Scandinavian Outdoor News 2022 No. 1

SCANDINAVIAN

OUTDOOR NEWS Issue #1 2022 from Scandinavian Outdoor Group – the top Nordic outdoor companies

68

premium brands of Scandinavia

Uphill pleasure

Ski touring is catching on

Cold feet

Why women freeze more

Snow cooking Make it simple and hot

Special report: sustainablity and the challenges of the future

SILVA TERRA*

*We long for a brighter future and Silva Terra is our plan to make it happen. Our strategy is easy to understand and well known – reuse, reduce, recycle.

Silva Terra is our commitment and contribution to the future. Step by step, product by product.

TERRA SCOUT

Terra Scout Headlamps are made from hemp and recycled plastics with up to 90% lower CO2 footprint compared to standard plastics.

AT THE HEART OF REALITY We live as we learn, not a distant brand but instead at the heart of reality. Rooted in Småland, we are a family where everyone belongs.

Everything we do is for real, we are one with our consumers. Each seam in each garment is designed with experience, expertise and care, in Värnamo. Our inspiration comes from how folks actually do things, not from how we want them to do.

We are driven by common sense, stubbornness, curiosity and a bit of Småland’s ingenuity. Proud to be local – in Småland, Sweden.

Community is a strength. Pinewood is the result of determined collaboration.

We know this. We love this.

EDITORIAL & CONTENTS

PHOTO: SOFIA KARLSTRÖM

STAY STRONG TOGETHER AS I WRITE THIS, winter has taken a nice,

cold grip over large parts of Scandinavia.

In Åre, where Scandinavian Outdoor Group (SOG) has its headquarters and where I call home, the first ski lifts opened already in the beginning of December.

The snow and ice feel like a relief for many Scandinavians. This winter, spending time outdoors is even more meaningful and necessary than it used to be.

Now that the pandemic has hit us again, it not only raises questions about health issues. We all know that it has affected – and will affect – our industry. Trade shows are cancelled, logistics become a mess. And at the same time, the interest for outdoor activities keeps on growing.

HOW CAN THE OUTDOOR industry make the best out of the situation? I think that the member companies of SOG have found a good way: collaborations. To share ideas, know-how, contacts and more. To help and take care of each other. Sticking together to stay strong is not only necessary when you are out in the Nordic wilderness, it is also the way forward during these challenging times.

As the new Secretary General of SOG, I am happy to take over this mission and I hope that you also can be a part of our journey.

Hopefully we will meet and move forward together soon!

David Nordblad, Secretary General of SOG

SCANDINAVIAN OUTDOOR GROUP

was founded 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

Words from the chairman

Chef Stefan Lundgren on the ultimate winter cooking outdoors.

“Knowing what needs to be done and not doing it is unethical. With our passion for ­nature and dedication to make products to be used for a very long time, ­Scandinavian outdoor brands are uniquely positioned to take a lead in making business a ­driver in the necessary tranformation. Being part of setting new rules where ­profit is not at the expense of exploiting ­neither people, nor planet, and where people can act in accordance to their ­inner conviction at work as well.

There's only one future, and it's sustainable.”

Uphill pleasure

David Ekelund, Chairman of SOG

contents

7 9 14 22

This is SOG

Cold feet

Why women freeze more easily and other news from the north.

Snow cooking

Ski touring has become increasingly popular, for many reasons.

Report: Sustainability

The majority of Nordic outdoor brands has sustainability on their agendas. But how far have they come?

Follow us on: FACEBOOK

Imprint: This magazine is produced for SOG by Norr Agency, norragency.com Editorial team: Gabriel Arthur, Anders Falkirk, Sofia Karlström Art Director: Karin Nyman Cover photo: Martin Olson

facebook.com/scandinavianoutdoors INSTAGRAM

instagram.com/scandinavianoutdoors LINKEDIN

Scandinavian Outdoor Group

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BRAND IN FOCUS

from old to new Kupilka starts piloting a circular economy system in Germany.

THE FINNISH MANUFACTURER of ecological dish-

ware and survival gear, Kupilka, will move towards launching a circular economy system. The pilot program started on 1st January 2022 in Germany.

The pilot will be implemented in cooperation with the company's German distributor, Impress Markets GmbH. During the pilot phase, customers residing in Germany can send their Kupilka products at the end of their life cycle to Impress Markets GmbH's return address in Germany.

At the end of the 6-month test period, Kupilka will organise a return delivery of those products collected in Germany, back to the company's production site in Kontiolahti, Finland. The returned items will then be brought back to life as new products in Kupilka’s carbon neutral production facilities. Un-

Kupilka's material gets even stronger when reprocessed.

like pure plastics, Kupilka's natural fibre composite material gets even stronger when reprocessed.

Following the test phase in Germany, Kupilka will launch the system internationally with a final rollout planned for 2023. P

www.superyellow.fi

With expertise from the North 6

100% MERINO WOOL BEANIES

SCAND IN AVIAN OUT DO OR NE W S

MADE IN FINLAND

NEWS FROM THE NORTH ­Vastakielisenvuoma, seven square kilometres of forest and bog.

Do women get colder than men?

And more and more outdoor companies have begun producing specific “cold-weather products” for women. One of these is Helsport.

Why did you create Rago X-trem Lady, a sleeping bag for women?

