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OUTDOOR NEWS Issue #1 2020 from Scandinavian Outdoor Group – the top Nordic outdoor companies

39 expert brands

Welcome to the Scandinavian Village

Call of the wild

Hiking for immigrants and refugees


And why outdoor folks love it!

Chill out

Swim like Scandinavians in ice-cold waters

Plus: Everything you need to know for ISPO 2020

Gearing up the next generation of active, happy kids TH E LE A D I N G PRE M I U M PE RFO RMA N C E W EA R BR A N D D E D ICATE D TO ACTI VE KI DS . F ROM FIN LA N D SIN C E 194 4 .




NATURE IN OUR DNA I'M SHIVERING. It’s about –12 °C outside,

and I’m trying to convince myself that it’s like 16 degrees warmer in the hole in the ice that I’m about to jump into. I think of all the endorphins that will be coursing through my body soon. How my circulation is about to be so much better, my stress level so much lower, my immune system so much more powerful. Ice swimming as a trend is becoming more and more popular, which is clear from the people around me and social media. Read our piece on ice swimming on page 16, and how bathers emerge from the icy water with a swimmer’s high. Ice swimming is part of a greater trend: the trend of spending more and more time in nature, when life feels messy and chaotic. And ice swimming in particular offers very close proximity to nature. I also think about how our Scandinavian brands have proximity to nature in their very DNA. I jump in. It’s insanely cold! I laugh in panic and forget to breathe. Do I get a swimmer’s high? I'm not sure, but my body does feel amazing when I get out of the water. Every single cell feels present. But clearly, it requires practice and patience to learn to enjoy the dip. We’ll see if it happens again. At least I’ve given it a try. Sara Wänseth, General Secretary of SOG


7 16 24 32

New from the north

A “logjam,” national parks, a bouncing kid and news from SOG.

Chill out

Swimming in ice-cold waters is increasingly popular.


was founded in 2000 and currently has 73 member companies representing the Nordic countries. Our aim is to build a powerful network with a strong Nordic platform of outdoor brands. This gives our members profitable advantages on international markets. Through joint projects, members can learn from each other and grow together as well as separa­tely. We believe that by working together 1+1 can equal 3. scandinavianoutdoorgroup.com

SOG board of directors David Ekelund (Icebug) Chairman and Member of the SOG working committee Staffan Rönn Member of the 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/Karin Eklund, Project Manager Trade Shows, and Sofia Karlström, Coordinator, welcomes you for a coffee any time!

Call of the wild

Hiking, fishing and kayaking for immigrants and refugees.

Rough weather

And why it works in advertising for outdoor brands.

Follow us on: FACEBOOK

facebook.com/scandinavianoutdoors Imprint: This magazine is produced for SOG by Norr Agency, norragency.com Editorial team: Gabriel Arthur, Karin Eklund, Anders Falkirk, Sara Wänseth, Sofia Karlström Art Director: Karin Nyman Cover photo: Gösta Fries


instagram.com/scandinavianoutdoors LINKEDIN

Scandinavian Outdoor Group



HERE´S WHAT WE DO THAT YOU DON´T SEE. Becoming the world’s first climate positive outdoor footwear brand is the most visible part of our sustainability work, but it’s just the peak of the tip of the iceberg. This is a more accurate picture of all the work we do to be a part of transforming the outdoor industry – and indeed the whole society – To become fully sustainable.

The very foundation is making products that people need, since consuming more resources then the planet can regenerate is the very root of our sustainability problems. Next for Icebug is about making these products as long-lasting as possible, then minimizing negative impact in production, and developing ways to close the loop.








Timber! BACK IN THE DAY when timber was floated downstream, a “logjam” – an accumulation of logs – would sometimes occur. These logjams serve as the inspiration for the Arctic Bath – a new, unique attraction in Harads in the Lappland province of Sweden. It is situated on the Lule River, downstream from the bridges of Bodtraskfors. In the summer, the Arctic Bath is free floating, but in the winter it gets stuck in the ice on the river.

HOPE FOR THE BALTIC? THE BALTIC SEA is one of the planet’s larg­-

          P H


O :I

est bodies of brackish water, but it has suffered from eutrophication for many years due to nitrogen and p ­ hosphorus runoff. The result: Algae blooms, oxygen depletion and dead zones, which in turn lead to species changes. This eutrophication has been a contributing factor to the endangerment of cod in the Baltic Sea. But now, measurements from Stockholm University are showing that eutrophication is decreasing. Two reasons behind this are the measures that have been undertaken in agriculture and better drainage in the countries around the Baltic Sea.





WE ALL KNOW THAT AGE is just a number and that




we rarely like to talk about it. But when it gets this impressive, we really would like to at least mention it. Did you know that SOG members collectively reach the impressive number of 3,909 years of collective know­ ledge within the outdoor business? We have a wide range of ages among our members, from young brands like Icelandic Mink Campers, 4 years old, to Norwegian Devold’s 166 years. We keep on adding members and years of knowledge to our Nordic platform, which grows wider and stronger every year.




NEW MEMBERS We warmly welcome six new members to the SOG family, since last summer. We continue reinforcing our Nordic platform by adding two brands each from Norway and Finland, and one brand each from Sweden and Denmark. LEDX LEDX of Sweden was established to provide orienteers with superior light when running night orienteering. Since 2010 they have manufactured headlamps in Borås, Sweden.


UphillSport An innovative outdoor lifestyle brand from Tampere, Finland, a town with over 200 years of quality textile manufacturing know-how. UphillSport is committed to technical innovations and sustainability.

And the winner is … … HAGLÖFS! Outdoor styles are said to be “the new black” in the

fashion industry. This statement is underscored by the fact that Haglöfs of Sweden has received the prestigious “Guldknappen” (Gold Button) award, which is awarded by the fashion magazine Damernas Värld. Haglöfs’ sustainability concept was one important factor behind the brand getting the award.    











SPENDING TIME IN nature is a growing trend all




over Scandinavia. In Finland, for example, there were approximately 3.2 million visits to Finnish national parks in 2018, which is a 2% increase over the previous year. Although growth rates have varied from year to year, the overall trend is steadily rising. The health benefits experienced by visitors have also increased: Over 88% of all visitors felt that outdoor recreation had a moderate or high impact on their health and wellbeing.



Svala of Finland Svala from Kärsämäki in central Finland designs and manufactures Svala base layers, midlayers and other accessories. Helle A third generation family business in a small community on the west coast of Norway. Since 1932, Helle knives have been made and sold based on the same set of values of honesty, hard work and quality. Nordisk A Danish company with a heritage dating back to 1901. Originally producing down products, for the last 40 years the focus has been on tents, sleeping bags, mats and accessories. Øyo A family company from Geilo, Norway, offering products for outdoor, kitchen and crafts. The company history dates back to 1882.

ISPO trade shows. Save the dates. ISPO Beijing 2020 February 12–15 OutDoor by ISPO 2020 June 28–July 1 ISPO Shanghai 2020 July 2–4 ISPO Munich 2021 January 28–31

Accelerate your business with the biggest multisegment platforms in sports business.

More information on: ispo.com





Refill your bottle at Scandinavian Village! SOG AGREES WITH EOCA* that single

use plastic is rubbish. For ISPO Munich we have signed their plastic pledge and promise not to provide single use plastic bottled drinks, to provide a source of drinking water in the Scandinavian Bar and to encourage every employee/person to bring their own reusable mug or bottle!


Happy Birthday and a big hooray to our members who celebrate! Elevenate 10 years, LedX 10 years, 8848 Altitude 30 years, Fjällräven 60 years and Viking Footwear 100 years.



*European Outdoor Conservation Association

IN LINE WITH THE ASPIRATION to be a leader in sustainability, SOG has taken the UNFCC pledge Climate Neutral Now, and will: (1) measure the carbon emissions it causes. (2) reduce what can be reduced (and at least reach the 1.5 degree target of the Paris agreement). (3) offset remaining emissions. The aim for 2020 is to also ensure the events we do are Climate Neutral, starting with Scandinavian Village at ISPO.



HOW DO YOU describe the Nordics? Geographically, it’s an area in northern Europe that includes Denmark, Finland, Iceland, Norway and Sweden, as well as the self-governing territories of Åland, the Faroe Islands and Greenland. But what is life there like? A new book, Nordic Life, is the result of an ambitious photography project aiming to capture the essence of the Nordic countries by documenting everyday life. One more thing: Even though the Nordic countries face many challenges, it’s the area of the world that leads the UN’s World Happiness Report.







