Scandinavian Outdoor News 2021 No.1 by Scandinavian Outdoor Group

SCANDINAVIAN

OUTDOOR NEWS Issue #1 2021 from Scandinavian Outdoor Group – the top Nordic outdoor companies

Peak hiking?

Outdoor is the new black, but what does the future look like?

premium brands of Scandinavia

HOORAY!

SOG celebrates 20 years

Circular thinking How do we prolong the life of outdoor products?

Plus: Are digital outdoor experiences the next big thing?

MORE ADVENTURES MORE EXPERIENCES Stay out longer and maximize your time outdoors

Tents – Cool boxes – Power and camping equipment

dometic.com

EDITORIAL & CONTENTS

PHOTO: SOFIA KARLSTRÖM

TIME FOR CHANGE A ROLLING STONE gathers no moss. And

during the past years many stones have been rolling and the development has been set to fast forward due to Covid. It’s been a strange and extraordinary time, and Scandinavian brands have used the past year to speed up digital solutions, to grow online sales and to push sustainability and climate actions. They have also supported each other. You need change to grow. You need change to stay relevant and to keep up enthusiasm and vitality. And we are all in the middle of major changes. We will hopefully be able to look back at some positive effects from this past year of worldwide pandemic. FOR MYSELF, it’s also time for change. After seven years of fun,

my stones need to roll to the next phase. I’m honestly extremely proud of being a part of the success of Scandinavian Outdoor Group, a unique network of Scandinavian outdoor brands that turns 20 years this fall! For me, it’s been seven years of enthusiasm, challenges, ideas that have come through, some ideas that never worked out and so many unforgettable memories. And, most important, all friendships that I have experienced in this fantastic industry – the outdoor world. Take care and keep on rolling. Sara Wänseth, General Secretary of SOG

contents

9 12 24 34

Expert

Future strategist Johanna Danielsson thinks that more diverse and elaborated digital guides to nature lie ahead.

Circular thinking

This autumn SOG is launching a circular economy project.

Peak hiking

This is SOG SCANDINAVIAN OUTDOOR GROUP

was founded 20 years ago, in 2001, and currently has 68 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 Staffan Rönn Director Caroline Karlström (Lundhags) Director Matti Lehtovirta (Reima) Director Andreas Håkansson (Hestra) Director Yngvill Ofstad (Bergans) Director Christian Stjärnered (Woolpower) Director Andreas Holm (Polygiene) Substitute Christer Pettersson (Hultafors) Substitute

Climate Neutral Now

We all know that there is a climate emergency, that we need to act and that currently CO2 emissions are at best flat – when they would in fact need to fall sharply while keeping the planetary CO2 uptake systems intact. 2019 the SOG association joined the UNFCC pledge Climate Neutral Now, meaning we will measure, reduce and offset our CO2 emissions from SOG projects to become climate neutral. During 2020 we compensated for 150 % of our emission footprint to the Nanyang Danjiang River Solar Cooker Project in China.

Hiking in Scandinavia is booming, but new solutions are needed to protect the wild.

Hip hip hooray!

Yes, the SOG celebrates 20 successful years.

Imprint: This magazine is produced for SOG by Norr Agency, norragency.com Editorial team: Gabriel Arthur, Anders Falkirk, Sara Wänseth, Sofia Karlström Art Director: Karin Nyman Cover photo: Trolltunga Aktiv/Visit Norway

facebook.com/scandinavianoutdoors INSTAGRAM

instagram.com/scandinavianoutdoors LINKEDIN

Scandinavian Outdoor Group

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CHOOSE TAILOR-MADE SUSTAINABILITY Instore Agency provides everything from hangers and bags to mannequins. We put emphasis on quality and service, and care as much about the environment as we do about your needs. The materials in our production are 100% recycled. We use 100% green hydroelectric power for our factory and are FSC® certified. Make a sustainable choice and enjoy tailor-made solutions for your store. Learn more at www.instoreagency.se

PHOTO: HALFPOINT/STOCK.ADOBE.COM

NEWS FROM THE NORTH

Research shows that with outdoor teach ing children absorb knowledge better.

Education in the outdoors IN 1993, THE NATIONAL outdoor campaign Friluftslivets år proved a huge success in Norway and was repeated in 2005 and 2015. During the most recent campaign, the number of Norwegians getting out into the countryside increased by around one million, or 22 percent. Inspired by its neighbour, Sweden is implementing its own version of Friluftslivets år in 2021. Around sixty national organisations, ranging from scouts to anglers, are organis ing thousands of activities with support from the Swedish state. Each month has its own theme, e.g. ‘outdoor life in schools’ and ‘sleeping outdoors’. The main objective of the campaign is to attract visitors with little experience of the

countryside, particularly people with a foreign background and children. As in many European countries, children have come to spend less and less time outdoors over the years. ‘Outdoor days’ were once mandatory in Swedish schools, but they are now just a recommendation. “Research shows that with outdoor teaching, children absorb knowledge better and find it easier to focus,” says Annika Ismarker, project manager for Friluftslivets år. Another important objective is to spread awareness of the Swedish Allemansrätten (the Right of Public Access), to ensure experienced and new visitors to the countryside take better care of it. P H OT

BIL

A CIRCULAR WINNER

LUNDHAGS OF SWEDEN is focusing on a new more youth ful YouTube series. It’s titled ‘Mad about nature’ with wellknown YouTube influencer William Forslund, also known as ‘Kulan’. The aim is to attract young people and young adults into the great outdoors.

THE OVERALL WINNER of the Scandinavian

DER

LUNDHAGS GOES YOUNG

Outdoor Award Fall Winter 21/22 was presented in February. The winner is the bergans.future.labs 05.B Anorak. An anorak with a fully circular business model from Bergans of Norway.

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The seamstresses at Woolpower sew their nametag into the undergarment, as a stamp of quality.

HOME POWER! SWEDISH PRODUCTION with a focus on high quality is the very foundation

of Woolpower’s business concept. Now the company is making their biggest investment ever by building a new factory of 10 000 square meters in Öster sund, twice as big as the one they have today. “By keeping our production in Sweden, we go against the flow. We are one of the few remaining textile factories in the whole country and the only one of our size. And we are proud to continue to have our production here,” says Linus Flodin, CEO of Woolpower.

ANNIVERSARIES! THE SOG CELEBRATES its 20th

KEEPING KIDS COOL FOR SUMMER 2021, the Finnish brand Reima

continues its cooling clothes collection that helps kids feel fresh despite the summer heat. One innovative technology in Reima’s Cooling Comfort collection is called Xylitol Cool, based on edible sweeteners. Originally used in Finland as a sugar substitute in gum and sweets, it turned out Xylitol can also be made into a heat-beating fabric finish, cooling skin down by 1–3 °C (1.8–5.4 °F). After about 10 minutes of wear, body moisture activates the finish, which then starts absorbing heat. The cool ing effect of the safe, non-toxic finish lasts for at least 20 washes.

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anniversary this year. Many of our member brands have been around for much longer than that, and also have special anniversaries coming up now in 2021. So join us in wish ing a ‘Happy birthday!’ to … … Tretorn, 130 years. … Nordisk, 120 years. … Alfa, 90 years. … Ivanhoe, 75 years. … Helsport, 70 years. … Hilleberg, 60 years. … VJ Sport, 40 years. … Pinewood, 25 years. … Icebug, 20 years.

PHOTO: GÖSTA FRIES

NEWS FROM THE NORTH

TOGETHER AGAIN It has never been more important for us to come together as a community to support each other and to keep our industry thriving. Outdoor Retailer will once again be the gathering place that helps this resilient industry move forward.