“Because women feel the cold more or differently to men. This is due in part to the fact that surface blood vessels contract more in women, which means that they get colder, especially their hands and feet,” says Snorre Moen, product developer at Norwegian company Helsport.

Is that all?

“No. The big difference is probably actual body size. If you view the body as a heating furnace – well, men have a larger heating furnace.

In simple terms, it radiates more heat in a sleeping bag and keeps it warmer than a woman’s.”

“Another contributing factor to women feeling the cold more easily is that they have a thicker layer of subcutaneous fat. This provides better insulation for the internal organs, but as a result, the skin gets colder. In other words, the internal body heat doesn’t reach the surface.”

So how is X-trem Lady designed?

“It’s smaller and matches the contours of the female body, and it has extra insulation down at the foot end.”

PHOTO: LÄNSSTYRELSEN NORRBOTTEN

MOST WOULD PROBABLY say yes.

Empty delights THREE OF NORTHERN Sweden’s most beautiful old-growth forest areas have

become nature reserves. Vastakielisenvuoma (portrayed in image) lies north of Vittangi and consists of a vast mosaic of forests and bogs. The forests predominantly contain natural fire-affected pine and old-growth coniferous trees between the marshlands.

Njietjagårsså stretches along the river Stora Luleälven’s northern banks up to Muddus National Park. Here, there is a beautiful ancient forest with 400-year-old pines, waterfalls, and ravines.

Låjssas lies north-east of Jokkmokk and consists of old-growth forests and many small lakes. Most trees are roughly 200 years old, but some have stood here for an impressive 500 years. The forests are protected to preserve their biological diversity and important nature value.

“The purpose of protecting the areas as nature reserves is also to preserve unexploited areas for outdoor recreation,” says Per Anders Jonsson, head of the nature conservation unit at the County Administration in Norrbotten.

SMART WINNER ZLIDEON IS A patented solution that enables

fixing broken zippers with a ­replaceable slider.

It increases the lifespan for jackets, backpack, sleepingbags etc. In November ZlideOn won the German Design Award 2022 for excellent product design.

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NEWS FROM THE NORTH

PHOTO: SHUTTERSTOCK

NEW MEMBERS Four new members have joined the Scandinavian Outdoor Group during fall 2021, we are now 68 brands.

Happy ­birthday!

TOGETHER, THE BRANDS of Scandi­navian Outdoor Group have 4.025 years

of joint experience. These members celebrate special anniversaries in 2022: Primus, 130 years.

Five Seasons, 40 years.

Thule, 80 years.

Helle, 90 years.

Tufte Wear, 10 years.

Hurtta, 20 years. Øyo, 140 years.

Lundhags, 90 years.

Polyver Sweden, 20 years.

“24 hours of magical moments around the globe in Nature’s own billion star hotel.”

Danish tent and sleepingbag maker Nordisk's invitation to an international outdoor sleeping event on the 31st of September 2021.

TIMELESS DESIGN

of 100% merino wool in Finland, and it is suitable for year-round use. The vibrant colour options and classic snug fit design of the beanie makes it a timeless and durable option for outdoor activities in all weather conditions.

Kjempe beanie is detailed with an elegant logo patch. Merino wool transfers moisture away from skin, so a merino beanie will keep its user warm even in harsh climates.

All Superyellow beanies are made of high-quality and cruelty free merino wool in Finland, which guarantees that the beanies are long-lasting and sustainable. When you are looking for a reliable headgear that fits like a glove, Kjempe beanie is your choice. superyellow.fi

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A Finnish family-owned business in the third generation of shoemakers, dedicated to producing sustainable, authentic, high-quality footwear that combines comfort, usability and Nordic de­sign.

A footwear brand that empowers people to enjoy life on the move whilst the Pomar footwear help embody a Nordic outdoor lifestyle. pomarshoes.com

Kuoma, a brand from Finland with a long history dating back to 1928.

They produce boots, clothes for child­ren, insoles and felt socks.

All boots are produced in Finland. kuoma.fi

GEAR GUIDE

SUPERYELLOW KJEMPE (Giant in Norwegian) beanie is a warm beanie made

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Nordic Shoemakers since 1960

IAMRUNBOX is a Swedish sport fashion brand focused on developing backpacks and accessories for both highly active individuals and people who are starting to discover the benefits of an active lifestyle. iamrunbox.com

A Finnish brand focusing on anti­ microbial technology and aiming to substitute the usage of non­renewable ingredients and heavy metals in antimicrobial treat­ments.

The NordShield technology is ver­ sa­­tile. It can be used across a variety of applications and industries to prevent bacteria and viruses on the treated surface. nordshield.com

OUTDOOR INSPIRATION

Stefan Lundgren is a ­ ilderness chef living in w Söderhamn, a coastal town in the north part of Sweden.

Stew with beetroots and white beans.

“Simple can be amazing” Outdoor cooking in winter has one essential rule: it must be simple.

That’s the opinion of Swedish wilderness chef Stefan Lundgren.

BY ANDREAS BJÖRKMAN PHOTO BASTIEN ARTIGAS

How does cooking outdoors differ from normal cooking?

“For me, outdoor cooking is more about the experience than what you actually eat. It may sound strange to say that as a chef, but you have to consider why you are eating,” says Stefan Lundgren.

What do you mean?

