 , 0 0 0 , 0 0 0 pa i r s o f b o o t s .

His Majesty Carl XVI and Zlatan’s boots of choice.

The story of Lundhags’ first 82 years. Page 8.

L u n d h ag s ’ s u s ta i n a b i l i t y p h i l o s o p h y.

Both the choice of materials and design are important elements to Lundhags focus on sustainability. Page 14.

T h e s h o e m a k e r ’ s g ua r a n te e .

B l ac k I c e .

Our brand new Nordic skates follow the laws of nature. Page 20.

N at u r e p e r s o n i f i e d.

The hunter and guide Eva Bromée lives in the wilderness all year round. Page 22.

T h e n e x t g e n e r at i o n l u n d h ag s .

Finally, smaller adventurers can wear Lundhags boots and pants. Page 25.

C h r o n i cle: A n d e rs We n di n.

Damaged boots? Lundhags unique boot guarantee and shoe factory in Järpen solves all problems. Page 16.

A musician tells about a jungle guide that made a real impression. Page 26.

O u r S w e d i s h h i d e away s .

Announcements.

Here is where we go for adventure during the cooler seasons. Page 17.

The world’s largest Lundhags store can be found in Jämtland. Page 27.

A j n e ’ s a dv e n t u r e s o n b l ac k i c e .

Au t u m n a n d wi n te r pr o d u c ts.

Mathematician and ice maestro Mårten Ajne inspires frozen journeys. Page 18.

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Autumn’s toughest and winter’s warmest products from Lundhags. Page 28.

We have really come to Kittelfjäll for the sauna, but randomly, we find ourselves on the back of horses, which does not quite feel comfortable. The child in me feels like the Lone Ranger on Silver, while my rational self wonders how far an ambulance would need to travel in order to reach me.

I am no experienced rider. More accurately, I’m not a rider at all, and I am too busy just trying to maintain balance and dignity as the speed increases to a gallop. The animals shed steam in the cold air and we go fast down through the forest. My horse is named Tornado Spirit, but is more commonly known as Runaway, which does not bode well.

The four of us are moving rapidly southward into the northern outskirts of the Marsfjället nature reserve, and I am struck by how fast we have found complete solitude.

No engine noise, no buildings, just Runaway’s breathing and

footsteps. And my pulse. It seems as if civilization ended as soon as we left the asphalt, and it may not be so surprising. The population density of the Vilhelmina municipality is not even one per square kilometer, and only a hundred people call Kittelfjäll home. There are more people living in my apartment building back home.

Kittelfjäll is a paradise for off-piste skiers in the winter, but for summer hikers, the surrounding land is far more sparsely populated. The area is a part of the Vilhelmina mountains and is located just south of where the famous Kungsleden trail ends, in the town of Hemavan a few dozen kilometers to the north. Kittelfjäll is also considerably further north of the Swedish region of Jämtland, in the area that is recognized as the large gap in the Swedish mountains.

Not that there is anything wrong with the mountains here.

The impressive mountain called

Marsfjället, for example, rises 1,589 meters skyward. This is only a few hundred meters lower than the highest peaks in other mountain regions in Sweden that have more visitors. Maybe the lack of people is because Southern Lapland has geography working against it. There are no major population centers like the towns of Gällivare, Kiruna or Östersund nearby that can serve as a gateway for tourists. The nearest airport is located in Vilhelmina, but that is over 120km away and there are only two departures a day. A curse for those who want to attract more tourists, but a big draw for those wanting to be left alone. And those that can handle it.

The road to Kittelfjäll, the beautiful Sagavägen continues on to Norway, but it did not receive asphalt until 2007 and it bears only a fraction of the traffic as the highway E12 located further north. And when you

cross to the Norwegian side, there are few towns that fulfill the same function as, for example, Trondheim does for the ski area Åre, Narvik for Abisko, Mo i Rana for Hemavan and, to a lesser extent, Røros for Funäsdalen.

The result is that nature is closer in Kittelfjäll. Even during the winter rush, the amount of visitors is just a trickle compared to the ski resort magnets of Sälen and Åre.

It is enough to compare the number of ski lifts to see the difference: Kittelfjäll, 4; Lindvallen in Sälen has 48 alone. Instead, it is free skiing in untouched snow that applies to Kittelfjäll, and vertical meters can be earned by help of helicopter or a snow cat. Or, for the really dedicated, skins under the skis.

The small population around Kittelfjäll in the summer provides animals and plants the space they need to behave as they do

In Kittelfjäll, nature does not mess around. It requires that you are prepared and know what you’re doing – just like the outdoor lovers here want it to be.

Kittelfjäll – Lapland’s Hidden Gem.

when humans are not around.

Arctic foxes and snowy owls are notoriously skittish, but can be found here. Especially during a lemming year. Wetland birds such as whimbrel, bean goose and ruff are more numerous and much easier to spot.

The Marsfjället and Skalmodals nature reserves are both included in the EU Natura 2000 network, which since 1992, protects threatened natural assets around Europe.

A total of 828,309 hectares of the Västerbotten County is protected as a nature reserve, and a tenth of these, 86,000 hectares, consists of the Marsfjället Reserve.

For hikers, there is a trail heading into the reserve in a southwesterly direction along the north shore of Lake Rissjöns with a first stop at the Blerikstugan mountain station after about 10km. The cabin was built by the Swedish Tourist Association, who then gave it to the

“ If you forget extra clothing, or get cold, or forget your packed lunch, it is 329 km to the nearest ­McDonald’s” Vilhelmina Northern Sami village because it had such a low occupancy.

From Blerikstugan the trail continues straight southwards between two of the peaks in the Marsfjället range and down the other side to the

Marsfjäll hut. Those wanting more can go onwards to the church town of Fatmomakke, or turn north towards Borkan, or back to Kittelfjäll.

Other visitors forgo the trails, with a focus instead on the formidable fishing waters surrounding Kittelfjäll. Grayling and trout can be found in the Vojmån River and other streams, while char are found in the lakes. For hunters, there are plenty of grouse, moose and small game.

Experienced mountain people in Sweden sometimes talk about “håll käften-ställen” (shut-up places) – places that are wonderful because of their privacy and would be destroyed by too many visitors.

Kittelfjäll would easily qualify on such a list.

The demand is increasing, but in the relative solitude that Kittelfjäll enjoys today, the margins for those traveling outdoors is small. One

must know what to do. Someone once said that what draws us to the mountains is the feeling of having full control over what happens to us.

If you forget extra clothing, or get cold, or forget your packed lunch, it is 329 km to the nearest McDonald’s, located in Umeå. In such an uncluttered environment, comfort is everyone’s own responsibility, and it feels both liberating and ­challenging.

What Kittelfjäll does have in terms of primitive luxury is, well, a sauna. It is one of the Swedish mountain world’s most lavish and like I said, the original reason we came here. But when the visit is summed up, it is of course the adventure with Runaway that stands out as the highlight.

It has been said that the pursuit of comfort does not result in great achievements, and if true, Kittelfjäll stands as an open invitation.

Do you dare?

Kittelfjäll Also known as : Tjiehtele in Southern Sami.

Region: Lappland.

Vilhelmina airport: www.southlaplandairport.com

Lundhags’ choice For the photo shoot of Lundhags’ autumn and winter 2014/15 collection, we chose the nature of Kittelfjäll as a backdrop.

We were looking for something wild and beautiful. And we found it. Sun and snow accompanied by the details of the mountains and the colors of the sky. The magnificent nature and the generous amounts of snow meant that we never wanted to go indoors.

After a few intense and glorious winter days in the powder snow of Kittelfjäll, we all agreed.

Another favorite place in Sweden’s magical nature has been found – and we will be happy to return back to this gem in Lapland.

“ We were looking for something wild and beautiful.

And we found it.�

Approaching 1,000 A FULLY CONCENTRATED JONAS LUNDHAG IN THE SHOE FACTORY, LATE 1960S. ON THE SEWING MACHINE SITS A CELLULAR RUBBER BOOT, ONE OF LUNDHAGS MOST IMPORTANT PRODUCT INNOVATIONS OF ALL TIME.

1932 Jonas Lundhag establishes Lundhags on the Island Frösön, in Jämtland, and is the sole employee.

1946 The company consists of four people and houses 48 square meters including stock in the new premises in Torvalla, outside the town of Östersund.