OUTDOOR RETAILER SUMMER AUGUST 10-12, 2021 | DENVER, CO

OUTDOOR RETAILER SNOW SHOW JANUARY 26-28, 2022 | DENVER, CO

outdoorretailer.com Building the outdoor community since 1982.

NEWS FROM THE NORTH

NEW MEMBERS We warmly welcome five new members to the SOG family!

The collection is produced as a limited edition and is available at selected retailers and Fjällräven's online shop.

From trash to treasure THIS SPRING, FJÄLLRÄVEN launched Samlaren (“Samlaren” is Swedish for “Col lector”). This new collection features some of the company’s most classic prod ucts, wholly produced using left-over fabric remnants that would otherwise have been discarded. The classics Greenland Jacket and Kånken are two of the products given a new, colourful and playful design, created from hundreds of patches of Fjällräven’s G-1000 material. “From a sustainability perspective, trash is quite simply lost potential. By creating new products from existing materials we are truly being mindful of resources and giving them the attention they deserve,” says Christiane Dolva, CSR Manager at Fjällräven.

THULE'S TOUGH TARGETS IN THE AUTUMN of 2020, Thule made a decision to commit to the global Science Based Targets initiative (SBTi) and the Paris Agreement’s 1.5 °C target. This means using 100 percent renewable energy at their factories and offices by no later than 2030. In addition, the company aims to reduce its greenhouse gas emissions as well. Thule has also set more far-reaching sustainability goals for water consumption, recycling, health and safety.

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A Swedish electric bike company born out of a passion for gravity sports, and on a mission to de velop high-quality, sustainable performance products.

Provides durable outdoor cooking products – all from tiny stainless steel campfire kettles to big Tundra Grills outdoor fireplaces, made of Finnish steel since 1983.

A globally patented product that enables customers to prolong the life of products with a broken zipper. A clip-on solution makes the old zipper is easy to replace. Made of surface-treated zinc that is very durable.

A Swedish brand with branded solutions for mobile living, pro viding products for recreational vehicles, vans and boats – and now expanding into product cate gories solving the same needs but without installation into a vehicle.

An outdoor brand based in Silke borg, in the heart of the great forests of central Denmark. Since 2016 they have focused on creat ing uncompromising outdoor wear made under the best certifications available. All styles are made in organic or recycled materials.

PHOTO: JOSEF MÁCSIK

THE EXPERT

Johanna Danielsson Profession: Future strategist. Company: Kairos Future, an international research and consultancy company. Age: 51. Based in: Stockholm. Passion: Sea kayaking, MTB, hiking.

“We need virtual guides” Future strategist Johanna Danielsson has examined the future of outdoor recreation. She foresees a fusion of digital and natural experiences. BY ANDERS FALKIRK

In the report Future of Outdoor you point to seniors as one of the most important target groups for the future. Why do you think that they will want to spend time in nature later in life? “It’s to do with physical capabilities. We are living longer, of course, and also keeping healthier until later in life. In addition, services and amenities have improved, ready-made meals, luggage transport, comfortable beds even at accommodation in out-of-the-way locations.”

“I was out with my 6-year-old nephew on the southern tip of Öland a little while back. He was hunting for Pokémon on his mobile and I was watching birds until we spotted a wet sea eagle sitting drying its wings on a branch. That still beat any virtual activity.” “Then we used the mobile to learn more about sea eagles and listened to its call to be able to recognise it later. That’s an example of how digital and reality will mix more naturally in the future.”

That sounds good for experience companies, but what does this market look like for outdoor companies that produce equipment and clothing? “It seems to me that outdoor equipment providers have kept up pretty well, with gadgets that make being in the outdoors more comfortable: sleeping mats are comfier, tents and rucksacks are lighter, etc.

Does nature need support to be a good experience? “There are many different target groups with differing expectations and levels of prior knowledge. If you don’t know anything about nature, you won’t see anything without guidance. Everything will just be green. Experience design is about helping visitors with the right amount of information, and the right level of challenge.” P

What about virtual nature experiences? Can they replace the real thing? You cover that in the report.

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BRAND IN FOCUS

tradition keeps us strong Founded in 1853, few brands can claim a legacy like Devold of Norway’s of not simply enduring, but triumphing over storms of all sorts. NORWAY HAS A long tradition of exploring the fur-

thest reaches of the planet. Fridtjof Nansen was the first to cross the icefields of Greenland on skis, and later Roald Amundsen was the first to reach the South Pole. Both trusted Devold to get them through the many storms they would face along the way, thanks to a design that put function first through solid craftmanship and the unmatched qualities of wool.

A different kind of storm creates new users

In the 168 years since its founding, Devold has witnessed its fair share of headwinds. Most recently, the pandemic has put the stamina of people across the world to the test in entirely new ways. Yet in the face of such hardships, many have discovered a calm in the eye of the storm: The Great Outdoors. These new users are characterized by their pursuit of cross-activities, and Devold’s latest hiking, skiing and trail running collection is specifically designed to provide the versatility they seek. “Consumers have rediscovered nature,” shares Cathrine Stange, CEO of Devold of Norway, who continues: “And we see that when people discover how fantastic wool is, it changes their habits.” Stange admits that 2020 was a “roller coaster,” where the prospects were at times grim. But with a successful push towards ecommerce and a new segment of outdoor consumers discovering the benefits of wool, Stange is optimistic that Devold is set to triumph over adversity once again: “We’ve had a fantastic start to the year. It is an all-time high.”

The longer journey towards sustainability

Devold has not forgotten the other great challenge of our times during the pandemic, that of reach-

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ing a balance with our natural world. For Devold, this means re-thinking. Re-thinking what it makes and why in order to provide purpose-driven design, tailored for outdoor adventurers creating as little waste and environmental impact as possible. But with these efforts aside, Devold has always placed its faith in the simple, natural characteristics of wool as the ultimate material for both human use and for the planet. “Our products currently use 84 % natural materials,” shares Stange, who explains the garments only use a few synthetic materials to increase the durability. But an effort is already underway to replace these fibers with natural or biodegradable synthetics that can ensure the same longevity: “A Devold garment is made to last, not just for one season but for generations.”

A tradition that continues to the present

While new outdoor enthusiasts increasingly turn to Devold to equip their forays into the local trails and slopes, today’s Devold wool garments are still found on glaciers and icefields across the world. Only now, they are just as likely equipping climate change research projects like the Ice Legacy Project as they collect ice samples. And while Devold’s faith in nature’s own fiber and its unmatched characteristics remains unshakeable, its garments today c ombine with modern fibers like Tencel to enhance their durability and longevity. Whatever the future may have in store, Stange is confident that Devold’s commitment to craftsmanship and high-quality materials will see it through the storms: “Whether it’s for workers battling harsh conditions in the Atlantic Ocean or new users who have just discovered their love of the great outdoors, our focus has always been to make quality garments that are fit-for-purpose.” P

The Devold Hiking collection is made for all seasons and long hikes in the mountains.

Devold's Running collection is the ultimate training garments. Made from Merino wool combined with Tencel, they are fast-drying, super lightweight and breathable.

Devold Hiking tees are made of 100 percent natural fibres, either pure Merino wool, or a combination of Merino and Tencel, a fibre made from trees.

