Scandinavian Outdoor News 2019 no. 2

SCANDINAVIAN

OUTDOOR NEWS Issue #2 2019 from Scandinavian Outdoor Group – the top Nordic outdoor companies

expert brands

Welcome to the Scandinavian Village

Trend-spotting Six exciting ­outdoor trends for 2019

A perfect cup

Scandinavians love ‘kokkaffe’

Giving back

The outdoor brands that ­return nature’s favors

Plus: Everything you need to know for OutDoor by ISPO 2019

STEP WITHnature

In

ECCO OUTDOOR IS OFFERING A SPECIAL DRITAN™ PACKAGE FOR AUTUMN/WINTER 2019, MADE USING PIONEERING TECHNOLOGY FROM ECCO LEATHER THAT DRASTICALLY REDUCES WATER CONSUMPTION IN THE TANNING PROCESS. BY SPRING/SUMMER 2021, THE ENTIRE ECCO OUTDOOR COLLECTION WILL BE CREATED USING DRITAN™ LEATHER For 10,000 years, the global tanning industry thought it was impossible to produce leather without using large amounts of water. But now ECCO Leather has achieved the seemingly impossible with its revolutionary DriTan™ technology.

Borne out of a concern for global water scarcity, DriTan™ dramatically reduces the amount of water required to tan hides.

When leathers are produced using DriTan™, there is no need for any added water, as it only uses the moisture already present in the hides. As well as being a significant step towards waterfree leather production, which promises to transform the global tanning industry, DriTan™ reduces the amount of chemicals used, while lowering the production of

WATER-EFFICIENT INNOVATION

wastewater. At the ECCO Leather tannery in the Netherlands, DriTan™ saves 20 litres of water per hide, amounting to an annual saving of 25 million litres, which is enough to keep 9,000 people hydrated for a year. Using DriTan™ also reduces the annual production of sludge at the tannery, which goes to landfill, by 600 tonnes.

For Autumn/Winter 2019, ECCO Outdoor is offering a special DriTan™ package, with a select ECCO EXOSTRIKE and ECCO OMNI-VENT product for men’s and women’s.

For Spring/Summer 2020 the new ECCO EXOHIKE will be launched and the entire group will be made using DriTan™ leather. Consumers will be able to choose between DYNEEMA®

BONDED LEATHER BY ECCO, which provides strength and tearresistance for external stability, and ECCO FULL-GRAIN LEATHER. Such is ECCO Outdoor’s commitment to this water-saving technology, half of the Autumn/ Winter 2020 collection, and then the entire Spring/Summer 2021 collection, will be made with DriTan™ leather.

Advanced technologies blend with full outdoor functionality and athletic design in the new ECCO EXOHIKE, which brings lightweight power and performance, as well as a modern and progressive aesthetic. Inside the ribbed midsole is a radical, ultra-light material, PHORENE™, which is the softest and most shock-absorbent P.U the brand has used yet. Among the innovations is a robust outsole, engineered from MICHELIN rubber, with a unique tread design that provides grip, traction and stability on any surface.

EDITORIAL & CONTENTS

PHOTO: SOFIA KARLSTRÖM

BE IN THE HERE AND NOW! THE VERY ESSENCE of being outdoors is to

discover nature, to get active, to spend time in a beautiful natural environment. The ­experience itself gets stronger if you are in the here and now.

In some cases, being in “the here and now” is a prerequisite. I can barely manage to ride a technical path with my bike and I'm not able to climb a challenging mountain without concentrating hard in every moment. But sometimes, when I’m enjoying a nice paddling trip or an ascent hiking up a mountain, I sometimes lose my focus, my hand slips into my pocket and I suddenly see reality through my cell phone. I just want to share my experince!

And so I abruptly lose the wonderful feeling of being in the here and now. When the phone is in my hand, I also take the opportunity to check a few e-mails – and the joy is completely gone.

I’m constantly working on this and my ambition is probably not unique. I propose that we now experience OutDoor in Munich with the greatest possible focus. That we try to be in the here and now in all of our exciting meetings with people, that we discover new products with curiosity and with all our senses.

And there’s a lot for you to discover – including in the Scandinavian Village in hall B6! We wish you a warm welcome!

Sara Wänseth, General Secretary of SOG

contents

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This is SOG SCANDINAVIAN OUTDOOR GROUP

was founded in 2000 and currently has 69 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) Director Christiane Dolva (Fjällräven) Director Matti Lehtovirta (Reima) Director Caroline Karlström (Lundhags) Director Andreas Håkansson (Hestra) Director

Welcome to our office!

In the heart of the Swedish ski resort Åre you will find the SOG headquarters, in an old train station. This year, the SOG ­central organization will take climate ­action by joining the UNFCC Climate Neutral Now pledge and measure, reduce and offset carbon emissions it produces. The team – Sara Wänseth, General Secretary, Per Jonsson Öhlin, Project Manager Trade Shows, and Sofia Karlström, Coordinator, welcomes you for a coffee any time!

A perfect cup

Find out why a cup of “kokkaffe” is the perfect outdoor choice.

Trend-spotting

We have found six exciting new outdoor trends for 2019.

Giving back

Scandinavian outdoor companies are giving back to nature.

Brand presentations

Meet us in the Scandinavian Village.

Follow us on: FACEBOOK

facebook.com/scandinavianoutdoors INSTAGRAM

instagram.com/scandinavianoutdoors Imprint: This magazine is produced for SOG by Norr Agency, norragency.com

LINKEDIN

Scandinavian Outdoor Group

Editorial team: Gabriel Arthur, Mats Nyman, Anders Falkirk, Sara Wänseth, Sofia Karlström Art Directors: Karin Nyman Cover photo: Mattias Fredriksson

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NEWS FROM THE NORTH Hiking in Abisko national park, in the north of Sweden.

National paths

PHOTO: GÖSTA FRIES/STF

PEBBLE BEACHES ON Öland, dense birch forests in the Jämtland mountains, shieling paths along the Siljan lake or a trip through the Södermanland cultural area – the hiking trend is on the rise in Sweden and it’s something that the Swedish Tourist Association (STF) is naturally seizing on. This spring, the STF is launching twelve signature routes. Each route goes through a natural landscape that is typical specifically for that part of the country and is suitable for both experienced hikers as well as beginners. No path is shorter than 30 km or longer than 100 km. “Hiking is an activity that is suitable for most people and furthermore, it’s climate-smart. As an added bonus, spending time in nature has positive effects on your health.

With this initiative, we want to make it even easier for more people to discover all of Sweden,” says Maria Ros Jernberg, Deputy Secretary General at the STF.

HU :S

T T E R ST OC K

THE MOUNTAIN FOX is a ­protec­ted

O TO

ARCTIC BABY BOOM

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species and efforts to save it have been going on for decades. Measures such as ­supplementary feeding and hunting red foxes, a competitior for food and burrows, have yielded results. “We are finally beginning to see a real increase. Last year we had a total of 100 litters. We are really happy about it,” says Malin König, who is responsible for efforts to save endangered species at the County Administrative Board in Västerbotten.

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SKIING GOES INDOORS NORWAY'S CONNECTION WITH skiing is impossible

to miss. It's not really a national sport, it's more like a national obsession during the winter. Despite popular belief, not all of Norway is covered with feet of snow for six months a year. Snow conditions around Oslo can be infuriatingly inconsistent. So in 2020, Oslo will get the worlds largest, snowproof indoor winter­sports arena.

