Scandinavian Outdoor News 2019 No.1 OR (USA) Version

SCANDINAVIAN

OUTDOOR NEWS Issue #1 2019 from Scandinavian Outdoor Group – the top Nordic outdoor companies

expert brands

Welcome to the Scandinavian Village

Nordic Ski ­Touring

Scandinavians love the solitude

Global Reach, Local Roots

The brands that stayed at home

The Perfect Match Outdoor meets fashion

Plus: Everything you need to know for Outdoor Retailer 2019

www.sasta.fi

50 YEARS OF EXPERIENCE Based in one of the last true wilderness areas in Northern Europe, Nurmes – Sasta has over 50 years of heritage in providing the highest quality outdoor apparel for some of the most demanding wilderness conditions. Dark and dense forests, fells and dark blue lakes open practically from the doorsteps of our head office, providing the ultimate testing laboratory for our products.

The Sasta brand originates in 1969 when Urpo Saastamoinen, an avid outdoorsman and hunter could not find suitable clothing for the

harsh conditions of Northern Karelia and decided to create a woolen frieze-suit for himself. The suit immediately caught the attention of Urpo’s fellow outdoorsmen - the suit that provided unique functionality, was something unheard of at the time. Still today functionality is one of the core elements in the development of new garments at Sasta. Sasta is still run by the Saastamoinen family, continuing to develop world-class garments that combine modern technology with traditions and craftmanship that come with 50 years of experience.

reima.com

Joy of movement T H E L E A D I N G P RE M I U M P E RFO RM A N C E W E A R B R A N D D E D I CAT E D TO ACT I V E K I DS . F RO M F I N L A N D S I N C E 194 4.

EDITORIAL & CONTENTS

PHOTO: SOFIA KARLSTRÖM

A TASTE OF ­SCANDINAVIA DEAR READERS! The magazine you are

holding in your hands comes from us within the Scandinavian Outdoor Group (SOG) – a network that brings together the leading outdoor brands from the ­Nordic countries. The magazine has been in exis­ tence since 2010 – now we are launching it in the United States as well. It is our aspira­ tion and desire that you will learn more about the Scandinavian outdoors, apparel and gear.

Here, you can also read about several of our member c­ ompanies.

Within SOG there are approximately seventy brands that have joined forces with regard to sales, marketing, sustainability and more. In addition, we have a lot of fun together and learn a lot from each other.

Ten of our members will be gathering at the Scandinavian Village at the Outdoor Retailer Snow Show. In addition to getting to know some of the best brands from Sweden, Norway, Denmark and Finland, you absolutely must experience a traditional Scan­ dinavian “fika” with us. The Swedish word roughly translates as “coffee break,” however, the concept covers so much more. Come and try it out!

Välkommen! Velkommen! Tervetuola!

Sara Wänseth, General Secretary of SOG

contents

15 16 26 34 47

Meet the expert

Frank Wacker on the need of testing outdoor products – outdoors.

Nordic ski touring

This is SOG SCANDINAVIAN OUTDOOR GROUP

was founded in 2000 and currently has 67 member companies representing the Nordic countries. Our aim is to strengthen the image and profits of member brands on an international level through cooperation and joint projects. We believe that by working together, 1 + 1 can equal 3. scandinavianoutdoorgroup.com

SOG board of directors David Ekelund (Icebug) Chair and Member of the SOG working committee Staffan Rönn Member of SOG working committee Andreas Holm (Thule) Christiane Dolva (Fjällräven) Matti Lehtovirta (Reima) Caroline Karlström (Lundhags) Andreas Håkansson (Hestra)

Welcome, Per! Per Jonsson Öhlin is our new Project Manager for the Scandinavian Villages at the trade shows. He recently joined us at our headquarters in Åre, Sweden, after working as a marketing manager for two Swedish ski resorts in Lapland and after having worked in various positions at Haglöfs before that.

With his many years of experience, his creativity and his passion for skiing and the great outdoors, we are very happy to welcome Per to the SOG team!

Do as the samis, ski alone in the valleys.

Global reach, local roots

Many Scandinavian brands choose to stay at home. Here's why.

The perfect match

Outdoor + fashion works in a new, expanding market.

Brand presentations

Meet us in the Scandinavian Village.

Imprint: This magazine is produced for SOG

by Norr Agency, norragency.com

Follow us on: FACEBOOK

facebook.com/scandinavianoutdoors INSTAGRAM

instagram.com/scandinavianoutdoors LINKEDIN

Scandinavian Outdoor Group

Editorial team: Gabriel Arthur, Mats Nyman, Anders Falkirk, Sara Wänseth, Sofia Karlström Art Directors: Karin Nyman, Katja Gustafsson Cover photo: Erik Olsson for Lundhags

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NEWS FROM THE NORTH

HOUSE of POWER OVER THE PAST few decades, Norway has

RENDERING: SNØHETTA

become a country where ‘wow architecture’ has really taken on a new shape.

And now a new creation is in the works that is causing a commotion. It is Svart – the new hotel located at the foot of the large Svartisen glacier in northern Norway.

However, it is not only because the hotel is circular with 360° views and looks like it hovers suspended over the water, but also because of the technology inside.

The building is a so-called “powerhouse,” which produces more energy than it uses.

The hotel will consume 85% less energy than a typical modern hotel according to the architectural firm, Snøhetta, which conceived and designed the building.

Svart is located below the Svartisen-glacier, just north of the city Mo i Rana.

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listed the 50 greatest wildlife holidays on Earth, “Large Mammals, Sweden” took first place. The tour is organized by Wild Sweden. The distinction was motivated by the fact that several of Europe’s large mammals, since long extinct on the British Isles, are still found in Sweden.

AS

WHEN THE BRITISH newspaper The Telegraph,

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THE ADVENTURE TRAVEL TRADE ASSOCIATION (ATTA) will host the annual Adventure Travel World Summit (ATWS) in Gothenburg. ATWS is a global gathering for tour o ­ perators, adventure travel writers and influencers, tourism boards and industry partners.

Dates: September 16–19, 2019.

: H Å K A N VA

WILD QUALITIES

TO

SUMMIT IN GOTHENBURG

We love making gloves.

But we prefer to sell linings.

hestragloves.com

NEWS FROM THE NORTH

Tiveden, south Sweden.

Trekking with Tomas Tomas Bergenfeldt is one of the pioneers of ecological and sustainable travel in Sweden. Now he has launched National­ parksresor (National Park Trips). Its aim is to get people who are not used to being out in nature to come visit one of Sweden’s 30 national parks.

So why does this happen now?

“Interest in hiking has been increasing and the ­climate debate has made it more relevant to avoid air ­travel and not vacation abroad as often. As such, ­discovering your own country more, and our ­national parks, fits well.”

What national parks have you chosen and why?

“We will be organizing trips to many of the ­national parks,

RECORD NUMBERS THE SIXTH ANNUAL European Outdoor Summit (EOS) pulled in its highest numbers to date, with 305 delegates registered for the two-day summit, which took place in Malmö, Sweden.

The summit brought together CEOs, directors and senior managers from the biggest names and brands within the outdoor industry from across Europe and beyond. The theme for the EOS in Malmö was “The Outdoor Industry – A Progressive Business Sector,” with digitalization as a key focus.

