Scandinavian Outdoor News 2018 Nr. 2

SCANDINAVIAN

OUTDOOR NEWS Issue #2 2018 from Scandinavian Outdoor Group – the top Nordic outdoor companies

Redefining outdoor

Meet the new influencers

How to enter the market

Leaders share their expertise

Summit in Malmö

expert brands

European industry get-together

Welcome to Scandinavian Village

Plus: Everything you need to know for OutDoor 2018

Love Of Nature With Urban Purpose

S A L E S C O N TA C T S Måns Uhrweder – Export Manager Europe and Asia – Mans.Uhrweder@tretornsweden.com Stefan Mayer – Sales Manager Nordics – Stefan.Mayer@tretornsweden.com

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ECO

E N TIAL

Eco Essentials is more than our initiative and platform for sustainable innovation. Eco Essentials is a state of mind.

S P H E R E LT J A C K E T Tretorn SPHERE jacket is made out of Tretorns Eco Essentials fabric, OCEAN SHELLŠ, a new two layer fabric made from recycled polyester with membranes made from recycled ocean waste, made to be recycled again. Tretorn SPHERE jacket and the fabric OCEAN SHELLŠ is part of Tretorns next generation of functional rain wear invented within the Eco Essential initiative.

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EDITORIAL & CONTENTS

PHOTO: SOFIA KARLSTRÖM

A WARM SCANDINAVIAN WELCOME I AM PLEASED, proud and very hopeful about the fact that at SOG’s Spring Assem­ bly, we unanimously approved the proposal to jointly sign the European Outdoor Group's (EOG) Sustainability ­Charter. We want sustainability and are stronger ­together. We will now mutually motivate one another to become even better at working towards sustainability, as the first organization of our kind in Europe.

I’m also proud to be able to invite you and the entire Outdoor industry to our home, Malmö, in the southernmost part of ­Sweden. This is where this year’s European Outdoor Summit will be held, five years after we launched EOS in Stockholm. Together with EOG, we will offer a packed program with digitalization as the common thread.

And we would also like to invite you to yet another Scandina­ vian Village, now for the very last time at OutDoor in Friedrich­s­ hafen. Our members and us from SOG are ready, motivated and have exciting news, and cannot wait to enjoy this wonderful fair in this fantastic part of Germany together with you. Welcome!

Sara Wänseth, General Secretary of SOG

contents

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News from the North

This is SOG SCANDINAVIAN OUTDOOR GROUP

was founded in 2000 and currently has 64 member companies representing the Nordic countries. Our aim is to strengthen the image and profits of member brands on an international level through cooperation and joint projects. We believe that by working together 1 + 1 can equal 3. scandinavianoutdoorgroup.com

Board of directors At the SOG Spring Assembly, the member companies elected a new board of directors. We would like to thank Maria Stockefors (Sätila) for her great work, and welcome new SOG board member Caroline Karlström (Lundhags).

David Ekelund (Icebug) Chairman and member of SOG working committee Staffan Rönn Member of SOG working committee Andreas Holm (Thule) Bart Meijers (Bergans) Caroline Karlström (Lundhags) Christiane Dolva (Fjällräven) Matti Lehtovirta (Reima)

Awards, events and other highlights.

Meet the expert

Jaana Jätyri about the fashion world and the outdoor industry.

Brands in spotlight

What’s up at Light My Fire and other brands?

Communication

Who’s trending in Scandinavia – and why?

Follow us on: FACEBOOK

facebook.com/scandinavianoutdoors INSTAGRAM

Sales and marketing

instagram.com/scandinavianoutdoors

Brand Presentations

Scandinavian Outdoor Group

Three insiders talk about stepping into a new market.

An introduction to the 26 brands in the Village.

LINKEDIN

Imprint: This magazine is produced for SOG by Norr Agency, norragency.com Editorial team: Gabriel Arthur, Katja Gustafsson, Sara Paborn, Sara Wänseth, Sofia Karlström Art Directors: Pär Ljung, Melanie Haas Cover photo: Sacha Styles

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NEWS FROM THE NORTH

DESTINATIONS AWARDED IN 2018, SCANDINAVIAN outdoor destination and tourism companies have been awarded for the first time with a Scandinavian Outdoor Award (SOA). The goal of the SOA for destinations is to compile and highlight winning concepts in Scandinavia when it comes to welcoming and hosting active travellers in the most attractive outdoor destinations for international guests. The award ceremony will take place during ITB in Berlin, the world’s largest travel fair show, held in March each year. Winners of both SOA Awards, products and destinations will be presented on the SOA website. scandinavianoutdooraward.com

Lake Saimaa and the project Purest Finland received the Development Award, one of six categories, at ITB in March 2018. One of the things that impressed the jury was the steps taken to join the UNESCO Geopark network.

WELCOME TO THE ­VILLAGE! AS WITH EVERY YEAR, the Scandina-

vian Village and the Bar aim to be the most popular meeting point and hangout at the OutDoor show. In addition to the Scandinavian companies working with sustainability in their production, SOG is also trying to make the Village as green as possible. For instance, for the first time we will forgo the use of carpets in the village, which are usually discarded after each trade show.

“We hope you will enjoy the new, rougher feel in the village,” says

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Sofia Karlström, Coordinator at SOG adding: “And in the bar, we use organic coffee, organic food where available and fresh berries from a local farmer in the vicinity of Friedrichshafen.

New friends met at the OAS in the High Coast of Sweden.

STAFF TO SCANDINAVIA THE OUTDOOR ACADEMY OF SCANDINAVIA (OAS) is a project initiated

by the Scandinavian Outdoor Group.

Leading retailers and journalists from all over Europe are invited to several events every year. The academies take place in a different region depending on the season and climate. Each academy has 30 to 40 participants along with instructors from the SOG com-

panies that administer the academy.

The different OAS include outdoor activities such as trekking, kayaking, mountain biking, camping, outdoor cooking, etc., as well as product clinics and testing. Interested?

Check out the website or drop us an e-mail. scandinavianoutdoorgroup.com oas@scandinavianoutdoorgroup.com

2 new members

The SOG family is growing! We are happy to welcome two new members.

The Swedish company Hultafors has been around since 1883(!). They produce outdoor axes for all purposes and just as it was when the company was first founded, its work is characterized by proud craftsmanship. hultaforsoutdoor.com

We aRe SpinDye is a new ­technology brand member.

We aRe SpinDye is a Swedish ingredient brand that offers a technically innovative dye system. They deliver a clean, traceable dyeing method for textiles with an unparalleled performance and long-term awesomeness. spindye.com Read more about Scandinavian Outdoor Group and all the members: scandinavianoutdoorgroup.com SCANDI NAV I AN OUT DOOR NE W S

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NEWS FROM THE NORTH

New Sustainability Charter THE SCANDINAVIAN OUTDOOR GROUP has now signed up to

support the European Outdoor Group (EOG) Sustainability Charter. Launched in 2016, the EOG Sustainability Charter was developed by the association’s CSR and Sustainability Council, in partnership with key external stakeholders. Companies and other organisations that sign up to the voluntary charter do so to express support for the importance of the EOG’s work in sustainability, and to back the efforts and resources that are committed to that end. The EOG Sustainability

Charter provides a framework and articulates strategic stages on a journey towards key sustainability objectives for the outdoor sector.