Apart from a 505 meter-long alpine slope, it will also house a two-kilometer cross-country skiing loop and a wind tunnel. And the name? ‘Snø’ is Norwegian for snow.

New product 2020 – Olivin 2 cp

© Mike Fuchs

More than a tent – a home from home Nordic tipis for extreme expeditions, challenging trekking and family camping – Swedish design and innovation since 1989.

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.

tentipi.com facebook instagram pinterest youtube

NEWS FROM THE NORTH

A LAKE WITH A VIEW

PHOTO: GÍSLI ARNAR GUÐMUNDSSON

THE WORLDS PUREST water may be found in laboratories, but in nature the water in the Silfra fissure in Iceland is the next best thing.

Underwater visibility is over 100 meters in length (not depth, as the lake is only 30 meters deep) and the reason is that the water has been filtered through layers of volcanic rock for several decades and kept at a temperature of 2–4° C.

WELCOME TO THE SOG!

PHOTO: FANNY HAGA/TBWA

‘Nolla’ means ‘zero’ in Swedish.

ZERO CABIN FINNISH DESIGNER Robin Falck designed the Nolla cabin

with the goal of inspiring people to live a life with as little impact on the environment as possible. Nolla has a living area of 10 square meters and is easy to disassemble and move. The cabin is part of the “Journey to Zero” project

by Finnish biodiesel company Neste.

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Marius Kids The Norwegian company Nordic Kids have the rights to use the familiar and traditional Norwegian Marius pattern on clothes for kids in age 0–14 years.

The name of the brand is Marius Kids.

Superyellow Superyellow is a Scandinavian headwear brand based in Finland. Scandinavian design is combined with high quality m ­ aterials of Merino wool and organic ­cotton. Every step of the beanie production is carried out in Finland.

Mink Campers Mink Campers is an innovative travel company founded in Iceland in 2016.

They strive to provide travelers with a way to combine the intimacy of camping in nature with the world of luxury travel.

Born out of Scandinavian Weather

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

Light, compact and comfortable to sit on.

Walkstool is a Swedish invention and the only three legged stool in the world with telescopic legs, patents and trade mark protections. Walkstool is available in six different models. The four Comfort models are produced in our own factory in Sweden.

Telescopic legs makes Walkstool very compact and offers two sitting positions - with and without folding out the lower legs. Just think of all the situations when it would be perfect to have something nice to sit on - while hiking, at a fireplace, fishing or perhaps bird watching.

Visit www.walkstool.com to find where to buy it.

Walkstool is being sold in more than 45 countries.

Super as a gift to employees and customers.

It shows that you care. Why stand when you can sit?

www.walkstool.com

PHOTO: JARLE HAGEN

Clean travel in Nærøyfjord.

The new voice of joik

ELECTRICAL NORWAY NORWAY MIGHT BE the country investing the most in climate-smart electric

travel. One out of three new cars sold is powered by electricity and the country’s map of charging stations is said to be one of the most comprehensive in the world. Norway is now one of Europe’s largest markets by population for electric bicycles. More electric and hybrid ferries as well as smaller electric cruise ships are also in the planning stages. The award-winning ‘The Future of the Fjords’ is already in operation in Nærøyfjord.

OMTANKE IN GOTHENBURG

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ture Travel World Summit (ATWS) will convene in Gothenburg, Sweden, where the industry will gather to talk shop and get inspired. The theme for the summit is “Omtanke – The Way Forward.” The Swedish word ‘omtanke’ means care and concern and will actually be used in the international communication.

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THIS SEPTEMBER, the annual Adven-

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PHOTO: SVERRE HJÖRNEVIK

NEWS FROM THE NORTH

A GREEN CHILDHOOD ...

… reduces the risk of mental illness as an adult. This was the conclusion of a Danish study with over 900,000 participants that was recently published in the journal PNAS. According to the study, those with the lowest levels of access to green areas had a 55% greater risk of suffering from mental illness as adults.

2019 IS THE UN's International Year of Indigenous Languages, but for some years now, the special Sami style of singing, known as joiking (or yoiking), has been experiencing a renaissance.

“It’s almost as if joiking and the traditions have been resurrected. There is a greater awareness, particularly among people in my generation,” says Marja Mortensson, a South Sami singer who practices joiking.

Marja’s music is about various aspects of her Sami identity. In early 2017, she released her acclaimed debut album “Aarehgïjre – Early Spring.”

Just a year later, she released her second album, “Mojhtestasse – Cultural Heirlooms.”

As a teenager, she decided to learn more about her roots. She began to research her family’s cultural heritage and discovered several joik singers in her family.

She also thinks the situation for the Sami language has improved: “Despite the constant struggles to maintain our language and cultural identity, there has been a positive change in recent years. Now, it feels natural to be Sami.”

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MUTUAL BENEFITS

The Scandinavian Village is a good example of coopetition.

coopetition

a scandinavian specialty?

The Scandinavian Outdoor Group unites competitor outdoor companies. It’s a kind of cooperation that’s just right for the times.

BY ANNA HENRIKSSON & GABRIEL ARTHUR PHOTO SOFIA KARLSTRÖM

THE CONCEPT OF “coopetition” is a business term that is coming up more and more frequently. In theory, it’s easy to see the advantages. Competing companies identify a number of “pre-competitive” areas and find joint solutions that should benefit all who are involved.

This means that the cooperating companies can take on expensive projects, set common standards or establish themselves in new markets.

But what is needed to go from vision to action?

One person that has studied coopetition in depth is Tatbeeq Raza Ullah, Assistant Professor at the Umeå School of Business, Economics and Statistics in northern Sweden. His main message is that a great deal of trust among the companies is required in order for them to achieve the desired goals.

“First, companies need to both trust and distrust each other. Trust generates the willingness to become vulnerable based on the belief that the partner will not behave opportunistically. Simultaneously,

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distrust based on constructive skepticism and watch­fulness prompts companies to critically observe the partner's behavior and thus keep them on guard to prevent unpleasant surprises from cropping up.”

“Second, companies need to possess a coopetitive mindset that allows them not only to accurately understand why it is beneficial to simultaneously cooperate and compete, but also how to contribute to your own as well as your competitor/partner’s capabilities.”

A Trustful Society

It has often been said that “trust” is typical characteristic for Nordic societies – in terms of commu-

“We found a remarkably high level of trust with­in the network.”

Alex Mugrauer, Umeå University

Bergtagen

SUMMER MOUNTAINS ARE CALLING bergtagen is fjällräven’s most technical system of clothing and equipment, developed in close collaboration with the Swedish Mountain Guide Association, sbo.

Each layer is part of an interacting system where the garments can be combined and varied depending on activity level, weather and season. “Our earlier garments in the Bergtagen system were developed for demanding winter conditions, but for spring/summer 2020 we have developed complementary products that are adapted for warmer conditions,” says Erik

Blomberg, innovation manager at Fjällräven. The most important focus in the development of the new garments has been to reduce weight and increase ventilation – while retaining sufficient wear resistance for tough conditions on high mountains. All garments in the Bergtagen system are designed to be used with a climbing harness, crampons and other climbing equipment. There won’t be any pockets hidden under belts and straps, and the reinforcements are exactly where they are most useful.

customers, but here, the SOG members are coopernity, politics as well as business. Is this what makes ating side-by-side right in front of the customers. coopetition something that functions particularly This way, they co-brand themselves and can therewell in Scandinavia? fore leverage the perception of the Scandinavian SOG, with its 69 member companies and the outdoor industry,” says Alex Mugrauer. joint flagship of the Scandinavian Village, seems “We concluded that SOG plays a salient role in to be an example of this. Here, visitors encounter facilitating cooperation between competitors. several of the Scandinavian brands under one It a­ ffects the coopetitive relationships through roof – companies that often compete for the same ­acti­vities whereby personal bonds are built and custo­mers. But through their cooperation in the trust is created, which also leads to greater coope­ Scan­dinavian Village, the companies have, among ration beyond the boundaries of SOG,” says Erika other things, succeeded in increasing the internaGranqvist. tional i­ nterest in Scandinavia as a Erika Granqvist and Alex leading region for the outdoor in­Mugrauer believe that the volundustry. a word from the 90's tary aspect has been an important Researchers Adam M. Branfactor.