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except perhaps the most inaccessible. We began with those that were easiest to reach from Stockholm by charter bus and that were difficult to reach without owning your own car. For example, Tiveden, Norra Kvill, Fulufjället, Hamra, Blå jungfrun and Sonfjället.”

You have received support from the WWF. How come?

“In the ’90s, I was managing one of Scandinavia’s leading adventure travel tour operators, called ­Äventyrsresor, which collaborated with the WWF back then. But WWF later decided that trips that entailed flights should not be supported by the organization in any way.”

“Now that we are able to offer climate-smart trips within Sweden, they thought it was time to get involved in the travel sector again.”

The Swedish plogging ­pioneer Erik Ahlström shares his vision with the EOS audience.

PHOTO: FREDRIK WILDE /LST

PHOTO: MIKAEL SVENSSON/JOHNÉR

Staloloukta, Swedish Lapland.

ART NO 30570 AND 34070.

Do you buy new shoes when your socks are worn out? Of course you don’t.

That’s why most of our gloves come with removable linings. When the lining is worn out, replace it. And when it’s dirty, wash it. So even if we love making gloves, we prefer to sell linings. Simple as that.

hestragloves.com

Go safe

Hero GTX - With a sleek design, the highest warmth and 360-degree reflectivity, Hero is the ultimate kids boot for safe and comfortable feet during the dark winter months.

Go anywhere

AT THE TRADE SHOW

HIGHLIGHTS IN THE VILLAGE The Scandinavian Village is becoming a natural meeting point at the Outdoor Retailer Snow Show in Denver. The number of represented brands is growing – and so is our bar lounge! In addition to the innovative brands, great people, good food and delicious drinks, you shouldn’t miss this: EVERY DAY ALL DAY Travel to Scandinavia with our ­virtual reality glasses.

ALL DAY Exhibition of highlighted ­products from SOG members.

3:00 p.m. Have a “fika” – the much-loved Scandinavian coffee break.

WEDNESDAY 4:00 p.m. Happy Hour at ECCO. Buy a limited edition of Dyneema Leather tote bag.

4:30 p.m. “What to find in a mountain guides backpack” by Jimmy Odén, Elevenate.

THURSDAY 4:00 p.m. Happy Hour at ECCO. Buy a limited edition of Dyneema Leather tote bag.

5:00 p.m. Happy Hour at the Scandinavian Bar with live band The Copper Children.

The Scandinavian Village is located on the upper exhibit level at the Outdoor Retailer Snow Show 2019 (booth 39043-UL).

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The Esleds are used for safaris from Rovaniemi in nothern Finland.

SILENT SAFARIS IT’S NOT COMPLETELY silent. The drive track, engine and skis on the snowmobile all produce various sounds, but compared to gas-powered snowmobiles, the journey through the Arctic wilderness and the cold borders on total silence.

This snowmobile, called the Esled, is considered the world’s first electric snowmobile in serial production. They were manufactured for Aurora Emotion, which organizes safaris from Rovaniemi in northern Finland. Its range is 50 km and the advantage is obvious: It doesn’t emit any carbon dioxide and, with a quiet journey, you get closer to nature.

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HURTIGRUTEN IS INVESTING in the environment and is launching two new hybrid-powered ships in 2019 and 2020. The ships, called the MS Roald Amundsen and the MS Fridtjof Nansen, will be used for new cruises to Antarctica, Iceland, Greenland and a new expedition route to Alaska, which is being introduced in 2020.

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NORWEGIAN ECO-TWINS

THAT'S HOW MANY new members

Scandinavian Outdoor Group got last year. The latest additions are Elevenate, Heat Experience, Hurtta, Sasta, Sjö & Hav and We Are SpinDye. The total amount is now 67 member companies.

“It's a positive trend. And although the SOG members often are competitors, they truly help and empower each other. The combination of ‘outdoor’ and ‘Scandinavia’ is incredibly strong in the international market,” says Sara Wänseth, General Secretary of SOG. Read about the SOG member brands exhibiting in the Scandinavian Village on page 47.

PHOTO: AURORA EMOTION

NEWS FROM THE NORTH

EXPERT

Frank Wacker Profession: Editor for the “test and technology” section of Germany’s Outdoor Magazin and jury president of the Scandi­ navian Outdoor Award.

Age: 47.

Based in: Stuttgart.

Passionate about: Nature and spending time outside, technology, eating natural, non-processed food and baking with grains I have ground myself.

Frank, you are the president of the jury of the Scandinavian Outdoor Award and have been testing outdoor products for 25 years. What do you base your analysis on?

“The comparison of products based on the com­bination of outdoor use and – if possible – prac­tical laboratory tests are what has been most ­ effective for me. Many common labtests do not ­really tell what is working out hiking, backpack­ ing or camping so we have developed our own test methods based on real conditions outside and the way the human body interacts with gear.”

How do you evaluate today’s market in general?

“The range of outdoor products has grown ­enor­mously and many things are interchange­ able. Brands that focus on their roots and have not set overambitious growth ­targets and brands that communicate their m ­ essage in a way that is ­re­ceived well by c­ onsumers are doing well.

Labels that don't do these things are having a hard time.”

In your view, what factors do Scandinavian products have in common?

“You can tell that many Scandinavian products are developed by people who are out in the field and that they are based on the principle of ­‘func­tion first’. Sustainability has also played a major role in recent years.”

What are you expecting from future product launches, especially from Scandinavian brands?

“I’m hoping to see more sustainable equipment and products that are consistently developed with a focus on high-quality and that have their own ‘DNA’. Of course, sustainability can be de­ fined in different ways: For ­example, very durable items that rely on timeless designs and colors.

When it comes to color trends, products should be easily recyclable so that new things can be made out of them if people do not want them anymore.” ”In general, Scandinavian brands are ­pioneers, ­especially in terms of sustainability.” P

PHOTO: BENJAMIN HAHN/DRAKE IMAGES

“ Products should be tested outdoors”

BEST CHOICE OF SCANDINAVIA

OUTDOOR ABC: NORDIC SKI TOURING In today’s global and digitized world, there are still amazing outdoor activities that not everyone is aware of. Nordic ski touring is one such gem – a sport that is largely unknown outside Scandinavia.

IT’S ACTUALLY QUITE easy to explain Nordic ski

touring. It was how the Sami traveled in the Scandinavian mountains during wintertime – even before the pyramids of Egypt were built.

In the early 1900s, the Sami got some com­ pany in the winter mountains from nature-­ loving city-dwellers. Although it originated as a means of transportation, skis were also some­ thing that were used for fun. A network of sim­ ple overnight huts each placed at a distance of a day’s journey apart was built in Norway, Sweden and Finland – and they still exist today.

Unlike ski touring in the Alps, where you cross a mountain pass using ski skins, Scandinavians prefer to move horizontally through the long mountain valleys. In Sweden, a vast network of

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winter trails are marked with wooden posts with red crosses on them, while Norwegian skiers prefer to find their own paths.

Even though the technical solutions have im­ proved over the years, a touring skier from the early 1950s would still recognize today’s equip­ ment. Leather ski boots or lightweight plastic Telemark ski boots, bindings with a loose heel, skis with steel edges and a backpack with every­ thing you’ll need for the journey.