Eleven-year-old Freja Bernlow lives in Bolterdalen outside Longyearbyen on Svalbard.


networking is necessary How can an industry organization support its members when it comes to sustainability? A joint charter, networking and workshops are some of the examples from SOG. BY GABRIEL ARTHUR PHOTO JOEL SVEDLUND

ON NOVEMBER 27, roughly thirty people from brands such as Fjällräven, Bergans and Hurtta gathered at a scenic event center in Stockholm. Directors of sustainability, product developers and marketers met to listen to a series of lectures and debates. “We previously had a lot of meetings and lectures in connection with the international trade shows as well as at SOG’s member meetings,” says Joel Svedlund, who is responsible for the network. “This was the first time we invited our members for a whole day completely dedicated to sustainability, with members who have taken the time to travel here from various locations in Sweden, Norway and Finland.” The lectures held by researchers and consultants had a broad spectrum – concerning everything from business development to chemical management. Three workshops were included, and the day concluded with a research debate on textile silver treatments. “Within SOG, there are both pioneers who have been working on this for decades and companies who are just getting started with this. Thus, it’s important to create a community and trust within the group so that the experts among us will share their knowledge with those who aren’t as familiar with these issues.” For this reason, the fact that all 73 members of the SOG have signed EOG’s Sustainability Charter has been an important success according to Joel Svedlund. “It creates a type of joint value foundation. ­Everyone has made a commitment.”

JULIA BERGH WAS recently hired as a senior material manager at Peak Performance. She previously worked at a Swedish fashion company, and has been to similar training days in the fashion industry. “Many of the challenges are the same, and it would be great if there were greater collaboration between the outdoor and fashion industries. One difference, however, is the outdoor industry’s focus on performance, which places different demands on things like chemical management and so on. So this day is clearly educational for me.” Bergans’ director of sustainability, Christoph Centmayer, thinks it’s great that SOG is taking things one step further and starting to organize courses. “It’s always an advantage to network with other players in the industry, even competitors. Collaboration is important, especially with the challenges we have in the area of sustainability.” P

Philipp Gruentker and Jonas Wand from Foursource lecturing at t­ he SOG Sustainability Day last November. SCANDI NAV I AN OUT DOOR NE W S


Hall A2 Welcome to the

Scandinavian Bar!



Come and enjoy the friendly and relaxed atmosphere at the Scandinavian Bar!

HIGHLIGHTS IN THE VILLAGE The Scandinavian Village is a convenient and dynamic area where we bring several Scandinavian outdoor companies together. Since the beginning of the century, the Scandinavian Village has become an institution at trade shows all over the world. This year we want to send a warm welcome to some new exhibitors – Nordisk, Marius Kids, Superyellow, UpphillSport, LedX, Svala and OrganoClick. The core and spirit of the Scandi­na­vian Bar concept is the friendly and informal atmosphere and a non-prestigious working space. We serve refreshments and Scandinavian delicacies, so come and experience our open culture and meet some friends. It’s just more fun to do business here! A recurring event in the Scandinavian Village is the popular Scandinavian Outdoor Award and associated party on Sunday evening. The award has become a prestigious achievement among the brands, so take the opportunity to learn more about the best outdoor products and enjoy a great Scandinavian party.

EVERY DAY All day Scandinavian Outdoor Award on display in the Scandinavian Bar Lounge. 15.00 Join us for a “fika,” the much-loved coffee break, at the Scandinavian Bar. SUNDAY 17.00 Party at the Scandi­na­ vian Bar. Celebrate with the

winners of the Scandinavian Outdoor Award and enjoy our specialities! 17.30 Scandinavian Outdoor Award prize ceremony. MONDAY & TUESDAY 17.00 Happy Hour at the Scandinavian Bar. Enjoy a beer and some music with us!




NEW YEAR. NEW GOALS. The platform for success enters the next stage: look forward to exclusive innovations in the New Product Center, meet international exhibitors and expand your network with valuable contacts – all in the perfect place for more success. IWA OutdoorClassics opens on 6 March 2020. Be there.

Get your ticket now!


IWA OutdoorClassics

The perfect place for more success Access only for specialist buyers. Proof of eligibility must be provided.


“Zippers take two minutes” AT BERGANS’ FLAGSHIP store in Oslo, repairs


have been moved from dusty backrooms and onto center stage. Now, it’s hard to miss. “We've offered repairs for a while, but for a lot of customers this has not been visible. Now some of them are coming in with a jacket that they've had in the back of their closet for years due to a minor problem. Take zippers, for example. And these often take just two minutes to fix,” explains the manager Anne Granerud. Some customers simply leave more seriously damaged goods for a 20 percent discount. "These products are then repaired, cleaned and offered to eager second-hand shoppers.” But ultimately, the ideal product is one that doesn’t need to be repaired in the first place. After years of experience, Anne and the repair team have become adept at seeing what works and what doesn’t: “The repair team has now been invited to join the initial product design meetings in order to provide input on what we see as the product’s weak points and how repairability can be designed into the product.” P

Anne Granerud at Bergans’ flagship store in Oslo, Norway. SCA NDI NAV I AN OUT DOOR NE W S



swimmer's high

Interest in ice swimming is growing in Scandinavia – even among modern urbanites of all ages. One reason is the health benefits. Another the adrenaline rush … BY VEERA LUOMA-AHO PHOTO HENRIK BONNEVIER

TAKE A LOOK at the picture. Snow-covered ice for as far as the eye can see. There is probably a chilly wind in the air. And then there’s a hole in the ice. For most people around the world, swimming in water that’s 4 °C would seem crazy or masochistic. But in Scandinavia, this is an old tradition that is becoming popular once again, particularly among urbanites of all ages. Take Anna Koho for example: She is 51 years old and member of a club that maintains its own outdoor winter swimming spot in Helsinki, Finland. Several spots like this also have saunas nearby to warm swimmers after the icy swim; however, there is no sauna where she goes swimming – only a warm locker and stairs leading to the hole in the ice. Members share pictures from the hole with each other over Instagram and sometimes arrange “ice dipping dates.” Indeed, even avid winter swimmers sometimes need a little bit of encouragement. “The weather can be all over the place and at times it would be easier to stay home of course, even though winter swimming gives me one of the best feelings I’ve ever experienced,” says Koho. ANNA KOHO HIKES a lot in the wild – in the winter as well. For her, swimming is one way to experience the seasonal variation to the fullest extent. Swimming in the ice hole gives her a new perspective on winter. “I’ve learned to respect the cold. And generally, I



don’t feel as though I’m freezing as easily as I used to.” Swimmers often like to mention the scientifically proven health effects of winter swimming. Awareness of these benefits is increasing. For instance swimming in icy water helps relieve stress, aches and pains, seasonal affective disorder and sleeping problems. According to studies, swimming regularly in an ice hole can also lower your blood pressure. Traditionally, it is believed in Finland that regular winter swimming boosts your immunity and effectively keeps the flu at bay. However, the most addictive aspect is the rush provided by the winter swimming itself. It’s called a swimmer’s high. Endorphins are released in a flood, bringing a sense of euphoria and increasing your pain threshold. “If I haven’t gone ice swimming in a while, I start feeling like I absolutely need to go. As soon as possible,” says Anna Koho. P

This picture was taken at Rauhaniemi Beach outside Tampere in southwest Finland. It’s from “Nordiska bad,” a book about different swimming cultures in the Nordic countries written by Ulrica Nordström. It’s in Swedish, but might be translated into German in the spring of 2020.





nordic highlights




to look out for this winter



of experience of making durable and truly functional clothing for the harsh conditions of the last true wilderness of Northern Europe, and the Sasta Taiga-trousers are no exception to this rule. These highly functional trekking-trousers follow Sasta’s traditional minimalist design-philosophy, having nothing too much and not missing anything – while relying on the truly unique natural performance of Organic Ventile® cotton. sasta.fi




THE LEDX COBRA 6500 X-PAND sets a new stan-

dard for high performance headlamps. With its 6500 lumens of smooth light scattering, low weight, durability and up to 85 h of battery life, it really feels like you’re bringing daylight wherever you go. LEDX lights are designed and manu­factured in Sweden and used by top athletes and professionals all over the world. ledx.se


THE REVAMPED KUPILKA 44 brings a little lux-

ury to your outdoor dining moments. The plate has two handles to rest on your lap while eating – it goes perfectly with Kupilka cutlery and can also serve as a tray for your coffee set or soup bowl. The dishes are light and durable, dishwasher safe and won't burn your fingers. Award-winning dishware and survival gear made in Finland with zero CO2 emissions! kupilka.fi




THE BERGANS MYRKDALEN Jacket is a weatherproof

freeride jacket with a straight fit and packed with details. Expanding the hood, a signal-colored panel comes to light, making you more visible. The articulated elbows are also designed with a high-visibility insert panel that becomes visible when you bend your arm 90° or more! One convenient detail is the velcro adjustments at the bottom, making it easy to fit the jacket even with gloves on. To prevent snow from getting inside the jacket and causing dampness, the waterproof outer fabric extends around the lower back edge and up inside the jacket. Available as a 3-layer jacket as well as an insulated version with PrimaLoft® Black Eco insulation, providing warmth and protection from the elements thanks to the Dermizax® fabric. bergans.com