1950 Lundhags provides Sweden’s top alpine skiers with leather boots for several World Championship competitions.

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1963 Cellular rubber is used for the first time in the manufacturing of Lundhags boots.

1973 The company moves to Järpen.

1978 Jan Lundhag becomes CEO.

Lundhags – the story behind the brand.

0,000 pairs of boots.

In 82 years a lot has happened. This is the story of how a small shoe workshop that started on an island in Lake Storsjön grew to become one of Sweden’s most iconic outdoor brands.

The year 1932 is the year of opposites in the history of Swedish business.

At the same time that Swedish businessman Ivar Kreuger’s motor boat, the Tärnan, was auctioned for 15,000 kronor in the aftermath of the so-called Kreuger crash, a small shoe workshop in the Swedish region of Jämtland started gaining momentum. The shoemaker, Jonas Lundhag became well known for his forest boots, clogs, and custom arch supports made directly for every customer’s needs. After the establishment of the company, the population of the region came to Lundhags in ever-greater numbers. The reputation of his quality shoes and versatility provided much new business. Shoemaking, namely, is also a craft where back problems are investigated.

Jonas Lundhag understood that back pain can often be due to customers wearing shoes that did not fit them.

“At the time, a lot of shoes were being made in Central Europe, and they had a far too narrow last, while Swedes back then had much wider feet,” explains Jan Lundhag, over a cup of coffee.

I am sitting with Jan Lundhag, the son of Jonas and third generation shoemaker in Sweden’s most famous shoe making family. Jan shows the Lundhags family album where you can browse through 82 years of family and company history. In one of the pictures, Jan is standing next to the King of Sweden, Carl XVI Gustaf, when he visited the company on one of many occasions.

On another page Jonas Lundhag is seen manufacturing a shoe in the mid 60’s when the shoe factory was

located in Torvalla, Östersund.

“Back then we were four people.

Dad, my older sister, an employee and myself. The shoe factory and warehouse was an entire 48 square meters,” says Jan with a smile.

It is a powerful feeling to see the small black and white image while being in Lundhags’ Järpen building where 50 years later the rafters rise straight to the sky. So much has happened.

Rubber after the air cells created by the oven’s heat, provided the waterproof properties of a rubber boot, but with the wear resistance, thermal insulation and comfort of a leather boot. Jonas Lundhag struggled hard to make the absolute best boots from a cellular rubber construction.

He was passionate about product development – to create the most optimal fit from the rubber. In the early 60’s, after several years and lots of worn out test boots, he developed boots using the best properties of cellular rubber. At the same time, he overcame an important challenge: to be able to attach the rubber of the outsole to the leather shaft.

Though Lundhags made a breakthrough in product development, they faced a major test. The impact of rubber boots in the Nordic countries during the late 60s and early 70s was monumental. For Swedish boot manufacturers, the competition from the

Due to increasing demand and a growing family, Lundhags grew from its original location and moved to Torvalla, south of the town of Östersund, in 1946. Here, both the Lundhags family and the company expanded and, in December the same year, Jan was born. Adjacent to the main house on the farm is the shoe workshop. Östersund is an expansive city with a high demand for durable products. Jonas’ shoe making craft soon reached new customer groups: Professionals in the forest, soldiers and industrial workers who needed sturdy boots and shoes all year round. It would be shown that these were important customers that followed and helped grow the brand.

From the start and 25 years forward, leather reigned supreme in the workshop. It is both a supple and strong material with one disadvantage. It is not waterproof. No matter how well a woodsman greased their boots, water would find a way in. In the late 50’s Lundhags and several competitors, in parallel, made the discovery that rubber heated in an oven was the future. The material, which received the name Cellular

1980 The old family recipe for Lundhags Leather Grease is recreated when Jonas Lundhag begins producing the classic grease, consisting of fat, linseed oil, tar and beeswax, on a commercial scale.

glossy, waterproof and cheaper boots was fierce. However, it was Lundhags’ larger competitors that had problems and disappeared. Little Lundhags, thanks to its quality and its successful work with cellular rubber boots, stood strong within the competition.

I have now followed Jan down to the archive, where the entire company history is stored, for product images and company brochures. Looking at the images of cellular rubber models with 50 years behind them, one can see elements of today’s best sellers, such as Park and Professional. Yes, why change what works? Today, boot models are finely tuned works of craftsmanship with Jonas Lundhags base design preserved.

The mid-70s onwards become one of Lundhags best periods. With cellular rubber boots there was a flexible base upon which reliable boots for any occasion could be built.

LUNDHAGS HEADQUARTERS AS IT LOOKED WHEN IT WAS BRAND NEW IN 1973.

1987 Provides a Swedish Mount Everest Expedition with custom-made boots. The boots, which are named Lundhags Mount Everest and have extra insulation as well as crampon compatible soles, work great. The expedition is forced to turn back barely 200 meters from the summit as the weather makes things extra difficult this season.

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1992 King Carl XVI buys his first pair of Lundhags boots. Pär Lundhag makes the personal delivery to His Majesty.

The increased production allowed Lundhags to outgrow their premises. The increasingly popular resort town of Åre was tempting.

The ski resort was continually being expanded and the entire western Jämtland region was attracting tourists from around the world.

In the neighboring village, called Järpen, they find the perfect location along the E75 ­h ighway.

In the summer of 1973 Lundhags breaks ground in Järpen and in a flash, expands from 48 to 300 square meters. Being closer to the mountains, lakes and hiking trails is, in many ways, valuable to the company.

Jan, who started working more and more with product development, could now easily get into the mountains in order to test the boots before the shoe factory began a large production run.

The proximity to Åre and the mountains made an impact on Lundhags increasingly broad product assortment. It was also at this time

that the first export successes were had and Norway quickly became a large and important market for Lundhags.

increased. In an interview with the trade magazine Textiles & Clothing from the same year, Jan explained one of the reasons for the success: “I prefer to hire young people. It is important that they remain up here.

The momentum comes from them.

If the young generation moves away, the village will die.”

In 1979, after 47 years in charge of the company, Jonas Lundhag handed the CEO post over to Jan. After being, in principle, born in a shoemaking factory, Jan felt ready to steer the family business into an increasingly competitive industry. He was loaded with ideas and realized that Lundhags needed to be broadened to cope with the challenges. By becoming an agent for the Italian brand Asolo, which makes telemark ski boots, Lundhags became a more complete supplier. Asolo is a little gem and in 1984 when Jan is interviewed by a local newspaper, the times were good in Järpen. Production was holding steady at around 15,000 pairs of shoes per year while preparations were being made to increase production by another 10,000 pairs. Employment also

During the 90s, Lundhags stands strong. With its boot collection there was a good base, and thanks to being the Swedish agent for several external brands, the company had become a broad outdoor supplier.

This is also the time when Lundhags started producing its own clothing line and the store on the ground floor grew rapidly. Often with Jan in the lead of deciding how the store should be developed.

We go downstairs to the Lundhags Factory Store for 2014. Last winter, Lundhags received its second royal customer right here when the football legend Zlatan Ibrahimović

dropped in and bought a few pair of boots sized 48.

It is easy to see that Jan is satisfied. His eyes light up when he describes the ideas he had for the store.

“The idea was that everything an outdoor tourist wanted in order to enhance their lifestyle could be found here. If a toaster for a tent came out, we would sell it.”

A Norwegian client with an Alaska-­b oot in need of re-soling comes up and asks Jan for advice.

Jan feels along the seams with his fingers: “A Luffar boot, at least twenty years old. Talk to the people at the checkout and they will help you!”

On February 13, 1998, a pitch-black Friday evening, the unthinkable happen right here. A fire started in the store and soon after, huge flames were seen from miles around. It spread quickly and the fire department did not have a chance.

SAVED IN THE NICK OF TIME. THE FOUNDER AND SHOEMAKER JONAS LUNDHAG’S MASTER CRAFTSMAN DIPLOMA, WHICH ESCAPED THE DEVASTATING FIRE IN 1998. THE DIPLOMA IS NOW FRAMED AND HANGS IN THE NEW LUNDHAGS COMPLEX IN JÄRPEN. FATHER AND SON, JONAS LUNDHAG AND JAN, PHOTOGRAPHED IN THE EARLY 1970S WHEN THE SHOE FACTORY WAS STILL IN TORVALLA, JUST OUTSIDE THE TOWN OF ÖSTERSUND.