When downhill skiing and ski resorts explo­ded in popularity in Scandinavia in the 1970s, the in­ terest in traditional ski touring decreased. How­ ever, in recent years, more and more people are becoming interested in Nordic ski touring and many people are calling it “the new hiking.” P

BEST CHOICE OF SCANDINAVIA

Nordic ski touring is the ­traditional way to travel on snow in Scandinavia. The world’s oldest ­preserved ski, the Kalvträsk ski, is 5,200 years old. It was found in 1924 in a marsh outside ­Skellefteå in northern ­Sweden and is currently located in a museum there.

PHOTO: ERIK OLSSON FOR LUNDHAGS

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BRAND IN SPOTLIGHT

ECCO Outdoor keeps on innovating with FLUIDFORM™ and PHORENE™.

innovation that never stops Standing still is never a consideration. Just like the explorers, ­ trail-hikers and other outdoor enthusiasts who wear their boots and sneakers in the wild and the city, the Danish brand has an endless curiosity and an adventurous spirit.

SUCH AN INNOVATIVE outlook means the research and development team is always looking to refine one of its pioneering technologies, which powers the ECCO Outdoor collection. More than 30 years after it was created, ECCO FLUIDFORM™ Direct Comfort Technology is state of the art; walk in any boot or sneaker with FLUIDFORM and you'll feel as though you’re stepping into the future.

The FLUIDFORM technology found in the sig­ nature ECCO Outdoor collection not only offers comfort that balances cushioning and rebound, but it also provides outstanding support for the feet.

Such groundbreaking direct-injection techno­logy also creates an integral, durable bond between the sole and the upper without the compromises ­associated with stitching and gluing. With no glue being used in assembling the components, FLUID­ FORM enables ECCO Outdoor to make boots and shoes in a more sustainable way.

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Soft yet shock-absorbent

In a significant breakthrough for FLUIDFORM, ECCO has developed and engineered its highly in­ novative PHORENE™, which is the softest and most shock-absorbent polyurethane material the brand has ever used. This radical material is also ultra-­ light, delivering innovative comfort, improved torque and lightweight dynamic power.

Even when the temperature falls as low as ­-40°C, ECCO PHORENE retains its properties, so it is still just as sumptuously soft, shock-absorbent and pli­ able, and offers the same step-in comfort as in milder conditions. No wonder ECCO Outdoor, with its products “made for the e­ lements,” has expanded its PHORENE range for Autumn/Winter 2019. Put on the street-style ECCO EXOSTRIKE boots, the ECCO UKIUK 2.0 women’s winter boots, or the ­everyday premium sneaker ECCO BIOM 2GO, and you’ll be looking to explore. P

Shake off those bad-weather blues.

Our weatherproof dog apparel is expressly made to stand up to all weather conditions so dogs can spend more quality time outdoors. Our products provide vital weather protection, true functionality, the best fit, exceptional comfort and reliability.

In doing so, we support all of the outdoor activities that dogs love, and every journey that dogs and their owners take together.

Visit us in The OR Scandinavian Village Booth 42037-UL

Tame the great outdoors. hurtta.com hurttaamerica.com

GEAR GUIDE

nordic highlights to look out for this winter

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A NATURAL CHOICE

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A PERFECT FIT FOR COLD DAYS

ACLIMA IS LAUNCHING a new 100% Merino Fleece Wool hoodie for those crisp, cold winter days. This comfortable lightweight garment is soft and extremely warm with a brushed interior for ­extra-long woolen fibers and insulation. Made from renewable re­ sources, biodegrad­ able and a fabric without polyester and microplastics, making it a natural choice. aclima.com

SURVIVAL NEVER LOOKED THIS GOOD

FINNISH DESIGN, ­SUSTAINABILITY and survival are combined in the Kupilka FireSteel 8. It ­creates big sparks up to 3000˚C for easy fire making, and its secure handle can be used even with gloves on. Steel for the striker is a by-­product of the metal industry, wood-based cellulose fibers are joined with thermoplastic materials to form the handle, and the cord comes from ethically produced reindeer leather. This essential tool is a must for every outdoor ­adventurer! kupilka.fi

ULVANG TRAINING SERIES is designed for high

intensity training in colder weather. A blend of 95% merino wool and 5% Lycra makes the per­ fect combination of warmth, breathability and ­mobility, combined with strategically placed mesh panels. A zip pocket in the back secures your keys or other small essentials. ulvang.no

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NICE TO EAT FROM, PACKS UP NEATLY

SWEDISH COMPANY Light My Fire wants to

make it easier for families and friends to dis­ cover that life is tastier outdoors. The Eat'n DrinkKit BIO™ for 4 people is a complete stackable set c­ onsisting of four plates, four sporks, four Pack-up Cups and a strap.

Each piece stacks and packs up neatly and securely. The plates stack inside each other, with the fourth plate acting as a lid. The sporks fit into the plates, and the strap holds the stack firmly in place. The Pack-up Cups stack together or can be collapsed according to space ­requirements. And last but not least: The Eat'n DrinkKit is manufactured from bio­plastics made from corn and sugarcane. lightmyfire.com lightmyfire.com/lets-talk-material

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FLEXIBLE AND COMFORTABLE

THE NEW ACLIMA FlexWool Anorak is made of merino wool, it offers both great flexibility and comfort. The wind stop panels together with Aclima's new ­Flex­Wool construction provide the p ­ erfect combi­nation for hiking, running and ­everyday use. Adjustable hood, zip and front ­pockets, with the unique breath­ ability of m ­ erino wool make this a new favorite in Aclima's outdoor c­ ollection. aclima.com

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GEAR GUIDE

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URBAN DAYPACK conditions. The classic and ­stylish construction is paired with a smart and practical ­design. Its compact polyurethane material protects against light, rain and water, while the reinforced ­bottom guards against moisture and wear. The bag also features an inner lining made from 100% recycled polyes­ ter. tretorn.com

SWEDISH COMPANY TRETORN

presents a new urban and func­ tional bag collection. This new category is a result of the compa­ ny's long heritage of making functional products for everyday adventures dating back to 1891.

The Wings Daypack is designed for an active urban lifestyle, per­ fect for quickly changing weather

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TOUGH ENOUGH

SASTA’S ROIHU-JACKET w ­ as

­ eveloped in cooperation with d local outdoor professionals for the harsh conditions of North­ ern Karelia, Finland. This cold weather outdoor jacket com­ bines unique technical details with the natural performance of recycled wool. The combina­ tion of traditional materials,

craftmanship and modern ­design provide something very unique in the market. Sarka wool also happens to be the ­material where the story of Sasta started from – some 50-years ago in one of the last true wilderness areas of North­ ern ­Europe. sasta.com

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LIMITLESS ADAPTABILITY

FJÄLLRÄVEN’S NEW SINGI 48 backpack takes adaptability and versatility one step further. It has a robust carrying system, built around Fjällräven’s award-winning wooden frame (FSC-certified birch), that can be adjusted to fit your back per­ fectly. The main material is G-1000 HeavyDuty Eco S, with waterproof 500D Nylon at the bottom. It provides ample stor­ age and compelling features

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from the get-go, but is easily personalized to fit just about any outdoor activity – wether trek­ king, fishing, hunting or bush­ craft. The multiple attachment loops along the front, sides and top lid make it remarkably versa­ tile ­together with the Singi Side Pocket and Singi Gear Holder accessories. Overall, it’s a com­ fortable and functional backpack that lasts year after year. fjallraven.com

FERAL SWEATER IN 100% NORWEGIAN WOOL Norway’s very traditional Old Norse sheep have been grazing in the coastal landscape on the west coast of Norway ever since the ice retreated 6000 years ago.