“If you’re hiking in extreme weather, the food is primarily a source of energy and heat and aids recovery. In other respects, it’s about enjoyment and socialising with company around a fire. In winter especially, it’s important to think about warmth and planning.”

Can you give some examples?

“Prepare as much as possible at home and take

along food that will stand up to cold winter temperatures. Leave fresh herbs, fruit and vegetables at home. They don’t cope well with cold winter temperatures. Make a simple stew or soup instead.

This provides fluid and is phenomenal for keeping you warm.”

What can go wrong?

“I’ve seen when the level of ambition is too high, and it falls flat. I always explain to my guests that serving three courses on the mountain doesn’t make it better. There’s a great risk that you’ll give yourself too much to do, tie yourself in knots and sit and freeze instead.

“So dare to focus on simplicity. That can be amazingly tasty too!” P

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Nordic Shoemakers Since 1960

Rain, sleet or snow, Pomar felt boots have you covered.

Our Fennia award winning design gets its inspiration from long traditions of felt craftsmanship, nature and Nordic lifestyle.

The re-engineered traditional felt boots are hand crafted mulesing-free wool from Italy.

Felt boots are at home as well in modern urban environments as in nature. pomarshoes.com

BRAND IN FOCUS

second hand gear for first hand adventures Haglöfs Restored is helping create a less wasteful world by giving used products a chance at a second lifetime of adventure.

IT’S NO NEWS that the clothing industry has a waste

problem. Millions of tons of clothing and other textiles are thrown away each year.

This fact is especially troubling to face when you love spending time outdoors – and wearing outdoor performance gear.

Haglöfs finds the waste problem hard to live with too. The Swedish outdoor brand has been ­creating performance gear that inspires people to get outside since 1914. And since then, they've been committed to ensuring we have an outdoors to ­explore.

That’s why they created Haglöfs Restored. A collection of outdoor gear that is just as functional and nice as their regular collection, but with extra environmental benefits.

r­ esources that went into it in the first place,” says Elaine Gardiner, Head of Sustainability at Haglöfs.

“And, even more importantly, we avoid ­producing Keeping still-premium materials out of another product with the landfill for longer “Every time we can extend a whole lot of new reRestoring still usable sources.” ­garments instead of the life of a product, we know So when you buy a ­throwing them away helps that we have made better use Haglöfs Restored product, reduce waste, emissions of the ­resources that went into it not only are you getting and water usage in the quality equipment for manufacturing process – in the first place.” your next outdoor ad­ while keeping still-preElaine Gardiner, Head of Sustainability at Haglöfs venture. You’re also mium materials out of the contri­buting to a less wasteful world. landfill for ­longer.

To learn more about Haglöfs Restored and to “Every time we can extend the life of a product shop the second hand collection, visit haglofs­ through good product care, repair or restoration, restored.com. P we know that we have made better use of the

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the haglöfs restored process Before joining the Haglöfs Restored collection, old, used Haglöfs clothing is washed, repaired, and restored back to original performance standards.

1. Arrival The used Haglöfs product arrives at the factory, directly from customers, Haglöfs stores or from customer service centers.

2. Sorting The product is inspected manually. Old products will never be sent to the landfill, so if it can’t be restored, it will either be recycled or used to make other products.

3. Cleaning & reproofing The product is washed, and waterproof products get a reproofing treatment.

4. Repair If the product needs to be repaired, it is done with the original design and Haglöfs quality standards in mind.

5. Quality control The product is quality controlled to ensure it meets Haglöfs' quality standards.

6. Labeling & packaging Now the product is a Haglöfs Restored product! It is marked with its own label, packed in new packaging – and is ready to find a new owner and new adventures.

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TREND: SKI TOURING

Heading for the north summit of Kebnekaise, Sweden's highest peak.

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TREND: SKI TOURING

top notch From being a slightly offbeat form of skiing in the Nordic mountain world, ski touring has become increasingly popular.

There are many reasons for this. Social media is one.

BY ERIKA ENEQUIST PHOTO MARTIN OLSON

C

reak, creak, creak… The bindings seem to generally subject to the risk of avalanches, and the gear is expensive and specialist. be counting the strides out loud, and Jenny Engström, Communications Manager at they number in the thousands on this the Swedish Tourist Association (STF), is aware of sunny winter day. My heels rest against the trend and also what may be driving it. heel lifters and mohair climbing skins enable the “Ski touring packages for winter get the most skis to grip in the cold powder snow heading up the side of Storsnasen. The Snasahögarna mountains in views and get booked up fastest on our website.

Many people want to learn something new and so a Swedish Jämtland offer a treasure trove of easily beginners course for ski touring, perceived by many accessible ski touring routes. as difficult, presents a perfect short cut. Visitors who Despite the effort requi­red, the outing is already hire ski equipment, borrow a transceiver and learn ­rewarding: the view expands with every metre we ascend and the beauty of the mountain landscape is to use it, realise how easy it can be,” says Jenny.