1998 On February 13, the company’s offices, factory and store are destroyed by a fire. Production is up and running only a few days later. Jan Lundhag hands over the CEO post to Bernt Söderman.

1999 Eighteen months after the fire the new, modern Lundhags headquarters with an even larger store, is opened in Järpen.

Lundhags acquires skate manufacturer Almgrens.

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2000 A major focus on backpacks and clothing begins. The carrying system V revolutionizes the Swedish backpack market.

2001 Over the course of a couple years, the majority of boot production is moved to Portugal and to the shoemaker and family company Ferreira.

2002 Jan-Anders Lund­ hag becomes the new CEO at Lundhags.

“ Despite the fierce fire there was time to rescue some critical equipment.

Pär Lundhag, Jan’s brother, ran into the burning building and saved the irreplaceable computer backup.”

Despite the fierce fire there was time to rescue some critical equipment.

Pär Lundhag, Jan’s brother, ran into the burning building and saved the irreplaceable computer backup. One of the shoe factory’s pillars was also spared, as if by miracle: Only weeks before, all of the boot lasts had been sent to Germany for 3D scanning.

On Saturday morning when the employees reconvened, smoke was still rising from the remnants of Lundhags’ head office, warehouse, shop and shoemaking factory. Then, in the middle of the sooty snow, the Lundhags clenched their fists in unison. Maybe there is something about Jämtland that allows people to see the light when things are at their darkest. Jan’s son, Jan-Anders Lundhag, vividly remembers that critical day when all of Järpen’s residents came and dedicated themselves during Lundhags darkest hour.

“Someone came with a tractor.

Someone else had a building we could relocate to,” says Jan-Anders.

With all the local help, the lasts were scanned, new offices were secured and work could resume in record time.

“It burned on a Friday. On Monday we opened again. We connected the switchboard number to my mobile and I could answer ‘Lundhags’ on the phone as usual.”

The blessing in disguise was that the warehouse was empty, as all orders had been shipped off. After six weeks of work, the first deliveries of new boots were sent away. Eighteen months after the fire, the new Lundhags building was inaugurated.

Even today, there are traces of that fateful February night. In Lundhags’ new offices, Jonas hung his father Per Persson’s scorched master craftsman diploma, framed in gold.

“In retrospect, you can actually say that the fire was a good thing,” says Jan-Anders Lundhag with a little laugh. He then explains himself: “We needed to replace our cramped, old

factory and we wanted to invest in a larger store. The fire meant that we could quickly make active decisions.”

However, Jan Lundhag took the fire hard. After working in the family business for almost 40 years, including 19 as CEO, he passed the company on to a new set of hands.

In the shoemaking factory, his son Mats Håkan grew into the role of Director of Product Development and Production. After working in the warehouse, financial department and with sales, his eldest son Jan-Anders became responsible for sales and product development together with Mats Håkan. When Jan departed, the former Sales Director Bernt Söderman took over as CEO. Shortly before the fire, one of the most important decisions in company history was made – to move the majority of boot production abroad. The company had realized that galloping globalization and tougher competition, especially in

WHEN THE LUNDHAGS COMPLEX WAS COMPLETELY DESTROYED IN A FIRE THAT STARTED ON FRIDAY FEBRUARY 13, 1998 ALL OF THE IMPORTANT LAST GROUPS ESCAPED. THEY WERE IN GERMANY FOR 3D SCANNING AT THE TIME. THE PURCHASE OF ALMGREN’S SKATE FACTORY TURNED OUT TO BE ONE OF LUNDHAGS’ MOST SUCCESSFUL BUSINESS MOVES IN THE 1990S. HUNTERS HAVE ALWAYS BEEN LOYAL CUSTOMERS TO LUNDHAGS. A NEWSPAPER ADVERTISEMENT FROM THE 1970S. IN 1987, LUNDHAGS SUPPLIED A SWEDISH MOUNT EVEREST EXPEDITION WITH CUSTOM-MADE BOOTS NAMED THE MOUNT EVEREST BOOT. UNFORTUNATELY, THE CLIMBERS WERE FORCED TO TURN BACK BARELY 200 METERS FROM THE SUMMIT SINCE THE WEATHER MADE THE GOING DIFFICULT THAT SEASON.

2007 Wallenberg investment company EQT buys Lundhags from the Lundhag family.

2010 Henrik Ottosson takes over as CEO and becomes Lundhags’ fifth since 1932.

2011 Lundhags opens a second office at Fiskartorpet in Stockholm.

2012 EQT sells Lundhags to Norwegian Ferd AS, which already owns Swix Sport AS, with the brands Swix, Ulvang and Toko.

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2013 The premiere of Lundhags first junior pants. A year later, boots for the next generation of adventurers are also launched.

Lundhags second Factory shop is opened in Insjön, Dalarna.

2014 Lundhags launches its new Nordic Skating collection Black Ice.

the manufacturing industry, would soon make it impossible for the shoe factory to obtain good results.

Instead of doing like many brands and moving all production to Asia, thereby making short-term gains, but risking a loss in quality, the goal was to find European shoe making competence. Lundhags chose the Portuguese shoemaker Ferreira. A major reason for the choice is that both companies share the same values. Ferreira, also a family business, has always worked exclusively with the highest quality materials and manufacturing processes. The entire time, however, the ambition of Lundhags was that the shoe factory in Järpen would remain. Only, it needed to change. In Järpen the shoemakers became super flexible. In addition to attending to repairs and product development, customers could be serviced directly with special orders.

An extra high Syncro or a pair of red Professional boots with blue laces?

No problem! The shoe factory would also have to be able to fix a backpack with a tear or replace a broken zipper.

To broaden its range further and become a stronger player, Lundhags acquired the Almgrens skate factory in the winter of 1999. It would soon be seen that this was a well-timed purchase. During the best years of the early 2000s the Nordic skating collection played an important role while management built a stronger and more complete Lundhags.

The beginning of the millennium, simply put, was an intense time for Lundhags. While the large and time-consuming quality assurance process of sending unique, Jämtland craft traditions to Portugal was being realized, Lundhags leadership realized that the company needed to broaden its range.

“Our goal was to change Lundhags from a production and distribution company to developing our own collections that also included backpacks and clothing,” says Jan-Anders, who in 2001 became vice president with operating responsibilities. A year later, exactly 70 years after grandfather Jonas founded Lundhags, he became the CEO. To develop Lundhags, Jan-Anders realized that there was a need for new, talented employees. Shoes and

boots could be made in his sleep, but choosing the fabric for a 90-liter backpack or determining the fit of a one-layer jacket for ladies was simply unknown. Not yet. Thanks to Åre’s development as a winter sport resort town, which in turn led to many sports and outdoor brands locating there, there were plenty of skilled designers and product developers just 10 km away. Lundhags therefore looked to associate itself with a bunch of new employees from Åre.

They received the task of creating the outdoor products that Lundhags lacked.

The strategy to expand and recruit was a success. During the mid 2000s, Lundhags had some very good years. Several of today’s iconic products, like the Traverse pants, the V-backpack series and the Park boot were developed during this time. Lundhags is on a roll delivering blockbuster after blockbuster.

The legendary V-backpack with its unique, removable carrying system, revolutionized the backpack market.

Jan-Anders explains that Lundhags success with backpacks was based on the fact the product developer’s were the first to develop backpacks for Swedish conditions. Just like Jonas Lundhag’s boots, 70 years before.

“Backpacks in the 90’s were developed in Central Europe and were very square. We fitted the packs with a lot of pockets as we Swedes like. In addition, it rains a lot here. So we built in a combined rain and cover protection that could be taken out from the bottom.”

This is also the time that Lundhags made a breakthrough internationally. And it is not only the smoked reindeer steak served at the stands during important outdoor trade fairs that attracted the attention. The hybrid pants and backpack models, which are equally functional as they are finely designed, are something that picky outdoor stores in central Europe appreciated.

the bank and internal deliberations, Lundhags’ board decided to sell the family business in 2007. The investment company EQT, which at the time was on the lookout for companies within the booming sport and outdoor industry, became the new owner. Jan-Anders remained as CEO until 2010 and when he now looks back on the Lundhags-years, he is happy and proud of his time in the company.