The wool is super strong and coarse and will even protect against wind and rain.

This is a sweater that will keep you warm on the coldest days. The wool is not colored so each sweater will have a unique look.

BRAND IN SPOTLIGHT

80 years old and looking ahead With 80 years of experience in wool production, Aclima is now looking towards developing the company for future generations.

THE STORY OF Aclima begins in 1939 – with

­ pcycling, even though the term was not known u back then. Nineteen-year-old Eivind Johansen needed a means of sustenance, so he bought a print­ ing press and a sewing machine and began manu­ facturing felt shoe inserts from wool. Some of the raw materials used came from the conveyor belts used by the nearby pulp mills along the Drammen River in Norway that had reached the end of their lifespan. The company grew after World War II once the first sewing machine was purchased and the production of outdoor clothing took off.

Today, Aclima is still run by Johansen’s family, and its headquarters remain located in Krøderen – the birthplace of its founder. The location, next door to nature close to Norefjell with cross-country trails and ski slopes, provides perfect conditions for test­ ing products right outside the door. It’s a good place to start when one of the principles that Aclima was founded on was that its products should perform well outdoors – regardless of the temperature.

Tested by true adventurers

Today, Aclima’s signature product is the merino base layer for all types of outdoor activities. They manu­ facture clothes that will perform in all situations – from cold Arctic expeditions and mountain climb­ ing up the world’s tallest peaks to more everyday ­adventures out in the forest and countryside.

Aclima’s own product ambassadors make sure that the products are tested in extreme situations and locations. One of them is the Norwegian adven­ turer Svante Strand, who has been guiding tours to Svalbard, Greenland, both Poles and several of the world’s highest peaks over the past ten years. An­ other is mountain climber Vibeke Sefland, who has climbed the “7 Summits,” has led a number of expe­ ditions in the Himalayas and has worked a lot with

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relief efforts in conflict-affected areas such as Af­ ghanistan, Sudan and Uganda.

The Swedish survival expert Johan Skullman calls himself an ”outdooroholic”. He's a former military man, now working and living the outdoor lifestyle as a survival instructor and a consultant on product developement and testing for Aclima and several other outdoor brands.

A solid environmental commitment

The merino wool in Aclima’s base layers comes from farms in New Zealand as well as Tasmania off the coast of Australia. All wool used is traceable through the entire chain – from the shearing to the finished product, and Aclima works closely with its coopera­ tion partners to adhere to the strictest requirements for good animal welfare as well as manufacturing with as little environmental impact as possible.

The clothes are sewn in its own factory in Estonia with 60 employees, which is celebrating 20th anni­ versary this year. But caring for the environment does not end there; rather it is part of everything that the company does – from the certified paper in the packaging to working towards minimizing the use of plastics and the goal of reusing as much waste material from the manufacturing process as possible.

Today, Aclima is a leading manufacturer of wool base layers, with its roots deeply embedded in Nor­ dic outdoor life and with unique experiences from having operated the company for three generations.

Now, the company is looking ahead so that future generations can experience nature and have an ac­ tive outdoor life. Its environmental commitment in­ volves ongoing improvement efforts both with re­ gard to sustainability in today’s production as well as in future product development. Everything to get more people to want to be out in nature – preferably while wearing wool base layers. P

Aclima's Rita Johansen visiting a sheep farm in New Zealand.

PHOTOS: ACLIMA. SVANTE STRAND PHOTO: SINDRE KINNEROD

Founder Eivind ­Johansen operating a knitting machine.

The merino wool in Aclima’s base layers comes from farms in New Zealand and Tasmania.

Adventurer Svante Strand, one of Aclima’s product ambassadors.

Icebug has the perfect test lab just around the corner – here with the ultrarunner and Icebug ambassador Markus Torgeby in full speed.

PHOTO: GUILLEM CASANOVA

LOCAL HEROES

A NATURAL

HERITAGE Many of the Scandinavian Outdoor companies have their roots in the countryside with nature right around the corner serving as inspiration and a test environment. SOG invited an international group and went on a road trip to visit companies in the small towns to the east of Gothenburg.

BY MATS NYMAN PHOTO SOG

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he rain is hitting against the windshield and the wind is pulling at the flags as we roll out of Volvo’s factory grounds in Torslanda, Gothenburg. The storm Knud is headed in our direction, but we are traveling in­ land and keeping our fingers crossed that it won’t be following us.

If you’re going to go on a road trip in Sweden, traveling in a Volvo is still the most Swedish way to do it. Even though the Chinese company Geely is currently the majority shareholder, its Swedish

heritage is important to the car giant. “Made by Sweden,” as Volvo itself says in its marketing.

And their local roots are something they have in common with the outdoor companies we are headed to. For the most part, they have stayed in the same places where they were founded. These are companies like Thule in Hillerstorp, Seger in Röshult and Ivanhoe in Gällstad.

Inside the borrowed Volvo cars are invited guests from selected outdoor retailers, bloggers, and journalists. We come from Sweden, Scotland,

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LOCAL HEROES

Switzerland, Estonia, Poland, the Netherlands, and the United States.

As afternoon approaches, we reach our first des­ tination – the Gnosjö region in Småland. There have been a lot of theses and reports written about the so-called “Gnosjö spirit,” which gave rise to over 70 industrial companies that have more than 50 employees.

This is also the location of the Isaberg Moun­ tain Resort and the small community of Hestra, where we borrow mountain bikes and set off in the terrain.

The mountain is actually more of a high hill, but still counted as the birthplace of Swedish downhill skiing along with Åre in Jämtland. And ever since downhill skiing came through here in the 1930s, the Hestra company has been manufac­ turing gloves.

“We want to be involved in developing standards and legal requirements throughout the world. A substandard rooftop cargo carrier, ­regardless of which company manufactured it, risks reducing trust in the entire industry.”

Eric Gustavsson, Thule

Nowadays, it produces over 2 million pairs of gloves a year with sales throughout the world. But its headquarters, with approximately 50 employ­ ees, is still located here and still employs the third and fourth generation of Magnussons.

The evening’s dinner is enjoyed outdoors around a long table with a campfire beside us. The Wildo company, which produces drinking vessels, lunch boxes and other things for enjoying meals in na­ ture, is in place and is responsible for setting the table and grilling.

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Rooftop cargo carriers and a coffee break

Back in 1942 in nearby Hillerstorp – a town with around 1,700 inhabitants – Thule was founded by the designer and open-air enthusiast Erik Thulin.

Its product range includes roof racks and other car accessories, backpacks, bags and baby carriages.

The company has operations around the world, but its home in Hillerstorp is still important. Here, 260 people are employed in manufacturing, devel­ opment and testing.

“We were founded in Hillerstorp back in 1942.

Our local roots in both the neighborhood and the history here, together with the incredibly high level of expertise that our staff there have built up over a long period of time, as well as the great ­opportunities to grow and recruit good staff have together made it easy for the Thule Group to ­decide to continue investing in Hillerstorp as our largest development center and production site in the world for our advanced roof rack systems,” ­explains Thule CEO Magnus Welander.

After a tour of the factory and a classic Swedish coffee break, Thule’s test manager, Eric Gustavs­ son, takes us on a tour through the company’s global test center.

One of the test rigs simulates a drive on bad roads, and racks and rooftop cargo carriers show us what they can do.