SUSTAINABILITY

wanted: circular products How do we work with circular economy? How do we apply it to our products? To meet the demands of many members, SOG has launched a circular outdoor project together with the development company Peak 63. BY ANDERS FALKIRK

omething to consider: people buy twice as many outdoor products as just twenty years ago yet use them for half as long. That’s not sustainable development. Most parties in the outdoor sector, from producers to retail chains, agree this is also something that needs to be addressed. Eeveryone is coming to roughly the same conclusions: We need to extend the useful life of our products and circular thinking is necessary. This is also something that Scandinavian Outdoor Group’s members want. “Many people are asking about the circular economy and how they can apply it to their own products,” says Per Jonsson Öhlin from SOG. “They ask about know-how, projects, seminars and potential partners.” “In other words, companies that specialise in a circular economy approach, such as rental, vintage sales and repairs.”

jective is to launch a pilot project this upcoming autumn. Per Jonsson Öhlin sees it as a three- stage process: Stage 1. Member companies analyse their current situation. Where are they in terms of progress and what are their aims? Stage 2. What are the options available? What sort of help can they get from specialist companies and larger companies within SOG with its almost 70 members? Stage 3. Identifying shared initiatives or projects that will enable them to collectively employ a circular approach and extend the useful life of their products. “10 members are involved in SOG Circular Outdoors right now and we hope to find one or more pilot projects that can serve as a platform for other SOG members to make use of moving forward,” explains Per Jonsson Öhlin from SOG. BUT HOW DIFFICULT can it be to set up a rental

THE HUGE LEVEL of demand resulted in SOG de-

ciding to launch their own project, SOG Circular Outdoors, with the aim of creating a platform for sharing knowledge and experience on the circular economy between brands in the Scandinavian outdoor industry. The start date was May 19th this year and the ob-

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scheme for tents, sleeping bags and other products? Or how do you extend the useful life of a jacket by inserting new zips and re-coating the fabric? Developing new circular services often repre sents a brand new way of thinking and working with new business models that break the link be-

PHOTO:BERGANS

PHOTO: BERGANS

PHOTO: HANS KRISTIAN KROGH-HANSSEN/BERGANS

PHOTO: ANNA TORST SAATVEDT/BERGANS

SUSTAINABILITY

tween increased exploitation of raw materials and profitability. There are many ‘bumps in the road’ in this process, and it can be a big investment. Therefore, many companies are reluctant to get started. “Larger companies within SOG perhaps have resources available to set up a customer service for repairs and second-hand sales, but we also have small-scale companies with just a handful of employees. And for them it’s more difficult,” says Joel Svedlund from development company Peak 63, which is managing the project for SOG. “But whatever the size of the company, we are confident that the project will help our members in a variety of ways to be even more sustainable.” P

Bergans of Norway is one of the SOG members who has started working with circular economy. For example, repairs in their flagship store in Oslo have been moved from a dusty backroom to center stage. And the repair team are now providing input on how to make the products' life span longer.

only 1 percent When discussing the circular economy, the focus is often very much on the recycling of materials. But recycling alone will not solve the challenges we face – that’s just the final stop. As of today, only 1 % of textiles are recycled to create new textiles. On the other hand, the longer the life of a product, the less its overall environmental impact.

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BRAND IN FOCUS

“good trousers are the ones you don’t need to think about” Henrik Andersson, Head of Design and Innovation, Fjällräven

Abisko Trekking Tights Pro W

Abisko Trekking Tights Pro M

Keb Agile Trousers M

The perfect trousers are intuitive, they don’t chafe and they’re comfortable. It's as simple as that. And Fjällräven knows its trekking trousers. But why are there so many models? The answer is straightforward: we are all different. We have different physiques, our bodies have different needs, and we enjoy different activities. So, our trousers have to be different as well.

CHOOSING A PAIR of trekking

trousers is the first step towards going on an exciting expedition. There is a jungle of models to analyse in the hunt for the pair that will suit you best, and according to Fjällräven’s Head of Design and Innovation Henrik Andersson, this is for good reason. We are all different, and so are the trekking activities we like to take part in. WITH MORE THAN 60 years of experience, Fjäll-

räven continuously works on product develop-

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ment and improving the trekking trousers already on the market. Sometimes the results of this work are hard to see, but as Henrik says a good pair of trousers are ones that you do not need to reflect on. In fact, the most fundamental qualities a good pair of trousers can have are comfort in any situation, and durability in the face of wear and tear. Trouser fit and fabric are important to consider, because they impact how much freedom of movement you have. For instance, some trousers are better for moving quickly. Others are better for walking through terrain at a more leisurely pace. You also need to think about what kind of climate and terrain you will use your trousers in. Perhaps

BRAND IN FOCUS

you need increased ventilation for hot and humid conditions, in which lighter and stretchy fabrics are better. NOW, FJÄLLRÄVEN IS launching some great trouser

news for everyone considering spending time in the outdoors anytime soon. For instance, the new Abisko Trekking Tights Pro are a comprehensive update to the original Abisko Trekking Tights with regards to materials, construction, seams and functional details. Offering unmatched comfort and reliability on the trail using a compressive, quick-drying fabric made from recycled polyester and abrasion resistant Cordura stretch, these will probably become your new best friend on almost any outdoor activity. WARM WEATHER CONDITIONS are the new Keb Agile trousers’ area of expertise, with their tapered fit and combination of four-way stretch in recycled polyamide and G-1000 Air Stretch. They introduce

a new level of comfort and functionality in warm weather conditions. Keb Agile trousers are developed for extra agility and reliability during activities like trekking or hiking. With the new tapered fit, reducing the distractions of bulky fabric, and the hybrid construction combining four-way stretch in recycled polyamide and G-1000 Air Stretch, it will turn your hike or trek into a very comfortable one. Finally, the choice of trousers we make also has to take body shape into account. Everybody’s body is unique, but regardless of your height, weight or build, there will be a pair of trousers with a fit perfect for you. So choose wisely and you'll find a reliable and comfortable longtime companion for all your outdoor activities! P

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GEAR GUIDE • NEWS

nordic highlights To look out for spring/summer 2022

AWARD WINNING LIGHT SOURCE

ALIKA BRINGS PEOPLE TOGETHER

TRAIL RUNNER FREE is a series of iconic headlamps from the Swedish outdoor brand SILVA. The headlamps are customised for running and feature a new kind of technology with the power cord integrated into the fabric of the headband. This, in combination with soft textile details, enable a unique comfort experience for all runners. The design of the Trail Runner Free series was recognised with the prestigious “ISPO 2020” Industry Award for its comfort and new groundbreaking technology. silva.se

INSPIRED BY THE attraction of a campfire and

ECCO'S GOT A GRIP ON HIKING

THE ECCO EXOHIKE hiking shoe offers stability

and grip in equal amounts. This is a direct result of its smart combination of a strong rubber outsole, PROSOMA heel cup and PHORENE™ midsole. Made from water-repellent nubuck combined with a thicker leather at the toe for added protection and a convenient hook eyelet for a secure fit, these shoes are designed with your outdoor adventures in mind. ecco.com

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a lways looking to elevate outdoor cooking, the Alika Two Burner Stove is developed to allow the campground chef to become multiple chefs. Light enough to be carried around and designed with a removeable lid to allow people on all sides of the stove to cook and interact. A large cooking surface that easily handles 28 cm pots and two different flame options cover the needs for all styles of social cooking. primus.eu