“It was fun to be a part of and to see the brand grow. One of the things I’m most proud of during my time as CEO is that we managed to find the right people at the right time, which is when we began to develop clothing and backpacks,” says Jan-Anders.

Henrik Ottosson succeeded Jan-Anders. To be closer to the

“ To develop Lundhags, Jan-Anders realized that there was a need for new, talented employees.”

increasingly important market of Stockholm, part of the company was moved to the capital during the summer of 2011. The location was carefully selected, something between the peace of nature and big city bustle. In the middle of the deep woods at Fiskartorpet, located in the Norra Djurgården recreation area, the second office was opened.

By the end of 2011, EQT wanted to sell Lundhags. The company was satisfied with the results that Lundhags provided and quickly found a willing buyer. Norwegian Swix Sport AS, with the mother company Ferd AS behind them, was the perfect combination for the successful brand. Swix has ski wax, poles, and goods for cross-country skiing in its collection, but was missing outdoor products.

The international breakthrough had only one downside. Companies can also get growing pains.

“We grew fast and needed to borrow more money. Unfortunately, our bank had a different view of the future,” says Jan-Anders.

Despite intense negotiations with

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During 2013, a lot happened. The German market grew quickly, while the Netherlands, Belgium and Korea became export markets, making for a total of 12 countries where Lundhags is represented. In July a second store that is 600 square meters opened in the town of Insjön, in Dalarna. Later the same year Lundhags launched its first junior garments. Authentic Jr was released first, and then two additional models. The Junior segment expanded a year later with the boot Vandra. One of the product testers for the pants was Ante Lundhag, the nine-year-old son of Mats Hakan Lundhag.

During the 2000s, Lundhags boots are seen in new and exciting contexts. Suddenly, they appear not only on the trail and in the woods. When Sweden’s largest fashion magazine arranged a fashion shoot and lists their favorite boots, the Lundhags Park was found next to syles from Acne and Hope. Design and architecture magazines do stories about the shoemakers from Jämtland and when the Swedish Fashion Council organized a fashion week on Gotland in 2014, showcasing the fashion of the future, Lundhags styles could be seen on several of the model’s feet.

It’s now the summer of 2014 and Lundhags shoe designer Niklas Karlsson is sitting in the office at Fiskartorpet and is sketching some new shoe and backpack models. In the spring, he worked on several collaborations with Swedish clothing brands that were looking for a Swedish shoe brand that stands firmly on the Swedish soil. Sport has become fashion. Fashion has become sport. Maybe this is one of Lundhags future paths?

In less than three years, it will be time to order a few tasty birthday cakes from Momma’s beach café in Järpen to celebrate 85 years of Jonas Lundhag’s lifework. According to Jan Lundhag’s calculations, this is also when the company will be approaching the magic number of 1,000,000 pairs of boots. What would his father Jonas have said about the development? How would he want to celebrate?

“I cannot know, but all the years after he left the company, my father was very happy with Lundhags development,” says Jan.

Lundhags in figures 3. The number of siblings, besides founder Jonas Lundhag, who worked as shoemakers.

13. The number of times that ­Lundhags has expanded its facilities in Järpen since moving there from Frösön in 1973.

37. The number of variations available for the Authentic Pant.

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Lundhags’ sustainability philosophy.

Using recycled materials and working in the most ­environmentally friendly way possible makes total sense for a modern outdoor brand like Lundhags. The ­c ompany takes several steps in its pursuit of sustainable products, and this includes design.

he sun finds its way through the deep undergrowth and into Lundhags’ Stockholm office, located in the center of Djurgården’s virgin forest.

Designers and product developers gather their papers. One of several product meetings, where it is decided which boots, backpacks and clothing will serve as Lundhags future spring and summer collections, has just ­f inished.

Discussions have taken place about what colors the new pants should

be and how the garments’ fit could be further developed. Something that everyone in the group can agree upon, however, is that the choice of materials and the quality of the fabrics cannot be scrutinized enough. Which supplier has the best zippers, who makes the most durable backpack fabrics and which stretch should be used in the crotch of the next generation of Makke-pants? Lundhags CEO Henrik Ottosson and Buyer Sara Wiksten linger around after the meeting is finished. For them and the rest of the product team, the quality of

the material represents one of the cornerstones of Lundhags’ sustainability philosophy.

“The word sustainability is twofold.

Working with environmentally friendly and recycled materials are great efforts. I would think that Lundhags’ philosophy surrounding sustainability, that our products must last when it comes to everything from design and color selection, to quality standards as well as its ability to be repaired, is to go a step further,” says Henrik.

He also believes that if there is one

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outdoor company that can stand for the word durability, it is Lundhags.

“It started with our origins, boots, over 80 years ago. From there, there is only one path for us at Lundhags.

It is about using the best possible materials and the highest professionalism. Then, we can guarantee that we have the potential to make sustainable products for real,” says Henrik.

In order to make perhaps the world’s most durable boots, ­L undhags has long utilized the ­H einen tannery in Germany, one

of the world’s leading leather ­t anneries for boot production.

The tannery operates by the strictest rules regarding ethics, the environment and social issues.

Leather and leather goods are closely related to the use of the metal chromium. Chromium is needed, for example, to make the leather soft and durable. However, there is a difference between chromium and chromium. It is generally known that chromium VI is toxic. Instead, Heinen uses chromium III and closed systems, resulting in the avoidance of heavy metal emissions. Moreover, the residual metals are recovered after the tanning process.

Chrome tanning is also more climate friendly than vegetable tanning. This is because vegetable tanning creates more carbon emissions and waste products that are difficult for nature to break down.

The highest quality also exists under our boots. For decades, Vibram, the world leader in outdoor footwear soles, has produced most of Lundhags’ outer soles.

“With the best materials, our shoemakers in Järpen and Portugal have the right conditions to create boots and shoes of the highest quality,” says Henrik. He then

stresses that even design is an important parameter for sustainability at Lundhags.

in the form of solid ­p rofessional knowledge to solve every possible repair mission in terms of boots.

The hope is that it never goes that far. By following a few simple tips on Lundhags website under “Boot care” we can all have boots that will last for decades, says Sara who points out that the right care for boots, clothing and equipment, results in products that last much longer.

“An easy way to increase the lifetime of all clothing is to simply wash them properly. With the right detergent and at the intended temperature.”

“The focus of the company’s product team is, and always has been, to produce durable products that can withstand more than wear and tear,” says Sara. “Material choices are therefore taken carefully and product development helps ensure that the products withstand really tough use.”

“In advanced pants like the Authentic and Makke, we have continuously worked to use reinforcements in the right places in order for the garment to stand up to really tough treatment. In exposed areas such as the inner leg, hem and sleeves, the developers have chosen extremely strong

“Lundhags products should have a timeless design. This is why the products are designed the way that they are and have the colors that they have. This is sustainability for us, as well as a strategy. Let the others launch new designs every season and new colors in masses that quickly go out of style.”

Sara Wiksten nods when design and color selection is mentioned.

It is no coincidence that Lundhags clothing consists of a base palette that remains relatively constant from year to year.

“What we focus mostly on within design and product development is to find the best possible materials, rather than trendy colors that are in style right now. Then, sometimes, we add one or two colors when there is a need.”

Lundhags boots, clothing and backpacks are designed to withstand really tough use, season after season. This is well known and appreciated. However, extreme weather, intensive use and the wear and tear of time takes its toll. In the shoemaking factory in Järpen, help is available

material like Cordura and Keprotec, the latter contains Kevlar. Material choices have been made so that more than just traditional outdoor people will choose Lundhags pants,” explains Sara.

“The pants in the Authentic Series are very popular with dog owners, among others,” says Sara with a smile.

And what could be better protection for users who are out in all types of weather than a material that was once developed for use in bulletproof vests?

“The focus of future Lundhags ­collections is more hybrids with strong materials in the right places,” says Sara. In Spring 2014, new hybrid jackets will be released where the material LPC Eco is made with ecological cotton.

It will be combined with watertight areas where the fluorcarbon-free membrane Zethar is used. The product developers have also added abrasion resistant Keprotec Eco in the elbows. “When I touch a jacket from the upcoming collection, I get the feeling of a smooth shell that neither tough weather or nasty thorn bushes will damage.

The colors also feel just as classic as usual.”