“We want to be involved in developing stan­ dards and legal requirements throughout the world. A substandard rooftop cargo carrier, ­regardless of which company manufactured it, risks reducing trust in the entire industry,” says Eric Gustavsson.

“If we can help raise the bar, then both we and our customers benefit.”

After the tour at Thule, it is time to travel fur­ ther north through the forests of Småland towards the neighboring landscape of Västergötland. Our destination is the Seger factory in the little town of Röshult.

The company is part of the New Wave Group, but it is still a family business with the founder’s son, Per Segerqvist, serving as CEO. Design man­ ager Susanne Segerqvist and sales manager Fredrik Porat welcome us to their home and set the table for the 11 o’clock coffee break.

They tell us about the company’s history and its strong focus on the environment over the past few years. Since 2017, 100% of the factory’s electricity consumption comes from wind power and the

Icebug strives to make future ­footwear easier to recycle.

PHOTO: PATRIK SVEDBERG

Gustav Segerqvist, the founder of Seger, a brand that has s­ upported many athletes (left).

For the outdoor companies of western Sweden the woods are never far away.

Pattern design at Ivanhoe in Gällstad.

Caring for the local heritage – one “fika” at a time.

LOCAL HEROES

search for new, more environmentally-friendly materials is continuously ongoing.

They are at the forefront with respect to mod­ ern technology, such as compression socks for sports, and they have invested in their own testing equipment.

“For us to be able to test the compression on site gives a major advantage because it becomes easier to perform controls during production and thus maintain a higher and more consistent qual­ ity,” says Susanne Segerqvist.

Quality control is also one of the reasons why the company chose to stay in Röshult when many of their competitors moved their production to Asia.

was founded in Gothenburg by Eliza Törnkvist and her son David Ekelund relatively recently in 2001.

They wanted to create conditions for people to move around all year and became quickly known for their steel-studded shoes. Today, people are also relying on shoes without studs, but good grip still remains the focus.

Icebug has its headquarters in old beautiful fac­

Patterns and studs

We continue on, but we barely have time to get up to speed until we arrive at our next stop in the neighboring town of Gällstad. I have been sharing a car with Ivanhoe’s CEO Anders Göthager, and during the trip we have been discussing the com­ pany’s brightly colored sweaters, which were ma­ jor sellers in Sweden in the 1980s.

“Many people still associate those sweaters with us. It was a fantastic success, but the brand be­ came almost too big and seemed to be everywhere.

In the end, it became uninteresting to customers,” says Anders Göthager.

He is the grandson of the founder and is cur­ rently running Ivanhoe with his sisters Anna Göt­ hager and Karin Sjögren. Today, many of the clothes are sewn by their cooperation partner in Estonia, but the production of materials and pat­ terns is still taking place in Gällstad.

And today they have succeeded in reversing the negative trend that followed the years of success.

“The outdoors and fashion are converging more and more, and this suits us very well. But that does not mean transitioning to fast seasonal col­ lections. Natural materials, function and quality are still our focus.”

After lunch, we get to look at the production and get to feel the fabrics that are emerging from the sewing machines. As with Seger, Anders Göt­ hager emphasizes their control over the entire production chain – from the threads to the fin­ ished fabrics – as one of the major advantages of remaining in Gällstad.

The next day, we get into the cars again. We travel to the road trip’s last stop, Icebug, an upand-coming company in the shoe industry that

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SCAND IN AVIAN OUT DO OR NE W S

“The outdoors and fashion are converging more and more, and this suits us very well. But that does not mean transitioning to fast seasonal collections. Natural materials, function and quality are still our focus.”

Anders Göthager, Ivanhoe

tory buildings in Jonsered. And directly outside the door is the Bokedalen nature reserve, with the perfect conditions to test the company’s products.

We also get the chance to test both the shoes as well as the terrain. We get changed and set off ­together with product manager, Jerome Manceau and Henrik Tuomas, who are responsible for sus­ tainability. We run through the old industrial area, over a bridge and through a tunnel.

A few minutes after starting out we find our­ selves deep in the forest.

During the much needed, beautiful round of running, I start to think about how there are cer­ tainly major differences between knitted sweaters, rooftop cargo carriers and running shoes.

However, the companies that we visited also have a lot in common. Above all, the daily visits to the customary Swedish nature around the corner in combination with entrepreneurship and inno­ vation for the international market. P

5

LOCAL HEROES WITH A HERITAGE 1 Thule

The open-air enthusiast Erik Thulin started Thule in 1942 with the Gäddsax fishing tackle. Now they manu­facture everything from rooftop cargo carriers to backpacks.

2 Seger

Gunnar Segerqvist was only 16 years old when he invested in a knitting machine in 1947 and started making socks and stockings in his parents’ woodshed.

3 Ivanhoe

When the company was founded in 1946 by Martin Göthager together with three colleagues, it was called Gällstads Ylle. Back then, the focus was on knitted women’s fashion.

4 Wildo

Founded in Borås in 1979 by Ingvar Svantesson and Jan Andersson – whose son Erik runs the com­pany today. Wildo produces lightweight, durable and compact tableware and accessories.

5 Icebug A road trip in search of the outdoor spirit of western Sweden – in cars from Volvo.

Founded in Gothenburg relatively recently in 2001 by Eliza Törnkvist and her son David Ekelund. Icebug manufac­tures shoes with good grip for use year-round.

BEST CHOICE OF SCANDINAVIA

west sweden – sustainable adventures without end The sweeping landscapes and natural ethos of the Swedes combine to provide experiences that the adventurous just can’t get enough of.

FOLLOWING VENUES IN Tuscany, Argentina and Alaska, this year’s Adventure Travel World Summit will be held in Gothenburg, located in West Sweden.

The summit will be hosted by the Adventure Travel Trade Association (ATTA), whose Executive Direc­ tor of Europe & Central Asia, Chris Doyle, has no doubt Gothenburg will match its predecessors in terms of adventurous allure.

“One reason we chose Sweden for the 2019 sum­ mit was because when it comes to sustainability, Sweden doesn’t even have to try,” Doyle explains.

Indeed, Gothenburg was designated as “the most sustainable city in the world” based on the results of the 2017 Global Destination Sustainability Index.

Where does this come from, one wonders?

The Swedish psyche

Chris Doyle points to the Swedish people’s unique connection with and access to nature.

“In Gothenburg, you can get out into the forests

atta & atws The Adventure Travel Trade Association (ATTA) is a global trade network supporting sustainable adventure travel markets worldwide, through adventure travel news, research, events, networking and education. www.adventuretravel.biz ATTA is the host of the annual Adventure Travel World Summit (ATWS). At the next ATWS in Gothen­burg, the visitors will experience several outdoor activities around West Sweden. The summit is arranged in collaboration with Visit Sweden (visitsweden.com).

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SCAND IN AVIAN OUT DO OR NE W S

and archipelago to camp, kayak or mountain bike just like that,” he says, emphatically snapping his fingers.

This connection, he continues, is embedded in Sweden’s Right of Public Access – entitling Swedes and visitors alike to roam just about everywhere on the precondition that they do not harm the environ­ ment. And roam they do! Children are imbued with a deep understanding of nature, and seasonal forag­ ing is a popular activity for both rural and urban Swedish families.

“Even my two-year-old can point out edible mushrooms and berries,” explains Chris Doyle, with more than a hint of a father’s pride.