THE USWE NORDIC™ 10 is a (real) winter backpack

with 10 l­ iters of storage that’s developed for long and cold a­ dventures, when XC skiing, running and mountain ­biking. The shoulder straps of the pack are equipped with the revolutionary Thermo Cell™ insulation pocket, which reflects the body heat from physical activities via a thin mesh membrane to feed the Thermo Cell™ pocket with thermal energy on the inside. A weatherproof cover shields the pocket from the outside. This technology ­prevents any freezing of the drink tube and bite valve even in the most extreme weather conditions. The Thermo Cell™ technology has been ­successfully tested at -26 °C, where the interior temperature of the Thermo Cell™ pocket containing the hydration tube measured at +19 °C. The Nordic™ 10 is designed with the award winning NDM™ 4-point harness system that delivers a ­perfect bounce-free individual fit. www.uswe-sports.com/nordicstory






THE TRAINING WINDBLOCK line from ­Ulvang is the per-

fect choice for running, biking and other outdoor activities. Our finest Merino wool combined with strategically placed Merino mesh panels and windblock panels makes the products moisture wicking, highly breathable and comfortable for every season. The main fabric consists of 95% Merino wool and 5% elastane, the Merino mesh panels are 84% Merino wool, 6% polyester and 10% elastane. We chose 100% polyester for the windblock material. Our Training Windblock products are Woolmark certified and are produced in Lithuania. The Training Windblock line includes a jacket, a pair of tights, womens hipster briefs and mens boxershorts. All the products fit ergonomically and snugly. The Training Windblock tights are a favorite for cross-country skiing, while the jacket is very popular for everyday use as well as training. ulvang.com



ULVANG’S RAV KIBY is a feminine and lighter

take on Norway’s most sold wool sweater, Rav sweater w/zip. Rav Kiby is a soft, warm sweater in high-quality ­Australian wool. This ­midlayer favorite has good elasticity, long sleeves with thumb holes and a high collar with zip and “chin protection.” Rav Kiby ­features a feminine pattern, tailored fit and seasonal colors. ulvang.com





ACLIMA HAS DEVELOPED a practical onesie with several functions and features. Aclima WoolNet Overall is a base layer with wool mesh, wool interlock and wool rib in combination. The wool mesh provides superb ­insulation and moisture transport – perfect for high activity. The ­interlock f­ abric is made in 100% Merino wool and is strate­gically placed where you need c­ overage and comfort. The rib is placed where you need extra stretch and reinforcement. Back drop zipper and two-way zipper in front for easy access. Seam lines are strategically placed for comfort over time. The side piece is exten­ded to avoid chafing in the armpit. aclima.com

INSTORE AGENCY – your sustainable partner! Would you like to know more? Contact one of our offices. SWE DEN FIN LT PL

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Visit us in booth A2-317 at ISPO

MANNEQUINS: For the first time ever, Instore Agency has the privilege to offer affordable mannequins made from a sustainable 100% bio-based and bio-degradable material. HANGERS: Reduce-Reuse-Repair-Recycle We manufacture hangers out of 100% recycled material using 100% renewable energy. We also repair and recycle damaged hangers. BAGS & PACKAGING: In need of all sustainable solutions for bags and packaging? We got you covered. Instore Agency has a large selection of sustainable materials. For example, FSC certified paper and reused and recyclable polypropylene.









Expedition Pack Down Hoodie W/M

Expedition Pack Down Jacket W/M

Expedition Down Jacket W/M

Expedition Down Lite Jacket W/M

Expedition Long Down Parka W/M



never feel cold again


Fjällräven now launches the new 1974 Expedition Series, a collection of jackets that are direct descendants of the legendary Expedition Down Jacket from, that’s right, 1974. Will the new series live up to the high expectations? We asked James Lee, designer at Fjällräven. rather than a focus, and that is something that has become a trademark characteristic of all Fjällräven product. Creating durable, functional, timeless clothes and equipment has always been their design philosophy and serves as a clear compass throughout all aspects of the production process. Add to that the ambition to become the most sustainable outdoor brand in the world and you’ve got quite high expectations to live up to.   “Sustainability is a very high priority at Fjällräven so we’ve worked really hard to ensure that the new Expedition Series stands up to scrutiny in that respect too.” All the jackets in the new series use 100% recycled nylon in both the face fabric and the lining. The models that use down as insulation, use only Fjällräven’s ethically sourced, 100% traceable down. And then there’s the element of repairability. “We take a lot of pride in creating clothes and equipment that last for generations – as an important aspect of sustainability – but for that to be possible, there has to be some measTHE NEW SERIES consists of three ure of repairability built in from the lighter, packable models that can be start,” says James. used both as effective midlayers on The drawcords on the hood and cold winter trekking adventures, and Åke Nordin in the Expedition waist of the Expedition Pack Down as reliable insulating outer garments Down Jacket 1974. Jacket are designed to be easily repaired in during the milder months. The fourth the field and the front zipper can be replaced model is a well-insulated long parka for when without any down insulation spilling from the temperatures drop to their lowest. The series down channels. The other models all have similar comes in bright colors and with iconic details that solutions. clearly salute the original Expedition Down Jacket The original jacket from 1974 became incredibly from ’74. popular over the years – and still is. Will the new “Yes, the bright colors are certainly an acknow­ series enjoy the same success? ledgement of the original colors from our herit“Well, seen from the perspective of functionalage, but those colors were there for a reason – to ity, durability, design and sustainability, I think stay visible in the mountains – and that function the new series will definitely get a lot of attention is just as important today,” says James. from outdoor enthusiasts everywhere, but the same fate? Well, let’s keep our fingers crossed,” THE ACTUAL LOOK of both the original jacket and says James. P new 1974 Expedition Series are a consequence THE STORY IS THAT back in the early 1970s Åke

Nordin wanted to create a jacket in which it was impossible to feel cold. And he did it by basically sewing two down jackets together, with alternating air ducts to minimise heat loss, and created an insulating hood that covered everything but the eyes when pulled tight. After rigorous tests in the field, the finished product was launched in 1974 as the Fjällräven Expedition Down Jacket. Over the years it became a favourite among outdoor professionals all over the world – from rock climbers in the Himalayas to sled dog drivers in the Arctic Circle. Now, Fjällräven is launching a new series of insulating winter jackets based on the design and high functionality of the original jacket. “We wanted to offer outdoor enthusiasts more versatility within our assortment, keeping to our high standards of sustainability while at the same time honoring our heritage,” says James Lee, Designer at Fjällräven.





Many Scandinavians enjoy hiking. But there are large groups in our societies that have never set foot in anything wilder than a park. Now a group of enthusiasts is trying to attract refugees and recent immigrants to get out and enjoy nature. BY CAJSA RÄNNAR PHOTO MARIA SÖDERSTEDT

In the summer of 2019 the Outdoor Collective brought 50 students aged 15–20 from Örnsköldsvik to the Skule­skogen National Park for a day filled of adventure.


Sweden is offered a course in Swedish as well as a PEOPLE LIKE TO think that those of us who were course in Swedish civics. born here in Sweden are the ones who should be “Imagine if that course could be held outside – teaching newcomers a lot of things. But I’m always learning so much from all these meetings with peo- in the outdoors,” exclaims Lovisa. “So much would ple who are new to Sweden as well as to our type of become apparent all by itself!” outdoor life. I’m quite sure I am the one who has learned the most – not the people I’ve met.” JERRY ENGSTRÖM, an outdoor entrepreneur, That’s according to Lovisa Cederström from lives and works a thousand kilometers north in Helsingborg, who is active in the Swedish Outdoor Örnsköldsvik on the High Coast. The picture Association. For several years, she has been run­Lovisa paints is a familiar one to him. ning various projects to open up outdoor life in “We are in a group we call the Outdoor CollecSweden to more people, primarily people who have tive that has created a number of different events recently moved (or fled) to the country. in recent years. We were struck by how ­almost Many of the activities, such as hiking, climbing ­everyone that participated in these events looked and cooking, have taken place in the beautiful exactly like us: Native Swedes who grew up with and dramatic location of Kullaberg in southern Swedish nature at their doorstep.” Sweden. But Lovisa stresses that it is important to Jerry and his team were obviously delighted that meet in the city, at home all these people had travwhere people live and feel eled here to discover the “It may sound cliché, but it’s secure. High Coast and the abundantly clear that outdoor “It’s all about relationunique scenery found life not only opens doors ships. I open up and talk around there, but at the about myself, tell people same time, it bothered but also tears down walls.” what I’m working on, talk them a little that there Jerry Engström, at The Outdoor Collective about my family and what were a lot of people in the I like to do when I go out. Then it becomes tangiarea that never get out in the nature that’s right at ble and understandable, even if we meet indoors their front door. in a classroom or at the association’s premises. “We aren’t experts on this – at first we thought, For many people, I get to basically personify Swed‘how difficult can it be?’ So we contacted a few ishness.” places, including a high school, with some concerns that they probably wouldn’t let us in, since we can neither educate nor discuss integration THE FACT THAT Lovisa Cederström is a woman, a ­issues but rather only wanted to talk about outprofessional, a mother of four – and even a granddoor life. mother – surprises some of the people she meets. “But our concerns proved to be false and the It also builds bridges. school accepted the ‘Utvandra’ initiative – a term “I often get asked where my husband is when that means ‘to emigrate’ that plays on the words we’re out in the woods. I always reply that he’s at for hiking in the outdoors – with open arms. And home with the children. This often becomes the Jerry also says that the conversations that come up start of good and constructive conversations about when talking about outdoor life can be just as imgender equality, cultural differences and societal portant as outdoor life itself. norms. And the opportunities that exist here in “We first met the students at the school and Sweden even if you are a woman.” Everyone seeking asylum or residence permits in talked to them; I think that has been important to