Personal Relationships denburger and Barry J. Nale“We found a remarkably high Last year, the thesis “Coopetition buff at Harvard and Yale Unilevel of trust with­in the network, in Industry A ­ sso­ciations: A study versity coined the concept of which we believe stems partly of Scandinavian Outdoor Group,” ‘coopetition’ in the late 1990's. from the relatively small size of was published by Erika Granqvist They demonstrated a business the network where employees and Alex M ­ ugrauer at Umeå Unimodel whereby a combi­nation from different companies know versity. of cooperation and competition benefited the companies. each other on a personal level,” “Usually, coopetition occurs concludes Alex Mugrauer. P behind the scenes away from the

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BEST CHOICE OF SCANDINAVIA

a real cup of coffee!

The smell of fire, a little smoky with hints of heart pine, blends with the smell of coffee. For many Scandinavians on a hike through the woods, a cup of “kokkaffe” (steeped or “boiled” coffee) is the perfect choice for an enjoyable rest.

BY ANNIKA BERGGREN PHOTO LEMMELKAFFE

ALTHOUGH IT MAY BE an exaggeration, at least if you’re from Norrland, but when the lid is lifted off the sooty pot and the first cup of steeped coffee is poured back into the coffee pot, for many it’s like taking part in an ancient ritual. A ritual dating back to frontier life, to breaking new ground and the happiness of homesteaders when a beloved guest came to visit.

Steeped coffee simply reminds people of hard times, but it also reminds us of the fact that the coffee warms us and brings us together.

“It’s a fantastic coffee culture, which is luckily starting to come back,” says Markus Lemke at Lemmelkaffe in Gällivare, which has specialized in steeped coffee (also known as “boiled coffee”).

With the increasing interest in the wilderness and bush craft, people have also started to become interested in steeped coffee again.

You can see this trend on various Instagram accounts that focus on the outdoor life. This special emotionally satisfying image of the sooty coffee pot is coming up more and more often. Off to the side is someone sort of lying down, not in focus because the person is secondary. What’s important is the fire and the coffee pot.

HOW DO YOU MAKE a good pot of steeped coffee?

The number of answers you get depends on how many people you ask. Some answers sound scienti­fic, like removing oxygen from the water and then adding fresh oxygen with a cup of fresh, cold water.

Others talk about the importance of “cranking

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the coffee,” that is, gently swishing the coffee in the pot several times.

And should you bring it to a boil one, two or three times?

But what all of these steeped coffee experts have in common is their outlook of the boiling itself. It must be done carefully. It should – and must – take time. First, gather firewood, smaller chipped pieces, find some bryoria for kindling and gently build the fire. When the fire is viable, the coffee pot is gradually placed in the fire.

And now it’s time for the personal preferences.

“Yes, it can almost turn into a quarrel at the fire,” says Markus Lemke. “I think once the water is boiling, you should put the coffee in. I do not think that the coffee should be at a full boil or that you need to bring it to a boil several times. It is enough to have the coffee steep after the first boil, and then add a little salt. Just like the Sami do. It’s a taste enhancer.”

FOR MORE AND MORE Scandinavians, a thermos and instant coffee are just not things you bring with you when you head out into the woods. Instead, it's traditional steeped coffee, an ax and frying pan, cutlery and a “kåsa” – a traditional Sami drinking vessel. Everything else feels weak, phony.

According to a friend who’s big on doing things the proper way: “It’s not a real forest tour unless you build a fire and make steeped coffee.”

And of course he was right.

Well, one more thing: Steeped coffee should be drunk black as a moonless night. Although you can enjoy it with a sugar cube in your mouth. P

… and some cheese in your coffee? ’Kaffeost’ (literally ‘coffee cheese’) is a traditional dish from northern Finland with ancient origins. Small ­pieces of it are placed in the coffee (mainly in the Tornedalen in Sweden) or eaten alongside cloudberry jam (mainly in Finland). If you eat the cheese as it is – hot or cold – it feels a bit like halloumi when you chew it, which doesn’t happen if you put in the coffee. Without accompaniment, kaffeost is quite neutral in taste.

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OUTDOOR BY ISPO STAND B06:108

DESIGNED IN SWEDEN

www.pinewood.eu

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BRAND IN FOCUS

PHOTO: VEGARD BREIE

reasons why running in wool is a great idea

Choosing wool as your workout wear is not only better for the environment, it is also better for you. Once you start running in wool, it’s hard to go back to synthetics.

THE DEVOLD RUNNING collection is the ultimate

4. Better for the environment

sportswear regardless of intensity. The garments are fast-drying, super lightweight and breathable products made from Merino wool in combination with TENCEL™.

So why wear wool when running? When you're exercising it's important that the layer closest to your skin has wicking and ventilation properties.

That way, sweat won’t remain on your skin, making you feel cold and uncomfortable.

Still wondering why wool is the go-to-gear for running? Then check out the list below:

By choosing wool over synthetic materials, you will reduce the emission of microplastics. U ­ nlike synthe­tics, wool has self-cleaning properties and does not need to be washed as often – thus saving you from having to wash it as often, which is better for the environment. Wool is also biodegradable and will naturally decompose.

1. Naturally resistant to odor

6. Healthy microclimate on your skin

Wool is naturally antibacterial, which p ­ revents odor from remaining on the material.

2. Regulates body temperature

Wool’s natural properties keep you warm in the cold and will cool you down when it’s hot.

3. Does not stick to your body

Do you know that wool can carry 35 ­percent of its own weight in moisture without feeling wet?

Wool will not stick to the body during a hard work­out session.

5. Keeps you warm

Unlike synthetic fabrics, wool will keep you warm even when the garment is wet.

Wool’s antibacterial properties help to create a healthy microclimate – which in turn can relieve eczema.

7. UV protection

Wool also absorbs UV radiation, providing natural protection against the sun. The strength can vary from UPF 20 to 50+ depending on the thickness and color of the garment. P Note: TENCEL™ is made out of cellulose and feels cool against your skin. It absorbs and wicks away moisture quickly. The material is also durable, lightweight and elastic.

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GEAR GUIDE

nordic highlights

to look out for this summer

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KUPILKA FOR BEGINNERS

KUPILKA INVITES CHILDREN to explore the outdoors and get inspired by nature with the new Kupilka 12 junior cup. The cup is de­signed to fit perfectly in smaller hands and it’s available in four exciting colors – original brown, conifer, cranberry and kelo black. The cups are made from the company’s own biomaterial and the beautiful pattern on each piece is unique. All Kupilka products – cups, plates and firesteels to name a few – are made in ­Finland with zero emissions. kupilka.fi

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A SMARTER STOVE

FIRESTICK STOVE TI was developed to challenge

the standard thinking on how a compact, ­topmoun­ted stove should be designed. This stove ­incorporates optimal wind protection due to the design of the titanium pot supports and the bur­ ner. Each detail is designed to ultimately make the stove as compact and light as possible – folded, the stove can be easily slipped into any pocket of your backpack. primus.se

Hook knife 164 with leather edge protection.