GEAR GUIDE • NEWS

AS HANDY AS IT GETS

ONE OF THE GLOVE MAKER’S biggest

dilemmas is striking the proper balance between warmth and dexterity. The Ergo Grip Active Wool Terry utilises a looped wool terry lining that increases warmth while maintaining ample dexterity to perform fine motor tasks. GORE INFINIUM creates a windproof barrier on the back of hand and adds insulation w ithout adding bulk. Supple goat leather with Hestra’s Ergo Grip technology prevents problematic bunching at the joints and places the hand in a more natural and ergonomic position. hestragloves.com

LIGHTWEIGHT ACTION WEAR

ACLIMA LIGHTWOOL SPORTS SINGLET is perfect for the sweatiest activities. Combined with WoolNet at the back and front, LightWool Sports Singlet provides a garment with excellent ventilation and breathability. Wool keeps you warm even if you’re wet from sweat and the garment dries in an instant. This is a soft and super light garment with the best comfort that will never hinder your mobility. Made of 100 % Merino wool and knitted in LightWool Sports Singlet Women 17.5 micron yarn. The fabric weighs only 150 g/m2. aclima.com

LightWool Sports Singlet Men

Main color / Navy Blazer

Main color / Oil Blue WoolNet Micro color/ back. North Atlantic Men'sContrast front and color 1 / Purple Impression Thread color / Navy Blazer match

WoolNet Micro mesh (T&B)/ Reflective / North Atlantic Heat transfer Thread color / Oil Blue Heat transfer color / Reflex

Details: Neck label / Horizontal Aclima 08 Size label / Aclima size 11 Flag in left side Heat transfer front / Compact 2,5 cm

Main color / Zinfandel Women's front and back. Contrast color 1 / Jet Black WoolNet Micro mesh (T&B) / Jet Black Thread color / Zinfandel Heat transfer color / Reflex

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GEAR GUIDE • NEWS

SUPER COMFY WHEREVER YOU GO

THE PINEWOOD FINNVEDEN HYBRID JACKET is a strong, stretchy and durable jacket with a waxed finish and water r epellent features. Perfect for outdoor activities like hiking, walking, fishing as well as for active city life. Superior c omfort with its high 4-stretch material and airy High-Ventilation™ mesh lining. Treated with eco-friendly Bionic Finish® Eco, an organic fluorocarbon-free impregnation. pinewood.eu

VERSATILE STYLE

THE ROMSØ MIDLAYER CARDIGAN is a

c ardigan with high breathability and functionality. The brushed innerlayer makes it comfortable to wear and works just like wool – it keeps you cool when it’s warm and it helps you stay warm on colder days. You can wear it i nside your favorite shell jacket for ultimate comfort when hiking, trekking or walking. But another great thing about the Romsø Midlayer is that you can also wear it plain as it is, due to the functional details with two side pockets to store your items. superstainable.com

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GEAR GUIDE • HEROES

trusted heroes

These classics never go out of style!

PURE WARMTH SINCE THE 70'S

THE FULL ZIP JACKET from Woolpower is a year-round jacket made from Ullfrotté Original 400, Woolpower’s unique fabric developed in the early 1970s. It is a terryknit textile, where one side is made up of terry loops. This combined with the crinkly fibres of Merino wool creates a tricot that traps air, and keeps you warm regardless of activity. Inside the jacket, you can also find the name of the seamstress who made it. woolpower.se

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A CUP TO KEEP

THE CLASSIC KUPILKA 21 CUP was launched in

2003 with a vision to merge local heritage with modern technology. Outdoor lovers all over the world have since fallen in love with the minimalist design aesthetics, ergonomic shape, and easyto-use construction of the K21 cup. Thanks to its natural fiber composite material, the cup retains an organic look and feel, yet it is light, durable and dishwasher safe – and it won't burn your fingers. Available now also in Blueberry blue colour, the Kupilka 21 is the go-to coffee cup, be it in the wilderness, garden terrace or at home. Award- winning dishware and survival gear made in Finland with zero CO2 emissions. kupilka.fi

GEAR GUIDE • HEROES

A GREAT HOME AWAY FROM HOME

SAFIR 7 BY Swedish manufacturer Tentipi is a tent you can rely on, even in the most extreme conditions. It is a timeless product, carefully developed and tried and tested for decades by outdoor lovers. This single-pole tent is made of a ventilating cotton/polyester fabric, offering a pleasant indoor climate, and its design a llows the use of a fire for warmth and cosiness. With optional stove, floor and rail for drying clothes, Safir’s outstanding comfort, ambiance, functionality and versatility make it a handy home in the nature for professionals, families and lone wolves, all year round. The Safir Nordic tipi is made to last for a long time – for the benefit of nature too. tentipi.com

THE ICONIC TREKKING BOOT FROM THE NORTH

LUNDHAGS FOREST SHELL BOOT – made in Sweden. A classic trekking boot with a waterproof bottom and high-quality leather shaft that protects and supports you whenever trekking in intense and demanding terrain. It's durable and will last a lifetime if you take care of them – update the outsoles when needed, change shoelaces and insoles every now and then. Lundhag's shell boots have no padding which makes it possible to wade in them, especially convenient in the Nordics – they dry quickly which is not the case with boots with padding. The boots have been updated continuously, every part is optimised in terms of durability, functionality and repairability. The l atest update is the fit which will be optimised even more and available for more people and feet. Lundhags also offer custom- made shoes for all of you who have special needs. lundhags.com

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BRAND IN FOCUS

25 years of caring Timeless design. Clothes without harmful chemicals. Solar power. For 25 years Pinewood in Småland have become more and more sustainable. But the best is still to come. A LOT CHANGES in a quarter of a century. Coun-

tries disappear, and new ones are formed. We modernise our values and our technologies. The planet isn’t as impressed with us, though. We are living at the planet’s limits and it has become clear that humankind is the villain in this unfolding drama. “As a manufacturer of clothing, we are well aware of our role in all of this. Pinewood’s vision from the start has been to contribute to a healthier nature by producing clothes that have as little effect on it as possible. Clothes that last, despite a fair pricing, so you don't need to buy new ones,” explains Rainer Rüssel, CEO of Pinewood.

opened our own factory in China, with fair salaries and full control of the manufacturing process. We joined amfori/BSCI and had a successful first audit of our China factory,” says Rainer Rüssel. “We stopped using PFCs in our garments and in 2019, our first t-shirt made from organic cotton was produced, and in the autumn of 2020, our first collection made from entirely recycled polyester was launched.”

BUT IT'S THIS year 2021 that the most is happening. 25 years after Pinewood started, they are launching their first ever t-shirt made entirely from wastage from other textile production. They are “We’re aiming for 50 percent bringing out jackets and IT ALL BEGAN in Småland, of all new Pinewood products vests in synthetic down, Sweden in 1994, with the to be produced using made from recycled now iconic Canada shirt. PET bottles. The all-purpose largesustainable materials.” “And on the home checked flannel garment Rainer Rüssel, CEO of Pinewood front, we’re installing sothat suits everyone and to lar panels at our head offices and warehouse, with every occasion. In 1996, Pinewood was registered the aim of becoming self-sufficient on solar energy. as a company and they were off. They soon set up Nordic distribution, and Norway, Denmark and Fin- But the greatest breakthrough has been deci land have been onboard from practically day one. The little company moves from mum’s basement to ded for the future,” says Rainer Rüssel. their first premises, at a whopping 35 m2. “From the autumn of For a few years Pinewood slowly upgrade, and in 2022, we’re aiming for 2001 they start their sales in Germany. In 2006, 50 percent of all new they inaugurate their very own 300 m2 offices and a Pinewood products to 3200 m2 warehouse where they still are today. be produced using sus“But it was also time to make sustainability an tainable materials.” P even larger part of Pinewood. So in 2008, we