Pamela Ravasio, EOG head of CSR and sustainability, says: “We are delighted that the Scandinavian Outdoor Group has taken such a strong public lead by adopting the Sustainability Charter. This sends a clear message to the industry about the importance of working collaboratively towards a more sustainable future, and signals that Scandinavian outdoor businesses are determined to do that.”

OSLO – THE GREEN CAPITAL NEXT YEAR, THE NORWEGIAN capital will

be awarded as Europe’s Environmental Capital. The award has been presented annually since 2010 when Stockholm first received the honor, followed a few years later by Copenhagen in 2014. The candidates are judged based on such criteria as climate policies, air and water quality, green innovation, public transport, biological diversity and outdoor recreation. Oslo ranked highest in eight of twelve ­categories and stands out globally for its sustainable initiatives and for being the world capital with the largest electric vehicle fleet per capita. For example, next year 70 battery-­powered buses will be incorporated into the city’s public transit.

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Check out Oslo! Visit the Holmenkollen neighborhood for the best view of the city and the Oslo fjord.

The season is now

www.lundhags.com

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Never let your knife sink again.

The new Morakniv Floating Rope Knife is a fixed blade knife that, thanks to the designed handle of cork, actually floats. The thin serrated blade of stainless steel is specially designed to handle the cutting of rope, fiber, and nylon. The Floating Rope Knife has a core and a sheath made of orange fluorescent polymer making it highly visible and easy to locate.

Do the float test in our booth A5 -316

info@morakniv.se morakniv.se facebook.com/morakniv @morakniv | #morakniv

NEWS FROM THE NORTH

The digital future of outdoor In September, industry leaders, experts and other main players will gather in Malmö, Sweden, for the annual European Outdoor Summit. Here, the topic of digitalization will be the focus.

Urban adventures are easy to find in Malmö.

THE CIRCLE IS COMPLETE when the European Outdoor Summit (EOS) returns to Sweden. It was here that the first summit was arranged in Stockholm in 2013. The purpose was to gather international key influencers and experts and look toward the future together. Since then, EOS has been held in Tegernsee, Sheffield, Barcelona and Treviso. Step by step, EOS has developed into one of the industry’s annual highlights. The European Outdoor Group (EOG), in cooperation with its Scandinavian counterpart, SOG, are the main players behind the event. EOG’s General Secretary Mark Held says: “Since the EOS began in 2013, it has gone from strength to strength; with brands and organisations recognizing the valuable insight it brings from both within and outside

the industry. We are delighted to be working in partnership with SOG to host the 2018 EOS in Malmö – a cosmopolitan and easy to reach location that will once again ensure we deliver a forum for our members as well as other business leaders in the outdoor industry.”

Presentations and workshops Each year has a main theme, and this year’s will be “The Outdoor Industry – a Progressive Business Sector”, with the key topic being “Outdoor Digital.” According to Mark Held and the EOG, technology in all its forms has consistently outpaced the sector’s development over the last two decades, and the pace of change is accelerating. The EOS therefore plans to speculate into what the

future holds from the industry’s perspective, and to pinpoint opportunities for transformation.

“We will concentrate on key topics that stimulate debate and discussion.

From ecosystems, partnerships and collaborations, disruption to processes and the need to digitally transform supply chains,” says Mark Held.

Other aspects that will be discussed include embedded and wearable technologies; transparency – how to ensure it, use it and defend it; and technology-enhanced outdoor experiences to encourage younger generations to take up outdoor activities.

Sara Wänseth, General Secretary for the SOG, is proud to have the summit back in Sweden again: “We promise to organize the best European Outdoor Summit ever.

Malmö was an obvious choice, with good infrastructure, flights to Copenhagen and perfect, easily accessible outdoor recreation opportunities for the participants.” P

european outdoor summit The EOS will take place from 19–20 September, 2018, at the Clarion Hotel & Congress Malmö Live, in Malmö, Sweden. Bookings can be made with an early bird discount rate until Friday July 27 at the EOS ­website ­europeanoutdoorsummit.com.

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We offer our customers products combining high quality, functionality, great fit and excellent design.

This makes us a market leader in clothing for hunting, fishing, outdoor activities and dog sports.

www.pinewood.eu

EXPERT

Jaana Jätyri Profession: Founder of Trendstop trend forecasting agency, works with leading outdoor brands such as Bergans of Norway and Black Diamond.

Based in: London Born in: Helsinki Passionate about: Sustainability, nature, the forests and organic vegan food.

“Both function and style are needed”

So the fashion world might steal the outdoor brands’ customers?

“That’s not how it works. But what ­outdoor brands need to realize is that it’s not ­possible to capitalize on the new style-driven ­consumer if the style component is ­missing. For ­instance, even if a ­climbing brand is sold to every ­serious climber on the planet, they would still not achieve a significant global business growth, ­simply ­because there is only a limited number of ­climbers. Fashion brands know the big

money is in ­offering the large number of c­ onsumers the styles they want.”

What can the outdoor industry learn from fashion?

“The fashion industry looks at outdoor styles as being driven by style and not function.

Most modern consumers would consider style first and function second. Outdoor products are very purpose-driven, which until now has meant being less concerned with the aesthetic side. Both function and style are needed.”

So why do so many people suddenly want to dress like hikers, climbers and adventurers?

“We Scandinavians know the deep feel­ ing of peace and even spiritual awe you get from ­entering a deep forest. It is biologically ­connected to the core of our being. Nowadays, more and more urban kids are experiencing that, perhaps for the first time. Once they ­experience that feeling, they want to take part in it.” P

PHOTO: LAILI KWOK

Jaana Jätyri, as a trend forecaster who also works with outdoor brands – how would you say the fashion world looks at the ­outdoor industry?

“Fashion is heading towards the outdoors ­because that’s what their consumers want.

That means that fashion brands that have a lot of experience in how to make things look good are now stepping into the outdoor market.”

Thank you for 25 years of OutDoor inspiration.

Now let us explore new horizons together.

OutDoor by ISPO Launch Conference: June 27, 2018

Join the kick-off event wherever you are, thanks to our live streaming service at ispo.com/outdoor

OutDoor by ISPO – save the dates: June 30 – July 3, 2019 June 28 – July 1, 2020 June 20 – June 23, 2021

ispo.com/outdoor

GEAR GUIDE

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READY FOR NEW HEIGHTS

ANOTHER FAVORITE BACKPACK is the new

nordic highlights

to look out for at OutDoor

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THE EASIER, THE BETTER BAXEN FROM LUNDHAGS is a smart day­

pack for all kinds of outdoor activities where the need is to just have a nice and handy bag to stuff things inside – like a laptop or your boul­ dering gear. It comes in two different sizes, 16 and 22 liters. The main bag compart­ ment has one front pocket and an inter­ nal laptop sleeve.