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KNIVES TO GET HOOKED ON

THE MOST IMPORTANT thing when it comes to

wood carving is sharp knives. These upgraded hook knives from Morakniv give you a sharp, wonderful and creative session as you carve smoothly over the inside of your spoon or bowl.

The improved edge bevels complete the blades and give the optimum carving experience. A part of you and your summer adventure. Available in four d ­ ifferent versions. morakniv.se

Hook knife 162 with double edges.

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GEAR GUIDE

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NATURAL PROTECTION

THE MYGG+ FÄSTING SPRAY is a modern non s­ ynthetic DEET free insect repellent, containing organic Oil of Lemon Eucalyptus. Scientifically proven multi protection against mosquitos, tics, gnats, horseflies and even leaches that last for six hours. Protects against tropic mosquitoes that might carry malaria, dengue or zika virus. Applied easily on to clothes and equipment without leaving permanent stains. Keep in mind that a plant based repellent is to prefer when traveling to sensitive areas such as nature reserves. SJÖ & HAV OUTDOOR CARE was founded in 2004 with the mission to provide outdoor-loving people with biodegradable and quality hygiene products, specially designed for outdoor use, made in Sweden. sjohav.se

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A T-SHIRT TO TRUST ALL YEAR ROUND

THE ACLIMA LIGHTWOOL sports T-shirt is made in a new thin mesh construction in 100% Merino wool.

The mesh is lightweight and the construction is made for optimal ventilation. This makes the T-shirt perfect for outdoor use in the summer and optimal as a base layer on chilly days. It is made for high-­ performance activities. The Merino wool mesh is ­designed to provide optimal moisture wicking where your body generates the most heat. The product is intended for a variety of applications and will provide great insulation as a base layer, meaning it will ventilate in activity and insulate at rest. Merino wool is a perfect material for high performance ­activities because of its ability to absorb moisture and still feel comfortable. The fit is optimi­zed for movement, with an extended back and itch-free flatlock seems – perfect for jogging, trail running, hiking, biking and other high-performance activities. aclima.no

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TRY OUR N A NEW VEG S TE WS

GREAT NEWS We proudly continue our unique take on Scandinavian cuisine.

This spring we expand our menu with three tasty vegan dishes, making REAL Turmat available for even more adventurerers.

Our new Chicken Soup is ready as well, and will surely become an instant favourite. Order yours on realoutdoorfood.com

BRAND IN FOCUS

PHOTO: IDA OLSSON

nothing has changed since 1891 Since the 17th century, knives made in Mora have been used all over the world. The Morakniv knife has become one of the most famous symbols of Sweden and over the years it has evolved from a simple everyday concept to an established brand. And it all started with a sustainable idea.

THE JOURNEY BEGAN in 1891 when Frost-Erik

­ rson established a timber sled factory. He soon E realized there was a need to find a sustainable solution for material waste and therefore lower expenses. It turned out that the solution was close at hand. By this time, the region of Mora already had a 300-year tradition of knife making, mainly for household use. Frost-Erik saw an opportunity to assemble the left over pieces of wood and steel from the sleigh production and make useful utility knives.

The idea was simple, yet brilliant and since then, the knife made in Mora has gone from being just a local factory knife to the worldwide wellknown knife brand Morakniv. In fact, to this day, Morakniv knives are still made in Mora, Sweden just as it was a century ago.

Zero waste

With a continuous drive to ensure that material is used efficiently, Morakniv has always been working towards the goal of zero waste in the manufacturing process. Traditionally, every single piece of ma-

terial used in the process of making the knives has been taken care of, a concept that gives birth to new innovative Earth-friendly ideas as well as product ideas. Morakniv is manufacturing knives that will practically last for a lifetime, constantly contributing to a cleaner Earth by minimizing the environmental impact over both the short and long term.

The outcome is seen in the way Morakniv is making their way through new markets around the world, offering high-quality knives at affordable prices. Just as it should be.

128 years of development

Morakniv has been part of the Swedish h ­ andicraft tradition for more than a century. The knives are made in the factory in Mora, Sweden, by knife makers who have inherited generations of p ­ rofes­sio­nal knowledge. Each knife is m ­ anufactured to the highest standards in close c­ ollaboration with demanding users and will last a lifetime. It brings back cherished memories of childhood adventures and your hopes of m ­ emories still to be made. That is why Morakniv is a part of you. Yesterday, today and tomorrow. P

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BRAND IN FOCUS

a brand with a mission Elevenate is growing and wants to spread its message around the world – all year round. But the starting point is still life at and around the mountain in Åre, Sweden. the unique fit, attention to detail and colors that characterize the winter collections. The inspiras­ kiing clothes without compromises,” says main tion comes from life in the mountains – between ­designer and co-founder Sara Rönngren. the sky and the sea. Elevenate wants to be a natuIn addition to her job as a designer, she has a sucral part of the living culture that permeates life in cessful career as a freestyle skier behind her. When a modern mountain resort – she met mountain guide all year round.

Jimmy Odén in Verbier ten “Being located so close to years ago, they decided to Åreskutan, the main mountain make the dream a reality. in Åre, also gives us a unique Åre became the base of the advantage as a clothing comcompany, which has since pany. We can sit in the o ­ ffice managed to grow into a small and develop new ideas in the but strong global brand – curmorning and get out and test rently with the United States, them at lunchtime. It is a fanCentral ­Europe and Sweden as tastic way of working – b ­ eing its largest markets.

“We can sit in the office and able to test and improve all the The passion for skiing and develop new ideas in the time without needing to go the love of the mountains are out of our way and take long still their most impor­tant drivmorning and get out and trips with decision-making ­ ing forces. But after having test them at lunchtime.” processes that are at least been completely focused on the Sara Rönngren, Elevenate equally long. We live and winter season during the first breathe the products we defew years, Elevenate launch­ed sign,” says Sara Rönngren. its first spring and summer collection last year.

“The mountains and the fantastic nature are still there even when the snow begins to melt. Months THE GOAL OF everything that Sara and the team at of cycling, trail running and trekking await once the Elevenate design is that it should be one with the ski boots are off,” says Jesper Aggerborg, marketing activity – regardless of whether it concerns chalmanager. He adds: lenging mountain biking on winding paths or a “Not only to get your daily dose of adrenaline and nice day hiking with your group of friends. to experience nature, but also in preparation for the “Although our starting point is our lives right next upcoming ski season.” to this particular mountain, we know that it is a feeling we share with people around the world and a message that we want to spread to more people. So PRIOR TO 2020, a greater focus was put on clothnow the journey continues. Both with new collecing adapted for different activities. Lightweight, technical clothing for trail running, mountain bik- tions and in new markets. We call it ‘modern mountain life culture’.” P ing and trekking. What they have in common is “ELEVENATE WAS BORN from a dream to make

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PHOTOS: MATTI RAPILA ANDERSSON

Inspiration and testing grounds are always close at hand for Ã…re-based Elevenate.

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TREND-SPOTTING 2019

trains, silence & a new office look What’s the next big thing? Is it retro or nouveau in the Scandinavian outdoor world? We put a finger to the wind to check on what the new trends are. And here is what we found:

BY ANDERS FALKIRK & GABRIEL ARTHUR ILLUSTRATION GRAHAM SAMUELS

1. TRAINCATION

We’re staying home this year. This is what we’ve been hearing in more and more Scandinavian households.