SCA NDI NAV I AN OUT DOOR NE W S

PEAK HIKING

A NATURAL

BOOM

More of us than ever before are heading out hiking. Following a steady increase over several years, the pandemic has brought about a real surge in hiking as hundreds of thousands of Scandinavians have headed out to enjoy the green environment of forests and fells. But is this trend all positive? Scandinavian Outdoor News takes a closer look at this huge boom in hiking. BY ERIKA ENEQUIST, TAINA AHTELA AND JOHANNA FRÆNKEL

SCAN D INAVIAN OUT DOO R NE W S

PEAK HIKING

Hikers heading for the Jostedal glacier in Norway, the largest glacier on the European mainland. PHOTO: ANDERS GJENGEDAL/VISIT NORWAY

SCANDI NAV I AN OUT DOOR NE W S

The Swedish island Gotland – A midsummer night's dream.

attes in the city have been replaced with hot dogs and coffee in the forest.” “ Nature is the new go-to destination for a stroll.” These examples come from Gothenburg-based researcher Andreas Skriver Hansen, who has studied the behaviour of Swedes during the pandemic. “Half of respondents said that they had changed their routines, they are devoting more time to various types of outdoor activities and will continue to do so in the long term,” he reports. This is supported by a survey of 1,500 individuals in western Sweden containing questions about their outdoor habits during the period of the pandemic. The conclusion is that nature now serves as an oasis for many. This also seems to be the case for many young adults (16 years and older), who have previously been the most difficult group to get out into the countryside. Visitor numbers show the same clear indications. Hiking is experiencing an all-out boom throughout the country, in the mountains, natio nal parks and nature reserves. The national parks recorded a total of 3,100,000 visitors, and despite a large drop in foreign tourists this amounted to 300,000 more visitors than the previous year. Visitor numbers to the primeval forests of

SCAND IN AVIAN OUT DO OR NE W S

PHOTO: KAREN HENSEL

PEAK HIKING

Tyresta National Park, south of Stockholm, showed the biggest rise, of about 70 percent. There was a similar increase at Sweden’s most popular nature reserve, Nackareservatet in southern Stockholm. AND IT’S NOT just in Sweden that the countryside is attracting more visitors than ever before. During the current pandemic, interest in the great outdoors has also exploded in Norway and Finland. In Norway, already mad on hiking, we can see a new trend, with Norwegians having opened their eyes to nature to be enjoyed in their local area. According to a survey conducted by the Norwegian Trekking Association in February 2021, 65 percent of respondents said that they used “their own” local trails much more than usual. In addition to interest in “backyard hikes”, the Trekking Association is also seeing huge demand for Norway's many “Instagram summits”. “We can see that well-known hiking destinations, such as Besseggen, Dronningstien and Gaustatoppen, are the most popular. Norwegians prefer short, well-known day hikes, fewer undertake longer treks into the national parks and unspoilt natural areas,” says Dag Terje Klarp Solvang,

PEAK HIKING

Semret Meskel:

PHOTO: CLIVE TOMPSETT/VISIT SWEDEN

“Someting magical happens”

Secretary General of the Norwegian Trekking Association. Finland is also seeing a similar trend. For example, visits to national parks hit a new record in 2020, with nearly four million visits, representing an increase of 23 per cent on the previous year. BUT WHY IS HIKING booming in popularity right

now? After all, nature has always been there. In the Nordic region it's often found close to towns and communities, in the form of reserves and areas of natural beauty, but also a host of easily-accessible national parks. The simple answer is: lack of other options. When the pandemic led to restaurants, cafés, museums and other attractions being closed, the countryside offered a simple and safe activity. “It's easy to do and it doesn’t need to be on your doorstep. You can see something different even in times of travel restrictions. And we can do it with others,” says Andreas Skriver Hansen. The foundations for this boom were already in place. For several years now it has been cool and Instagram-friendly to be out in nature. It signals health and that you have a modern, mindful lifestyle. Just take a look at the rise in popularity of outdoor winter bathing too.

LAST SPRING LIFE changed for Semret Meskel, who lives in Stockholm. She was furloughed by the company she worked for, resulting in ten months of leave. New motivation and a goal were needed – in the midst of a pandemic. Like tens of thousands of other Scandinavians, nature provided the answer. “In October, I came across a blog about hiking called ‘Vandringstjejen’, which is hugely inspiring. It has facts about trails, how to get there, advantages and disadvantages of different stretches. Since then I have completed the whole of the Roslagsleden trail and am now undertaking the Sörmlandsleden trail.” “Hiking had been on my mind for a long time,” says Semret. “It has been a dream ever since I was a youngster. I didn’t grow up spending time in the forest, but I got to go with friends to their places in the countryside as a teenager. We got to ride a snowmobile and get close to nature.” “Something magical happens. The first few steps from concrete surroundings into forest and I feel a buzzing in my brain. So I listen to music and after an hour or so a sense of calm sets in. I switch off the music and take in my surroundings. God, it’s beautiful – and free to enjoy!” PHOTO: LINDA ROMPPALA

SCA NDI NAV I AN OUT DOOR NE W S

PEAK HIKING

Not all trekking paths have been busier than usual during the pandemic. For some of Norway's truly spectacular nature attrac tions the very opposite has been the case. For example, well known Trolltunga saw a decrease in visitors by 40 % in 2020 compared to 2019, according to the Norwegian news site ABC Nyheter. The reason is simple enough: During the pandemic the borders have been closed to foreign tourists.

Andreas Skriver Hansen also thinks it comes down to lifestyle. People inspire one another. If they can, then so can I. Those who have been curious, but previously put off by the fact that it seemed tough, with the right equipment required, are now daring to give it a go. The fear of being out in nature has vanished. “But now everyone is doing it with all kinds of equipment. The collective element has made people much more open to the fact that it doesn't have to be extreme, instead it’s accessible to all,” he says. ALL THIS OUGHT to be positive, but one resulting problem from this boom in hiking is increasing wear and tear on the places we visit, i.e. nature. We are seeing the same negative reports from different areas of the Nordic countries, especially around the larger cities, of increased littering and overall congestion on the major trails. “Most visitors want to act responsibly and mean well. Many of the side effects are due to ignorance, or happen by oversight,” says Special Planner Joel Heino at Metsähallitus, Parks & Wildlife Finland. In order to remedy wear and tear and littering, a number of solutions have already been devised. For example, information campaigns regarding

SCAND IN AVIAN OUT DO OR NE W S

outdoor etiquette and the ever important Nordic Allemansrätten (Right of Public Access – see fact box). And work is also under way to improve the infrastructure around national parks and nature reserves. But is it enough? Andreas Skriver Hansen feels that restrictions on the number of hikers also need to be discussed. “We need to be more systematic about management. Restricted visitor numbers are perhaps needed from time to time in certain areas, for example, attractions such as Njupeskär, Fulufjället and Tyresta.” P

accessible countryside In Norway, Sweden, Finland and Iceland, everyone has the right to roam across privately owned land in the countryside. This is known as Allemans rätten (the Right of Public Access). It also encom passes the right to pick berries, mushrooms and certain other plants. There are national differences, such as in Finland you must have the landowner's permission to make a fire. It also comes with obligations, such as showing respect for nature and wildlife, and for landowners and other people.