Other nice features include aluminum buckles, glove-friendly zipper pullers and an internal security pocket. It’s a nice, small pack that is easy to carry around and easy to pack. Made from bluesign approved polyester in beautiful colors: gold, dark red, deep blue, forest green and black. Its perfect for a day around town – or out in the wild. lundhags.se

Bergtagen 38. Fitting perfectly into Fjäll­ räven’s mountaineer­ ing collection, Berg­ tagen 38 is both straightforward and technical. It’s dura­ ble, sustainable and made from a flat rip­ stop ­material in recy­ cled ­nylon, using a TPU laminate for a ­waterproof rating of 20,000 mm and PFCfree impregnation. It’s also highly customizable – with a removable wooden frame, top lid and straps, it’s suitable for both long ­approaches and steep ascents. fjallraven.se

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TAKE IT WITH YOU – AGAIN AND AGAIN

ISN’T THIS THE perfect mini meal kit to avoid disposables and always be ready for a bite and a drink on the go? The ReKit from Light My Fire consists of the Pack-up-Cup (expand to drink, collapse to carry), the ReStraw (so you don’t have to throw away yet ­another plastic straw) and the practical and reusable classic Spork! And the best thing about the ­ReKit: weighing in at just 56 grams, you can ­easily take it with you wherever you go, take it home, then repeat.

And by using it, you can also inspire ­others to shake the habit of disposables! lightmyfire.com

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BRAND IN SPOTLIGHT

SURROUND YOUR FEET WITH ­COMFORT Dis III Boa

VIKING FOOTWEAR HAS updated its high-performance hiking boots, Kuling III Mid and Dis III Boa, with new designs and ­features – and the same revolu­ tionary Gore-Tex Surround ­System.

Designed specifically to ­combine a lightweight design with high-performance on the trail, Kuling III Mid and Dis III Boa allow for safe outdoor jour­ neys with the highest level of comfort for your feet.

The Kuling mid-cut boot comes with a conventional

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l­ acing system that features ­reflective laces for visibility in the dark. It also comes with an ­ankle heel lock, which optimizes foot stability for added safety in rough terrain. The EVA ­midsole ensures cushioning in every step.

The Dis III Boa is a low-cut boot made with many of the same details. Viking uses the Boa Fit System on selected perfor­ mance styles, and this is one of them, with two-way adjustment capabilities for easy tightening or tension release on the go.

Breathability all around

Viking Footwear was one of the first outdoor companies to part­ ner with Gore-Tex, and both boots provide unparalleled breathability and waterproof­ ing thanks to the Gore-Tex Sur­ round System that wraps around the entire foot. Heat and mois­ ture from the foot are not only transported outward, but also

downwards and out through ­innovative venting channels placed along the side of the boot.

The result is a boot that stays 100% dry, but with 360-­degrees of breathability – from the ­moment you put them on.

Viking Footwear’s renowned UGC outsole, found on both boots, gives a secure step. This sole system combines rubber-­ compounds and a deep lug ­pattern, even in the arch area, for the best grip and traction on any surface, wet or dry.

Together, the Kuling III Mid and Dis III Boa are the perfect choices for long hiking trips in the summer, where foot climate and comfort matter most. P Kuling III Mid

SCANDINAVIAN OUTDOOR AWARD

winners in the stores Last summer, the jury of the Scandinavian Outdoor Award tested the products that were nominated for SS18 over two intense days. You’ll find the winners at retailers this summer!

HONORABLE MENTION Roald Amundsen Skincare – Adventure and Nordic Pocket Saw

APPAREL AWARD Devold – Running Vest OVERALL WINNER Fjällräven – Greenland Half Century Jacket

HARDWEAR ACCESSORIES AWARD Kupilka – Kupilka 37 NOMINEES AND WINNERS FOR SS19!

HARDWARE AWARD USWE – Vertical 4

SUSTAINABILITY AWARD Haglöfs – Eco Proof Jacket

The jury will again meet to test the products for Spring–Summer 2019. All the nominated products will be on display in the Scandinavian Bar Lounge.

The official prize ceremony will take place on Sunday at 4.30 pm in the bar area.

SOA SS18 JURY: Frank Wacker (DE) Outdoor Magazin. Gijs Loning (NL) outdoorguru.com, Jussi Ovaskainen (FIN) Sporttimyyjjä, Martin Eisenhut (CH) Transa Backpacking, Philipp Olsmeyer (DE/SE) NORR Magazin, Piotr Drozdz (PL) Gory / Photo, Robin Bodmer (DE/CH) IchLiebeBerge.ch

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BRAND IN SPOTLIGHT

SHAKE THE HABIT! BRING YOUR OWN! Peace, love and reusables is the motto for Light My Fire, best known for its durable and smart lunchboxes, cups and sporks in colorful plastics. “‘A reusable straw?’ some people ask with a REUSABLES REQUIRE THAT you actually use them ­sarcastic laughter. ’Isn't that taking the concept a though. Again and again and again ... bit too far?’” says Calill Odqvist Jagusch.

“We need to make people shake the habit and But in a world where over 500 million dispos­ start using their reusables in their everyday life,” able plastic straws are thrown in the garbage every says Calill Odqvist Jagusch, CEO and co-founder day, this is a relevant product that provides some of this Swedish company based in Malmö, and food for thought. with production in Västervik a few hours North.

“Keep the straw in your handbag! Travel with The first time she herself brought the compa­ ny’s foldable plastic cup into a famous coffee chain it! It’s about reminding yourself, the next genera­ tion and people around to buy a cappuccino to go, “‘But then why?’ I asked myself. you that you can show the she felt a bit silly. “‘But then why?’ I asked I should be proud, because this is way and be part of myself. I should be proud, not only about changing my own the change.”

Another one of Light because this is not only patterns, but also showing others My Fire’s missions is to about changing my own provide answers to the patterns, but also showing how to do it.” various questions others how to do it. Many Calill Odqvist Jagusch ­surrounding plastic people have the urge and ­products. What are bio­ will to get rid of dispos­ plastics? Biodegradable ables, but the issue feels plastics? What kinds can too big. We want to make it be recycled? On the com­ simpler and fun!” pany’s website, the “Little Light My Fire’s newcomer School of Plastics” has is a straw called ReStraw, now been launched, made of bioplastics with ­providing a quick way to 76% BonSucre certified educate customers and ­sugarcane, which is inciden­ support this important tally a material that most of discussion. P their products will be made lightmyfire.com of by 2019.

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ISLAND HOPPING IN WEST SWEDEN Windswept coastlines, fresh and delicious seafood, leafy forests – and a network of bike trails and routes.

The West Sweden archipelago has it all. wooden boats in the harbor. People sunbathe on and swim near the granite rocks, which look almost soft in the golden sunlight. You can hear the seagulls cry among the fishing huts and docks.

The West Sweden archipelago, with its 8 000 islands, stretches from the island of Vrångö just outside Gothenburg in the south to the Koster islands just south of the Norwe­ gian ­border in the north. Back in 2013, CNN Travel ranked the archipelago as the seventh most beautiful natural wilderness area in the world. Each of the islands has its own specific character. You can take a variety of ferry and boat lines to create the island hopping ­vacation of your dreams. Whether you are traveling with children, your partner or a bicycle, there are many wonderful tours – as well as if you want to stay for the day or find a cozy place to stay overnight and continue your journey the following day. Many of the islands are ideal for a cycling vacation. On the island of Tjörn, there are a number of great cycling paths that are also suitable for families. They will take you through beautiful, varied scenery. And why not make a stop to see some world class art at the Nordic Watercolour Museum in Skärhamn or the Sculpture in Pilane sculpture park? Tjörn is very easy to reach from Gothenburg. It takes about an hour by car, but you can just as easily travel by bus from the center of the city.