Holistic experiences

With regard to sustainable tourism, Chris Doyle sees the local developments as positive: “West S ­ weden is seeing an increase in operators, and all have ‘sustainability’ as their middle name.”

A far cry from package tourism, visitors to West Sweden are offered the full Swedish experience. “­Local operators have begun pairing the adven­ ture with other experiences,” Chris Doyle explains, and continues: “Such as exploring the culinary traditions, where­by guests are served locally sourced s­ eafood, sea­ sonal produce and foraged delicacies. Then, have the guests cook these on a camping stove under the open sky – people love this stuff.”

As to adventure, one doesn’t need to look far.

Sweden o ­ ffers Europe’s largest forest areas and is speckled with 100,000 lakes and countless heritage sites, many dating back to the stone age. Add the 8,000 islands of the Western A ­ rchipelago, and the potential for exploration is virtually limitless. P

PHOTO: LUKASZ WARZECHA/WESTSWEDEN.COM

TOP WEST SWEDEN 5 EXPERIENCES ACCORDING TO CHRIS 1 Imagining the world as it was millennia ago at Tanum World Heritage Site.

2 Paddling through Sweden’s one and only marine national park, Kosterhavet.

3 Experiencing fishing village life in Smögen.

4 Mountain biking in the Änggårdsbergen Nature Reserve, just a stone’s throw from downtown Gothenburg.

5 Island hopping and hiking in Bohuslän's archipelago.

Find out more at: westsweden.com

The Bouhuslän ­archipelago consists of more than 8,000 islands. Perfect for island hopping.

URBAN OUTDOOR

fashion with a wild side The collaboration between Acne and Fjällräven has been greatly discussed. But functional outdoor clothing is cropping up all throughout the fashion industry. “Outdoor elements are found almost everywhere these days,” says Daniel Lindström, fashion editor at the men’s magazine Café.

BY ANDERS FALKIRK & JUAN MARTINEZ ILLUSTRATION GRAHAM SAMUELS

W

hen Swedish fashion brand Acne Studios and Fjällräven launched a joint collection in Jukkasjärvi in northern Sweden in the spring of 2018, it wasn’t just a meeting of two styles of clothing. It was two worlds that were literally sewn together. The fact that Acne got the oppor­ tunity to collaborate with one of Sweden’s most iconic and stylish outdoor brands surprised many in the fashion industry.

Previously, outdoor brands such as Fjällräven have kept to themselves and developed their prod­ ucts and brands on their own. So why did Fjäll­ räven do it? The answer is simple: They wanted to reach new customers. Henrik Andersson, head of innovation and design at Fjällräven, explains: “While Acne Studios is very much about the ar­ tistic expression, we are all about functional prod­ ucts for the outdoors with the goal of bringing people closer to nature. This has been a good basis for a dynamic collaboration.”

“Ultimately with this collection, we would like to reach more people. Showing new customers the iconic products that we are proud of will hopefully inspire them to discover the outdoors and spend more time in nature.”

Growing market

If you take a step back and look at the broader im­ age, the collaboration doesn’t seem as surprising, but rather very timely. It was really a great time to do it. The market for outdoor clothing has increa­ sed in line with the ever-greater interest in nature and focus on sustainability. Both among fashion companies and customers.

Fleece jackets, boots and cargo pants are seen at international fashion shows. Prada and J Linde­ berg have down jackets with a clear outdoor feel.

The style magazine The Mr Porter Post published “The Outdoor Issue” last fall.

At the same time, outdoor companies like Did­ riksons, Norrøna and Sasta from Finland have

SCANDI NAV I AN OUT DOOR NE W S

35

URBAN OUTDOOR

raised their fashion level with various types of ­urban outdoor clothes with a more elegant and streamlined feel.

Andrea Kollnitz, assistant professor in fashion studies, believes we will see more joint collections like we’re seeing from Acne and Fjällräven: “All brands are striving to be innovative, and ­because everything is heading towards increased sustainability, it’s forcing fashion companies to ­become more and more sustainable in their think­ ing. And this is where the outdoor industry fits right in.”

It started with Chanel

PHOTO: GETTY IMAGES

The fashion house’s adjustment to people’s physi­ cal activity is actually not a new phenomenon.

When the interest in sports was growing in the beginning of the 20th century, Coco Chanel revo­ lutionized the industry by being the first to pres­ ent a collection with practical and functional

Balenciaga's seven layer coat ­created a buzz during their fall 2018 show.

“Showing new customers the iconic products that we are proud of will hopefully inspire them to discover the outdoors and spend more time in nature.”

Henrik Andersson, Fjällräven

clothing in comfortable materials, which primarily was intended to facilitate women’s sports.

Now, a century later, the industry is teeming with fusions of functionality and fashion. In addi­ tion to the trend of fashion houses towards pro­ ducing their own sports- and outdoor-influenced collections, mutual enrichment between brands is increasingly taking place.

“The fashion houses have been eyeing sports and functionality for a long time. Just look at how sneakers have become a completely natural and popular item of clothing at fashion shows, where they are part of a playful combination of luxury and sport. What’s new is the collaboration between large and established brands,” says ­Andrea Kollnitz.

Daniel Lindström, fashion editor at the men’s magazine Café agrees. However, he believes that today’s fusion between the outdoor and fashion industries is much more extensive than previous forays by the fashion industry into functional fashion.

“Outdoor elements can be found almost every­ where and it’s probably not only due to the in­ creased interest in nature, but also the times we are living in. The outside world feels threatening, society has numerous problems and the climate threat is ever-present. And in this world, outdoor clothing, shell jackets and cargo pants, for exam­ ple, feel safe and secure.”

“At the Pitti Uomo fashion show in Milan in January, there were a lot of functional clothes and discussions about protection.”

Sort of like an equivalent to comfort food?

“Yes, you could say that. In addition, outdoor clothing is practical and extremely functional, ­after all. It protects us from rain and wind even in urban areas. For example, if you want to continue

Presenting

BAGS

FALL / WINTER 2019 COLLECTION

SALES CONTACTS Stefan Mayer - Sales Manager Nordics - stefan.mayer@tretornsweden.com MÃ¥ns Uhrweder - Export Manager - mans.uhrweder@tretornsweden.com

URBAN OUTDOOR

commuting by bike in the winter, modern func­ tional waterproof clothing is a must,” says Daniel Lindström.

Winner or loser?

Those living in a big city are well aware that the lines between outdoor and urban fashion have ­become blurred. People everywhere have been mixing their styles on their own. Cargo pants with suit jackets, lightweight hiking boots with jeans, lightweight down jackets with scarves.

But how will outdoor companies prevail in the new competitive environment when fashion com­ panies are taking on the fight for outdoor life?

Daniel Lindström is convinced that the outdoor companies will manage fine. Partly because the market will become broader and thus become larger and partly because they have a high degree of credibility.

“What’s going on now is really positive for outdoor companies.

They stand for high quality and know-how. The outdoor brands are considered nice and relatable.”

Daniel Lindström, Café magazine

PH :A

CN E

SCAND IN AVIAN OUT DO OR NE W S

Fjällräven Kånken meets fashion.

TO

38

THE COLLABORATION BETWEEN Acne and Fjällräven began a few years ago.

Henrik Andersson, head of innovation and design at Fjällräven, and Acne ­Studios’ founder Jonny Johansson crafted a new collection based on Fjäll­ räven's archive.