PHOTO: TROLLTUNGA AKTIV/VISIT NORWAY

all alone on trolltunga

BRAND IN FOCUS

experience more with a vehicle as basecamp Swedish outdoor brand Dometic advocates a smart basecamp concept. “By utilising your own vehicle as a basecamp, we can stay longer, experience more”, says Rasmus Järvinen, Global Head of Outdoor Business Development at Dometic.

create an incredibly versatile basecamp or an activity hub, in which you can rest, eat, or even perience of delivering smart solutions for outdoor stay overnight. Whilst your electric devices can be living. Despite its business size (revenue 1.6 billion secured via one of our smart portaEUR in 2020) the brand has remained ble batteries (complete with solar relatively unknown to many. Though panel charger), and a portable anyone who owns an RV or a boat, in Dometic fridge will take your outmost of the cases, will already be usdoor cooking to another level. ing and enjoying products made by Dometic. “When we talk about outdoor THIS MAKES IT possible to enjoy enthusiasts, there’s in general two fresh, healthy food for the entire types: one with ultra-light equipstay and ensuring that each epic ment, with everything packed in BBQ you enjoy, is accompanied by Rasmus Järvinen, Global a backpack. And the other with refreshingly ice-cold beers. Head of Outdoor Business heavy-duty gear and a special “With our products you can exDevelopment at Dometic. vehicle. We b elieve there’s a space perience more and enjoy a comfortin between the two”, explains Rasmus Järvinen. able stay outdoors—without needing to buy an RV By using a compact inflatable shelter, you can or spend money on glamping”. P

DOMETIC IS A global company with long-held ex-

Camping at Sweden's west coast.

SCANDI NAV I AN OUT DOOR NE W S

THE FUTURE IS CIRCULAR UNITED FOR A TRANSPARENT, SUSTAINABLE FUTURE.

NATIVA CIRCULAR SOLUTIONS The Chargeurs Group has been in the wool business for more than 60 years, with historical know-how of fibres, international sourcing and industrial footprint with teams across the globe. NATIVA™ was born as a result of heritage, expertise and the needs of the industry. NATIVA™ brings a global solution of traceability, transparency and sustainability for supply chain partners and end brands. This traceability is enabled by certifications at farm and industry level, through the NATIVA™ protocol, with high standards of animal welfare, land management and Corporate Social Responsibility. Chargeurs took the NATIVA™ transparency commitment a step further by developing a new digital way of communicating the brand’s sustainable values to consumers. A first-of-its-kind for wool fiber, NATIVA™ Blockchain visually traces the journey of wool from global farms to wool-top combing mills, yarn spinners, weavers, knitters and garment producers. NATIVA™ Blockchain allows brands and retailers to have revolutionary transparency with real-time traceability of their garments from farm to final product. NATIVA™ created 360° solutions to help Brands become motors of change in the industry. Besides traceable & certified wool, backed by Blockchain Technology, they developed an integral recycling solution for full circularity, as well as offering wool from regenerative farming. Regenerative agriculture considers the overall footprint of the sourced wool, looking at the soil as the starter point of all productive cycles and helping Brands become accountable for their own impact in the environment.

Know the Journey of your wool

N A T I VA B LO C KC H A I N

HAPPY SHEEP, HAPPY FEET UphillSport and the company behind the brand Sukkamestarit Oy has been in socks production business since 1996. Production has started in Finland and we are proud to have the production still in Finland today, continuously investing in local production. Sustainability, Environment, Energy efficiency and Traceability have been in our focus from the beginning. The Factory is highly automatized concerning production and energy circulation. Since 2005 we have been able to use only Mulesing Free merino wool, and in 2019 our factory was the first sock Factory to be certified to NATIVA™ protocol. NATIVA™ is a perfect partner for helping achieve our Sustainability goals and match to our values. Saving water is very important to us, in our factory our water consumption equals to 4 normal houses. The NATIVA™ protocol has also a water saving aspect. The wool processing is done with rainwater and yarn dyeing by Schoeller is made with EXP Chlorine free method, with much less water needed comparing normal process. EXP is the first wool finishing process in the world to meet the strict criteria of the bluesign® Consumers can trace back the origin of the wool and all the supply chain with QR codes on our labels. In our opinion, the Consumer needs to know more. All the merino wool used in UphillSport socks is NATIVA™ merino wool. Join us in our sustainable journey with UphillSport socks. More information www.uphillsport.fi or Factory director Jani Tarkki, jani@uphillsport.fi. scan this

SCANDINAVIAN OUTDOOR AWARD

AND THE NOMINEES ARE ... The jury determine the best products based on functionality, quality, innovation, design and sustainability. This time, the jury tests the products individually and several online meetings are held to discuss the nominees. See all the winners at scandinavianoutdooraward.com. They will be published directly after the award ceremony on June 22.

Sasta – Women's Mella+ Jacket

Alfa Sko – Stokka Advance GTX

Wildo – OCY’s (outdoor cutlery set)

Bergans of Norway – LightLine Air 3L Shell Jacket

Reima – Pistoton

Primus – Alika Stove

Heat Experience – Grid Fleece Varmegenser

Ecco – Biom 2.1 X Country

SCAN D INAVIAN OUT DOO R NE W S

Reima – Vilpo

SCANDINAVIAN OUTDOOR AWARD

The Scandinavian Outdoor Award jury The jury consists of journalists, gear specialists and retailer representatives. They are: Frank Wacker (Outdoor Magazin, Germany) Piotr Drozdz (Gory Magazine, Poland) Gijs Loning (Outdoorguru.com, Netherlands) Nicolas Jändel (Sportfack, Sweden)

Thea Ekholm (YouSport, Finland) Joel Svedlund (Peak 63, Sweden) Carsten Jost (Fastpacking Blog, Germany) Sabina Widing (Campz & Addnature, Europe)

Find out more about the nominated products at scandinavianoutdooraward.com

Halti – Reissu W DX 3L Jacket

Ecco – Biom 2.0

Cake 0 Emission – Ösa

Dometic – Cooler CFX3 25

Bergans of Norway – Y LightLine Fastpack

Viking – Ask Mid F GTX

31 OVERALL WINNERS!

Aclima – Sports Singlet

Viking – Cerra Speed Boa Mid GTX

Since the start of Scandinavian Outdoor Award 2005 SOG have awarded 31 Overall Winners! The very first product to win the main category was Norrøna with the Lofoten Backpack. Fjällräven have succeded five times, while Aclima, Ecco, Norrøna, Devold and Bergans all have two overall winns each.

SCA NDI NAV I AN OUT DOOR NE W S

HIP, HIP HOORAY!

SOG 20 YEARS! SOG is celebrating 20 years this year! 20 years of supporting each other, growing together and strengthening the Scandinavian outdoor brands. Together. Two decades of fun, and honest passion for the outdoors. Here is our story.

Once upon a time … On initiative from Martin Kössler, then at Haglöfs, a meeting was held in April 2001 at the Swedish Trade Council where the idea of forming an export cooperation group was first pitched to a number of outdoor companies. A work group consisting of five companies (Craft, Hestra, Haglöfs, Optimus and Peak Performance) and representa tives from the Swedish Trade Council were assigned to elaborate a proposal on how to organize this cooperation. Six months later, the Scandinavian Outdoor Group was officially formed with Martin Kössler as general secretary and 15 companies onboard. Craft, Dale of Norway, Haglöfs, Hestra, Hilleberg, HTS (Etto), Lundhags, Moskoselkåtan (Tentipi), Mover, Optimus, Peak Performance, Primus, Recco, Silva, Vanbetsco (Icebug).

First logo.

2000 First Scandinavian Party.

2001 SOG was founded.

First Scandinavian Village.