LUNDHAGS ALWAYS STRIVES TO DEVELOP PRODUCTS WITH A SUSTAINABLE DESIGN, THE HIGHEST LEVEL OF FUNCTIONALITY AND QUALITY. IN ADDITION, WE PREFER TO MANUFACTURE PRODUCTS THAT ARE EASY TO REPAIR. OVERALL, THIS IS SUSTAINABILITY ACCORDING TO LUNDHAGS.

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The shoemaker’s g ua r a n te e

With every shoe that walks away from Lundhags’ shoe factory, there is an extended warranty. It is a promise that we at Lundhags will correct any errors that may have occurred during manufacturing. If an accident occurs or a boot wears out, our shoemakers in Järpen will be happy to help out with their skills.

The Lundhags Boot Warranty covers defects in materials and workmanship and means that Lundhags will repair or replace the defective boots without charge. Be sure to register your new boots on lundhags.se under Boot Warranty.

At Lundhags’ factory, in Järpen, our experienced shoemakers can help you with all types of repairs.

New stitches, soles or replacing entire Certech bases?

Actually, pretty much anything can be replaced, regardless of the age of the boots. You are always welcome to contact the factory with your questions regarding repairs.

Under Boot Warranty on lundhags.se you will find all of the details about Lundhags boot guarantee.

There, you can also register your boots and learn how to receive help with repairs from our shoemakers.

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S k at e s k i i n g i n S t o r u lvå n .

Wi ld & b e au ti f u l .

Enticing ma ze.

“Few things beat a day of skate skiing at Storulvån in Jämtland. The warm sun on your face and glistening snow.

The entire mountain is yours! You can get anywhere in a short time without much effort. Pack your equipment and go to Storulvån. Set course for Sylarna and watch the entire Sylarna massif show off its splendor. The 16 kilometers to the mountain station feels like a dance, and when you arrive, good coffee and a snack is waiting. If you still have some energy you can extend the tour around the massif before heading down to Storulvån again. One tip is to pack a warm jacket or sweater, an extra ski tip and be sure to have larger baskets on your poles.”

“On Mörkö everything is somehow bigger than you are used to.

Old, pristine forests provide a glimpse of how nature once was.

Here, there are anthills that are several meters high and pine trees whose bark is so rough that it does not appear to come from this world. Timeless forests filled with pine and oak.

The open landscape, coastline and beautiful farmland invoke wanderlust. On one of the island’s hills sits the Hörningsholms castle with views of the entire island and its two neighboring islands; Oaxen to the east and Eriksö to the southwest. At the Idala cafe and general store, both coffee and supplies can be purchased. Two bed and breakfasts rent out rooms for those wanting to spend the night.”

“There are so many places. Sometimes I feel like heading out into nature and just going wherever I want. To discover new and inspiring environments, without a plan or a map. If I have to choose my favorite spot, however, I suggest the Rogen area in the Härjedalen region. It is a very special labyrinth of lakes, islands and mountains that you can explore with a kayak and a pair of hiking boots. It is a unique moraine landscape with plenty of inviting tent sites near the water, good fishing and easy mountains to climb. And you probably will not meet a single person during your entire visit to Rogen.”

TIP: ANN FAHLANDER, CUSTOMER SERVICE. WHERE: STORULVÅN IS LOCATED IN WESTERN JÄMTLAND, NEAR THE NORWEGIAN BORDER, AND IS EASIEST TO REACH

BY CAR. SEE WWW.JAMTLAND.SE FOR MORE INFORMATION.

TIP: SARA WÄNSETH, MARKETING. WHERE: THE ROGEN AREA IS LOCATED IN ­N ORTHWESTERN HÄRJEDALEN, APPROXIMATELY 20 KILOMETERS FROM TÄNNÄS. READ MORE ON WWW.HERJEDALEN.SE

TIP: NIKLAS KARLSSON, SHOE DESIGNER. WHERE: MÖRKÖ, LOCATED WEST OF HIMMERFJÄRDEN, IS A 15-MINUTE DRIVE FROM SÖDERTÄLJE.

L i k e a fa r away p l a c e .

Colors in th e north.

F ly & h i k e .

“During the fall and winter, after all the tourists have left and the Viking festivals have ended, the island of Gotland, located off the east coast of Sweden, changes guise. Advice on things to do here could fill a book. From Hemse on Sudret in the south, irrigation channels run across the fields. These relatively deep and wide channels zigzag their way down towards the island’s southwestern tip. To go Nordic skating on them with a view of the sea is as exciting as it is an unusual experience. In addition, there is no wind thanks to the protection offered by the levees. Hiking around the icy island of Fårö, just north of Gotland, with its snowy sea stacks, or staying overnight at the futuristic Furillen is also wonderful.”

“Saltoluokta, both in the autumn and winter. It is a barren land and the road west from Gällivare takes an hour. You arrive at a lake, called Langa. In the summer, take a boat over to the moun tain station, which is one of the oldest in Sweden. In the winter, ski over the lake. Stora Sjöfallet national park is further up and Sarek national park is nearby. On a fall day, it is magical to wake up at the mountain station, pack your backpack for a day hike and then set off in the damp fog. As you reach the mountainside, the fog slowly lifts and an expansive view of mountains, lakes and stunning colors spreads out before you. There you can sit with your back against a stone, in the shelter, and have a picnic with the colorful view in front of you; red, orange, blue, yellow, green in different tones. It is so beautiful that it will take your breath away.”

“I am an avid paraglider that increasingly is combining hiking in the mountains with lightweight paragliding equipment.

From the Vallbo train station it is a 40-minute walk up to Middagsvalen, a bare mountain with a vertical gain of 280-meter spread over a two-kilometer long trail. There is a lot to fly over: Towards the south I can see the Issjödalen valley, Anaris and Lunndörrsfjäll. Looking eastward I can see the meandering Vålån River snake past the Vålådalen mountain station and further in the direction of a large mountain range with peaks such as Bunnerstötarna, Stendalsvägen, Smällhögarna and Kyrkstensskaftet .”

TIP: MATTIAS BJÖRKLUND, MARKETING WHERE: GOTLAND CAN BE REACHED BY FERRY (3 HOURS) FROM OSKARSHAMN AND STOCKHOLM OR BY PLANE FROM SEVERAL CITIES WITHIN SWEDEN. FOR LOTS OF ADVICE, GO TO: WWW.GOTLAND.NET

TIP: SARA WIKSTEN, PURCHASER. WHERE: SALTOLUOKTA IS ABOUT 120KM WEST OF GÄLLIVARE. BOOK ACCOMMODATIONS AND READ MORE VIA THE STF, WWW.SVENSKATURISTFORENINGEN.SE

Our Swedish h i d e aways.

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TIP: FREDRIK GUSTAFSSON, OUTLET STORE IN JÄRPEN. WHERE: THE ENTIRE MOUNTAIN WORLD IS BASICALLY FLYABLE. JUST MAKE SURE TO TAKE A PARAGLIDING COURSE BEFORE YOU TAKE OFF. SAFETY IS PARAMOUNT. VISIT WWW.FLYGSPORT.SE, THE SWEDISH PARAGLIDING ASSOCIATION’S WEBSITE, FOR COURSE ORGANIZERS AND MUCH MORE.

Ajne’s adventures on black ice.

Mårten Ajne has over 30 years of Nordic skating experience. ­Regularly, he spends about 40 days a year gliding across both Swedish and foreign natural ice. He has written books on the subject as well as participated in the product development of Lundhags new skating ­products. Few can describe the technology behind Nordic skating and the thrill of gliding over frozen water better than Mårten.

Mårten Ajne Skater, writer and mathematician.

Preferably in that order.

Favorite season: All four, with a slight preference for autumn.

Other interests besides skating: Architecture, birds, politics and rollerblading.

Mårten Ajne’s skating tips 1. Find the adventure in every day.

Get to know your local lakes and its ice. Then you can catch the ice when it’s at its best.

2. Join a skating club. Connect with people to more easily find the best ice. Socially, safely and efficiently.

3. Take advantage of diversity. ­G eographically, there are an infinite number of choices.

An excursion on a forest lake can be at least as adventurous and eventful as a long trip meandering through the archipelago.