Finland is seeing the same trend. It’s part of the a tonic. global megatrend for all The clear air pumps through our lungs and a “Visitors who hire ski equipment, things outdoors, which is getting masses of expohalt to check the stability borrow a transceiver and learn to sure on social media, in of the snow cover provides the opinion of Harri Linda welcome break. Best of all use it, realise how easy it can be.” fors, Managing Director of is the increasing sense of Jenny Engström, Communications Manager the Finnish Ski Area Assoanticipation of the pay-off at the Swedish Tourist Association ciation. for all our effort – an epic, “In addition, the equipment has become much off-piste descent. lighter and easier to use, which is also attracting We’re alone on the mountain, but far from alone more people to off-grid slopes.” in enjoying this toiling up peaks. More people than “Even Norwegian traditionalists are changing ever are now giving it a go, when just a few years their behaviour. They still love their lightweight ago it was considered an extreme, dangerous and cross-country skis, but more and more are realising arduous activity. the possibilities that are opened up by alpine ski touring gear,” explains M ­ ikal Nerberg, adviser in SKI TOURING, RANDONNÉE, back-country skiing mountain sports and activities at the Norwegian (this popular activity goes by many names) is cerTrekking Asso­ciation (DNT). tainly demanding. It’s tough climbing a mountain “With touring skis now being so lightweight, the with alpine skiing equipment. The environment is

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TREND: SKI TOURING The reward!

best tours are from cabin to cabin through a mountain area. The best known of these is Høgeruta (Haute Route) in Jotunheimen, which takes five to six days,” says Mikal, who is also a mountain guide in Lyngen in northern Norway.

IT’S TRICKY TO measure trends, but the sports sec-

tor in Norway is showing a big increase in sales of ski touring gear. The same clear trend is being seen in Swedish stores, and on second-hand portal Blocket sales of ski touring equipment increased by 23 % from October to mid November compared with last year.

Traffic on websites also serves as a benchmark for trends. For instance, both DNT and STF are seeing a big upsurge in interest in ski touring among both Norwegians and Swedes and overseas visitors. Avalanche courses are being viewed and are selling like hot cakes.

Making environmentally sound choices is also pertinent. With this in mind, Jenny Engström ­believes that ski touring is supplanting heli-skiing, which now seems old hat. She has also spotted ski touring bindings among skiers in the lift queues at Åre, Sweden’s big ski resort.

“Skiing equipment is expensive and buying both

Peak party on the summit of Sönner Tväråklump in Storulvån, Sweden. The Sylarna massif is seen in the background.

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HIGH FIVE! 1. Lyngen. A peninsula in northern Norway, with peaks that rise from the sea, that is said to have the most beautiful ski touring terrain in the world.

2. Romsdalen in north-western Norway is a long narrow valley surrounded by some of the highest peaks in the country. It offers long descents and countless options.

3. In the far north of Sweden, the Abisko-Riksgränsen region offers a range of easily accessible and alpine-type descents.

4. The Kebnekaise region, with Sweden’s highest peak, offers classic routes. The Swedish Tourist Association offers guided tours.

5. In Finnish Lapland, near Ylläs-Pallas ­National Park, is Ylläs. Also known as the 7 fells area, with countless ski tours among high peaks.

downhill and ski touring gear is just not feasible for many people, so they opt for the latter, since it works for both. And… it makes you feel cooler when using the lifts.” P

BRAND IN FOCUS

fast on the trails Out in the wild, you get to live as fast as you want with the ECCO BIOM 2.1 family.

ECCO OUTDOOR'S FRESH twist on the global trend

for fast hiking is one of the highlights of the Autumn/Winter 2022 season, with the ECCO BIOM 2.1 family offering advanced running comfort in trail hiking shoes and boots.

Powered by BIOM® NATURAL MOTION® Technology encouraging natural movement of your feet, these lightweight athletic shoes and boots provide energy return and bounce to propel you quickly along the trails. While the BIOM 2.1 X COUNTRY shoes are ideal for shorter trails with its flexible sole for the best feeling to the ground, the new BIOM 2.1 X MOUNTAIN boot offers the stability and ground protection you need on longer, more challenging routes.

BIOM 2.1 X COUNTRY

For lightweight, breathable comfort, this trail hiking shoe has an upper made from three independent layers – providing a snug fit, midfoot hold and protection against the environments. Along with BIOM® NATURAL MOTION® Technology to e­ n­courage natural movement of the foot, this shoe is engineered with PHORENE™ midsole for energy return and bounce while the EPR+, or ECCO PER-

FORMANCE RUBBER+, outsole supplies grip and traction.

BIOM 2.1 X COUNTRY with GORE-TEX

Even on cold, wet days, you can still live fast in the new BIOM 2.1 X COUNTRY engineered with ripstop fabric and GORE-TEX waterproof protection. Provi­ ding the same level of bounce, energy return and natural motion, the EPR+ outsole makes these shoes shine in wet conditions. Exploring wet and slippery terrains is when you will truly experience the benefit of the grip and traction that these shoes offer.

BIOM 2.1 X MOUNTAIN

This new athletic hiking boot offers the extra stabi­ lity you need for longer, more demanding trails. Still featuring the same BIOM® NATURAL MOTION® Technology and bouncy PHORENE™ midsole as on the BIOM 2.1 X COUNTRY to propel you along the trails, the additional rock plate adds more stability and ground protection to your stride so you can keep going for longer. Engineered from ripstop fabric, featuring the EPR+ outsole and a GORE-TEX waterproof membrane, this boot will keep your feet protected when exploring this autumn season. P

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GEAR GUIDE

nordic highlights To look out for Fall/Winter 22/23.