In Sweden, for example, charter bookings have decreased by approximately 10% and national train travel has increased by 32%.

The daily news­papers in Sweden are full of train travel tips, the word “flygskam” (literally ‘flight shame’ – the idea that you should be ashamed of unnecessary plane trips) has established itself in the public conversation in Sweden, and “Tågsemester” (train vacation) – an activist group on Facebook – has gained a­ lmost 80,000 followers in a short period of time.

The driving factor, of course, is the increased ­interest in traveling in a climate-smart way, and train travel is great for that. Large swaths of the

Nordic railway are carbon neutral because the trains are powered by electricity and the sources are hydro-electric and wind power.

So what then do you do when traveling by train?

Many people seek out nature. Both outside the train window and then with their boots on. And there is boundless nature to choose from. Scandinavia offers a number of world-class outdoor train journeys – from the Atlantic to Karelia.

For example, take the 450 kilometer-long N ­ ord­landsbanan, which stretches from Trondheim to Bodø. It was named by the UK’s The Guardian as one of the world’s 18 best train trips.

Or take the train from Helsinki to Joensuu in the mythical Karelia along the border with Russia.

It passes by the largest lake landscape in Europe, and there are endless opportunities for hiking, paddling and sauna bathing here.

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TREND-SPOTTING 2019

2. QUIET WEEKENDS

country, concerns about climate change, the joy of hiking, the desire to live healthier and simply the desire for some calmer vacations.

For many people, traveling halfway around the world to Bali or Sri Lanka just isn't as attractive anymore.

3. HOLIDAY ON WHEELS

In the same way that traveling by train is enjoying a renaissance, the classic cycling vacation is also starting to experience an upswing in popularity.

First came the “MAMILs” – the Middle-Aged Men In Lycra – on their racing bikes. Then cycling on gravel roads became the next big thing. These days, several regions throughout Scandinavia are investing in creating networks of high-quality cycling routes, preferably with nice inns at just the right distance for a day’s journey. Although in years past, cycling vacations were primarily seen as a budget solution for families with children, these days they are attracting a lot of climate- and health-conscious people in the middle class with stable financial situations.

PHOTO: MATTI RAPILA ANDERSSON/ELEVENATE

Sometimes it seems like all of the trends are converging into a single trend. Or how else would you explain the new guesthouse and rustic tavern trend? Throughout Scandinavia, there are examples of chefs who are taking their cooking utensils and moving out to the countryside in order to be really close to the locally grown food. Or enterprising hotel entrepreneurs who are taking over old guesthouses to make their long-held dreams of a living a life at a quieter pace into a reality.

And in many cases, these taverns and hotels are located close to scenic areas. For example, take the well-designed bed and breakfast location, Bork­ hult, which is located in southeastern Östergötland. Here, you can hike in the unusually biodiverse Hästenäs kyrkskog nature reserve and experience primeval forests and see eagles soaring over the Yxningen lake.

And the guests are coming! The reason behind the upswing is debatable, of course, but it is likely due to several social and lifestyle trends that are coinciding. Romanticism of living a life in the

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TREND-SPOTTING 2019

Rafting and hiking in Sweden.

PHOTO: JULIA KIVELÄ/DJI

Southern Konnevesi national park, Finland.

4. THE NEW OFFICE LOOK

A few years ago, trendy residents of Stockholm discussed this question: Is it okay to wear hiking pants at the office? Is it, perhaps, even cool? These days, the matter is closed. In Scandinavia, hiking pants have gone from being a somewhat dorky ­garment that is only to be worn at the ­mountains or in the woods to becoming an a­ ccep­­­ted ­everyday urban article of clothing – particularly among men who want to signal that they have one foot in the city and the other out in n ­ ature.

At the same time, the product development of hiking pants has gone in different directions, ranging from close-fitting and stretchy versions to retro clothing in thick and durable materials.

These days, you can see hiking pants at a casual Friday after-work outing as well as on people who are walking their dogs through the city. Another reason is that the hiking trend continues to be strong, meaning that more Scandinavians actually need to own a pair.

5. COMBINED CHALLENGES

Fortunately, the reasons why people are going out into nature are many and, as mentioned above, the desire to live in a more climate-friendly manner can lead to new travel and experience trends.

But the many thrill-seekers and adrenaline junkies of the outdoor world are of course still out there as they were before. And among those who

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are always looking for something new and challenging, various crossover activities have become popular in recent years, some of which are in competition form, such as swim-and-run competitions, where the races cross exposed islands and streams. But also, for example, hiking with an ­inflatable raft in your backpack – a pack raft – to be able to cross streams and vary the journey.

Bike rafting is also attracting curious outdoor enthusiasts, who can create never-before traversed routes using their mountain bikes and rafts.

6. CRAVING NATURE

Wetsuits, the taste of blood in your mouth, gourmet food, resting pulse, adrenaline rush or new creativity – etcetera, etcetera.

The overall trend is that nature itself is simply ‘in.’ No matter what you want to do or where your interests lie, nature should be the backdrop. And for those who are not able to pack their own backpack and get out in the nature on their own, there is now an endless range of nature-related conferences, yoga weekends, hiking packages, bootcamps, competitions, bike trails with accommodation, photo safaris and guided tours for families.

And hopefully this is more than a single trend.

After thirty years of alarming reports on climate change from the research world, the message seems to have finally gotten across – humans need a nature in balance. P

OUR PLEDGE: CLIMATE POSITIVE 2020 The most sustainable shoe is the one never produced. But footwear is needed to get outdoors, so then we must make them long-lasting and with minimal negative impact.

Over the last five years, this work has led us to change all the materials of the Icebug shoes – uppers, midsoles, outsoles – upgrading to more sustainable options without compromising performance or durability.

On top of this, we have taken the UN’s Climate Neutral Now pledge, which means that we measure and publicly report emissions, reduce what we can, and then offset unavoidable CO2 emissions with a surplus by obtaining CERs. For the year 2018-19 our estimate of CO2 emissions was 3,647 tonnes and we offset 4,755 tonnes CO2 equivalents.

Though Icebug was not founded on an environmental activist agenda, our survival instincts tell us that we must take action.

We take our mindset towards sustainability work in the outdoor industry from a world we know well, that of long-distance trail running. Here, despite a competitive spirit, people still help and cheer for each other. We’re more than open to share what we have learned, and let’s compete for who can have the most radical sustainability agenda.

Our goal was to become climate positive by 2020. It turned out to be easier than we thought, so we got there one year ahead.

If we can do it, everybody can. See you at Climate Neutral Now!

enjoy every lightweight, ventilated step BLUE SKIES, WARM breezes and breathtaking scen-

ery might sound like a trekking dream come true, but if your clothes aren’t specifically designed for that activity and those conditions, your dreamy day in the outdoors might not be so dreamy after all. A seam in the wrong place, an ill-fitting waistband or restrictive fabric that breaks your stride can all turn your trek into a nightmare.

The new Abisko Midsummer Trousers bring a new level of Fjällräven functionality to warmweather trekkers everywhere. They are made ­using an effective hybrid design of highly ventilating G-1000 Air Stretch (recycled polyester and ­organic cotton) and pliant polyester that is both light and durable, and they have both side venti­ lation zippers that let out any excess heat and an articulated fit with pre-shaped knees for even more freedom of movement. In other words, these are trousers that adapt to your stride, that fit ­perfectly and that let you focus on other things –

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like blue skies, warm breezes and breathtaking scenery.