Southern Sweden has a winter climate that oscillates around the freezing point. Perhaps you are thinking of long, grey and sloppy winters with the occasional cold snap. But this is also a prerequisite for snow-free, natural ice that allows for long Nordic skating journeys. Similar conditions are found in Norway and Finland. Cold winters can create ice on Danish inlets, North German lakes and all the way south to the Netherlands. Further north you have to hope that the winter will be warmer, otherwise you have to get out on the ice before the snow comes and closes the lakes for the season. But in central Sweden, sloppy winters make for the best conditions on many lakes and the vast archipelagos of the Baltic Sea – the best location on the globe for Nordic Skating.

People go ice-skating throughout the world, but it’s almost only here in the North that we go skating for long distances. Along with the canal rich Dutch, Swedes are the ones who developed the equipment and techniques on the ice over the last century. The very specific conditions for long skating journeys demand detachable skates and comfortable boots. Nordic skating is a very Swedish ­p henomenon.

In Holland, people skate on shallow canals in the middle of civilization. Here, skates are developed with a focus on speed and technique. Safety and other aspects have received less attention.

When the ice breaks you stand on the bottom of the canal, wade ashore, crawl across the riverbank, warm yourself at a cafe and then take the train home. In Sweden’s wilderness, the focus has been on endurance and safety,

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while the actual technique has been neglected.

This has sometimes led to skates and boots that are not suitable for relaxed, efficient and enjoyable riding.

Well performed skating is a beautiful, fluid and smooth motion with the pleasurable sensation of speed. The low friction between the blade and the ice makes skating the fastest and most efficient of all non-mechanized human movements. But it requires good technique from the rider and skates that allow you to perform the technique properly.

This places special demands on skates.

The steel must be hard enough so that the edge will stay sharp, yet soft enough to avoid chipping. The blade should be thin, low friction, yet thick enough to not get stuck or buckle. The gliding surface should have a moderate curve for stable skating, while still providing crucial control when taking a stride. The skate should be long enough to provide smooth operation and effective gliding, while short enough for comfort and smooth recoveries. The height should provide adequate clearance for snow, without making for undue stress on the ankles. For the best balance, the binding should allow for a centered placement of the blade under the boot, both longitudinally and laterally. Meanwhile, the skate should be light, relatively stiff, not change shape in cold or warm weather, be ergonomic to handle, not rust in moist and aggressive environments and, of course, not fall apart under normal stresses from ice roughness.

A Nordic skate that can handle all of these requirements is so much more than a piece of steel and aluminum. It is engineering and craftsmanship, accuracy in materials and manufacturing, it is a joy to skate on. As far as skating technique goes, you will have to learn that by yourself. And you will still need to find the ice. But with a pair of well-made, properly adjusted skates that are the right length, all the prerequisites are in place for experiencing pure skating enjoyment.

MÅRTEN AJNE WAS ONE OF THE EXPERT RESOURCES WHEN LUNDHAGS CREATED ITS NEW NORDIC SKATING COLLECTION BLACK ICE. THE RESULTS INCLUDED THE DOMINATOR, T-SKATE AND FLEET. ALL ARE DEVELOPED WITH A FOCUS ON CREATING A CONSTANT SKATING RADIUS, REGARDLESS OF THE TEMPERATURE.

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B l ac To go skating in the winter sun, with mile after mile of bare ice in front of you is truly a special feeling. Nature, the air, the company, and one very simple principle to go forward; right, left, right, left, forward, forward across the frozen waterway.

It is said that whoever takes the first stride on a blank sheet of ice is hooked. The fact that Nordic skating is growing in popularity is easy to understand. This is largely thanks to it being an activity that is equally well suited for a family outing or a really seasoned adventurer.

For many years, Lundhags has been a strong brand within Nordic

skating, and with Black Ice, an updated and refined Nordic skating collection has been launched. The series includes skates, accessories and safety products – all of them designed to provide as safe, comfortable and enjoyable of an experience as possible.

Behind the new products, among others, is Stephen Copp, Project

T-Skate Pro A light Nordic skate with a shorter nose and radius.

Adjustable in length for NIS bindings. Best suited for use on prepared tracks and fine ice.

Dominator The Top Model for skaters wanting to adjust their balance point sideways. The riding surface and blade is designed to work on all types of surfaces, throughout the skating season.

Manager for skate development at Lundhags.

“Our new Nordic skates are based on a very simple idea”, he says. “Always work together with nature. This has been a large part of the product development and we have simply adapted our Nordic skates to the whims of nature and its ­m ovements.”

Simple design, advanced technology.

Natural ice has a special ability to behave differently from day to day, based on temperature, how it is frozen and its salinity. Therefore, Nordic skates must be made ​​of the strongest and also the most pliable materials, with the profile being made from recycled aluminum and having a stainless steel blade.

k I c e. “ Because when nature decides something, then that’s the way it is. We have to just go with it.”

“Simply put, we have dug deep in terms of technology, design and durability,” says Stephen. “Because when nature decides something, then that’s the way it is. We have to just go with it, relate to its mood, its fluctuations, its storms and calm. Mostly it is just to enjoy and experience.”

Consistent radius Lundhags’ Nordic skates are manufactured one hundred percent in Sweden, and they have been adapted to nature’s movements to

the smallest detail, both in terms of construction, design and material selection.

“Natural ice is changing every day, depending on the outside temperature, how the ice has frozen and how high the salinity is. Therefore, Nordic skates need to be very technical and materials the best,” says Stephen.

The three models Dominator, T-skate and Fleet are all developed with a focus on creating a constant skating radius regardless of the temperature. To accomplish this, both the profile and the blade are

attached via resilient tubular rivets that provide strong and safe skating.

At the same time, this allows the materials to move relative to each other. The advantage is a sturdy product, which is easy to repair.

“The binding has also been moved forward compared to traditional skates, which provides an optimal placement of the foot relative to the skate glide surface, instead of relating to its overall length. Thus, pressure is placed correctly and you get a better stride,” concludes Stephen.

IN THE BLACK ICE SERIES THERE ARE ALSO ICE PIKES THAT HAVE BEEN DEVELOPED IN COLLABORATION WITH SWIX POLE TECHNOLOGIES.

N at u r e personified

Eva BromÊe Friend of Lundhags, hunter, wilderness guide and entrepreneur, Ammarnäs.

Favorite Garments fall and winter: My Syncro boots.

Most important thing to have in the wilderness: A knife.

What to do in the winter: Hunt, ski and spend time with animals.

EVA BROMÉE PREFERS BEING IN THE MOUNTAINS. PTARMIGAN HUNTS WITH HER DOGS ARE A FAVORITE PASTIME.

The hunter, dog trainer and wilderness guide Eva Bromée is outside more than inside. Spring, summer, autumn and winter, she lives in and by nature.

I

t is not easy to catch up with Eva Bromée for a chat.

“I’m going mushroom picking fore a few hours up at Kylträsk. I have no coverage there, but can text you when I am down again :D.” Two hours go by before another text message pops up on the screen.

“I’ll call you tomorrow! Was pouring rain and hail. And now the dinner guests have arrived :D.” Our meeting probably would have gone smoother if I jumped onto an all terrain vehicle and sped up towards the heights of Vindelfjällen after her.

In the end, we get to sit down and chat. The chanterelle hunt went well and the dinner guests were very satisfied.

With the starting point of Ammarnäs where the beautiful Vindelälven River makes a tight curve, Eva combines the life of an entrepreneur, hunter and wilderness guide with helping her native Sami partner, Ola John, care for his reindeer.

Fall and winter is intense for Eva. ­P tarmigans must be tracked, moose hunted and dogs groomed. Eva has pointers for hunting and uses her

dogs during the moose hunt. With her chocolate brown kelpie, she is able to execute a slightly different, yet exciting hunt.

“The Kelpie stays on a leash.

When we hunt together, we sneak up on the prey. Then, of course you have to be very quite. It is really special.”

It is not difficult to become jealous of Eva. When she talks about her upcoming adventure, I want to follow her out right away. Often, Eva travels through the beautiful, and pristine Vindelfjällen Mountains during the hunt, which usually lasts a couple of days before the group returns to civilization. Still, Eva tries to keep her packing to a minimum.

“On a three-day journey, a 15-liter backpack goes far. You can pack all the food and equipment you need,” says Eva who chooses simple and functional accommodation standards on the mountain. A simple mountain shelter as a base camp is good enough. Besides the hut, Eva is also fond of a lávvu, the traditional Sami tent that works just as well winter or summer.

adrenaline flowing. However, when Eva describes how she lives in the wilderness, it is as far from trophy hunting as you can get.