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MOVE WITH COMFORT AND EASE

RINGSTIND HIKING TROUSERS

from Skogstad Sport are designed to provide the best possible fit and freedom of movement. Tailored for experiences below freezing temperatures, warm sunshine, and somewhere in the middle. Ringstind hiking trousers takes the adventure to a new level with its combination of comfortable, 4-way stretch material along with the adjustment detailing and a design that is suitable for demanding activities and life outdoors. skogstadsport.no

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A BIG CHUNK OF 100 % MERINO

SUPERYELLOW BJÖRN BEANIE is one big chunk

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RECYCLED, WELDED & WATERPROOF

EVERYDAY ROLLTOP 16 L. The 100% waterproof and recycled TPU fabric constructed with welded seams, makes this minimalistic roll top a weatherproof companion every day, everywhere. S-shaped shoulder straps and recycled EVA back panel with airflow design ensure an ergonomic, bounce-free, sweat-proof fit that in combination with the additional waist pocket belt make this a brilliant running backpack as well. iamrunbox.com

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of 100 % merino as it is thickly knitted. This makes the beanie especially warm even in more extreme weather. Finland’s long, cold winters have been the inspiration for this beanie, one of the thickest in Superyellow’s collection. All Superyellow beanies are made in Finland from mulesing-­ free merino wool with long tradition of craftmanship. So is the BJÖRN beanie, which feels soft to the skin and keeps its shape while still ­being comfortable.

The BJÖRN (“bear” in Swedish) beanie is ­finished with a patch ­fea­tu­ring the king of the forest itself. The patch is an eye-catcher, and a Super­yellow classic. superyellow.fi

GEAR GUIDE

5 4

WITH A SENSE OF ADVENTURE

DOMETIC PATROL HIGH-PERFORMANCE iceboxes

keep ice frozen for days. Built to last trip after trip. Rugged iceboxes made from a single piece of rotomoulded polyethylene. So when it’s inevitably dropped, sat on, or carelessly thrown into the back of the car – there’s no need to worry.

You’ll still be enjoying fresh food and cold drinks for the rest of this trip. And the next one. dometic.com

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Aclima Lars Monsen Femunden collection is available for men, women as well as juniors in crew neck, mock neck plus longs, shorts and boxers.

ABISKO TELLUZ KEEPS YOU WARM

PINEWOOD ABISKO TELLUZ jacket is an extre­ mely wind and waterproof, stretchy and lightweight 3-layer jacket. High collar with innovative ventilation holes for comfortable breath­ing and to avoid foggy eyeglasses. Fixed, adjustable hood, taped seams and ­ventilation openings on the sides. Pinewood Abisko Telluz is p ­ erfect both for outdoor activities and every­ day use. Treated with ­organic impregnation Bionic Finish® Eco for ­extra water and dirt repellent properties. pinewood.eu

LIGHTWEIGHT ACTION WEAR

THE NEW ACLIMA Lars Monsen Femunden collection is yet another stroke of genius mutually developed by Aclima and Norwegian outdoor legend Lars Monsen. Inspirations stems from Norway’s third largest lake, which has been part of Lars Monsen's many wilderness adventures. The jacquard knitted panels are even showing a map of Lake Femunden and a compass to show you the way to his cabin. The lake’s crystal-clear waters are a beautiful playground in summer, but come fall and winter, the weather changes as quickly as you can change your base layers.

Made from 100% merino wool, this functional underwear presents the perfect solution for any weather condition. It provides warmth, functionality and comes with a perfect fit. A clever mix of interlock, jacquard and rib panels ensure optimal movement, with additional smart features like external loops and straps to dry the garment or hang your ­compass.

Interlock: 100% wool (merino); rib: 96% wool (merino) + 4% elastane; jacquard: 100% wool (merino). aclima.com

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BRAND IN FOCUS

a complete natural experience Devold of Norway designs its innovative 3-tier Merino wool layering system with those who need it most in mind: Ski tourers.

FEW ACTIVITIES EXPERIENCE the temperature ex-

tremes of ski touring, where ascending the mountain can see body heat and perspiration levels skyrocket while descending can see temperatures plummet dramatically.

These frigid temperatures certainly pose a risk, but an equally important danger is getting wet from perspiration on the way up. The challenge therefore lies in finding appropriate materials for the ski tourer’s kit that optimise both moisture control and insulation.

Nature provides solution

With a focus on innovation and quality, Devold of Norway has been producing functional products to keep nature-seekers comfortable and safe since 1853. Over a century of expertise in some of the most challenging conditions the world can offer has Devold convinced that nature - along with a little human ingenuity - provides the perfect material for this challenge: Wool.

Merino wool, to be precise, with its insulating value, moisture transfer and breathability being particularly well suited for the demanding extremes that ski tourer's experience. As only the best will do, Devold sources directly from its own certified farmers to ensure demands for quality and animal welfare are met.

When worn in layers, Merino wool garments can provide a drier and more comfortable microclimate, one that is best able to match the varying needs of ski tourers: Ventilation and moisture control on the ascent, and insulation and protection on the descent.

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Complete Merino wool layering system

For AW22/23, Devold is launching a 3-tier ski touring layering system. The range includes the multiple award-winning base-layer Tuvegga Sport Air, featuring an innovative reversible design that can adapt to different intensity levels and changing outdoor temperatures just by turning it inside out.