Classics like the “Expedition” down jacket and, of course, the Kånken back­ pack were given new shapes and colors.

Fjällräven’s iconic backpack has been upgraded to a messenger bag model and an even smaller version of the Kånken model was released as a kind of casual shoulder bag.

“We allowed Acne Studios to play around with our iconic products, but we were pretty stubborn when it came to unnecessary details, because – by our definition – everything that is added but doesn’t serve a clear purpose reduces the overall functionality of the product.”

O

“What’s going on now is really positive for out­ door companies. They stand for high quality and know-how. The outdoor brands are considered nice and relatable, as well as thoughtful when it comes to environmental awareness. Perhaps it could be said that the fashion companies don’t have as good of a reputation.”

Just like Andrea Kollnitz, Daniel Lindström be­ lieves that fashion companies will also follow the outdoor companies’ environmental thinking with slower product development, a longer lifespan and greater reuse.

“Although in this case, it surely depends on other things. These days, the fashion industry is self-critical and wants to get away from this sea­ sonal mindset. It wears out staff and leads to over­ consumption. Today's industry wants slower trends that last longer. A good example is the Jap­ anese fashion company Uniqlo, which concen­ trates on slow fashion. P

Did the Fjällräven Kånken backpack become a clutch?

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BRAND IN FOCUS

Kavat Fagersta is named after the Swedish Olympic gold medalist Frida ­Hansdotter's hometown.

PHOTO: ERIK OLSSON, PHOTO FRIDA HANSDOTTER: MALIN MÖRNER

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SCAN D INAVIAN OUT DOO R NE W S

BRAND IN FOCUS

at the top of the podium How do you make a boot that suits both snowy ski resorts and urban, style-conscious settings? The Swedish shoe manufacturer Kavat may have the answer. ing. To participate in developing a completely new boot model is a bit of a dream come true. I like tion of craftsmanship, materials expertise and profashion and at the same time I live a very active tecting the environment. Its timeless designs have lifestyle, so this model fits perfectly. A good-lookmade the brand popular among the style-conscious ing, functional winter boot that is also fashionable who want to get out into nature. For K ­ avat, it’s and suits ­every situation,” says Frida Hansdotter. about striking the balance between durable quality and trendiness, says marketing manager Anders Blomster.

A ski world favorite Here, the materials Kavat The Swedish Ski Team has ­selects are an asset. been sponsored by Kavat for “Leather is a material that several years now – with high lasts over time, and even besustainability ambitions. If the comes more beautiful over shoes get worn-out, ­Kavat’s the years if it’s taken care of.

Repair Service is included in We also work a lot with the the sponsorship agreement. environmental impact and “The skiers receive a pair quality with regard to choos“To participate in developing of boots when they join the ing the right material.” a completely new shoe model national team, and we don’t To develop the design exgive out new ones until it’s no is a bit of a dream come true.” longer possible to repair the pression further, Kavat has Frida Hansdotter, alpine ski star ­recruited designer Lovisa old ones. With other sponLönn­dörr Carlsson. She has sors, it’s common to give out previously worked with the fashion icon Vivienne new collections each season,” says Anders Blomster.

Westwood, and the first ­results of her work will be Even outside the Swedish Ski Team, Kavat has seen winter 2019. The collection ­includes Kavat become something of a skier’s favorite. The alpine Fagersta, a winter boot developed ­together with ski circus begins in Sölden each year, and the two Sweden’s biggest alpine star, Frida Hansdotter. most recent years have found Kavat on the compet“Frida wanted to focus on après-ski boots, but itors’ “cat walk” – the prize podium. Last autumn, ones that don’t look like the classic moon boots.

France’s Tessa Worley stood at the top of the poShe has had clear ideas that we have discussed and dium and the year before, Viktoria Rebensburg worked on further. It’s been a lot of fun,” says from Germany, both sporting Kavat leather boots. ­Lovisa Lönndörr Carlsson.

“Now we’re hoping to soon see Frida Hansdotter A contributing factor: Olympic gold medalist at the top of the prize podium during the World Frida Hansdotter is a consummate shoe-lover.

Championships in Åre – with a pair of Kavat F ­ agersta “This project has been incredibly fun and inspiron her feet,” says Anders Blomster with a smile. P

KAVAT WAS FOUNDED in 1945 and has a long tradi-

SCANDI NAV I AN OUT DOOR NE W S

41

INSTORE AGENCY – YOUR CREATIVE SOG PARTNER We’ve gone from being a supplier to a partner who contributes with Creative and tailor-made soloutions.

HANGERS – We’re the leading supplier of hangers in all materials in the Nordic region.

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MANNEQUINS – Choose from a complete range of mannequins, torsos, and tailor busts. Or we can work with you to develop your own.

BAGS – With us you get an expert partner that works closely with its customers to develop a product that reflects their brand and elevates their business.

GIFT & E-COMMERCE PACKAGING – We can help you to develop solutions that not only enhance your brand but also simplify your POS and e-store management.

SHOP FITTINGS – Our wide range of shop fittings includes standard displays, shelves, carousels, gondolas, rails and racks. We can also develop specific shop fittings and displays.

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WOULD YOU LIKE TO KNOW MORE?

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DEN Sorø +45 44 94 25 15 nchj@instoreagency.dk

FIN Helsinki +358 400 318 650 marco@instoreagency.fi

LT Kaunas +370 614 644 57 gintare@mar-textile.lt

PL Gorzów +48 957 325 537 paulina@nordichangers.pl

SCANDINAVIAN OUTDOOR AWARD

and the nominees are …

Over two days, the jury of the Scandinavian Outdoor Award will determine the best product based on functionality, quality, innovation, design and sustainability.

Silva – 360° Orbit

Kupilka – FireSteel 8

Alfa Sko – Juvass A/P/S GTX

Ecco Outdoor – DriTan – Innovation for Sustainability

USWE – Pace Pro

Icebug – Grove BUGrip Woolpower

Icebug – NewRun BUGrip GTX

AWARD SINCE 2005

The Scandinavian Outdoor Award (SOA) jury con­sists of journalists from some of the leading titles in Europe, like Outdoor Magazin, Friflyt and NORR Magazin, retail represented by for example Bever, and other specialists. The winners will be announced Sunday 3 February 17:30 at the Scandinavian Bar at ISPO Munich.

Reima – Laplander Reimatec Shoes

44

Viking Outdoor Footwear – Hero GTX

SCAND IN AVIAN OUT DO OR NE W S

Read more about the nominated products at scandinavianoutdooraward.com

SCANDINAVIAN OUTDOOR AWARD

Aclima – FlexWool Anorak & Pants

Devold of Norway – Running Jacket

Bergans of Norway – Rabot 365 Hybrid Pants

Aclima – FleeceWool

Devold of Norway – Tusna Sport Air

Devold of Norway – Trollkyrkja Insulated Coat

Fjällräven – Canada Wool Padded Jacket

Haglöfs – L.I.M Shake Dry Hood

Ulvang – Training Tights

Isbjörn of Sweden – Expedition Hard Shell

Ulvang – Feral Sweater

Sasta – Kaarna Trousers

Ulvang – Vegard Hybrid Jacket

Skogstad – Kleivane

Varg – Mora Pant

SCANDI NAV I AN OUT DOOR NE W S

45

63

sustainable signatures In may 2018, Scandinavian Outdoor Group (SOG) was the first organization in Europe to jointly sign the European Outdoor Group Sustainability Charter.