“I really have no desire to kill.

Sometimes I have to hunt, but I shoot nothing more than what I need. If we have a full freezer, I never go out,” says Eva, who is happier leaving the rifle at home and instead observing the animals. To simply learn things about the animals. Lessons that she needs in her role as a responsible hunter. Like for the upcoming ptarmigan hunt.

“If there is bad weather when the ptarmigans are breeding it often ends up being a bad ptarmigan year.

Last summer, it rained a lot when the ptarmigans were laying their eggs.

After the storms, I went out looking for chicks to see how many had hatched. I wondered how they had fared so well.”

“To just sit and look at some moose, how they interact, is fine with me.”

When Eva and her partner are in the mountains, they use the natural assets and age-old, tried and tested methods to preserve, store

For Eva, hunting is not to shoot for the sake of shooting. Sure, it gets her

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and cook food. Meat and fish are salted and dried. A cold spring is a natural refrigerator. The meat that is obtained during the hunt is always taken care of in the best way and a lot of recipes and inspiration for cooking comes from Eva’s mother in law, Ingrid. The ever-present Sami culture where Eva lives has also had an impact on her cooking.

“From the meat we often make gurpi, a type of Sami sausage packed in small packages and smoked. You can also ignore the smoking part, just pack it with you and grill it on the mountain. It is the perfect mountain food. Fatty and with a lot of protein!”

To live in the mountains all year round has made Eva an intensive user of outdoor equipment. Boots, pants, underwear, mid layers, shell and insulated jackets. There are few garments that Eva does not have views and opinions about, though always insightful. Regarding boots, only ones with higher shafts need apply. According to Eva, the benefits are numerous.

“I think high boots are very nice.

They provide very good support.

I tend to tighten mine extra hard, much like when you are going to play ice hockey,” she says, and then praises the waterproofing of cellular rubber.

“My high Syncro boots are great to wade with. It is perfect that I can snap the boots to my pants, so they protect even better,” says Eva, who also appreciates the benefits that Lundhags leather boots offer over many boots with membranes.

“They dry very quickly compared to boots that have membranes. Even if my boots are

soaked in the evening, they are dry the day after. Just take out the insoles and put everything next to the stove. But not too close, as I have noticed. They become too hot and may shrink a little, ha ha!”

When winter is particularly cold, as it often is where Eva lives, she has a great tip for those with cold toes. Getting cold, of course, is very individual.

“Sometimes it can be minus 30 degrees when we are out working with the reindeer. In these conditions, I use a homemade insert made from wild grass in my boots.”

Outdoor living does not end in the winter for Eva. It occurs only in a different way. When she is not helping her partner with the reindeer, as often as she can, she reads Sami and tries to catch fish.

Eva is generous with tips about some of southern Lapland’s best fishing in the winter.

“Gavasjaure and Tjålme­ jaure’s are very good lakes. In the summer, lake Kylån is amazing, there are lots of char and trout there,” says Eva whose best fishing secret is actually across national borders.

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“The biggest char are in lake Virevattnet, in Norway.”

When it comes to recreation and vacation, I wonder where Eva is most interested in going? “It’s a bit complicated,” she explains.

“Vacation is inherent in the job of a life that never really stops.”

“Leisure can be when I get to hunt for a while by myself,” she says and then explains: if she only had time, she would like to travel abroad and then reveals her dream destinations.

“I definitely would not say no to a trip to Greenland or Alaska!”

T h e n e x t g e n e r at i o n L u n d h ag s – r e a dy f o r n e w a dv e n t u r es

Is the old saying about the shoemaker’s children really true?

That they do not have shoes? It is possible that Mats Håkan ­Lundhag is the exception to the rule. He has now developed Lundhags ­youngest innovation: a boot named Vandra Jr. “I grew up in a shoe factory and I distinctly remember the feeling when my dad came home from the shoe shop with a pair of new boots for me,” says Mats Håkan Lundhag, a third generation shoemaker and Product Manager at Lundhags.

“I’m probably influenced by my heritage, but I really liked pulling on two pairs of socks, lacing up my boots and then heading outside. It’s a great feeling to have new boots.”

Today, Mats Håkan leads the development of boots at Lundhags, and he describes the new junior boot Vandra Jr as a boot for adventurers with shoe size 30–37.

“With Vandra Jr, we have not compromised on anything. Junior boots are constructed according to the same principles as the other Lundhags shell boots, with insulation and a waterproof cellular rubber base and impregnated leather in the shaft, and of course, we use the same high quality materials as always. To prevent blisters, we have also added the advanced HFC heel grip. Lasts are adapted so that they can be used for several generations, which is how long the boots will last.”

According to Mats Håkan, the boots are both stable and warm,

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while still being able to breathe.

They are also built on a completely different last, which has been developed specifically for children and feet that are growing, as well as with good space for two pairs of socks.

“Like the other boots, junior boots are manufactured to really be used and to age with dignity. When my children grow up, I want to give them the same ­o pportunity to wear the same comfortable boots that I had, and it is this idea that is the background to our new junior boot,” says Mats Håkan.

Great adventure, young adventurer.

Besides hiking boots, our junior collection has three different pants: Njeeru, Authentic and Antjah. Just like our larger models, the materials are of the highest quality, while the form and functionality has been adapted for different types of adventures.

Junior pants are available from 110/116 centimeters long.

In 2013, the Antjah Jr received the Scandinavian Outdoor Award (SOA) for best children’s outdoor product.

“Tiger Man is unfortunately sick.”

A disappointed murmur spreads throughout our little group composed of some Germans, an ­A merican and myself. All dressed head to toe in advanced outdoor clothing.

The night before, I caught a glimpse of Tiger Man. I was playing some soccer with a few kids on a field when, very quickly and with a contorted face to the wind, a man whizzed by on a motorcycle. I do not speak Thai, but saw that the kids were impressed. And they all cried out “Tiger Man”. I was not ­disappointed.

This was before you could easily google who would be the best person in northern Thailand to take a group of tourists on the ultimate hike.

But all of us standing there had, in various ways, determined that this legendary wizard was number one.

And now he was sick. Or at least not here.

“But you are in luck, another fantastic guide is here to replace him. This is Jungle Boy.” Jungle Boy had shorts, a t-shirt and flip-flops. He was around 1.60m long and looked nervous. The Germans did not even try to hide their disappointment, the American was passive aggressive and I showed a Swedish kindness, though I was really upset on the inside.

However, no money could be recovered, and the car was waiting, so all we could do was to take our heavy backpacks and jump onto the platform. Jungle Boy had no backpack.

with us, but were content with the total darkness while drinking beer together and talking crap about the American who, after a few days in the group, was no longer a favorite.

the song, during an instrumental part, he looks up at us with sore eyes and says: “Vely, Vely lomantic.”

Thanks for the trip, Jungle Boy.

And that’s when it happened. After four nights in the deep jungle. After the boat, mountains, animals and sleeping far away from the nearest cozy hotel room, something totally unexpected happened.

Over our heads the unmistakable intro to Chris De Burgh ‘Lady in Red’ began.

Totally unexpected, it was the first time we have heard music in several days. And when Chris’ soft voice was to start in, we hear another familiar voice singing the legendary first line: “I’ve never seen you looking so lovely as you did tonight,” in shaky, but beautiful English.

After four days in the jungle, no one was disappointed anymore. Jungle Boy climbed mountains, slept in the trees and swung from the branches.

And although he was not really an English speaker, he taught us a lot just by showing. All of this in sandals.

The last night consisted of a long boat ride along a river. With flashlights, we tried to see the eyes of the animals that crept down to drink. They illumi­ nated on us through the darkness and everything was magical. The boat landed next to a small jetty where a few torches were lit. Simple huts built on poles that stood a few feet up above the river are where we would sleep. Jungle Boy surprised us with some beer that had been left there by a previous group of tourists. Everyone was tired and went to bed. Except for one of the Germans and myself.

Anders Wendin’s Spotify list for autumn/winter 2014/15.

Quiet Storm – Smokey Robinson Ain’t no love in the heart of the city – Bobby Blue Bland I drink – Mary Gauthier Harry Hippie – Bobby Womack The Greatest – Cat Power Dirty Dancing – Frida Hyvönen Find Me Now – Reigning Sound

We turn on our flashlights and shine it through the bushes towards the sound source.