The lightweight and quick-drying Mesh series, meanwhile, matches the need for minimal weight and high insulation when ski touring, and the functional Egga series provides a mid-layer solution that strikes an ideal balance between insulation and breathability. All of these models are 100% Merino wool, naturally.

Innovative wool outer layer

While most are familiar with Merino wool’s superior properties as base and mid-layers, it may come as a surprise to learn that Devold’s ski touring range’s outer-layer collection and crown jewel – Trollkyrkja – is also constructed with Merino wool.

Featuring a shell jacket and bib pant specially designed for ski touring, this layer is developed with high-intensity activities and protection in mind.

The innovative fabric, MerinoPerform™ WP, is comprised of densely knit, wind and water-resistant wool that can maintain ideal body comfort even in the harshest mountain weather.

In combination, the overall efficiency of all layers rests upon a fine-tuned balance between weatherproofing and moisture management. The result?

From base to mid to outer layer, Devold’s ski touring range offers a natural level of comfort and protection even in the most demanding conditions. P

Outer shell uses Merino­Perform wool to balance protective insulation with excellent breathability.

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LONG LIFESPAN

RECYCLED

RECYCLED

RECYCLABLE

PFAS-FREE

NATURAL FIBRE

2000

PFAS-FREE

2010

CARBON ­NEUTRAL

2020

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REPORT: SUSTAINABILITY

MOVING

FORWARD Around fifteen years ago, forerunners from Scandinavia started to produce greener products. Today, the majority of Nordic outdoor brands has sustainability on the agenda. What made this happen and how far have they come? We asked Gabriel Arthur, Editor-in-chief for Suston Magazine, to give us a report.

ILLUSTRATION GRAHAM SAMUELS

PART 1: THE PROGRESS.

It is an understatement to say that sustainability would have been a main theme at the ISPO Munich trade fair in January. The plan was to move one of the most successful concepts in recent years – The Sustainability Hub, with its meeting places, exhibitions, and stage – to the new major destination “The Experience Hall”.

At the same time, brands would have talked about everything from climate action to recycling in their stands. In smaller meeting rooms, interesting presentations and press conferences would have replaced each other. For us journalists, it would have been impossible to monitor all of the sustainability happenings.

This was not the case when I visited ISPO Munich in the winter of 2005. As an environmentally concerned reporter, I asked one brand after another: “How do you work with sustainability?”.

It happened that I was introduced to some enthusiastic, young designer who developed an eco-cotton shell jacket. A few companies made

s­ erious investments. But they were the exceptions.

The majority had no answers, and no one was particularly bothered.

The issue was seen as a special interest among many others.

In the years that followed, not much happened.

The pioneering companies – usually companies where the owners were passionate about the environment and nature – continued to progress.

Their products won various “Eco Awards”, but ­financially it was often tough for them to justify the effort.

But about ten years ago, something began to change. More brands began to develop separate eco-collections, as part of their range. The larger companies recruited sustainability managers.

And at the outdoor retailer stores, more and more customers started asking questions about PFC membranes and where the down in the jackets ­actually came from.

The snowball had started to roll – and it grew each year. What was behind the change?

SCANDI NAV I AN OUT DOOR NE W S

23

REPORT: SUSTAINABILITY

PART 2: THE BACKGROUND.

­almost all of SOG’s members are represented.

“An important thing that has been added, is that I call Joel Svedlund, who is responsible for sustainthe members have started to take the initiative ability issues within the Scandinavian Outdoor for collaborative projects. A good example is circuGroup, in addition to his work as a consultant in larity, where many aspects are too large and comstrategy and innovation. plex for individual companies to be able to make Ten years ago, he was that young, enthusiastic a difference. Here, one brand initiated it and we designer who developed eco-cotton shell jackets, started a joint project that all members who wanted nylon backpacks from recycled fishing nets and could join.” other innovative solutions.

“At that time, such product development was both expensive and cumbersome. The major mateTHERE ARE SEVERAL reasons why the Scandinarial suppliers were usually uninterested if you as a vian outdoor companies have developed rapidly in designer came up with different ideas and suggesjust five to ten years. Katy Stevens is Head of Sustions. And if it was possible to find materials, these tainability and CSR at the industry organisation were several times more expensive – and someEuropean Outdoor Group (EOG), which also intimes had poorer quality.” cludes SOG. “You thus risked developing a very expensive She lists factors that have raised the issue product aimed at a small customer group that was throughout the industry. An important factor is, critical of consumption. An almost impossible of course, that customers and the outside world equation - but very fun to ­demand it. work with,” Joel Svedlund “Due to the growth of remembers with a smile digital and social media and adds: over the last decade, “Today it is almost the ­access to information and opposite. The suppliers try exposure to issues has to convince designers and ­escalated consumer product developers that awareness on sustainabiltheir material is the very ity topics. This has led to best from a sustainability consumers asking many point of view. And the price more questions about the “Initiatives such as the Detox differences have decreased products they are buying. program from Greenpeace was drastically.”

The consumer’s voice and In 2015, Joel Svedlund requests are of course ima wakeup call for many outdoor was given the responsibility portant for brands and so brands that they needed to get of leading a network on they have taken these their house in order.” sustainability within the comments and worked Katy Stevens, Head of Sustainability Scandinavian Outdoor with them.” and CSR at the EOG Group (SOG). The aim was “Also, NGO action repartly to raise the issue, but ally drove a lot of sustainalso to help representatives from the member comability awareness and action within the outdoor secpanies to start exchanging knowledge. tor. Initiatives such as the Detox program from “Then we were thirteen people, and several were Greenpeace was a wakeup call for many outdoor new in the area. For example, we went through brands that they needed to get their house in order,” what Oeko-Tex and Bluesign stood for at our first says Katy Stevens. meetings.”