BUT SINCE WHEN did Fjällräven – a brand born in cold and dark Sweden – become experts on warm weather trekking? Well, firstly, Sweden is nowhere near as cold or dark as you might think. Sure, winter temperatures can drop well below –20˚C but summers can soar above +30˚C, so warm weather is nothing new to Fjällräven.

Also, Fjällräven has been spending a lot of time trekking in warm regions lately with our ever-popular trekking event Fjällräven Classic expanding into tropical Hong Kong – so even more people can try out trekking Scandinavian style, carrying everything they need – tent, cooking stove, sleeping bag and clothes – all carefully packed into their backpacks.

“Warm summers haven’t historically been the focus of Fjällräven. But in recent years, we have

BRAND IN FOCUS

seen a need to develop this part of our range and adapt our products to warmer climates,” says Henrik Andersson, head of R&D at Fjällräven.

lating and comfortable hybrid fabric made from organic cotton and recycled polyester that we are very pleased with.”

AND THAT’S WHAT the spring/summer 2020

TO GIVE THE trousers the best possible ventilation in warm climates, one detail has also been borrowed from other Fjällräven trousers. Ventilation zippers on the side of the legs were first introduced in the popular Keb trousers, and these were appreciated so much that they have started appea­ ring in several more models.

“Even if you have trousers in light and ven­ tilating fabric, it’s a completely different feeling to be able to open them up in this way. We are the only ones offering this on the market,” says ­Henrik Andersson.

“Another advantage is that these trousers weigh half as much as the Keb trousers. And if you roll them up, they take up half as much space in your backpack.” P

Abisko collec­­tion is all about. Trousers, jackets, shirts, shorts and T-shirts – with a focus on lighter garments with extra airflow and freedom of movement, that dry faster than ever.

The new Abisko Midsummer range also introduces a completely new stretch fabric, G-1000 Air Stretch, a development of the durable fabric that has long been associated with Fjällräven trousers.

“G-1000 is the ultimate fabric for hiking ­trousers. You can wax it to make it water repellent, it is breathable and it dries quickly. The only drawback is that it isn’t so stretchy,” says Henrik Andersson.

“But now we are launching a version of G-1000 that actually is a little stretchy. It is a light, venti-

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PHOTO: FJÄLLRÄVEN

Fjällräven Classic in Hong 32 Kong.

SCAND IN AVIAN OUT DO OR NE W S

A NATURAL STEP

TIME TO

GIVE BACK Climate-positive shoes, compostable underwear and camping lessons for people from China. Many Scandinavian outdoor companies not only want to reduce their impact on the environment, but they also want to give back to nature or society.

BY ANNIKA GOLDHAMMER

Part 1: Icebug wants to be positive

Swedish shoe company Icebug has been ­working towards reducing their carbon emissions for several years, but at the end of last year’s extremely warm summer, CEO David Ekelund felt that it wasn’t enough. The company needed to take on a greater role.

“There are many different sustainability issues people can get involved with, but we began to think about how we can make the greatest difference – we wanted to find a way that could make it go faster,” says David Ekelund, CEO of Icebug.

At that moment, the Swedish hamburger chain Max became climate positive by beginning to compensate for 110% of the emissions that the company causes. David Ekelund thought “if a hamburger chain can become climate positive, than so can we” and decided that Icebug would set a goal of becoming climate positive no later than 2020 without having any idea about how much it would cost or how difficult it would be.

But it turned out to be surprisingly simple –

by February of this year, the goal had already been achieved.

“It helped that we had been working in a structured way towards reducing our emissions for a long time, but in the end, it was significantly easier than we had thought and the cost was really marginal,” says David Ekelund.

Part 2: A win-win for Fjällräven

Icebug is perhaps the world’s first climate-­positive manufacturer of outdoor shoes, but it’s far from the only outdoor company that stands out when it comes to sustainability. In Scandinavia, there are several companies that are trying to take responsi­bility for more than their own business in different ways.

Fjällräven’s motto is that they should leave base camp in better condition than it was when they found it. Among other things, this is evident through the fact Fjällräven is partly financing Stockholm University’s research on the endangered mountain fox (“fjällräven” in Swedish) that the company is named after. The company has also launched the Arctic Fox Initiative – a project whose goal is to protect nature and inspire more people to spend time outdoors.

The company also wants to promote the Swedish Right of Public Access and get more people to learn about sustainable outdoor activities through the Fjällräven Classic, a hiking event through one of Europe’s last wilderness reserves. The hike from Nikkaloukta to Abisko in northern Sweden has been held every summer since 2005 and it has since developed into an international event with different hikes held in Denmark, the United States and Hong Kong.

“This enables us to introduce our way of spending time in nature to more people, which is really

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A NATURAL STEP

has evolved over the years – from environmental interesting,” says Christiane Dolva Törnberg, sustainability director at Fjällräven. In Hong Kong, for issues to CSR and back to the environment in recent years. example, sleeping in a tent is unusual and taking “The latest trend is that companies are beginyour trash with you or not disturbing wild animals ning to think in more is not something that goes philanthropic ways and without saying either.

“The latest trend is that want to give back through Another project that companies are beginning to various activities that Fjällräven supports is Hej ­aren’t always connected främling! – an ­organization think in more philanthropic ways to their own business.” whose goal is to foster inand want to give back through The fact that companies tegration through outdoor activities and other healthy various activities that aren’t always are investing in becoming activities. Both Hej främconnected to their own business.” climate-positive is also a more recent trend. ling! and Fjällräven Classic Susanne Sweet, associate professor “I believe that it has are seen as win-win projat the Stockholm School of Economics to do with more com­ ects: They help to get more panies realizing that it's people to spend time in serious and that the business world needs to do nature, but also enable Fjällräven to develop a something for development.” closer relationship with their users and get direct feedback on their products.

“And hopefully, this will inspire people who Part 4: Bergans, from linear to circular ­aren’t used to the outdoors interested in spending One example of a company that is venturing bemore time out in nature and becoming loyal yond their ordinary core business is Bergans of ­ambassadors who like what we stand for,” says Norway, whose goal is to become a leader in susChristiane Dolva Törnberg. tainability in the industry.

The company has its own recycling department and encourages its customers to return used Part 3: Driven by a new earnestness clothing so that they can be repaired or recycled.

Companies wanting to give back to society is “We know that many consumers have a lot of nothing new, at least when it comes to social treasures at home that aren’t being used,” says ­responsibility or corporate social responsibility (CSR) as it’s also called. But greater and greater de- Christoph Centmayer, Director of Sustainability at Bergans of Norway. “If we can see to it that they mands are being placed on corporate responsibility: Perhaps avoiding making mistakes or reducing are used again, perhaps after a little repair, then we have done something good for the environtheir impact on the climate isn’t enough? Maybe companies should instead aspire to become a posi- ment together with the customer.”

“At the same time, we give a broader customer tive and developing force in society? group access to our products. Our ‘used goods de“Companies are already players in society and partment’ is extremely popular – products disapare making an impact through their production pear quickly from the shelves. If the clothes canand through the fact that customers are buying not be sold again, then we use them for our redetheir products. In certain cases, these are very fisign collection, which consists of several different nancially strong actors and they definitely have a smaller practical products.” responsibility to be a positive force in society, and In addition, Bergans offers its customers the not just through creating jobs.”