And there, in a small tent-like hut, connected to a diesel unit was a small sound system. Above it sits Jungle Boy crouching and singing as beautifully as he can with a small microphone.

For some reason, all the torches had to be extinguished, and we sat there in the dark. It was a cloudy night and there was a level of darkness where it did not matter if you had your eyes open or closed. We had flashlights

We do not think that he knows we are watching, but in the middle of

Anders Wendin.

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Anders Wendin (Moneybrother) Occupation: Musician.

Favorite thing to do outdoors: Kayaking or hiking.

Favorite season: Summer.

Favorite product from Lundhags: My Scout boots, which I have had for 14 years. I have a new pair, but still always end up using the old ones.

Affiliation to Jämtland: As a musician, you end up in Åre every winter. Have built a good bunch of friends up there and long for going back, all year long.

Sami inspired Pa r k b o o t.

B i g g e s t i n t h e w o r l d.

Despite Jämtland’s amazing natural beauty, there is another destination that is at least as big of a crowd puller.

Namely, the Lundhags factory store in Järpen, which is one of Jämtland’s most popular destinations, summer or winter. Nowhere else in the world is there a greater offering of Lundhags’ products. The 715 square meters are filled with everything in footwear, clothing and accessories.

In addition, there is a popular outlet section. In the summer of 2013, a second Lundhags Factory shop was opened in Insjön, in the Dalarna region. In addition to the great service and selection in the stores, you can drop your boots off for repair. So come visit the stores in Järpen and Insjön!

The Swedish brand SARVA that develops Swedish-­ produced jeans and other functional garments inspired by the Sami culture is introducing a custom made boot from Lundhags. The Lundhags Park boot has been modified and adapted with Sami details and, from spring 2015, will be included in Sarva’s collection.

The very special boot will also be sold in Lundhags collection by a few select stores.

S w e d i s h N at i o n a l Obedience Team.

Jämtl an d O u tdo o r Experience.

For two years, Lundhags has been a proud sponsor of the Swedish National Obedience Team. We provide the entire squad with our durable hybrid pants. Competing in dog obedience requires a lot from a garment. It should be both durable, have a tight fit, so as not to flutter and disturb the driver or the dog, as well as have generous stretch. The choice this year fell on the Njeeru Pant, which provides all of those properties. In addition, the pants have a few sturdy pockets for dog treats.

The Swedish Obedience Team has had great success over the years. When the World Cup was held in France in 2011, the team became world champions and two individuals also won medals. At the recent World Championships in Finland last August, they finished in a respectable fifth place.

For two weeks every year, in the early spring and autumn, the Jämtland Outdoor Experience (JOE) is arranged. Jämtland’s strong outdoor brands come together to bring customers into the mountains of ­Jämtland (Lundhags, Klättermusen, Woolpower, ­Trangia and Hillberg). Staff from the outdoor stores that sell our products, both in Sweden and in our export ­m arkets, will learn a lot. Both about the gear itself, but they will also experience a few days and nights in the mountains. Obviously, we sleep in tents and use the equipment and the days are filled with hiking/skiing, navigation, wading, cooking and lots of useful ­lessons.

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Autumn and winter 2014/2015.

No matter what activity you take part in during the colder seasons, Lundhags delivers products loaded with functionality that keep you warm and dry. Take our anorak Termik, for example, with its waterproof sections and high breathability.

This fall, we are also especially proud to announce our first junior boot Vandra Jr as well as the brand new Nordic skating collection Black Ice.

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Termik Anorak A modern hybrid anorak that is highly breathable and has fully waterproof sections where it is needed most.

Guide Bc Comfortable, warm and sturdy. Comes with a removable felt inner boot made from wool. A boot for both skating, ski touring and telemark skiing.

B i e l n e Pa r k a A durable, water-resistant and warm parka made from organic materials. Perfect for tough and harsh winter climates.

Va n d r a J r Even the little adventurer needs proper boots on their feet. Vandra Jr will last for several generations and delight small adventurers.

Auth entic Pro There are as many as 37 varieties of our best-selling pants Authentic. Now, the cousin Authentic Pro has arrived.

Dimma High intensity activity? Then the Dimma hybrid jacket and hybrid pants, made from softshell with waterproof section and smart ventilation, will work perfectly.

K รถ l e n pa n t Lightweight and compressible pants that insulate well when it is cold outside.

Filled with recycled polyester fibers.

E x a 4 0 s k a t i n g pa c k A Nordic skating backpack with extra everything. Also works great for other activities.

D o m i n ato r N I S An entirely new mindset in terms of Nordic skating, with the same turning radius regardless of the temperature.

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Boots

Polar Quest

Polar Quest Ws

Park Lined

Jaure High

Jaure Light

Jaure Mid

Syncro High

Syncro Mid

Mira Ws High

Mira Ws Light

Mira Ws Mid

Professional High

Professional High Opti

Professional Mid

Professional Mid Opti

Contessa Ws High

Contessa Ws Mid

Vandra High

Vandra Ws High

Vandra Mid

Vandra Ws Mid

Ranger High

Ranger Mid

Forest

Park

Vandra Jr

Husky 75

Husky Ski

Guide Bc

Tour Skate Boot

X-Arc

X-Arc Ws

B o ots acces so r i es

PQ Liner PQ Ws Liner

Husky Liner

Park Liner

Felt Liner

Guide Liner

Beta Insole

Gamma Insole

Gamma Insole Kids

Leather Laces 180

Shoe Laces

Leather Grease

Jac k e ts

Bielne Parka

Bielne Ws Parka

Termik Anorak

Termik Ws Anorak

Greij Jacket

Greij Ws Jacket

Rocketeer Jacket

Rocketeer Ws Jacket

Salpe Jacket

Salpe Ws Jacket

Dimma Jacket

Dimma Ws Jacket

I n s u l at i o n

Kรถlen Jacket

Mylta Jacket

Mylta Ws Jacket

N o r d i c s k at i n g

Kรถlen Ws Jacket

Kรถlen Vest

Kรถlen Ws Vest

Kรถlen Pant

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Dominator NIS

T-Skate NNN BC

T-Skate Pro

T-Skate

Fleet

Pa n t s

Authentic Pro Authentic Pro Ws

Antjah

Antjah Ws

Makke

Makke Ws

Authentic

Authentic Ws

Traverse

Traverse Ws

Njeeru

Njeeru Ws

Börtnan Winter Börtnan Winter Ws

Jonten

Rocketeer

Rocketeer Ws

Salpe

Salpe Ws

Dimma

Dimma Ws

Antjah Jr

Authentic Jr

Njeeru Jr

Bielne

M i d l ay e r / S h i r t s / T e e s

Merino Hoodie

Merino Ws Hoodie

Merino Full Zip

Merino Ws Full Zip

Merino Vest

Merino Ws Vest

Bjakker Full Zip

Frösö V-Neck

Frösö Ws V-Neck

Gaise Shirt

Indal LS Shirt

Indal Ws LS Shirt

Cobo LS Shirt

Cobo LS Ws Shirt

Flannel LS Shirt

Lundhags Tee

Lundhags Ws Tee

Vahtsa Beanie

Pompom Beanie

Trekking Beanie

Merino Beanie

Classic Beanie

Shepherd Cap

Forest Belt

Acces so r i es

Heater

Tege Elastic Belt

B a c k pa c k s / B a g s

T7

V12 90 V12 75 V12 60

Fjell Light 45 Fjell Light 35 Fjell Light 25

Forest 40 Forest 40 Jr

Gero 35 WP

Gero 30 Comp Gero 25 Comp Gero 15 Comp

Cult 25 Cult 16

V+ 10

T2

Drybag 40, 25

Drybag Viewer 20, 10

Drybag Light 15, 10, 5

Raincover L, M, S

N o r d i c s k at i n g ac c e s s o r i e s

Secura Safety System

Norröra Rescue Line Pro

Norröra Rescue Line

Grip Ice Claw Pro Grip Ice Claw

Spike Ice Claw

Exa 40 Skating Pack

Core

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Flash

Knee Pads

Skate Clip

Protect IcePole Tip Capsule Tip Protect

Drybag 25

Drybag 15

w w w. l u n d h a g s . s e Phone +46 647-66 56 00. Follow us on Facebook.