Another external factor, which is growing in At present, 120 people are in the network and strength, is EU policy.

24

SCAN D INAVIAN OUT DOO R NE W S

REPORT: SUSTAINABILITY

TOWARDS 2030

STRATEGIC ­PLANNING

GREEN TECH ­DEVELOPMENT

INDUSTRY COLLABORATIONS

To stay competitive outdoor companies must continue to develop on many levels.

“Policy requirements have been accelerated by the European Green Deal and the Circular Economy Action Plan and policy helps in two ways, firstly by penalizing bad behaviours, but also by supporting good ones.”

They agree that companies that see their sustainability work as a competitive advantage must continue to develop when their competitors do. And while customers, environmental organisations, and politicians will make ever higher demands, so will employees – especially from younger generations.

“Look at what's happening in the fashion industry, where companies like H&M are under great pressure but are also taking big steps. Both fashion and outdoor are a kind of feelgood industries, where the products must give users a positive feeling,” says Joel Svedlund.

“To get to the level of a competitive advantage today, it is important to raise the issue of sustainability to a strategic level, for the entire business.

To simply make their business strategy sustainable in the long term.”

Katy Stevens agrees: “Working in the sustainability community we are sometimes in a privileged bubble with the access to information and awareness of the great initiatives that we see. It is very positive that everybody is talking about sustainability, and a big step forward, but I would like to see more tangible results before we can call sustainable business the ‘new normal’.” P

KATY STEVENS ALSO highlights the growing num-

ber of industry collaborations, organisations, and networks – such as SOG's – that make it easier for the sustainability departments.

“Accessibility to data has played a huge part in this acceleration. Finally, the industry can measure impact and progress, which of course makes it much easier to manage. Furthermore, tools like Higg Index and initiatives like Textile Exchange provide so much opportunity for brands to both measure and to tap into for help and support.”

“Change that is measurable is essential.”

PART 3: THE FUTURE.

As a journalist I have covered the Scandinavian outdoor companies for almost two decades and I'm impressed by the great strides that many of them have taken the last years. But what does the future look like? What are the new challenges?

How do Joel Svedlund and Katy Stevens see it?

three different groups 1. Brands that have worked systematically with the issue for several years and have made sustainability part of their long-term business strategy are at the forefront.

2. The largest group consists of companies where management and owners have decided to review and reduce their businesses environmental impact. An inventory has been made of where the problems are and plans have been drawn up for how to reduce them, step by step. Now the plans are being implemented.

3. Finally, there is a small but growing group of younger companies within SOG, where the idea of sustainability is part of the business idea itself.

SCA NDI NAV I AN OUT DOOR NE W S

25

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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 members test the products individually and several online meetings are held to discuss the nominees. See all the nominees and winners at scandinavianoutdooraward.com. The winners will be revealed directly after the award ceremony on 21 January.

Viking Outdoor Footwear – Playrox

Devold – Keipen Merino Shirt

UphillSport – Malla Hiking & Walking

Polyver Sweden – Classic Winter Boot

Iamrunbox – Pannier Rolltop 22L

Aclima – Lars Monsen Femunden

Alfa Sko – Stad

30

SCAN D INAVIAN OUT DOO R NE W S

LedX Lights – Snok

Dometic – HYD-J11 and HYD-WF

SCANDINAVIAN OUTDOOR AWARD

The Scandinavian Outdoor Award jury The jury consists of journalists, gear specialists and retailer representatives.

Frank Wacker (Outdoor Magazin, Germany) Gijs Loning (Outdoorguru.com, Netherlands) Linda Åkerberg (Wilderness Stories, Sweden) Leslie & Nate Axvig (Aktiv, USA) Piotr Drożdż (Gory Magazine, Poland) Joel Svedlund (Peak 63, Sweden) Philipp Olsmeyer (Norr Agency, Sweden)

Find out more about the nominated products at scandinavianoutdooraward.com

Haglöfs – L.I.M Z|T

Viking Outdoor Footwear – Ecorox 1.0

Kuoma – Lumitarina

Silva Sweden – Terra Scout

Iamrunbox – Backpack Pro 2.0

Reima – Megapito

Cake – Ösa :work 31 OVERALL WINNERS! 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

31

BRANDS

brand presentations

Here is an overview of all the 68 SOG members.