2002

2003

Outdoor Academy in Lofoten, Norway 2016.

THE REAL OUTDOOR DEAL We arranged our first Outdoor Acacemy of Scandinavia (OAS) in 2002 in Värmland, Sweden, in collaboration with Visit Sweden and with Haglöfs, Silva and Hilleberg as inviting brands. A total of 45 retailers, journalists and tour operators were our guests. Since then SOG has hosted another 48 outdoor academies where the partici pants get to test gear on our home turf, meet the people behind the inviting brands and take part in clinics and lots of outdoor activities.

First Scandinavian Outdoor Award.

2004

First Outdoor Academy of Scandinavia.

SCAN D INAVIAN OUT DOO R NE W S

2005

2006

First Scandinavian Outdoor News.

First Scandi navian Village at ISPO China.

2007

2008

New logo.

2009

2010

First Scandinavian Village at Outdoor Retailer in USA.

The very first issue of Scandi navian Outdoor News was pub lished in 2005 and consisted of 1 (!) page. Since then we have issued 1–2 magazines a year.

SCANDINAVIAN

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

ROUGH WEATHER

And why outdoor folks love it!

Chill out

Swim like Scandinavians in ice-cold waters

SUSTAINABILITY IS KEY TO US ALL Scandinavian brands are known to be in the forefront when it comes to sustainability and all of the SOG members have jointly signed the EOG Sustainability Charter. A high-level industry agen da which the outdoor industry in Europe has developed together, where we commit ourselves to work for a more sustainable future. At ISPO Munich 2019, SOG fulfilled that all SOG members signed this document individually. This means that the Scandinavian outdoor brands now have a com mon framework where we step by step strive forward on this journey towards sustainability.

Plus: Everything you need to know for ISPO 2020

“It's more fun to do business with Scandinavians.” The SOG:s very first slogan was this quote from a participant after an event in Munich, held early on in the history of SOG.

Scandinavian Outdoor Summit in Åre, 10-years celebration!

2011

Scandinavian Outdoor Award. Since 2005 we have awarded the best Scandinavian outdoor products with a jury composed of some of the most prestigious outdoor journalists, retaliers and experts in Europe.

European Outdoor Summit in Stockholm.

2012

2013

2014

Sara Wänseth started her mission as General Secretary.

Sketch of the Scandinavian Village, winter 2007.

2016

Started SOG Sustainability Network.

At ISPO Munich winter 2001, a number of Scandinavian companies joined forces exhibiting together. The concept of Scandinavian Village was born, and the success of the village inspired the inception of SOG later the same year. The evening party hosted 800 guests in central Münich with Scandinavian food and drinks. The concept has remained a popular one with retailers, press and exhibi tors through the years.

Brands are members of the Scan dinavian Outdoor Group today.

All members individually signed the EOG Sustai nability Charter.

New logo.

2015

WE ARE VILLAGE PEOPLE

2017

2018

2019

European Outdoor Summit in Malmö.

SOG celebrates 20 years together!

2020

2021

Monthly online meetings for members, “Stronger Together”.

SCA NDI NAV I AN OUT DOOR NE W S

BRANDS

brand presentations

Here is an overview of all the 68 SOG members. Read more about every member company at: scandinavianoutdoorgroup.com

8848 Altitude SWEDEN 8848altitude.com

Aclima NORWAY aclima.com

Alfa NORWAY alfaoutdoor.com

Bergans of Norway NORWAY bergans.com

Sales: Fredrik Käll, fredrik.kall@ 8848altitude.com, +46 706038848

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

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

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

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

Sales: Ronny Hammer, ronny.hammer@bergans.no, +47 90110962

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

PR: Anders Nessem, anders.nessem@bergans.no, +47 90696818

Cake SWEDEN ridecake.com

Dale of Norway NORWAY daleofnorway.com

Devold NORWAY devold.com

Didriksons SWEDEN didriksons.com

Sales: Pontus Winberg, Pontus@ridecake.com, +46 703774413

Sales: Ingvild Aas Veidahl, ingvild@dale.no, +47 90751998

Sales: Øystein Bomo, oystein.bomo@devold.no, +47 92052707

Sales: Björn Ljungqvis, bjorn.ljungqvist@didriksons.com, +46 730807443

PR: Gro Elisabeth Naalsund, gro.naalsund@devold.no, +47 93026786

PR: Fredrik Öhlund, Fredirik.ohlund@didriksons.com, +46 703548696

PR: Karl Ytterborn, Karl@ridecake.com, +46 707308813

PR: Christine Madsen, christine@dale.no, +47 93495291

Dometic SWEDEN dometic.com

ECCO Outdoor DENMARK ecco.com

Elevenate SWEDEN elevenate.com

Five Seasons SWEDEN fiveseasons.com

Sales: Jonas Rodriguez, jonas.rodriguez@dometic.com, +46 702 04 20 04

Sales: Erik Walcott, ewal@ecco.com, +1(503)7058331

Sales: Mattias Mähler, mattias.mahler@elevenate.com, +46 706448494

Sales: Tobias Johnsson, tj@fiveseasons.se, +46 705882006

PR: Minako Nakatsuma Olofzon, minako.n.olofzon@dometic.com

PR: Robin Van der Gaag, rvan@ecco.com, +45 21768501

PR: Tobias Hökeberg, tobias.hokeberg@elevenate.com, +46 709432213

PR: Sara Hällås, sha@fiveseasons.se, +46 709427207

Fjällräven SWEDEN fjallraven.com

Haglöfs SWEDEN haglofs.com

Halti FINLAND hatli.com

Heat Experience NORWAY heatexperience.eu

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

Sales: Lisa Grübb lisa.grubb@haglofs. se, +46 766776784

Sales: Mikko Savolainen, mikko.savolainen@halti.fi, +35 8406510715

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

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

PR: Jari Grev, jari.grev@haglofs.fi, +35 84401914 03

PR: Cilla Ingman, cilla.ingman@halti.fi, +35 8458453310

PR: Same as above

HEAT EXPERIENCE

SCAN D INAVIAN OUT DOO R NE W S

BRANDS

Helle NORWAY helle.com

Helsport NORWAY helsport.com

Hestra SWEDEN hestragloves.com

Hilleberg SWEDEN hilleberg.com

Sales: Svein-Erik Helle, svein-erik.helle@helle.no

Sales: Pedro Carradinha, pedro.carradinha@brav.com

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

PR: Same as above

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

Sales: Thomas Jonsson, thomas.jonsson@hilleberg.se, +46 63571550 PR: Stuart Craig, Stuart.craig@hilleberg.com, +1 4258830101