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Get inspired and plan your island hopping ­adventure at the West Sweden website! P westsweden.com/island-hopping

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EXPERIENCES

BY THE WATER

1 Cycling

The tourist center in Skärhamn rents out bikes for SEK 125 per day, but you can also book a cycling package that includes board, lodging and bicycle rental at the Salt&Sill floating hotel at Klädesholmen (saltosill.se).

2 Hiking

With 70 km of varied forest, mountain and ­coastal environments, Soteleden is an incredible natural experience. The vast nature and the hilly terrain provide captivating views and create hiking adventures you will never forget.

3 Kayaking

Bohuslän is one of the world’s premier coastlines to explore by kayak. It is suitable for both beginners as well as more experienced paddlers. The nature offers everything from an open ocean to small islets and skerries.

4 Seafood Safaris

Join a local fisherman on a tour! On the way, you’ll get to empty lobster pots or harvest oysters and mussels, or even catch the finest prawns. Trips can be combined with great accommodation and dining options. westsweden.com

PHOTO: ROGER BORGELID

THE AIR SMELLS of salt and tar from the

BEST CHOICE OF SCANDINAVIA

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Living room in your rucksack

© Mike Fuchs

Nordic Tipis for Extreme Expeditions, Challenging Trekking and Family Camping Tentipi is the world-leading manufacturer of insect-protected, portable Nordic tipis – equally good for a ten-month trip through Siberia as for a garden party for the kids.

Nordic tipis from Tentipi offer plenty of space and comfort, headroom to stand, outstanding ventilation and the possibility of having an open fire or stove. They can be put up by one person in 5 minutes or less, even in a strong wind.

© Tim Gent

tentipi.com facebook instagram pinterest youtube

NEW NORDIC ­INFLUENCERS

THE BLOGGER THE PLOGGER THE SURFERS THE PHOTOGRAPHER

NEW

NORDIC ­INFLUENCERS They are not talking about who can run the farthest, climb the highest or withstand the toughest weather conditions.

Instead, the new strong voices are more interested in experiencing nature itself and in making a difference.

BY SARA PABORN

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“Recapturing my interest in hiking gradually morphed into a need, a necessity.”

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NEW NORDIC ­INFLUENCERS

angeliqa mejstedt

The blogger who left the office WHEN SHE WAS little, she used to go hiking with her grand­

PHOTO: LOUISE FORSLYCKE GARBERG

mother and pick berries and mushrooms in the forest. Grand­ mother Maj knew everything about wild plants and used to carry a cake box and a bottle of juice with her so that they could have a picnic in any clearing. Many years later, Angeliqa Mejstedt of Sweden had her hands full as an HR specialist at a large company, but she couldn’t shake the nagging feeling that something important was missing in her life. Despite the fact that she, as she herself says, “lived a dream life.” However, the dream wasn’t hers, but rather someone else’s. After having used all the vacation she had saved up and going on a pilgrim­ age to Santiago de Compostela in Spain on her own, she came to the decision to leave the office for good in 2013.

“Recapturing my interest in hiking gradually morphed into a need, a necessity,” she says.

Today, Angeliqa Mejstedt runs Sweden’s biggest hiking blog and has just come out with a book about hiking and finding experiences right at your doorstep. She now lives full time ­doing what she previously could only devote her weekends to.

And she guides others out into nature through her blog, book, lectures, and her community where she brings together people who hike together.

“Hiking is cool in that you can easily make it your own.

You can pick up the pace if you want or take it easy, go with or without bags. You can eat a three-course dinner in a ­mountain cabin or hike a trail close to your home and take care of yourself.

She gets a lot of questions through her blog.

“There are many practical questions, but not that much of a focus on technical details. Instead, people seem to think it’s nice that hiking can instead be about emotions and experiences. They want to know how it feels to be out in nature and I seem to be able to convey that. Every To introduce knowledge of the outdoors in now and then, I receive e-mails from young schools. girls who dared to go hiking for the first time, Find more ways to disseminate knowledge. preschool teachers who found the inspiration Knowing how to dress so that you won’t freeze, how to make a fire, etc. provides a good to introduce outdoor activities to the foundation for a long and active outdoor life. ­children or others who use the blog as a Those who learn how to be in nature and ­release for everyday life when it feels like it’s appreciate it will also fight to preserve it. been a little too long since the last time they That’s what I believe at least! spent time outdoors. P

3 1 2 3

HOPES FOR THE FUTURE

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erik ahlström

GO PLOGGING WITH ERIK AT THE OUTDOOR SH OW! MEET UP IN TH E ­SCANDINAVIA N BAR AT 17.00 ON MON DAY.

The multi-discipline athlete who became an anti-litter missionary IN SWEDEN, LAST year’s highest profile exercise term was “plogga.” It’s a portmanteau of the ­Swedish words “plocka” (pick) and “jogga” (jog), meaning to pick up litter while jogging. Erik ­Ahlström, the Swedish trail running enthusiast, is the man behind the initiative. He was shocked about how much litter there was when he moved to Stockholm a few years ago. Instead of just ­complaining about it, he launched “plogging” groups in several places and spread information on social media. Turnout was high. Many people were attracted to the idea of combining some­ thing useful with something fun. With your ­running clothes on, a bag ready to be filled with litter and the feeling of having done something positive for nature, ­plogging came about at just the right time.

The trend has now spread like wildfire across the world and, according to media reports,

­ logging groups have surfaced in countries such as p the United States, France and Canada.

“It’s time to embrace the Scandinavian trend for picking up litter while jogging,” wrote The Guard­ ian, for example.

With plogging, Erik hopes to change attitudes and behaviors. Among other things, he has ­arranged events in schools where students in the junior and intermediate levels plogged one ton of litter during a 45-minute sports lesson!

“The response was fantastic. It became like a trea­ sure hunt and the kids’ faces were gleaming with joy because they thought it was so much fun. Once you start plogging, it’s difficult to stop,” says Erik.

“You see trash that you wouldn’t have even ­noticed before. And it becomes like a positive ­addiction. You’ll take your bag every time you go out. In addition, it gives you a sense of meaning and context. P

3

SUCCESSFUL WAYS TO CREATE CHANGE 1 Commit yourself to what you believe in.

2 Take your pulse, trust your heart,

work hard – and make sure that luck is on your side!

3 Be stubborn! Ultimately, things will click if the product is right and affects a lot of people.

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“You see trash that you wouldn’t have even ­noticed before.

And it becomes like a positive ­addiction.”

PHOTO: PLOGGA.SE

NEW NORDIC ­INFLUENCERS

arctic surfers

Dedicated surfers of social media Surfers really are. A creative collective? Film ­directors? An Icelandic adventure tour opera­ tor? Maybe all of the above. Arctic Surfers was developed by two friends, Ingó Olsen and Elli Thor Magnusson. It came out of their own love for surfing and their desire to discover waves.