Now, the 63 Scandinavian outdoor member brands of SOG have signed this charter individually as well.

All signatories align themselves to a shared agenda at a senior level and commit to pursuing a more sustainable future for all.

8848 Altitude Aclima Alfa Amundsen Brands Bergans of Norway Craft Dale Devold of Norway Didriksons Drytech ECCO Elevenate Five Seasons Fjällräven Haglöfs Halti

Heat Experience Helsport Hestra Hilleberg Houdini Hultafors Group Hurtta Icebug Isbjörn Ivanhoe Kavat Kupilka Light My Fire Lillsport Lundhags Morakniv

Nordic Pocket Saw Norrøna Northern Playground Odd Molly Peak Performance Pinewood Polyver Boots Primus Reima Sasta Seger Silva Sjö&Hav Skhoop Skogstad Sunpocket

Sätila of Sweden Tenson Tentipi Thule Trangia Tretorn Tufte Wear Ulvang USWE Sports Vargkläder Viking Footwear VJ Sport Walkstool Wildo Woolpower

Find out more about the EOG Sustainability Charter: europeanoutdoorgroup.com/outreach/csr-sustainability/eog-sustainability-charter/

BRANDS

brand presentations

An overview of the participating exhibitors in the Scandinavian Village.

42043-UL 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 sight­ seeing, travelling, exploring or in the thick of nature. ecco.com

39045-UL Bergans of Norway is a leading provider and developer of outdoor equipment and technical clothing.

Bergans has a wide range of clothing for expeditions, outdoor, hunting, mountaineering, skiing and lifestyle.

The company also manufactures tents, sleeping 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

42044-UL Dale of Norway is known worldwide for true authenticity, premium designs and excellent quality. Even today the pro­ duction is at the historic factory in the village of Dale, in Norway. Since 1879, Dale of Norway has been crafting the world’s finest knitwear from 100% pure wool, inspired by beautiful Norwegian patterns and the active Norwegian lifestyle. Dale of Norway offers not only traditional designs, but has recently developed a wide selection of attrac­ tive garments for sport and fashion, including technical innovations. daleofnorway.com

Sales: Stephanie Heroux, 514-887-2930 PR: Caroline Heroux, 514-824-6601

Sales: Cato Jensen, Cato@ dale.no, +4790 230943 PR: Hilde Midthjell, hilde@ dale.no, +4790 837111

Sales: Thomas Dixon, thd@ecco.com, 603-275-4340 PR: Bethany Mousseau, bethany@ momentummediapr.com, 781-801-9663

39031-UL Hestra has specialized in high quality gloves since its establishment in 1936.

The company is still run as a family business and has become one of the leading international glove brands in skiing, outdoor recreation and leisure.

At Hestra, making gloves will always be a craft. hestragloves.se

42037-UL The Hurtta brand consists of dog peo­ ple dedicated to the comfort, health, and happiness of all dogs. Hurtta wants to see all dogs, and their owners, outside and having fun – running, dig­ ging, swimming, jumping, exploring – doing all the things they love. Hurttas goal is to help you outfit your dog with the industry’s best clothes and gear so you both can get outside and do more together. hurtta.com

39043-UL Icebug is a Swedish shoe company that back in 2001 started to challenge the global footwear giants with new innovative traction technologies. The reason why Icebug started was the frustration of having to choose be­ tween slipping or saying no to outdoor activities because of the risk of slipping.

Icebug traction technologies enable people to enjoy outdoor activities all year around, no matter the conditions. icebug.com

Sales & PR: Kim Peschardt, kim@ackuniversal.com, Direct line +1 818 340 3401, Cell +1 818 645 3868

Sales & PR: Korey Krause, korey@ icebuginc.com, 360-967-5121

Sales & PR: Dino Dardano, dino@hestrausa.com, 303-384-0815

39030-UL Founded in Åre in 2010, Elevenate is shaped by the culture of a modern mountain resort. Here, designer and competitive freeskier Sara Rönngren and UIAGM mountain guide Jimmy Odén realised their vision of high-quality apparel that they wanted to wear in and around the mountains. elevenate.com Sales & PR: Erin Sullivan, erin@zgcollective.com, 303-725-4193

39044-UL Based in Sweden, Light My Fire specializes in outdoor accessories that are as practical in the city as they are in the wild. From making fires to eating meals – Light My Fire’s innovative products have been taken to heart by both backyard adventurers and back­ woods survivalists all across the world. lightmyfire.com Sales: Michael Holtz, michaael.holtz@ lightmyfire.com, +1 239 777 0878 PR: Helene Nilsson, helene.nilsson@ lightmyfire.com, +46 766 36 47 21

FOLLOW US 39038-UL Odd Molly’s award-winning design in everything from clothing to interiors encourages women of all ages to feel and be their best selves. The clothes are celebrated for high quality, colour, pattern, natural materials and lots of details made by hand. oddmolly.com Sales: Victoria Jonsson, victoria.jonsson@oddmolly.com, +1(310) 990 6818 PR: Leeor Vaserman, leeor.vaserman@oddmolly.com, +1(516) 359 35 89

42031-UL Reima is the leading premium perfor­ mance wear brand dedicated to active kids! Established in 1944 in Finland, Reima offers functional children’s wear, tip-to-toe and all year round, designed for sustainability. Based on the Joy of Movement, the brand pro­ motes and enables an active lifestyle to its global audience spanning over 70 countries, in all conditions – always safely and in comfort. reima.com Sales: Matti Lehtovirta, matti.lehtovirta@reima.com, +358 50 409 8059 PR: Riika Paakkunainen, riika.paakkunainen@reima.com, +358 50 322 8293

Facebook facebook.com/ scandinavianoutdoors Instagram instagram.com/ scandinavianoutdoors LinkedIn Scandinavian Outdoor Group SCANDINAVIAN OUTDOOR GROUP or SOG, is a group of 67 outdoor brands from Scandinavia. We make premium outdoor products, with innovations created from the chal­ lenges of our demanding nature. Read more about the Scandinavian Outdoor Group and our members at: scandinavianoutdoorgroup.com

SCANDI NAV I AN OUT DOOR NE W S

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Welcome to the

SCANDINAVIAN VILLAGE at Outdoor Retailer Snow Show in Denver 30 January–1 February WEDNESDAY ALL DAY Travel to Scandinavia with our virtual reality glasses.

ALL DAY Exhibition of highlighted products from SOG members.

3:OO pm Have a “fika” – the much-loved Scandinavian coffee break.

4:00 pm Happy Hour at ECCO. Buy a limited edition of Dyneema Leather tote bag.

4:30 pm ”What to find in a mountain guide´s backpack” by Jimmy Odén, Elevenate.

THURSDAY

ALL DAY Travel to Scandinavia with our virtual reality glasses.

ALL DAY Exhibition of highlighted products from SOG members.

3:OO pm Have a “fika” – the much-loved Scandinavian coffee break.

4:00 pm Happy Hour at ECCO. Buy a limited edition Dyneema Leather tote bag.

5:00 pm Happy Hour at the Scandinavian Bar with live band ”The Copper Children”.

FRIDAY

ALL DAY Travel to Scandinavia with our virtual reality glasses.

ALL DAY Exhibition of highlighted products from SOG members.

3:00 pm Have a “fika” – the much-loved Scandinavian coffee break.

See you at the upper exhibit level!