Scan Magazine | Special Theme | Top Swedish Fashion Brands 2018
Love the seasons Outdoor brand Lundhags is an all-time classic, having watched the seasons change for 86 years and still going strong. Its designs are based on experience from activities in all kinds of environments and weather, yet the philosophy is simple – to create world-class outdoor products.
outdoors. Since 2000, the range also includes garments such as jackets and trousers, and backpacks – designed according to the same philosophy and with the ambition to function for a long time.
By Malin Norman | Photos: Lundhags
Classic Swedish brand Lundhags celebrated its 85th anniversary last year. “Lundhags has been around since 1932 when Jonas Lundhag started crafting boots, and our values have remained through generations,” says marketing manager Caroline Karlström. “We still live up to our promise and focus on functionality, quality and sustainability. And by sustainability, we mean classic outdoor products made from durable and sustainable materials, but also products that last over time. They become part of the experience!” Activities such as hiking in the mountains leave little room for compromise 40 | Issue 111 | April 2018
in terms of equipment, and the brand’s goal is to offer products for all imaginable conditions. Genuine craftsmanship and an eye for quality, fit and details form the base. Ultimately, Lundhags’ products are designed to offer comfort, regardless of how long and tough the adventures might be.
The Lundhags heritage The original range of boots has developed over the years and Lundhags has also introduced the Heritage series with urban boots for work and everyday activities. In addition, new series Omni contains more lightweight shoes suitable for urban settings as well as the
A recurring theme in the designs is the hybrid idea, where different materials are combined for the best functionality. For instance, a jacket might be produced from fast-drying Polycotton and with a waterproof material over the shoulders. Trousers may come with stretch fabric over the knees and seat for more flexibility. Combining materials in this manner has been typical for Lundhags since long before it became trendy in the rest of the outdoor industry. Karlström explains that Lundhags prefers when things are allowed to take time, rather than following the latest trends, and has chosen to launch one collection per year instead of two.