Now they are offering surfing, stand-up ­paddling and snowboarding trips in and around Iceland – not for everybody but rather for those yearning for adventure in a harsh ­environment. They are also running their own media production company, working both for themselves and for various commercial brands.

In a way, Arctic Surfers are typical for the ­community-based new era of younger genera­ tions.

“Our customers usually find us themselves.

Word is spread via social media, our website, TripAdvisor and by word of mouth,” says Ingó Olsen. “The people who come to us love to surf

and have heard about how great Iceland can be in that regard.”

Living in the challenging Icelandic climate means you have to find your own ways of doing things, explains Ingó Olsen.

“I work all year long, often seven days a week, but I love what I do and am so happy I get to share this with others. Part of our strength lies in our friends and partners that are located all over Iceland. We are always open for creative projects and collaborations. We try to follow our own path and do things with ­authenticity.” P

3

TIPS FOR HAVING FUN

PHOTO: ELLI THOR MAGNUSSON

FIRST, IT’S A bit difficult to grasp what Artic

1 Find what you are passionate about

and your work will feel more like play.

2 Work at something you love with people you trust.

3 Keep exploring!

“The people who come to us love to surf and have heard about how great Iceland can be in that regard.”

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PHOTO: VESA TYNI

“My driving force is to ­inspire people to go out into the ­nature that is right at their doorstep.”

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NEW NORDIC ­INFLUENCERS

eeva mäkinen

The photographer who found beauty at her doorstep THE FINNISH PHOTOGRAPHER Eeva Mäkinen has been to

60 countries – but she ultimately realized that her favorite place is a Finnish national park.

“I traveled around the world so much that I ran out of places to travel to. Still, I couldn’t get rid of my restlessness. The turn­ ing point came when I entered a one-year training program to ­become a wilderness guide in Finland and discovered all the changes and beauty of the ­nature around me. Knowing also that I can take care of ­myself in the wilderness gives me a spe­ cial kind of peace,” says Eeva.

“I no longer hesitate to take excursions that I only dreamed about ten years ago. Many people ask me whether I’m worried about wolves and bears, but animals in the wilderness recognize the scent of people far away and avoid them. Finland is perfect for nature lovers. No matter which way you Try to find your thing at home look, there is space and nature in – it’s easier to establish it there. that direction.”

Get to know your subject.

Eeva began doing photography for the first time in 2012 after hav­ Don’t worry so much about what ing purchased her first ­camera on others are doing. the Galapagos Islands. Since then, her poetic, emotional ­images of nature have reached a large audience and she now works fulltime as a photo­grapher and wilderness guide. Eeva believes that when people succeed in finding and appreciating the beauty and nature in their surroundings, it is an important way to ­restore respect for nature.

“My driving force is to ­inspire people to go out into the ­nature that is right at their doorstep. Browse other people’s ­Instagram photos and tips on what is ‘the best’. The best places are those you find yourself. You don’t need to travel around the world; stay at home and see the beauty that is there ­instead.”

“In the forest, you don’t need to think about horrible things; it’s conveniently removed from all news. I feel free and calm in the Nordic nature, and freedom is one of the most important things in life for me.” P

3

TIPS FOR THOSE WHO WANT TO TURN THEIR PASSION INTO THEIR JOB 1 2 3

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BRAND IN SPOTLIGHT

DARE TO BE DIFFERENT The ECCO Outsiders are stepping away from the mainstream, in the new collection that marks a turning point for ECCO Outdoor.

FITTING IN IS OVERRATED. That’s true in any e­ nvironment, but especially so in nature. It’s far better to be an outsider. Only when you find and travel your own path, when you think about and look at the world differently, and when you play by your own rules, will you be truly free. As an outsider, you have a wild spirit and a lust for ­adventure, which is why you’ll never conform and why you’ll always be at least one step ahead of ­everyone else. ECCO Outdoor believes that being an outsider – and daring to be different – is some­ thing to be proud of. By walking away from the mainstream, you’ll be at your most creative and independent; you’ll also feel more alive.

Each in their own way, every one of the ECCO Outdoor brand ambassadors, known as the ECCO Outsiders, stands apart from the norm (though you might say they also run apart from the norm, as well as swim, cycle, paddle-board and sculpt). As their stories demonstrate, why ­follow the crowd when you can instead pursue what truly ­interests and excites you about being in the great outdoors?

As a ‘stone balancer,’ Canadian artist Michael Grab arranges rocks to create spectacular sculp­ tures in natural, and sometimes remote, settings.

Gravity is the only force keeping those stones in place – no glue or nails are used – which makes

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the sculptures as precarious as they are beautiful.

They often don’t survive for long, but for however long they’re in place, Grab’s creations are a strik­ ing, otherworldly illustration of what it means to be an ECCO Outsider, to embrace being different.

To shine a light on the scourge of plastic pollu­ tion, Lizzie Carr also did something bold and ­unprecedented – the British adventurer, environ­ mentalist and blogger became the first woman (or man) to journey along the United Kingdom’s 643 km of connected waterways on a stand-up paddle-board.

Over time ECCO Outdoor will introduce even more brand ambassadors, each making their own tracks in the wild.

An outsider within the industry

A maverick, non-conformist spirit can be found within ECCO Outdoor, which creates shoes that are ‘Made for the Elements,’ as well as made for ­individuals with the confidence not to fall in line with the crowd. In many ways, ECCO Outdoor is an outsider within the industry – no other brand ­produces leathers in its own tanneries or makes its shoes in its own factories. And, by having an out­ sider’s perspective, ECCO Outdoor welcomes the new, the different and the unconventional, building a strong culture of experimentation and innovation.

That approach has created the products within the ‘ECCO Outsider Collection,’ fusing premium materials and innovative comfort to make foot­ wear that allows the adventurers to live such full, active lives and to feel even freer. Each of the products has a versatility that offers a broad range of ­applications. For all the freedom you will feel as you roam across the countryside in your ECCO Outdoor product, you’ll also want to wear your shoe or boot when you’re in an urban environ­ ment. You’ll be taking that wild style, spirit and performance to the city streets. P global.ecco.com

VINJETT

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BRAND IN SPOTLIGHT

BERGSHELL – A FABRIC ON A MISSION

When Fjällräven was looking for a new waterproof, durable and sustainable fabric for a selection of new backpacks, it came back empty handed. Not wanting to make compromises, Fjällräven decided to develop its own solution.

THE RESULT IS the Bergshell fabric. It’s waterproof

– up to 20,000 mm in fact – and thanks to a unique ripstop weave, it offers exceptional dura­ bility. What’s more, because it’s made from 100% recycled nylon and uses PFC-free impregnation, it boasts outstanding sustainability credentials as well. While this combination makes it truly origi­ nal, the greatest innovation is arguably its flat rip­ stop construction.

Conventional ripstop weave has an uneven sur­ face, with the “rip” threads taking the greatest abra­

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sion stress. This increases the risk of failure. Fjäll­ räven’s flat ripstop is different. As the name ­suggests, the weave is flat and has been air-textured at the base to offer exceptional abrasion resistance.