This is according to Susanne Sweet, an associate ability to rent tents, backpacks and other outdoor equipment in order to prevent unnecessary conprofessor at the Stockholm School of Economics and head of research for Mistra Future Fashion, an sumption.

The Swedish company Houdini launched an interdisciplinary research program that aims to equivalent program back in 2013. The company contribute to a circular fashion industry. made a name for itself as one of the industry’s She has followed the fashion industry for sevleading players in transitioning towards a more eral years and has seen how the companies’ focus

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PHOTO: BERGANS

3

SUSTAINABLE PROJECTS

1 Popfree

A two-year long innovation project launched in November 2017 that aims to find and promote alternative solutions that are free of per- and polyfluoroalkyl substances (PFAS).

2 MinShed

A three-year long research project that launched in June 2018 whose goal it is to help the textile industry design synthetic clothes without microplastics.

3 CleanRun

A collaboration between ISPO, Peak Innovation, Dynafit, Icebug and On whose goal is to create the world’s most sustainable trail running shoes.

Norwegian outdoor company Bergans offers its customers the ability to rent tents, backpacks and other outdoor equipment.

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Swedish shoe company Icebug became climate positive this year, one year ahead of plan.

ment in tourism, sports and outdoor activities in sustainable outdoor industry. Last year, the comSweden. pany launched the world’s first composting for “But it also becomes more important from a worn-out wool clothing. Now the goal is for all of competitive perspective – you don’t want to be left Houdini’s products to be circular by 2022 and for without an argument or be the last one to offer rethe entire production chain to be sustainable by cycled materials. That can damage the brand’s 2030 at the latest. This means that not only do the company’s own products need to be recyclable, credibility.”

Joel Svedlund thinks that many outdoor compabut all suppliers also need to live up to these high nies in Scandinavia are standards. doing good work with “We want to go from “We want to go from linear to regard to sustainability. ­linear to circular – from circular – from products designed He points out that a key products designed to be disposable to products that to be disposable to products that are to achieving success and are just as recyclable as a just as recyclable as a PET bottle.” taking the lead in the race towards sustainabilPET bottle,” says Eva Karlsson, CEO, Houdini ity is collaboration. the company’s CEO Eva Today, the outdoor inKarlsson. dustry is full of collaboration and projects where “In the future, I believe that you'll need to have competitors work together to face challenges a more holistic system model and understand the jointly, agree on new ways of working or drive inimpact you have on society as a whole.” novation.

“We can’t all have special expertise in the comPart 5: On the forefront of the outdoors pany,” says David Ekelund of Icebug. “But collaboThe fact that there are so many pioneers in rations such as Popfree and SOG’s sustainability the outdoor industry alone can be explained network provide great support and special knowldue to the fact that many of these companies edge when it comes to chemicals, for example.” are run by passionate outdoor enthusiasts.

For David Ekelund it is important that outdoor “Many of these companies are run by passionate companies address this challenge: people who love being out in nature and who “Since our entire business is based on people want to be able to sleep well at night,” says Joel wanting to spend time out in nature, we have an ­Svedlund, project manager at Peak Innovation, whose job it is to support innovation and develop- even greater responsibility. P

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PHOTO: GUILLEM CASANOVA

A NATURAL STEP

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BEST CHOICE OF SCANDINAVIA

west sweden: by land and by sea Home to pristine lake-speckled forests and a vast archipelago containing some 8,000 islands, West Sweden is the natural focal point for the adventurous and sustainable adventure tourism.

This September, the annual Adventure Travel World Summit (ATWS) will convene in Gothenburg, Sweden, where the industry will gather to talk shop and get inspired … but in this business, people tend to get fidgety if they have to sit still too long.

Fortunately, West Sweden’s incredible smorgasbord of adventure eco-tourism is close at hand, for summit delegates and visitors alike.

Several top-notch local operators are more than eager to share this gem. One such operator is Balans­ punkten, who wants to impart its philosophy of kayaking as communing with nature and who would like to invite you to experience the open ocean horizons and narrow protected passages between the pink granite crags of Grundsund and Skaftö.

Coastal Attraction

With its rich history and epic beauty, there’s also no shortage of fantastic hiking trails in West Sweden.

Some trails follow the coastline, others jump from island to island via ferry, and yet others meander through the forests and cultural landscapes of the interior. Using its unique lakeside hotel as a starting point, the local operator Upperud 9:9 in Dalsland offers visitors unique mountain biking and treks along a portion of the Pilgrim Trail, a path studded with heritage sites that continues all the way to Nidaros Cathedral in Trondheim, Norway.

With a labyrinth of ocean passages between uninhabited islands and a host of idyllic fishing villages, journalist Kevin Rushby will be the first to tell you that the west coast of Sweden is a kayaker’s dream: “At night, our fire is the only light we can see apart from the stars … and throughout the entire trip, we don’t ­encounter any oher people on any of the ­islands.”

more examples of activities Lagunen. Paddle and cycle in Kosterhavet National Park.

Evertrek. Trekking on the islands of Marstrand and Dyrön.

Dalslands Aktiviteter. Horseback riding with locally sourced cuisine in Dalsland.

Outdoor Support. Cycle around Lake Åsunden surrounded by medieval castles and manor houses.

Kajaktiv. Cycle and paddle “the world's sweatiest art tour.”

Navens Outdoor Experience. Hiking and biking around Läckö Castle and Lake Vänern.

Go to www.westsweden.com for more activities.

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Forest Pleasures

Foraging for New Tastes

Sweden’s relationship with and dependence on the sea cannot be understated – a fact that’s best experienced through your taste buds.

Here, seafood reigns supreme and those with adventurous appetites can find an unforgettable treat with Catxalot’s seaweed safari. Located in Tjurpannan’s nature reserve, you’re invited to learn to identify, sustainably harvest and prepare different edible species of seaweed. After the safari, a lunch is served in a rustic harbor storehouse including (surprise!) more seaweed!

By land and by sea. By boots, bike, kayak and more – the wilder sides of West Sweden await. P

PHOTO: ROGER BORGELID/WESTSWEDEN.COM

Secluded bay close to Lysekil in Bohuslän.

PHOTO: HENRIK TRYGG/WESTSWWEDEN.COM

Catxalot’s ­seaweed safari.

PHOTO: MADELEINE LANDLEY/CATXALOT/WESTSWEDEN.COM

Upperud 9:9 in Dalsland.

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SCANDINAVIAN OUTDOOR AWARD

and the nominees are …

Over two days, the jury of the Scandinavian Outdoor Award will be throughly testing the products outdoors to decide which ones are the best based on functionality, quality, innovation, design and sustainability.

Nordisk – Voss Tech SI

Fjällräven – Abisko Mid­ summer Trekking Trousers

Sjö&Hav – Mosquito and Tick Spray

Nordisk – The Midgard Concept, Midgard 9.2 m2

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Primus – Firestick TI

Thule – Thule Versant 50 L

Nordisk – Oscar –2˚ Curve

Helsport – Trollheimen Superlight

Elevenate – Versatility pants

Mink Campers – Mink 2.0 Sportscamper

SCANDINAVIAN OUTDOOR AWARD

Aclima – Sports T-Shirt

Reima – Voyager Jacket

Polygiene – Odor Crunch

Devold – Cover Zip Neck

Halti – Next Generation Jacket

Hilleberg – Anaris

Bergans – Fløyen Jacket

Lundhags – Authentic Jacket

ECCO – Exohike W Mid GTX

ECCO – Biom C Trail Tentipi – Olivin 2 cp

Light My Fire – Meal Kit BIO

AWARDED SINCE 2005

The Scandinavian Outdoor Award jury consists of journalists/gear specialists from some of the leading publications in Europe as well as retailer representatives and sustainability specialists. The winners will be announced on Sunday, 30 June at 17:30 at the Scandinavian Bar at OutDoor by ISPO. Be there!