In 2019 the Outdoor ­Collective organized a fun day by Gide Älvdal with focus on families. Fishing and shared cooking were some of the activities.

make it simple Some advice if you want to take a refugee or recent immigrant with you out into the wild: • Keep in mind that most are beginners. Don’t complicate things unnecessarily. • Give each other time to build up trust in each other before you set out. This makes it easier to handle unexpected situations. • Accept that just the act of attending is quite a major step for many. SAY JERRY ENGSTRÖM AND LOVISA CEDERSTRÖM


“It may sound cliché, but it’s abundantly clear our success – that we not only just get people to that outdoor life not only opens doors but also come out, but we create a relationship. We talk tears down walls,” says Jerry. about what we’re going to do, how we’re going to do it and why. There is room to ask questions and get to know each other.” IN NORWAY AS WELL, outdoor life and the touring Jerry emphasizes that it is necessary to come totradition are strong, perhaps even stronger than in gether with mutual humility and respect and to lis- Sweden. Experiencing and getting to know the ten carefully to what you’re hearing. outdoor life is an important step in becoming part “For example, we discovered that the Swedish of Norwegian society. words for ‘bathe’ and ‘swim’ can be the same words In various local projects, the Norwegian Trekin certain languages. When we asked who among king Association has challenged itself to ensure them could swim – something that was important that even those who are new to Nor­way become a because we were going to go kayaking – we would self-evident part of the outdoor life. have gotten an answer to a completely different Sadia Aslam, who lives in Drammen southwest question if we hadn’t been listening properly. of Oslo, is one of those who discovered the allure “Everyone could bathe of course, but it wasn’t a of being outdoors thanks to the Norwegian Trekcertain­ty that everyone king Association. could swim. You learn a “In the past, I was “In the past, I was afraid of being ­lesson from such things – afraid of being in the in the woods. I thought there were woods. I thought there in the moment as well as dangerous animals there …” in life.” were dangerous animals there.” Sadia Aslam, tour leader for But soon the fear TO DATE, the Outdoor the Norwegian Tourist Association changed to the joy of ­Collective has undertaken ­experiencing nature together with others. She also three major activities within the framework of ­Utvandra with approximately 60 participants each made sure to learn how to cross-country ski in ­order to keep up with her children, who were quick time, where they have taken residents of to embrace the Norwegian outdoor life. Örnsköldsvik by bus to the great outdoors just “Now I understand why all the skiers are so thin. around the corner. The excursions have been kept You get really hot!” simple so there would be no need for expensive These days, Sadia is herself a tour guide with the special equipment and also because the particiNorwegian Trekking Association and wants to inpants were a mix of different ages and backspire more people, primarily those that have immigrounds. grated to Norway, to venture ­outdoors. “The cliques that are always there, and perhaps “I notice that many people value the fact that the particularly in schools, are so clear-cut when everyleader has the same cultural background as they have, one is getting on the bus, but then they gradually disappear as we start hiking, paddling and cooking. which makes it easier to follow along on the tours.” It’s really neat to watch how things develop. It’s clear that the language doesn’t always flow uninLOVISA CEDERSTRÖM IN the Swedish Outdoor Ashibited, but after a while things like that are not an sociation in Helsingborg also stresses the imporimpediment – the conversations and exchanges tance of involving those you want to connect with find other ways. in the planning and communication.




“What we do isn’t rocket science. We bring people together around an activity and a campfire …” Jerry Engström, the Outdoor Collective

“We can’t sit there believing we all have the answers ourselves. It’s important to take the chance to ask questions, and to collaborate and to adapt the activities to suit the cultural context. For example, we have girls-only groups with female leaders, so that even the young girls can join in and sleep over on our excursions. We have to be able to be responsive like that.” Lovisa’s most powerful memory is the time when she and a colleague taught a fourteen-yearold girl from Sudan how to ride a bicycle. In reality, the girl really taught herself as she was

One of the goals of the Outdoor Collective is to close the mental gap between people who just arrived in Sweden and those who grew up here.



so eager to participate in the freedom and independence that she had seen her little sister master. “I swear, she walked with a completely different demeanor after that, with a completely different sense of security in her step. It was so neat to see!” Jerry and the Outdoor Collective have received several questions about spreading his concept to more cities in Sweden, something that makes him proud as well as a little surprised. “What we do isn’t rocket science. We bring ­people together around an activity and a campfire. It doesn’t need to be more difficult than that.” P


this is the start of a revolution Spinnova and Bergans have entered a collaboration with a clear goal: To develop a revolutionary way of sustainably manu­ facturing textiles. The first prototype product is already in use. LAST YEAR, THE Finnish fiber producer and the Norwegian outdoor brand announced they had entered a long-term product development collaboration, combining their interests in sustainability and outdoor life. The aim was to further develop a technology for cellulose-based textile fibers free from harmful chem­icals, hoping to find solutions that will revolutionize the textile industry. Technologies based on cellulose textile fibers through chemical processes have existed for some time. What makes Spinnova's solution so revolutionary is that all harmful chemicals are replaced by a mechanical process. The patented techno­logy includes neither waste nor side streams, substantially reducing the fiber and production method’s impact. Spinnova’s raw material commitment is to only use FSC-certified wood or waste streams.

Bergans of Norway is one of the first suppliers to develop a complete product made using the Spinnova fiber. After great effort, the Norwegian brand presented the first product using the new technology by the end of last year: a plain backpack using Scandinavian wood as raw material and made without harmful chemicals. “The aim of this futuristic product is to test the Spinnova technology. Our hope is that the project could be a step towards more sustainable textile consumption,” says Bergans CEO Jan Tore Jensen.

The product is still a prototype and only available in a very limited quantity. Even so, both partners emphasize the importance of launching the product for consumers to let them take part in its further development. “We want to let consumers get to know our material by allowing them to physically test products. For that, we need innovative and risk-willing manu­facturers. Bergans has shown a pragmatic and open attitude to trying new materials, even ­before they are commercially profitable,” says Janne Poranen, CEO of Spinnova. Besides inventing new materials and products, the developers are also eager to test new modes of consumption and circular business models. And the way the backpack made with wood fiber will be linked to the consumer market is unique. Even if the pack will be tested by Scandinavian and German consumers, it’s not for sale in the traditional way. The idea is to give consumers the opportunity to buy in as co-owners in the fabric quantity. “Currently, the fabric quantity is designed for backpacks. After a period of use, the consumer can return the backpack, have it recycled into new Spinnova material and reshaped into a new and different product,” suggests Johannes Flem, designer at Bergans Future Labs. And so, the cycle will continue. P





knitted in time Nordic nature. Scandinavian design. Sustainability. Sätila of Sweden has been around for 124 years, but it has now developed a sharper, more uniform collection. SÄTILA IS LOCATED roughly 40 kilometers southeast of Gothenburg. It’s a small town that’s best known for its beautiful location on Lake Lygnern and for Sätila of Sweden, which has been knitting hats and other accessories since 1896. The brand is cherished by both outdoor enthu­ siasts and fashion-conscious consumers for its design and high quality. Recently, however, the management at Sätila was still not really satisfied. “We have a fine old brand with products still knitted in Sätila, but we haven’t received the attention and visibility that we felt there was potential for,” says Sara Nevander, CEO of Sätila of Sweden. “We felt that our products were divided into too many different categories. Sports, outdoors, fashion ... Quite simply, we needed a more cohesive collection and a higher recognition factor.” Thus, almost three years ago, a branding initiative was introduced.