A nylon filament yarn ensures reliable tensile strength. The fabric is also fully balanced, meaning that whichever way you pull it, it’s equally strong.

To top it all off, although Bergshell is cutting­edge, the Fjällräven aesthetic has not been lost.

The fabric is soft but slightly textured, resulting in a tactile hand feel.

Keb 72 / 52

Used in new backpack models

Bergtagen 38

Fjällräven has used Bergshell to create a selection of backpacks, two of which are the Keb 52 and the Bergtagen 38. Both are completely new, but built on Fjällräven’s established expertise and ongoing mis­ sion of creating durable, comfortable backpacks.

Keb 52 is not much different from Fjällräven’s other trekking backpacks. The carrying system is a simplified version of Kajka’s, the brand’s award-winning full-size backpack, complete with an FSC-certified wooden frame.

The look is also clearly Fjällräven: fuss-free and streamlined. The differences, however, lie in the details. Keb 52 is created with long ski tours and challenging backcountry treks in mind. It has wellthought-out and strategically placed gear attach­ ment solution, including strong steel hooks and quick release functionality for carrying ice axes, skis or walking poles. All features are designed for gloved hands, so unzipping both small and large

c­ ompartments is just as quick in winter as it is in ­summer.

With Bergtagen 38 on the other hand, Fjällräven has elevated its product development to the next level, reflecting its promise to create a range of clothing and equipment to take you above the tree line. Fitting ­perfectly into its mountaineering collection, this new backpack is both straightforward and technical. ­Being highly adaptable, it has a removable FSC-certified wooden frame and a detachable top-lid and hip belt.

It boasts ice axe fixing points, daisy­-chain webbing for attaching gear and ski-carrying side straps. One nice touch, applicable to all backpacks using Bergshell, is its light-colored interior that makes finding your gear during a summit attempt considerably easier.

So, whether you want a lightweight daypack for a summit push or a more sturdy, roomy solution for multi-day backcountry traverses, this is the only pack you’ll need. fjallraven.se

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THE BRAND VOYAGE TO OUTDOOR In many European countries, the outdoor community is growing year by year. What steps should a brand that wants to tap into this segment take? What steps should be avoided?

We asked three leaders from Scandinavian brands that have been successful when entering the outdoor market.

BY: SARA PABORN & GABRIEL ARTHUR

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BRAND VOYAGE

Mads Hahnemann, ECCO

ECCO started out in 1963 as a familyowned shoemaking company with uncompromising quality and its own small factory in Denmark. Now, ECCO’s products are sold in 88 countries and the term “outdoor” gets 364 hits when searching their website. Mads Hahnemann, Strategy & Business Development Manager, tells us about the journey.

Why is the outdoor segment so attractive? “ It fits very well with our key values at ECCO. We feel that we stay true to our brand since we have a strong heritage of craftsmanship – as shoe and leather ­makers for more than 50 years with our own shoe ­factories and leather tanneries. Scandinavians are ­inspired by nature and outdoor life is very important, so it feels natural to us to work with products for the ­outdoors.”

What should a brand think about before starting such a process?

“The main thing is having a clear view on why you want to enter the segment, what you can bring to it as a brand, what you want to achieve – and to be consis­ tent. Probably the most critical thing is to have a fresh and new approach. If you only deliver the same stuff that the competition is already providing, the only thing that will distinguish you will be your price – a very narrow path. As an example, ECCO has decided to approach the outdoor market via innovation. We innovate to disrupt the status quo and to offer new opportunities for our consumers.”

Looking back, what have been your factors for success and what challenges have you faced?

“For the outdoor market, I would say that it’s ­important to be patient and to have a consistent ­approach. Also, to be very aware that when coming from other segments, you need to have a clear view of the differences in the target market you approach compared to the one you already know; there might be some challenges here. Otherwise, I believe that never compromising on materials and the guarantee of quality and comfort are the success factors for ECCO. These aspects are valued highly in the outdoor community.” P

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PHOTO: DESMOND SIMON

“BE PATIENT AND HAVE A CONSISTENT APPROACH”

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“YOU NEED TO BE HONEST OR THEY WILL FIND OUT” 36

SCAND IN AVIAN OUT DO OR NE W S

BRAND VOYAGE

Thule started as a family business in the southeast of Sweden in 1942. They conquered the world with their roof racks and a various carriers for cars. A few years ago, they got into strollers and bike trailers for active parents and backpacks for outdoor adventures. It’s been a successful journey into a growing market, says Thule’s CEO Magnus Welander.

Why is the outdoor segment so attractive?

“This is a sector where people are actually prepared to pay for quality products with better functionality and a longer life span. I think this interest is a side effect of many people working long hours, sitting still in front of a computer. We want to get out and move our ­bodies in our spare time! An average 50+ year-old ­person today in the Western world is more active than he or she was twenty years ago, and we are ­more ac­ tive in our later years. That opens up a new market.”

What should a brand think about before starting such a process?

“Be true to what you do! Being honest is important in whatever you do, but I think it’s even more important in this segment. Many outdoor consumers pay a lot of attention to research and tests. They want to know how the companies work with sustainability and ­production. You need to be honest or they will find out.

Don’t just deliver green-washing nonsense! Also: Be true to yourself. When you’re in charge of a company, you can kind of fall in love with yourself and your brand. It’s easy to start thinking you’re in a ­completely different league than what is actually the case. Try to see the truth, what is achievable for you and who your customers are, and be proud of the size you have.”

Looking back, what have been your factors for success and what challenges have you faced?

“Our success factor is the products themselves. ­Quality builds credibility and word of mouth. The challenges, but also the big fun, is keeping up with the ­expectations when it comes to sustainability and the environment. There’s an openness in this industry that I admire. Not to keep secrets from each other, but to help one another take responsibility, because there’s no time to waste. Even if not all brands take it as seriously as others.” P

SCANDI NAV I AN OUT DOOR NE W S

PHOTO: MATTHEW BRODEUR

Magnus Welander, Thule

37

“YOU NEED TO ­BEGIN LIVING THE OUTDOOR LIFE TO BE CREDIBLE” 38

SCAND IN AVIAN OUT DO OR NE W S

BRAND VOYAGE

Say “Morakniv” and most Swedes will grow nostalgic. Their knives with a red wooden grip have been used for generations, since the company was founded in 1891. Hunting knives and other niches were also established when Morakniv began to invest in the outdoor market just five years ago. Morakniv’s Marketing Manager Björn Åkerblom tells about their successful journey.

Why is the outdoor segment so attractive?

“Aside from being a growing consumer segment that is not so price-sensitive, outdoor enthusiasts are also very passionate. They discuss, share, network and travel. If as a brand you succeed in winning them over, you’ll gain wide circulation. When Morakniv ­began its out­ door investment in earnest around 2012, bushcraft and woodcraft was also becoming more and more popular.

We were already strong in these segments, so making the leap was not a major undertaking.”

What should a brand think about before starting such a process?