Houdini SWEDEN houdinisportswear.com

Hultafors SWEDEN hultafors.com

Hurtta FINLAND hurtta.com

Icebug SWEDEN icebug.com

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

Sales: Per Eriksson, per.eriksson@hultaforsgroup.com, +46 337237522

Sales: Marjut Miettinen, marjut.miettinen@nordicpetcare.com , +35 8440318128

Sales: Linda Svensson, linda.svensson@icebug.se, +46 735043022

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

PR: Lennart Jansson, lennart.jansson@hultaforsgroup.com, +46 11 60351

PR: Kati Rissanen, kati.rissanen@nordicpetcare.com , +35 8400237527

PR: Marie Thomasson, marie.thomasson@icebug.se, +46 722461146

Isbjörn SWEDEN isbjornofsweden.com

Ivanhoe SWEDEN ivanhoe.se

Kupilka FINLAND kupilka.fi

LEDX Lights SWEDEN ledxlights.se

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

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

Sales: Laura Bondavalli, laura@kupilka.fi, +35 8503514348

Sales: Mattias Åkesson, mattias.akesson@c2safety.com, +46 703688580

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

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

PR: Same as above

Light My Fire SWEDEN lightmyfire.com

Lundhags/ Brav Sweden SWEDEN lundhags.com

Morakniv SWEDEN morakniv.com

Muurikka FINLAND muurikka.com

Sales: Ulrika Karlsson, ulrika.karlsson@lightmyfire.com, + 46 766395161

Sales: Patrik Strand, patrik.strand@brav.com, +46 708352137

Sales: Pia von Seth, pia.von.Seth@morakniv.se

Sales: Jarkko Kaartinen, jarkko.kaartinen@pisla.fi, +35 8406609034

PR: Heléne Nilsson, helene.nilsson@lightmyfire.com, + 46 766364721

PR: Caroline Karlström, caroline.karlstrom@brav.com, +46 767774020

PR: Same as above

PR: Jyrki Sihvonen, jyrki.sihvonen@pisla.fi, +35 8207229890

™

Nordic Pocket Saw SWEDEN nordicpocketsaw.com

Nordisk DENMARK nordisk.eu

Norröna NORWAY norrona.com

Peak Performance SWEDEN peakperformance.com

Sales: Jonatan Karlsson, jonatan@nordicpocketsaw.com, +46 703288094

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

Sales: Martin Lien, Martin. Lien@norrona.no

Sales: Martin Hansson, martin. hansson@peakperformance.com

PR: Same as above

PR: Oscar Strindhagen, oscar@nordicpocketsaw.com, +46 708352448

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

SCA NDI NAV I AN OUT DOOR NE W S

BRANDS

Pinewood SWEDEN pinewood.eu

Polyver SWEDEN polyversweden.com

Primus SWEDEN primus.eu

Real (Drytech) NORWAY realoutdoorfood.com

Sales: Mikael Hyltén, mikael.hylten@pinewood.se, +46 720808675

Sales: Steve Dutton, steve.dutton@polyver-group.com, +46 703132939

Sales: Sofie Thorp, sofie.thorp@primus.se, +46 709167111

Sales: Kyrre Jonassen, kyrre@drytech.no, +47 94843616

PR: Charlotta Malmberg, charlotta.malmberg@pine wood.se, +46 764925371

PR: Same as above

PR: Heidi Kreusel, heidi.kreusel@primus.eu, +49 1 095095262

PR: Magnus Melkeraaen, magnus@drytech.no, +47 99024644

Reima FINLAND reima.com

Sasta FINLAND sasta.com

Seger SWEDEN seger.se

Silva SWEDEN silva.se

Sales: Matti Lehtovirta, matti.lehtovirta@reima.com

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

Sales: Jens Petersson, jens.petersson@nwg.se

Sales: Sales: Madelene Jonsson Öhlin, madelene.ohlin@silva.se, +46 720908728

PR: Riikamaria Paakkunainen, riika.paakkunainen@reima.com, +35 8503228293

PR: Same as above

PR: Sara Rönne, sara.ronne@silva.se, +46 708109430

Sjö & Hav SWEDEN sjohav.com

Skogstad Sport NORWAY skogstadsport.no

Superstainable DENMARK superstainable.com

Superyellow FINLAND superyellow.fi

Sales: Kim Persson, kim@sjohav.se, +46 732505021

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

Sales: Kian Hansen, kian@superstainable.com, +45 40385500

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

PR: Same as above

PR: Emil Rasmussen, emil@superstainable.com, +45 26368707

PR: Same as above

Svala FINLAND svala.se

Tenson SWEDEN tenson.com

Tentipi SWEDEN tentipi.com

Thule SWEDEN thule.com

Sales: Kimmo Aakko, kimmo@svala.com, + 35 8400414174

Sales: Tomas Solin, tomas.solin@tenson.com

Sales: Patrik J Rönnbo, patrik.j.ronnbo@tentipi.com, +46 70 3330137

Sales: Mattias Svernedahl, mattias.svernedahl@thule.com, +46704179059

PR: Torsten Gabrielsson, torsten.gabrielsson@tentipi.com, +46 701088690

PR: Joe McAvoy, joe.mcavoy@thule.com, +46 700209049

PR: Same as above

PR: Mikko Niskanen, mikko@svala.com, + 35 8407093203

Trangia SWEDEN trangia.se

Tretorn SWEDEN tretorn.com

Tufte NORWAY tuftewear.com

Ulvang NORWAY ulvang.no

Sales: Magnus Rydell, magnus.rydell@trangia.se, +46 640681331

Sales: Niklas Kindström niklas.kindstrom@tretornsweden. com, +46 727294634

Sales: Lars Erik Hylander-Andersen, larserik@tuftewear.no, +47 41457327

Sales: Lars Thronsen, lars.thronsen@brav.com, +47 90777759

PR: Same as above

PR: Tove Johannesen, tove@tuftewear.no, +47 47611657

PR: Christophe Pons, christophe.pons@brav.com, +47 90 228208

SCAN D INAVIAN OUT DOO R NE W S

BRANDS

Uphill Sport FINLAND upphillsport.fi

USWE SWEDEN uswe-sports.com

Viking NORWAY vikingfootwear.com

VJ Sport FINLAND vjsport.fi

Sales: Jani Tarkki , jani@uphillsport.fi, +35 8408418632

Sales: Karl-Johan Engdahl, karl@uswe-sports.com

Sales: Helma Tobies, h.tobies@vikingfootwear.com, +49 1718622142

Sales: Vili Mattila, vili.mattila@vjsport.fi, +35 8408250644

PR: Flach Communication, info@flach-communication.de, +49 80221884000

PR: Same as above

Walkstool SWEDEN walkstool.com

Wildo SWEDEN wildo.se

Woolpower SWEDEN woolpower.se

Oyo NORWAY oeyo.no

Sales: Lars Andersson, lars@walkstool.com, +46 707533010

Sales: Erik Andersson, erik@wildo.se, +46 33299700

Sales: Christian Stjärnered, christian@woolpower.se , +46 73 7227843

Sales: Ann Iren Åsberg, anniren@oeyo.no, +47 91895066

PR: Same as above

PR: LenaMarie Johannisson, lenamarie@wildo.se, +46 33299700

PR: Emelie Torstensson, emelie@woolpower.se , +46 70 6090677

PR: Katrine Øyo, katrine@oeyo.no, +47 99725852

TECHNOLOGY BRAND MEMBER

Inuheat SWEDEN inuheat.com

Organotex (OrganoClick) SWEDEN organotex.com

Polygiene SWEDEN polygiene.com

Zlideon SWEDEN zlideon.com

Sales: Joe Zakielarz, joe.zakielarz@inuheat.com, +13 022209433

Sales: Susanne Karlsson, susanne.karlsson@organoclick.com, +46 721945272

Sales: Andreas Holm, andreas@polygiene.com

Sales: Beatrice Lundell, bea@zlideon.se, +46 708280628

PR: Rickard Rosendahl, rickard.rosendahl@inuheat.com, +46 709120901

PR: Same as above

PR: Niklas Brosnan, nb@polygiene.com

PR: Same as above

With the HERITAGE and traditions of Scandinavia. We make PREMIUM outdoor products, with INNOVATIONS created from challenges of our demanding nature. We strive to DO GOOD, for people and for nature. We do this with PASSION and JOY. Together.

1+1=3

YEARS

TOGETHER 3867 years of joint experience