Read more about every member company at: scandinavianoutdoorgroup.com

Aclima NORWAY aclima.com

Alfa NORWAY alfaoutdoor.com

Bergans of Norway NORWAY bergans.com

Cake SWEDEN ridecake.com

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

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

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

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

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

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

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

Devold NORWAY devold.com

Didriksons SWEDEN didriksons.com

Dometic SWEDEN dometic.com

ECCO Outdoor DENMARK ecco.com

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

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

Sales: Jonas Rodriguez, jonas.rodriguez@dometic.com, +46 702042004

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

PR: Karianne Skuseth, karianne.skuseth@devold.no

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

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

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

Elevenate SWEDEN elevenate.com

Five Seasons SWEDEN fiveseasons.com

Fjällräven SWEDEN fjallraven.com

Haglöfs SWEDEN haglofs.com

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

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

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

Sales: Jari Grev, jari.grev@haglofs.fi, +35 8440191403

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

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

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

PR: Sophia Schlör, sophia.schlor@haglofs.se, +46 720773930

Halti FINLAND halti.com

Helle NORWAY helle.com

Helsport NORWAY helsport.com

Hestra SWEDEN hestragloves.com

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

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: Same as above

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

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

PR: Laura Karlsson, laura.karlsson@halti.fi, +35 8406190951

BRANDS

Hilleberg SWEDEN hilleberg.com

Houdini SWEDEN houdinisportswear.com

Hultafors SWEDEN hultafors.com

Hurtta FINLAND hurtta.com

Sales: Thomas Jonsson, thomas.jonsson@hilleberg.se, +46 63571550

Sales: Hanna Lindblad, hanna.lindblad@houdinisportswear.com, +46 855774681

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

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

PR: Stuart Craig, stuart.craig@hilleberg.com, +14 258830101

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

PR: Lennart Jansson, lennart.jansson@hultaforsgroup.com, +46 1160351

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

Iamrunbox SWEDEN iamrunbox.com

Icebug SWEDEN icebug.com

Inuheat SWEDEN inuheat.com

Isbjörn SWEDEN isbjornofsweden.com

Sales: Casper Johansson, casper.johansson@iamrunbox.com, +46 703000575

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

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

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

PR: Ida Malm, ida.malm@iamrunbox.com, +46 707883790

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

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

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

Ivanhoe SWEDEN ivanhoe.se

Kuoma FINLAND kuoma.fi

Kupilka FINLAND kupilka.fi

LEDX Lights SWEDEN ledxlights.se

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

Sales: Kirsi Krjukov, kirsi.krjukov@kuoma.fi

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

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

PR: Same as above

PR: Same as above

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

PR: Liisa Tikkanen, liisa.tikkanen@kuoma.fi

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

NordShield FINLAND nordshield.com

Norrøna NORWAY norrona.com

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

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

Sales: Janne Hakonen, janne.hakonen@nordshield.com, +35 8408456046

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

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

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

PR: Emmi Kavander, emmi.kavander@nordshield.com +41 799406315

PR: Same as above

BRANDS

Organotex (OrganoClick) SWEDEN organotex.com

Peak Performance SWEDEN peakperformance.com

Pinewood SWEDEN pinewood.eu

Polygiene SWEDEN polygiene.com

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

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

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

Sales: Andreas Holm, andreas@polygiene.com

PR: Same as above

PR: Same as above

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

PR: Niklas Brosnan, nb@polygiene.com

Nordic Shoemakers since 1960

Polyver SWEDEN polyversweden.com

Pomar FINLAND pomarshoes.com

Primus SWEDEN primus.eu

Real (Drytech) NORWAY realoutdoorfood.com

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

Sales: Topias Fonsén, topias.fonsen@pomar.fi, +35 8409351429

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

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

PR: Same as above

PR: Same as above

PR: Heidi Kreusel, heidi.kreusel@primus.eu, +49 1095095262

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

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

PR: Same as above

PR: Same as above

PR: Jennifer Österberg, jennifer.ostberg@silva.se, +46 739404625

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: 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 703330137

Sales: Mattias Svernedahl, mattias.svernedahl@thule.com, +46 704179059

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

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

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

PR: Same as above

BRANDS

Tufte NORWAY tuftewear.com

Trangia SWEDEN trangia.se

Tretorn SWEDEN tretorn.com

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

Sales: Lars Erik Hylander-Andersen, Sales: Amanda Bergkvist, amanda.bergkvist@tretornsweden.com larserik@tuftewear.no, +47 41457327 +46 705910 414

PR: Hanna Hervall, hanna.hervall@trangia.se, +46 760988854

PR: Malin Cleverdal, malin.cleverdal@tretornsweden.com, +46 739441616

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

PR: Christophe Pons, christophe.pons@brav.com, +47 90228208

Uphill Sport FINLAND upphillsport.fi

USWE SWEDEN uswe-sports.com

Viking NORWAY vikingfootwear.com

Walkstool SWEDEN walkstool.com

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

Sales: Staffan Ahltin, staffan.ahltin@uswe.com

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

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

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

PR: Same as above

Ulvang NORWAY ulvang.no Sales: Gina Loven, gina.loven@brav.com +47 90777759

PR: Same as above

PR: Karl-Johan Engdahl, karl@uswe.com

Wildo SWEDEN wildo.se

Woolpower SWEDEN woolpower.se

Zlideon SWEDEN zlideon.com

Oyo NORWAY oeyo.no

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

Sales: Christian Stjärnered, christian@woolpower.se, +46 737227843

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

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

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

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

PR: Same as above

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

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.

EYES ON TARGET.

THE LIVE EVENT IS BACK!

3 – 6.3.2022 . NÜRNBERG, GERMANY Finally back ON-SITE and PERSONALLY: You can touch and test products, discover new trends and interact with the community to make new business contacts! All this at IWA – your leading international business platform for hunting, shooting sports, equipment for outdoor activities and for civilian and official security applications.

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Proof of eligibility must be shown.

Set your goals today and achieve them LIVE: www.iwa.info/ticket