“The products come first. As a brand, you can’t start by going to an advertising firm and asking them to come up with a cool concept. In order to acquire the appreci­ ation of this very enthusiastic community, you need to have a product that meets their needs. What you’re of­ fering must be brilliant. Otherwise, there are always other alternatives. Then it’s a matter of building up credibility, and being aware that this takes time. Also remember that sustainability is an important issue with this target group.”

Looking back, what have been your factors for success and what challenges have you faced?

“When we set out, we believed that the knives we ­already had in our selection would be well-received.

They are high-quality knives that have been produced in Sweden for generations. It wasn’t until we first began seriously looking at our selection from an outdoor per­ spective, and developing new models, that we began to break through. It’s also important to begin “living” the outdoor life. To participate in events and associate with ambassadors and other partners that are already well-established in the outdoor community. For exam­ ple, a large group from our company hiked the Fjäll­ räven Classic to understand this group of people better.

And because it’s fun, of course!” P

SCANDI NAV I AN OUT DOOR NE W S

PHOTO: FRED OHLANDER

Björn Åkerblom, Morakniv

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BRANDS

brand presentations

An overview of the participating exhibitors in the Scandinavian Village.

A5-305 Aclima has targeted quality, textile innovation and a passion for outdoor activities for almost 80 years. The underwear specialist with its production still in Northern Europe, focuses on high quality merino wool products. aclima.no Sales: Lars Eivind Johansen, lars@aclima.no, +4797 161182 PR: Ole Magnus Halvorsen, ole. magnus@aclima.no, +4790 917869

A5-306 Alfa is a major contributor to the proud Norwegian outdoor traditions and their innovative product develop-ments 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: Stine Gullaker, stine@alfa.no, +4797 644902 PR:Pål Olimb, paal@alfa.no, +4791 752995

A5-402 Rooted in Denmark, ECCO is the only major shoe company in the world to own and operate every step of the shoemaking process. Unique to our industry, ECCO makes leather at own tanneries and produce shoes at own factories. ECCO Outdoor shoes are Made For The Elements. Every design is carefully considered to make sure you are ready for whatever you might encounter, whether you are out sightseeing, travelling, exploring or in the thick of nature. global.ecco.com Sales: Nikolai Rabæk Christensen, nrch@ecco.com, +4520 703610 PR: Janni Juhl Lauritzen, jlau@ ecco.com, +4523 730004

A5-200 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: Christian Wittig, Christian.

Wittig@fjallraven.se , +4676 1081677 PR: Philipp Kloeters, philipp. kloeters@fjallraven.de, +4917 24213164

FURTHER SOG MEMBERS EXHIBITING AT OUTDOOR (BUT NOT IN THE SCANDINAVIAN VILLAGE)

A5-302 Bergans of Norway is a leading provider and developer of outdoor equipment and technical clothing. They have a wide range of clothing for expeditions, outdoor, hunting, mountaineering, skiing and lifestyle. They also manufacture tents, sleeping mats, sleeping bags, backpacks and Ally folding canoes. Founded in 1908, Bergans has been driven by dedicated and passionate outdoor enthusiasts and played a major role in Norwegian outdoor life for more than a century. bergans.com Sales: Bart Meijers, bart.meijers@ bergans.no, +4732 252500 PR: Anders Nessem, anders.nessem@ bergans.no, +4790 696818

A5-301 In 1970, Helsport launched the world’s first tunnel tent, just one example of the innovative products from this family owned company. The brand focus is on high quality and lightweight mountaineering products. Helsport was started in 1951, in Trondheim, Norway and has since equipped hundreds of expeditions all over the world. helsport.no Sales: Jim BakerØd, jim@helsport.no, +4772 878300 PR: Johannes Hvidsten, johannes@helsport.no, + 4799 304074

A5-303 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 160 years of research and development with one goal in mind: to provide you with unbeatable comfort, quality and protection. devold.com Sales: Øystein Bomo, oystein. bomo@devold.no, +4792 052707 PR: Gro Elisabeth Naalsund, Gro. Naalsund@devold.no, +4793 026786

A5-404 For over 45 years, Hilleberg the Tentmaker has specialized in doing one thing – building the highest quality tents and shelters available.

Conceived and developed in northern Sweden, Hilleberg tents offer the ideal balance of low weight, extraordinary strength, and remarkable comfort. hilleberg.com Sales: Christian Benedikt, christian.benedikt@hilleberg.se, +4670 6102058 PR: Stuart Craig,stuart.craig@ hilleberg.com, +1425 8830101

READ ABOUT ALL 64 SOG MEMBERS AT:

scandinavianoutdoorgroup.com

Nordic Pocket Saw, FG-A9/1 Thule, A6-100 Icebug, A6-205

FIND AN OVERVIEW OVER THE SCANDINAVIAN VILLAGE ON THE BACK OF THIS MAGAZINE.

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BRANDS

A5-317 Hultafors is known for producing world class hand tools since 1883. At the forge at Hults Bruk in the Swedish Östergötland, Hultafors make outdoor axes for all purposes with a forging tradition that goes all the way back to 1697. Today, just like when it first started, the work is characterized by proud craftsmanship. Take care of your Hultafors axe and it will be a faithful companion for a lifetime. A statement that fits well with Hultafors brand promise; “To rely on”. hultaforsoutdoor.com Sales: Gerard Pegelow, gerard. pegelow@hultaforsgroup.com, +46765 555002 PR: Malin Arvidsson, malin. arvidsson@hultaforsgroup.com, +4633 7237528

A5-316 Say Morakniv to a Swede, and you can be sure that person has a childhood memory of fishing or making bark boats. The high quality knives have been manufactured in Mora, Sweden since 1891. Today, the skills of the local craftsmen are embodied in the family-owned factory, where high quality steel is turned into knives used and appreciated by outdoor lovers across the world. morakniv.se Sales: Tobias Eklund, tobias.eklund@ morakniv.se, +4676 7723810 PR: Debby Döss, debby.doss@ morakniv.se, +4625 0595000

A5-314 Drytech is 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 have developed their own freeze drying process, which is designed to keep as much of the natural taste, aroma, appearance and nutrition of the meal as possible. drytech.no Sales: Kyrre Jonassen, kyrre@drytech.no, +4794 843616 PR: Same as above

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A5-312 For many years, Kupilka outdoor products have received genuine popularity among hikers, hunters, campers, bush craft teachers, courtyard cooks and other friends of nature, with recyclable and natural properties. Kupilka products are made from Plasthill’s own biomaterial and the product range includes cups, plates, bowls, cutlery sets as well as innovative Kupilka knives. All Kupilka products are manufactured in Finland using EKOenergy. kupilka.fi

A5-403 Based in Sweden, Light My Fire specializes in outdoor accessories that are as practical in the city as they are in the wild. From making fires to eating meals – Light My Fire’s innovative products have been taken to heart by both backyard adventurers and backwoods survivalists all across the world. lightmyfire.com Sales: salesupport@lightmyfire. com, +4640 6601660 PR: press@lightmyfire.com, +4640 6601660

Sales: Laura Kaasinen, laura.kaasinen@plasthill.fi, +3585 03514348 PR: Krista Kaasinen, krista.kaasinen@plasthill.fi, +3585 03514328