“We sat down and started out with our core v­ alues and vision and how the brand was perceived today. From that, a new feeling came about – the feeling that we wanted the brand to convey. It would be inspired by the Nordic environment, Scandinavian design and quality … “We wanted to remain within the Outdoor and Lifestyle realms and chose, among other things, the pure sports area that was previously only part of the collection. Then we made the colors more uniform and reminiscent of the shifting characteristics of Nordic nature during winter and autumn. The result of our branding initiative ultimately turned into an entire branding book for Sätila’s product development and marketing. “It feels good. With regard to developing a collection, we now feel more confident about what fits in and it feels like Sätila is perfectly positioned right now.” P

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weather delight In driving rain with storm winds whipping, a lot of people still enjoy hiking. It may be rough, but at the same time you feel both humbled and strong. Could that be the reason why Scandinavian outdoor brands like to display their products in extreme weather conditions? BY SARA WÄNSETH AND LENA HEDMAN PHOTO DARREN HAMLIN




OUTDOOR ACADEMY 2019 Place: Teveltunet and ­Steinfjellet, Norway. Time: September 15–18, 2019. Participants: There were 40 participants from the AS Adventure Group. Brands: Haglöfs, Hestra, Ecco, ­Woolpower, Nordisk and Morakniv.




THE FORECAST THE day before the tour was not looking good. The weather was going to be terrible. 55 millimeters of rain the first day and strong winds coming from the west. We decided to go for plan B. We shortened the toughest distances, changed the route and were extra meticulous with our safety preparations. But canceling? That was never an option. Our crew was made up of representatives from six strong brands from Sweden and Denmark. Outdoor professionals. We invited 40 enthusiastic a­ uthorized dealers from AS Adventure Group to test our products – for the tough conditions that they are made for. To endure harsh weather. We set out in good spirits with the sun still shining. Our goal was to hike around Steinfjellet (1,167 meters above sea level) on the border between Trøndelag in Norway and Jämtland in Sweden. We managed about four kilometers before the rain arrived. Or more accurately: Until the skies opened and the downpour came. Our planned outdoor dinner was moved to a warm ­traditional Sami tent, but there were no frowning faces. Everyone was having a great time and the sense of solidarity in the group grew stronger. And the reindeer meat tasted magical. It was just the beginning of bad weather. The rain continued during the night and intensified



the following morning. The trails were completely flooded. We chose to walk off the trails for the most part and the participants got to use their map and compass. THESE ROUGH CONDITIONS were sort of perfect

for us. We – the Scandinavian outdoor brands – like showing what our products can do in really awful weather. Just take a look at our advertising. There are preferably headwinds, rainfall, snowstorms, sleet, wet trails … Joakim Thulin, Head of Strategic Insight at ­Berghs School of Communication agrees: “I imagine it serves as a broad opportunity to showcase the technical functions in a complex natural setting with multiple seasons. The security of knowing your jacket is going to do its job.” Joakim notes that within the Scandinavian outdoor industry, the extremes are reflected in storms and freezing temperatures and not extremes of heat or sun. It’s about the geographical aspect and the breadth of Scandinavian nature going from wet to windy to cold. Emelie Torstensson is the marketing manager at Woolpower in Sweden, one of the brands that participated in our somewhat wet walk. They manufacture a variety of clothes in Merino wool, including base layers, socks and t-shirts. “There’s nothing strange about it. If you see that

On the third day of the Outdoor Academy on Steinfjellet in Norway, low pressure came in from the Atlantic Ocean. Conditions became tough and the hiking difficult.

There’s a communicative value there,” Joakim says. The cold and windy weather also provides a melancholy feeling that speaks to the Nordic soul. Joakim uses the example of Volvo’s Winter Saga from 2015, a melancholy commercial that serves as an homage to Sweden when it is at its harshest. “A thank you to the cold, the dark, the wind and the rain. Because without our harsh Swedish conditions, we would have never manufactured the cars we make. “I think it can get to “The images signal purity and the core of the melansincerity. The impression it creates choly Scandinavian soul. A LOT OF outdoor compaAlso a little bit of ‘sisu’, nies manufacture d ­ urable is like a detoxification when we special Finnish perclothing that is not only are exposed to powerful elements. that severance. The sense that wear-resistant but also There’s a communicative value you need to overcome ­environmentally friendly. the ­elements – r­ egardless The question is also there.” of whether you're buying whether images of bad Joakim Thulin, Head of Strategic Insight new bicycle pedals or a weather can provide at Berghs School of Communication new jacket,” says Joakim. a “purer,” more ecolo­gical There's truth to that. feeling? If you truly want cred with friends who are “The images signal ­purity and sincerity. ­outdoor enthusiasts, The impression it creates is like a detoxification then you need to have been out and managed in when we are exposed to powerful elements. someone is wearing these products when the weather is really nasty, it shows that the products are good and high quality. Plus, it’s an imagery that enhances the Swedish aspect. Many see the Swedish mountains as untouched and breathtaking. An image that shows harsh weather conditions reinforces that feeling. “We at Woolpower sell warm base layers and midlayers of wool. These are things you wear when it’s cold out, so it’s important to convey that cold feeling in the imagery.”




Finally, warmth and an open fire! The participants were from four different countries: Belgium, Netherlands, Germany and the UK.

really bad weather. That you have overcome the elements as a true, silent hero. That melancholy feeling might not have come through when we arrived at our camping site on Steinfjellet’s western slope. We were not tough, quiet wilderness types. On the contrary: Our laughter could probably be heard miles away. We helped set up our tents in the wet mountain vegetation and cooked together in a few larger group tents. Our solidarity became even stronger that evening and friendships were made across national borders. But we hadn’t seen the worst yet. WE WERE QUITE surprised when all of Steinfjellet

was covered in white the following morning. The snow was falling off the canvas of our tents when we stepped out into reality, and I believe many peoples’ phones were filled with images of winter and snow – in September. On the trail heading down, the weather got really tough, again – now with horizontal snow and strong winds. Many of us northerners like the feeling when it gets tough and grueling – when your body gets tired and nature is real and present. At that point, you have to be in the here and now and you have to solve one problem at a time. However, we were worried about how our



guests would handle the unexpectedly harsh conditions … But thanks to snowball fights, supportive friends when it got too steep going downhill and smiling faces, we had a wonderful hike back down to the cabins and out of the cold. The weather really caused problems for those of us that organized the tour. However, all of the equipment worked wonderfully and the harsh weather led to the participants going home with lots of new experiences and useful knowledge. As well as some new friends. P

haglöfs’ new pictures Haglöfs is one Scandinavian outdoor brand that has relied on darker, tougher images. They wanted to show that their clothes were so durable that they made the wilderness enjoyable, even under harsh conditions. One campaign was called Beat the Elements. “The pictures were dark. It was rough and bad weather. They were supposed to serve as a contrast to the more cheerful style we had before,” explains marketing manager Victor Adler. “But consumer tests showed they weren’t as inspiring as we thought. So now we are moving towards a lighter, more varied tonality on the images.”


trace it digitally! Everyone talks about sustainability, but how do you secure it when your garments are produced in other countries? TrusTrace, based in Stockholm and India, offers a digital solution. TrusTrace has another advantage. They have more than 2,000 suppliers in their platform already, ditions. Low wages. Pollution. including a high number of common suppliers Even though the fashion and outdoor industry used by the outdoor and fashion industry, which is acutely aware of these problems, it's not always makes tracing easier for new customers. easy to monitor the processes from raw maWho are your current customers? terials to finished product. “We have around 20 brands from SweTrusTrace, with HQ in Stockholm and den, Germany, France, the UK and the US solution centre in Coimbatore, India, working with us. A few of the names we can has a solution. They offer new digital share are Houdini, Fjällräven and Icebug.” tools for traceability, circularity and susShameek Ghosh and his coworkers are very tainability. Shameek Ghosh. pleased to see that many brands understand “Using our solution modules, custo­mers that if they don't have a responsible supply chain are able to trace their products and ­ensure ­material their brand reputation will suffer. Given the incenintegrity of the end product,” says Shameek Ghosh, tives e-tailers and retailers offer for sustainable CEO and cofounder of TrustTrace. products, Sustainable Brands can also increase So what in your tools sets them apart from others? their sales. “A lot. Currently most tracing is done manu“Yes, things are changing for the better, but with ally. It involves a large number of emails and Excel our tools this change can happen faster. We need sheets to collect data and analyse them. In Trusto improve the conditions of workers, restore polTrace, we use advanced digital technologies such luted bodies of water and improve the general AI, Blockchain and BOTS to make data collection, ESG* footprint across the globe.” P verification and analysis faster. “We reduce manual effort by 90 percent and also *Environmental, social and governance refers to the cenimprove the quality of data. Our solution is tral factors in measuring sustainability and ethical impact. stream­­lined for fashion and outdoor industry.”