Read more about the nominated products at scandinavianoutdooraward.com

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BRANDS

brand presentations

An overview of the participating exhibitors in the Scandinavian Village.

B6-112 Aclima has targeted quality, textile innovation and a passion for outdoor activities for more than 80 years. The underwear specialist with its production still in northern Europe, focuses on high quality merino wool products.

Aclima has won many awards for their innovative products based on old knowledge of how to dress in demanding conditions, since 1939. aclima.com

B6-102 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 165 years of research and development with one goal in mind: to provide you with unbeatable comfort, quality and protection. devold.com

Sales: Lars Eivind Johansen, lars@aclima.no, +4797 161182 PR: Ole Magnus Halvorsen, ole.magnus@aclima.no, +4790 917869

Sales: Øystein Bomo, oystein.bomo@ devold.no, +4792 052707 PR: Gro Elisabeth Naalsund, gro.naalsund@devold.no, +4793 026786

B6-202 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

B6-104 Halti is a Nordic outdoor company from Finland. They create premium outdoor, ski, multisport and lifestyle apparel and hardware with unmatched function, intelligence and designs inspired by nature. Halti is for curious, active and demanding outdoor enthusiasts who value a high functionality, the best technical materials, perfect fit and beautiful minimalist Nordic design. As a company, Halti is committed to sustainability and the environment in every step of designing and producing their products. halti.com

Sales: Tony Kraftling, tony.kraftling@ fjallraven.se, + 4672 2498581 PR: Philipp Kloeters, philipp.kloeters@fjallraven.de, +4917 24213164

B6-216 For many years, Kupilka outdoor products have become very popular among hikers, hunters, campers, bush craft teachers, courtyard cooks and other friends of nature thanks to their recyclable and natural properties.

Kupilka products are made from the company’s own biomaterial and the production process is carbon neutral.

The product range includes cups, plates, bowls, eating utensils as well as utility knives and firesteels. All Kupilka products are manufactured in Finland using EKOenergy. kupilka.fi Sales: Sales: Laura Kaasinen, laura. kaasinen@plasthill.fi, +3585 03514348 PR: Same as above

Sales: Mikko Savolainen, mikko.savolainen@halti.fi, +3584 06510715 PR: Sari Ruotsalainen, sari.ruotsalainen@halti.fi, +3584 00277290

B6-310 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

B6-306 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 produces shoes at its 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, traveling, exploring or in the thick of nature. ecco.com Sales: Thomas Vangsgaard, thv@ecco.com PR: Janni Juhl L ­ auritzen, jlau@ecco.com

B6-116 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, and proudly made in Europe, Hilleberg tents offer the ideal balance of low weight, extraordinary strength, and remarkable comfort. hilleberg.com Sales: Carolina Geijer, carolina.geijer@hilleberg.se, +4663 571552 PR: Stuart Craig, stuart.craig@hilleberg.com, +1425 8830101

B6-212 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: Dennis Becker, dennis.becker@morakniv.se , +4625 05950 00 PR: Debby Döss, debby.doss@ morakniv.se, +4625 0595000

B6-207 Founded in Åre in 2010, Elevenate is shaped by the culture of a modern mountain resort. Here, designer and competitive free skier Sara Rönngren and UIAGM mountain guide Jimmy Odén realized their vision of high-quality apparel that they wanted to wear in and around the mountains – no matter the season. elevenate.com Sales: Mattias Heurlin, mattias.heurlin@elevenate.com, +4670 8532732 PR: Jesper Aggerborg, jesper.aggerborg@elevenate.com, +4670 9561744

B6-308 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 between 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. In 2019, Icebug became the first climate positive outdoor footwear brand. icebug.com Sales: Tom Nilsson, tom.nilsson@ icebug.se, +46 73 3408450 PR: Marie Thomasson, marie.thomasson@icebug.se, +46 72 2461146

B6-108 Pinewood is a leading manufacturer of leisure products that combine high quality, great function, good fit and excellent design. Pinewood supplies hunting clothes, fishing wear and outdoor clothing for adults as well 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 was founded in 1996.

Pinewood.eu Sales: Rainer Rüssel, rainer@ pinewood.se, +4637 0341450 PR: Same as above

BRANDS

B6-202 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 ensures that the products become reliable and life-long companions. primus.eu

B6-214 Drytech are 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 has developed its 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: Elena Sandnes, elena.sandnes@ primus.se, +4670 3446203 PR: Heidi Kreusel, Heidi.Kreusel@ primus.eu, +4916 095095262

Sales: Kyrre Jonassen, kyrre@drytech.no, +4794 843616 PR: Same as above

B6-114 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 experience – a home away from home. tentipi.com Sales: Patrik J Rönnbo, patrik.j.ronnbo@tentipi.com, + 4670 3330137 PR: Torsten Gabrielsson, torsten.gabrielsson@tentipi.com, +4670 1088690

B6-206 Sjö&Hav Outdoor Care values a sustainable lifestyle, quality and the wellbeing that nature brings to humans. They exist in order to give people access to nature and everything that implies, without leaving any traces behind. The products are clean, biodegradable and produced in Sweden. The company continuously develops the products and the organization towards sustainable goals and prioritizes the environment in all corporate decisions. sjohav.se

B6-204 Skhoop – The Original Skirt Company was founded in 1999 by Sissi Kewenter in Åre, northern Scandinavia. The winter skirt is the company ’ s core product, and Skhoop produces lines of skirts and accessories that are functional for every imaginable outdoor activity that women enjoy, and that are comfortable any time of the year. The mountains provide inspiration and technical solutions used in the products. skhoop.se

Sales: Kim Persson, kim@sjohav.se, +4673 2505021 PR: Åsa Plahn, asa@sjohav.se, +4670 9593701

Sales: Sissi Kewenter, sissi@skhoop.se, +4664 750121 PR: Malin Fältskär Schillgard, info@skhoop.se, +4664 750121

B6-208 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

B6-106 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

B6-312 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: Magnus Rydell, magnus.rydell@trangia.se, +4664 0681331 PR: Same as above

Sales: Helma Tobies, h.tobies@vikingfootwear.com, +4917 18622142 PR: Flach Communication, info@flach-communication. de, +4980 221884000

Sales: Lars Andersson, lars@walkstool.com, +4670 7533010 PR: Same as above

Scandinavian Outdoor Award Ceremony & Midsummer Party hosted by ECCO When: 30 June 17.30 Where: Scandinavian Bar, Hall B6

Check out all Scandinaivan Outdoor Group members at: scandinavianoutdoorgroup.com

Warm welcome to the

SCANDINAVIAN VILLAGE

HALL B6

at OutDoor by ISPO in Munich, 30 June – 3 July

EVERY DAY ALL DAY Scandinavian Outdoor Award on display in the Scandinavian Bar Lounge.

15.00 Fika at the Scandinavian Bar, the much loved Scandinavian coffee break.

Light My Fire cup with a refreshing surprise to the first 75 every day!

SUNDAY 17.30 Scandinavian Outdoor Award prize ceremony & Midsummer Party hosted by ECCO.

MONDAY & TUESDAY 17.30 Happy Hour at the Scandinavian Bar. Enjoy a beer and some music with us!