A5-400 Norrøna is for everyone who loves sustainable, high quality, functional gear with a playful design. Their mission is to make great products their way for people with an active lifestyle through their design philosophy: Loaded Minimalism™. Inspired by the rugged Norwegian wilderness and driven by their passion for nature, they push the boundaries of product design with functional solutions to equip you with high-end, protective gear for your outdoor adventures. norrona.com Sales: Gaute Fonkalsrud, gaute.fonkalsrud@norrona.no PR: marketing@norrona.no

A5-401 Reima knows how to get kids out and about! Established in 1944, the Finnish brand offers premium functional children’s wear for active kids, tip-totoe and all year round, designed for sustainability. This year, the around 7 million Reima garments produced enable kids all over the world to move and play freely, in all conditions – always safely and in comfort. reima.com Sales: Matti Lehtovirta, matti.lehtovirta@reima.com PR: Riikamaria Paakkunainen, riika.paakkunainen@reima.com, +3585 03228293

SCAND IN AVIAN OUT DO OR NE W S

A2.108 Lundhags makes boots fit for kings – literally. The company is a Royal Warrant Holder to the Swedish royal family. Since 1932, the shoemaker in Järpen, Sweden, has made comfortable and durable boots for all kinds of outdoor pursuits. Today, Lundhags also sells clothing, backpacks and other outdoor equipment developed in the same tradition. lundhags.se Sales: Gina Lovén, g.loven@ swixsport.no, +4790 777759 PR: Caroline Karlström, caroline. karlstrom@lundhags.se, +4677 7774020

A5-308 Pinewood is a leading manufacturer of leisure products that combine high quality, great function, good fit and excellent design. Pinewood supplies hunting clothes, fishingwear and outdoor clothing for as well adults as children with minimal environmental impact. The clothes allow you to enjoy uninterrupted leisure activities regardless of the weather. The company is family owned and founded in 1996. pinewood.eu

A5-200 In 1892 F.W Lindqvist, from Stockholm, 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: Ola Passmark, ola.passmark@ pinewood.se, +4670 6906687 PR: Same as above

Sales: Elena Miroshkina, +4670 3446203 PR: Heidi Kreusel, +4916 095095262

A5-405 When choosing your outdoor equipment, it’s often a matter of protecting yourself from the elements. With innovative and technically advanced Nordic tipis, Tentipi takes you further and lets you embrace the elements.

Summer or winter, desert heat or polar cold - with a lot of space, a fire in the middle and unsurpassed ventilation properties, Tentipi offers a truly comfortable outdoor life pursuit – a home away from home. tentipi.com

A5-307 The Trangia stove can be called a Swedish classic. Over 50 years have passed since the first storm kitchen was produced. It has been refined and developed into more products, but the original, ingenious design is still the foundation of today‘s models. The company was founded in 1925, in the town of Trångsviken, with the Jämtland wilderness as the perfect testing environment. trangia.se

Sales: Patrik Rönnbo, patrik.j. ronnbo@tentipi.com, +4670 3330137 PR: Torsten Gabrielsson, torsten.gabrielsson@ tentipi.com, +4670 1088690

Sales: Magnus Rydell, magnus.rydell@ trangia.se , +46733 667242 PR: Same as above

BRANDS

A5-309 The Tufte brand was founded by Olaf Tufte, an Olympic champion and humble farmer from Vestfold, Norway.

With a mantra of “It’s always possible to get better” he started making super soft boxer briefs for the hard-working man. Tufte has come a long way since that, but the mantra remains the same. It drives all aspects of their work. Tufte aim to always deliver you the most comfortable clothes possible, produced in the most sustainable way they know. It’s hard work, but it feels good. And so do their clothes. tuftewear.no Sales: Per Øyvind Jacobsen, per@tuftewear.no, +4799 451414 PR: Same as above

A5-304 Viking is an outdoor footwear specialist from the world’s toughest test lab – Norway. The company, which started with galoshes and rubber boots in 1920, is now the leading supplier of outdoor footwear to the Nordic countries. The company sells more than two million pairs of boots, shoes and other footwear each year and is one of the biggest suppliers of GORE-TEX® footwear in Europe. vikingfootwear.com Sales: Helma Tobies, h.tobies@ vikingfootwear.com, +4917 18622142 PR: Flach Communication, info@flach-communication.de, +4980 221884000

A5-313 Walkstool is the only three-legged stool in the world with telescopic legs, patents and trademark protections.

It is light, compact and offers superior sitting comfort. Walkstool comes in six different models, all made in Sweden by Scandinavian Touch. All offer two sitting positions – high and low – with the strongest model able to support over 400 kilograms. walkstool.com Sales: Lars Andersson, lars@walkstool.com, +4670 7533010 PR: Same as above

A5-310 Wildo is driven by the belief that all people are entitled to more nature.

Deep forests, high mountains and open waters. Simply more outdoors.

Proven under Swedish conditions for decades, Wildo’s campware is made to be trusted. Anywhere and everywhere. All of the products are made with carefully selected and BPA-free materials. Wildo – functional, durable and lightweight. wildo.se Sales: Erik Andersson, erik@wildo.se, +4670 5116278 PR: LenaMarie Johannisson, lenamarie@wildo.se, +4673 3565551

FOLLOW US A5-307 Woolpower is a living proof that a clothing company can provide reasonable salaries, safe employment and a working environment that people enjoy. Ever since their factory opened in Östersund, Sweden, in 1969, all the garments have been sewn there. They manufacture thermal undergarments in mulesing free merino wool. woolpower.se

A5-315 TECHNOLOGY BRAND MEMBER Polygiene® Permanent Odor Control Technology is a world-leading technology for odor control. The company is recognized as the 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 Sales: Christian Stjärnered, christian@ through its products. More than 100 global premium brands have chosen woolpower.se, +4673 7227843 to use Polygiene in their products.

PR: Pål Dufva, pal@woolpower.se, polygiene.com +4673 0330771 Sales: Haymo Strubel, hs@polygiene.com PR: Niklas Brosnan, nb@polygiene.com

Facebook facebook.com/ scandinavianoutdoors Instagram instagram.com/ scandinavianoutdoors LinkedIn Scandinavian Outdoor Group SCANDINAVIAN OUTDOOR GROUP or SOG, is a group of 64 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

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SCANDI NAV I AN OUT DOOR NE W S

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SCAND IN AVIAN OUT DO OR NE W S

THE HERITAGE OF SCANDINAVIA

Welcome to the

INNOVATION AND PASSION WITH

MONDAY 17.00 Plogga and be a hero! Join our pick ‘n jog activity and end off with a beer in the bar.

MONDAY 12.00 Scandinavian Outdoor Group press conference.

HALL A5

Welcome to the Village and Happy Hour at the Scandinavian Bar.

SUNDAY–TUESDAY 17.00–18.00

SUNDAY 16.30 Scandinavian Outdoor Award (SOA) prize ceremony in the Scandinavian Bar Lounge.

SUNDAY – WEDNESDAY Scandinavian Outdoor Award (SOA).

View the newest innovations from Scandinavian brands on display in the Scandinavian Bar Lounge.

Highlights in the Village at OutDoor 17-20 June