LACK OF MATERIAL integrity. Unsafe working con-




enjoyable hiking Magnificent landscapes, exotic cultural history and fantastic food. In West Sweden, hiking is more than getting from point A to B. The best proof of this is the recently created Gotaleden hiking trail. Walking along the Vallgraven shopping district and through the Garden Society of Gothenburg in your hiking boots and backpack might seem a little strange. But this – or more specifically the Kungsportsplatsen square in central Gothenburg – is exactly where the Gotaleden hiking trail begins. You may not believe it standing at this urban trailhead, but the tranquility of nature is actually not too far away. In just under four kilometers, you’ll find yourself wandering through the beautiful Delsjön nature reserve. It is these contrasts in particular that make the new hiking trail through the heart of West Sweden so unique. It stretches through a bustling metropolis, to winding forest paths and on to surroundings

5 paths to try The Gotaleden. Gothenburg–Alingsås. 71 km m ­ edium. Suburban hiking, fantastic experiences in nature. The Hyssna Trail. 40 km, medium. A nice two-day tour through cultural landscapes, exciting forest areas and past several lakes. The Pilgrim Path Falköping–Varnhem. 44 km, light/­medium. Family-friendly hike passing abbey ruins, prehistoric burial grounds and the bird lake Hornborgasjön. The Pilgrim Path in north Dalsland. 81 km, medium/ hard. Varied hiking through exciting nature with magnificent views. The Sjuhärad Trail stages 3–7. 74 km, medium. Nice hiking through forests, agricultural landscapes and picturesque towns. Read more about our trails at: www.westsweden.com/walking



brimming with Sweden’s cultural and industrial history. Eat lunch in the old factory, take a coffee break in the small organic bakery and round off your day with a tasty dinner and a nice, comfy bed.

An upgraded hiking experience

The Gotaleden trail is part of a major investment to bring hiking throughout West Sweden to a whole new level. Many of the region’s most beautiful and exciting hiking trails have been renovated, and ­hikers will experience plenty of culture and nature along the way – not to mention the various food and accommodation options. Another important aspect is accessibility. On the path between Gothenburg and Alingsås, the Gota­ leden trail passes by several train stations, making it easy to start or end the hike where it suits you. There are highlights all along the 71 km of the trail, such as the Poppels microbrewery and the Le Mat hotel. Both are located in the old Jonsered factory area. Nääs Fabriker, the old factories close to Lake Sävelången that have been converted to a hotel and restaurant, are a perfect place to rest and enjoy yourself after a day's hike. In Floda, the restaurants Garveriet and Jernbruket are worth a stop. And those are just a small selection of the places you can experience along the way.

Even more to discover

In addition to the Gotaleden trail, parts of the ­Bohusleden trail and the pilgrim paths in northern Dalsland and Skaraborg have also been connected to the West Sweden hiking initiative. There is something for every type of hiker here – for experienced hikers as well as beginners. So pack your backpack, lace up your boots and head this way to experience West Sweden on foot for yourself. P


Hiking along Gotaleden. The trail starts in Sweden's second ­largest town Gothenburg and ends in the small picturesque town Alingsås.


The Pilgrim Path in Skaraborg is ­family-friendly and, quite simply, beautiful.






• Firstly, the inner layer is responsible for transferring moisture away from the skin. • This layer is a critical component for all socks used in conditions where the skin sweats. Materials: Polypropylene

2. WARMING & COOLING • The second layer controls moisture and temperature. • Different materials have unique properties which can be used to warm, cool, transfer moisture and add comfort. Materials: Merino Wool, Coolmax, Upcycled yarns

3. DURABILITY & FLEXIBILITY • The third inner layer works as protection against rubbing. • This layer is also used to add colour and will keep the colours vivid after numerous washes. Materials: Polyamide




• The fourth layer can be extra wool for warmth against the cold coming up from the ground. Merino Wool terry is knitted on the outside and inside to replace a polyamide layer. Materials: Merino wool

UphillSport® is an innovative outdoor lifestyle brand from Tampere, Finland. The Tampere area has over 200 years of quality textile manufacturing know-how. Sukkamestarit Ltd is the company behind UphillSport® brand, manufacturing socks in Finland since 1996. UphillSport® is passionately committed to continue their technical innwovations and further develop their high-quality manufacturing know-how with sustainable way. UphillSport® brand is founded on the innovation of the Multi-layer system. By using our Multi-layer system, we can make a warm sock, however thin in thickness. Different materials have unique properties and functions that can be beneficial with the Multi-layer system. The main benefits are breathability, moisture control, durability and warmth. UphillSport® socks are ideal for active outdoor and performance sports people.

MADE IN FINLAND SINCE 1996 UphillSport® categories

Introducing innovative Recover® textile recycle system as a part of UphillSport® multi-step sustainability program, upcycle step.

INNOVATIVE UPCYCLED SYSTEM Contacts and trade shows 2020 Contact us Brand director: Mr. Antti Kohvakka mob +44 7982 427 450, email: antti@uphillsport.fi Factory director: Mr. Jani Tarkki mob +358 40 8418 632, email: jani@uphillsport.fi

Visit us at trade shows 2020 ISPO 26-29.1.2020, Hall A2, Stand 208-5, Scandinavian Village Enforce Tac 4-5.3.2020, Hall 12, Stand 339  IWA 2020, 6-9.3.2020, Hall 4, Stand 255, Scandinavian Village  Outdoor by ISPO 28.6-1.7.2020, Scandinavian Village



AND THE NOMINEES ARE ... Over two days, the jury of the Scandinavian Outdoor Award are throughly testing the products outdoors to decide which ones are the best based on functionality, quality, innovation, design and sustainability. The Scandinavian Outdoor Award jury consists of journalists/gear specialists from some of the leading publications as well as retailer representatives. The winners will be announced Sunday 26 January 17.30 in the Scandinavian Bar.

Icebug – Adak BUGrip_ Michelin WIC

Bergans of Norway – future.labs.05.A

Halti – Sassy Ski Pant

ECCO – Biom C-Trail

Skhoop – Beata Skirt

Haglöfs – V series Mimic Hood

Tenson – Hyper Mid GaitGripper

Haglöfs – Duality AT1

Reima – Weather App

Bergans of Norway – Myrkdalen V2 3L Jacket



Sasta – Kaarna Jacket

Aclima – WoolNet Overall


Sasta – Kaarna Trousers

Alfa – Impact A/P/S GTX

Kupilka – Kupilka 30

Kavat – Dunder Ice

Øyo – Vikingøks Uphill Sports – Hetta

Nordisk Red Y – Ontario

Nordisk Red Y – Arctic

Trangia – T-Spoon

USWE – Nordic 10

Inuheat – Heated Glove Liner System

Devold – Running Cover Pants

ECCO – Zipflex

Nordisk Red Y – Liz/Nao Read more about the nominated products at scandinavianoutdooraward.com

Reima – Reimatec Winter Jacket Kulkija

Heat Experience – All Mountain Heated Glove/Mitten

Aclima – FleeceWool Jacket




brand presentations

An overview of the participating exhibitors in the Scandinavian Village.

A2-212 8848 Altitude is a Scandinavian premium brand, well-known for unique style, superior quality and a high grade of fashion. 8848 Altitude was established in 1990 after designing the clothing for the first successful Swedish expedition to Mount Everest – the world’s highest mountain at an altitude of 8848 meters. Ever since, 8848 Altitude has been developing high-performance apparel for style-consciuos skiers and outdoor enthusiasts all over the world. 8848altitude.com Sales: Fredrik Käll, fredrik.kall@ 8848altitude.com, +46 706038848

A2-313 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

A2-310 Alfa is a major contributor to the proud Norwegian outdoor traditions and their innovative product developments have been challenging established standards for almost 90 years. Today, Alfa aims to offer you a better outdoor experience by providing high-end ski, trekking and hunting footwear for the quality conscious outdoor enthusiasts. alfaoutdoor.com

Sales: Lars Eivind Johansen, lars@aclima.no, +47 97161182

Sales: Jonas Karlsson, Jonas.karlsson@alfaoutdoor.se, + 46 707750877

PR: Ole Magnus Halvorsen, ole.magnus@aclima.no, +47 90917869

PR: Pål Olimb, paal@alfa.no, +47 91752995

PR: Pauli Ärje, pauli.arje@ 8848altitude.com, +46 705558848

A2-510 Due to the cold winters, Norway has a long tradition in wool and knitwear. This provides Dale of Norway with a rich heritage of beautiful patterns, inspired by nature and history. Over the past 140 years, Dale of Norway have developed their own designs, and redesigned age-old Norwegian patterns, turning them into garments for fashion and sport with an authentic history. daleofnorway.com Sales: Cato Jensen, cato@dale.no, +47 90230943 PR: Astrid Lundvang, astrid@dale.no, +47 41926 602

A2-216 Bergans of Norway is a leading provider and developer of outdoor equipment and technical clothing. We have a wide range of clothing for expeditions, outdoor, hunting, mountaineering, skiing and lifestyle. We also manufacture tents, sleeping mats, sleeping bags, backpacks and Ally folding canoes. Founded in 1908, Bergans has been driven by dedicated and passionate outdoor enthusiasts and played a major role in Norwegian outdoor life for more than a century. bergans.com Sales: Ronny Hammer, ronny. hammer@bergans.no, +47 90110962 PR: Anders Nessem, anders. nessem@bergans.no, +47 90696818

A2-318 Devold of Norway provides high quality wool garments for outdoor lovers, explorers and professionals working in demanding environments. Established on the rough Norwegian West Coast in 1853, the company has spent over 160 years of research and development with one goal in mind: to provide you with unbeatable comfort, quality and protection. devold.com Sales: Øystein Bomo, oystein.bomo@devold.no, +47 92052707 PR: Gro Elisabeth Naalsund, gro.naalsund@devold.no, +47 93026786

A2-320 Rooted in Denmark, ECCO is the only major shoe company in the world to own and operate every step of the shoemaking process. Unique to our industry, ECCO makes leather at own tanneries and produce shoes at own factories. ECCO Outdoor shoes are Made For The Elements. Every design is carefully considered to make sure you are ready for whatever you might encounter, whether you are out sightseeing, travelling, exploring or in the thick of nature. ecco.com Sales: Mads Hahnemann, mha@ecco.com PR: Janni Juhl Lauritzen, jlau@ecco.com

A2-112 Five Seasons was established in Gothenburg on the Swedish west coast in 1982. For over 30 years the company has been producing high quality and technical sportswear with focus on ski, outdoor and sailing. Being born and raised on the west coast, where sea meets land and summer meets winter, they know what is needed to stay warm and dry. Five always strive to offer sportswear with best value for money. fiveseasons.com Sales: Tobias Johnsson, tj@ fiveseasons.se, +46 705882006 PR: Sara Hällås, sha@fiveseasons.se, +46 709427207

HEAT EXPERIENCE A2-210 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

A2-319 Heat Experience was started by three normal guys who blend urban life with the very Norwegian love of being outdoors. Their adventurous side lead them to realize there was a gap in the outdoor clothing market. Using the latest in carbon fibre and battery technology, they took to create modern heated clothing. Using their expertise in design to meet the high standards expected from a Norwegian brand, Heat Experience was born. heatexoperience.eu

Sales: Tony Kraftling, tony.kraftling@ fjallraven.se, + 46 722498581

Sales: Emil E Asbjørnslett, emil@heatx.no, +47 48356410

PR: Philipp Kloeters, philipp.kloeters@fjallraven.de, +49 1724213164

PR: Same as above

A2-512 Hands come first at Hestra. For 80 years, they have been developing gloves that provide warmth, protection and fingertip sensitivity in the most varied conditions. Today, their range comprises more than 400 styles. It may sound a lot, but people and hands are different. Everything that Hestra do today has grown out of the timber forests in the Swedish province of Småland. That is where Martin Magnusson settled and he began making gloves in 1936. hestragloves.com

A2-308 Houdini’s mission is what they call “core comfort for body and soul”. This means no compromises when it comes to performance, sustainability and style. A majority of Houdini’s products has been transformed from the conventional linear to the circular product lifecycle and can be recycled through a closed-loop recycling system. houdinisportswear.com

Sales: Andreas Håkansson, andreas.hakansson@hestragloves.se

PR: Olle Keppel, olle.keppel@ houdinisportswear. com, +46 760407767

PR: Emilia Svärm, emilia.svarm@hestragloves.se

Sales: Hanna Lindblad, hanna.lindblad@houdinisportswear.com, +4685 5774681


A2-214 ISBJÖRN of Sweden was founded in 2005 by Maria Frykman Forsberg and Camilla Schmidt, after they became mothers for the first time and discovered a gap in the market for high quality and comfortable outdoor garments for children. The brand believes that all children are ‘Multisporters by Nature’ and should be allowed to enjoy outdoor activities in all weather conditions, while remaining warm, dry and comfortable. isbjornofsweden.com

A2-118 The family company of Ivanhoe was founded in 1946 in Gällstad, a district known as Sweden’s knitting centre, where tradition and pioneering spirits still live on. Several generations of experience and competence enable Ivanhoe to continously develop both base and functional garments. The material is usually different types of wool such as merino, lambswool and boiled wool, this can always be found in the collections. ivanhoe.se

Sales: Beatrice Archer, Beatrice@isbjornofsweden.com, +46 705322555

Sales: Stefan Braun, loft.outdoor@ivanhoe.se, +49 9115485861

PR: Maria Frykman Forsberg,maria@isbjornofsweden. com, +46 762244890

A2-208-7 LEDX of Sweden produces headlamps with optimal light scattering and a powerful light. We only use the latest technology, to make our lamps lightweight and with great comfort. A wide range of accessories build LEDX ecosystem to give you the optimal choice for your unique event. Our success in Enduro and Orienteering proven that our lamps are built to last. ledx.se Sales: Staffan Ahltin, +46 705874874, staffan.ahltin@ledx.se PR: Same as above

A2-315 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 have developed their own freeze drying process, which is designed to keep as much of the natural taste, aroma, appearance and nutrition of the meal as possible. drytech.no Sales: Kyrre Jonassen, kyrre@drytech.no, +47 94 843616 PR: Same as above

A2-306 For 75 years Kavat has focused on quality, design and sustainability. The brand’s range includes kids' and adults' shoes that are produced with a huge passion for shoemaking and craftsmanship. True to the motto "Walk carefully on Mother Nature" sustainability is key. This is manifested in the company’s holistic approach: Kavat believes in shoes that can be worn for years. Most of the shoes are produced in Kavat’s own factory in Bosnia. kavat.com Sales: Johan Munters, johan@kavat.com, +46 197613343

A2-208-4 For many years, Kupilka outdoor products have received genuine popularity among hikers, hunters, campers, bushcraft teachers, courtyard cooks and other friends of nature, with 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 knives and firesteels. All Kupilka products are manufactured in Finland using EKOenergy. kupilka.fi Sales: Laura Kaasinen, laura.kaasinen@plasthill.fi, +35 8503514348

PR: Anders Göthager, anders@ ivanhoe.se, +46 321688706

PR: Maike Blankenstein, maike.blankenstein@kavat.com, +49 1603428870

A2-208-6 The Marius pattern is the most hand knitted pattern in Norway and has been selected as one of the 100 best Norwegian designs the last 100 years. The pattern is regarded as a Norwegian icon. The Norwegian designer Unn Søiland made this pattern in the early fifties and the Marius pattern is a protected design from 1953. The company Nordic Kids AS have the rights to use the familiar and traditional Norwegian Marius pattern on clothes for kids from 0-14 years. Their collection is sold under the name Marius Kids. mariuskids.com

A2-321 With a legacy dating back to 1901, Nordisk is an acclaimed premium brand with world records in several product categories for ultra lightweight, ultra performing and ultra comfortable outdoor products. Whether your dream is a luxury glamping experience, an ambitious hiking trip or a multi-day endurance race, Nordisk is the perfect choice. The Nordisk HQ is situated in the outdoor capital of Denmark, making experiences in nature come natural and connect seamlessly to Danish design thinking. nordisk.eu

Sales: Susanne Skou, susanne@ nordickids.no, +47 92805332

Sales: Daniel Krigsund. dkr@nordisk.eu, +45 20577161

PR: Tale L'Orsa, tale@nordickids.no, +47 93216599

PR: Michael Kirketerp Tastesen, mta@nordisk.eu, +45 60810505

A2-114 Reima knows how to get kids out and about! Established in 1944, the Finnish brand offers premium functional children’s wear for active kids, tip-to-toe and all year round, designed for sustainability. This year, the around 7 million Reima garments produced enable kids all over the world to move and play freely, in all conditions – always safely and in comfort. reima.com

A2-108 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 their head office, providing the ultimate testing laboratory for our products. sasta.com

A2-208-1 SILVA has developed and sold sports and outdoor accessories since 1933. The hero products, compasses and headlamps, are characterized by a high level of functionality and innovative design. All products are designed and tested in Sweden to withstand the tough Nordic climate and terrain. SILVA develop accessories for activities such as running, skiing, biking and hiking. silva.se

Sales: Juha Latvala, juha@sasta.fi, +35 8505559182

Sales: Harald Molander, harald.molander@silva.se +46 766775025

PR: Same as above

PR: PR: Emilia Schönning, emilia.schonning@silva.se, +46 707472725

Sales: Matti Lehtovirta, matti.lehtovirta@reima.com PR: Riikamaria Paakkunainen, riika.paakkunainen@reima.com, +35 8503228293

PR: Krista Hoque, krista.hoque@ plasthill.fi, +35 8503514328

A2-210 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 Sales: Elena Sandnes, elena.sandnes@primus. se, +46 70 3446203 PR: Heidi Kreusel, heidi.kreusel@primus.eu, +49 16 095095262

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


A2-208-2 SKHOOP – The Original Skirt Company was founded in 1999 by Sissi Kewenter in Åre, northern Scandinavia. The winter skirt is the company´s core, and they produce lines of skirts and accessories that are functional for every imaginable outdoor activity that women enjoy, and are comfortable any time of the year. The mountains provide inspiration and technical solutions used in the products. skhoop.se Sales: Sissi Kewenter, sissi@skhoop.se, +46 64750121 PR: Malin Fältskär Schillgard, info@skhoop.se, +46 64750121

A2-316 Pure conscience, a­ ctive, ­creative and skilled. Skogstad has since 1937 produced quality sport and outdoor clothing for families. They have a high focus on the environment, ethics, design, quality, functionality, at reasonable prices. Their vision is to be the best at this and to create a feeling of outdoor joy for most people with the confidence that their clothes will last for generations in all activities and in all types of weather they are designed for. skogstadsport.no

A2-110 Superyellow is a Scandinavian headwear brand established in 2007. In their products Scandinavian design is combined with quality materials such as Merino Wool with high attention to sustainability and quality. All products are made in Finland. Nature is their biggest inspiration and they want it to stay as it is. #wedothingsright superyellow.fi

Sales: Nataly Løkkeberg, nataly@ skogstadsport.no, +47 90129942

PR: Same as above

Sales: Seppo Sjöroos, seppo@superyellow.fi, +35 8407636445

Sales: Sara Nevander, sara.nevander@satila.com, +46 30122330 PR: Same as above

Sales: Kimmo Aakko, kimmo@svala.com, + 35 8400414174 PR: Mikko Niskanen, mikko@svala.com, + 35 8407093203

PR: Same as above

A2-208-3 Sätila of Sweden have knitted beanies and other accessories in Sweden almost 125 years. The company was founded in 1896, in the small village of Sätila, on the countryside of southern Sweden. Since then, Sätila has designed, produced and supplied premium knitted beanies, scarves and mittens, knitted in Sätila. And they still do, from the very same location. satila.com

A2-208-9 Finnsvala Oy stays true to its roots when it comes to the underlayers, midlayers and other accessories that carry the Svala of Finland brand. The company’s work is grounded in Finnish history, doing things the right way and without cutting corners. Every single Finnsvala product is hand-made. Its factory is in the municipality of Kärsämäki in North Ostrobothnia, Finland. The design philosophy is Finnish to the core, with the emphasis firmly on usability and functionality. svala.se

A2-314 Tenson is an innovative outdoor lifestyle brand established in 1951 in the coastal town of Varberg on the Swedish west coast. They develop outerwear, urban lifestyle, activewear and footwear – product categories in which function meets fashion – developed for the urban adventurer. tenson.com

A2-311 The Ulvang collection has been developed in close collaboration with Vegard Ulvang. Collaboration began in 1995 with the wool sock Ulvang Spesial, and the collection quickly expanded into a full range of socks and body wear. A range of mid-layer clothing and hats have also been developed. ulvang.no

Sales: Fredrik Abrahamson, fredrik.abrahamson@tenson.com, +46 736000426

Sales: Lars Thronsen, l.thronsen@swixsport.no, +47 90699 572

PR: Thomas Nord, thomas.nord@tenson.com, +46 701842423

PR: Cecilie Torgunrud, c.torgunrud@swixsport.no, + 47 93014541

A2-208-5 UphillSport is an innovative outdoor lifestyle brand from Tampere, Finland. Tampere area has over 200 years of quality textile manufac­turing knowhow. UphillSport is committed to continue technical innovations and develop its high-quality manufac­ turing know-how the sustainable way. UphillSport socks are made in Finland in its own modern ISO9001 certified factory. Its technical speciality is multilayer knitting system for better warmth, breathability, moisture control and durability. upphillsport.fi Sales: Jani Tarkki , jani@uphillsport.fi, +35 8408418632 PR: Antti Kohvakka , antti@uphillsport.fi, +44 7982427450

A2-307 Varg was born on the Swedish west coast among cold cliffs and salty breezes out of a yearning for something new and different. A dream of functional and inspirational clothing for all of life’s adventures was formed by a strong love for the wilderness. vargclothes.com Sales: Niclas Jacobsen Holvik, niclas@vargklader.com, +46 709544126 PR: Same as above

A2-312 Viking Footwear makes shoes of highest quality for outdoor people all over the world. The first pair of  Viking’s shoes was made in 1920. With 100 years of experience, Viking provides the market with durable and comfortable shoes for the whole family. The company sells more than two million pairs of shoes each year and is one of the biggest suppliers of GORE-TEX® footwear in Europe. For 100 years, Viking Footwear have worked passionately to make shoes that battle both weather and terrain. vikingfootwear.com Sales: Helma Tobies, h.tobies@vikingfootwear.com, +49 1718622142 PR: Flach Communication, info@ flach-communication.de, +49 80221884000

A2-317 PARTNER Instore Agency makes things simple. Retailers have brands, concepts and fixed store interior. Instore Agency is your creative partner that can come up with suggestions and innovative solutions to take your store to the next level. Instore Agency supply hangers, bags, gift packaging, mannequins, displays and shop-fitting solutions. This is something they have done since the 1950s, and still love to do. instoreagency.eu Sales: Niels Chr. Hellmund Jensen, nchj@instoreagency.dk, +45 25705221 PR: Same as above

A2-116 PARTNER Rudholm Group, a family business based in Sweden since 1951, now in 22 countries, producing garment accessories, state-of-the-art solutions for variable data and providing logistical services. Greener products, focusing on the recyclability and biodegradable capabilities after use. Accessories and sustainable packaging that is high quality, fit for purpose, functional and adds value to any product. rudholmgroup.com Sales: Sven Herold, sven.herold@rudholm-hk.se, +46 706592265 PR: Lisa Kaye, lisa.kaye@rudholm-hk.se


A2-215 TECHNOLOGY BRAND MEMBER Inuheat offer active wearable heating from Sweden. Inuheat provide the best heated solution on the market and partner up with premium brands globally to improve comfort and performance of already great apparel for consumers and professionals. Their innovative technology platform is unique and easy to integrate to existing designs. It consist of patented conductive yarns, smart electronics with bluetooth and NFC communication, and more. inuheat.com Sales: Joe Zakielarz, joe.zakielarz@inuheat.com, +13 022209433 PR: Rickard Rosendahl, rickard.rosendahl@inuheat.com, +46 70 9120901

A2-208-8 TECHNOLOGY BRAND MEMBER OrganoClick AB (publ) is a public Swedish cleantech company that develops, produces and markets functional materials and technologies based on environmentally friendly fiber chemistry. For the sport- and outdoor industry, OrganoClick AB has developed OrganoTex® – a biodegradable, fluorocarbon-free water repellent technology (DWR ) as well as re-impregnation and detergents for end consumers functional garments. organotex.com Sales: Susanne Karlsson, susanne.karlsson@organoclick.com, +46 721945272 PR: Same as above

A2-304 TECHNOLOGY BRAND MEMBER Polygiene® is the global leader in stays fresh and odor control technologies and wants to change the way people view clothes – from fast consumables to durables. Polygiene treats clothes, home products and textiles to help people stay fresh , wash less and let clothes and products live longer. Over 140 premium global brands have chosen to use Polygiene with their products. Polygiene is listed on Nasdaq First North Growth Market in Stockholm, Sweden. polygiene.com Sales: Haymo Strubel, hs@polygiene.com


PR: Niklas Brosnan, nb@polygiene.com

SUNDAY 17.00-19.00 Scandinavian Outdoor Award ceremony & Party in the Scandinavian Bar (award 17.30). We will serve beer, Scandinavian cheeses and tastes from the wild.

Warm welcome!

Welcome to the at ISPO Munich, 26-29 January


Profile for Scandinavian Outdoor Group

Scandinavian Outdoor News 2020 No. 1  

Learn why Scandinavians go swimming in ice cold water, check out 8 fresh upcoming Nordic outdoor products. And why is rough weather such goo...

Scandinavian Outdoor News 2020 No. 1  

Learn why Scandinavians go swimming in ice cold water, check out 8 fresh upcoming Nordic outdoor products. And why is rough weather such goo...