News Magazine #1 2012 from Scandinavian Outdoor Group - the top Nordic outdoor companies Foto: Fred Jonny

1. News
Magazine #1 2012 from Scandinavian Outdoor Group – the top Nordic outdoor companies

2. Foto: Fred Jonny™
DEVOLD®
HERITAGE
Devold® has made high
quality wool apparels
since 1853. Our first
customers were fishermen
and workers facing the
harsh climate along the
Norwegian coast.
The durable wool
garments became very
popular, and renowned
Arctic explorers,
including Ellsworth,
Amundsen and Nansen
choose Devold® knitted
products for their
expeditions.
Worn by
Norwegians
since 1853
www.devold.com

3. SOG News
this is Scandinavia a smorgasbord
The red carpeT has been rolled out, like a Hollywood style premiere,
as the Scandinavian outdoor companies once again take the stage at the of SOG-events
world’s largest and most impressive sports trade fair. We just love being
scaNdiNaviaN vill age is ISPO
here! We don’t come from the biggest countries in the world. We don’t
Munich’s largest market place with
have the largest populations or the most powerful economies. But we
over 4000 square meters of space.
do have something else – a warm spirit and the world’s greatest outdoor
The Scandinavian bar in the middle
products.
of the village is a popular meeting
Why? Well, in both cases, if we didn’t have them, we’d freeze to
place with a delicious menu of food
death.
from the Nordic wilderness, great
When arriving in New York, Hollywood star Michael J Crocodile Dun-
coffee and a friendly atmosphere.
dee said: “That’s incredible. Imagine seven million people all wanting to
This year we’re serving up fresh
live together. Yeah, New York must be the friendliest place on earth.”
salmon from the Norwegian Fjords,
In the Scandinavian Village, we have over 30 competing brands shar-
as well as Barista-like coffee fresh
ing visitors as easily as we share a cup of coffee in the
from our new machines.
Scandinavian Bar. Imagine over 30 outdoor companies
all wanting to live together. Yeah, the Scandinavian
BesT iN TesT
Village must be the friendliest place on earth! You caN also see all the nomi-
Jonas hellentin, nated products for the Scandinavian
Executive Officer Marketing and Communication Outdoor Award, from which a jury of
More info about sog: www.scandinavianoutdoorgroup.com or contact
Europe’s most established outdoor
Jonas Hellentin, jhellentin@scandinavianoutdoorgroup.com / tel +46 31 20 99 10 journalists will pick the best product
within sustainability and innovation.
04Big aNd sMall
And at the end of the day, don’t
Product news from Fjällräven and Isbjörn of Sweden. forget to drop by our popular Happy
Hour at the Scandinavian Bar and
05coMForT or sporT?
Leisure from Viking and Ivanhoe, running with Icebug. watch the Scandinavian Fashion
show with a beer in your hand, a
06perFecTioN iN deTails
Bergans new wool line. Meet Rudholm and Haak. smile on your face and a pocket full
of business cards.
07NeW TradiTioNs
Dale of Norway takes knitting to a new level.
www.woolpower.se
08Make good FrieNds
Pay a visit to Sätila and Houdini Sportswear.
09TesTgrouNd vaTNaJÖkul
Leifur Orn Svavarsson helps 66°North with R&D.
11oas iN FJord NorWaY
Outdoor journalists and retailers on an educational trip.
12WiNTer WarM
Devold of Norway shows the way to warmth.
WarM up aT WoolsTreeT
are You doiNg BusiNess with
14a Year To reMeMBer
Hestra celebrated their 75th anniversary in style.
wool these days? Then you should
definitely come by Woolstreet starting
16MasTer oF WaXiNg
In 2012, Fjällräven teaches the art of waxing clothes.
at the Scandinavian bar. In a joint
effort between ISPO, the Scan-
18sTeadY sTeps
Ecco launches the new Biom Hike boots at Ispo.
dinavian Outdoor Group and the
Australian Wool Innovation (AWI), this
20a sTraTegic choice
indoor boulevard of wool suppliers
Why Scandinavian brands choose Primaloft. and brands supports the growing
interest and use of this increasingly
This magazine is pro- Presenting partner popular natural fiber. Scandinavian
duced by scandinavian companies like Woolpower, Devold,
Norr publishing aB. Dale, Ivanhoe and Aclima along
www.norrmagazin.de with Designer Textiles, The Merino
Company, Mufflon, Charles Parsons
and of course the Australian Wool
cover phoTo:
Innovation – Woolmark company all
MaT Tias FredrikssoN come together on Woolstreet.
Sc aN diN aviaN O ut dO O r N ew S 3

4. Product news
expedition-worthy
WiTh The NuMBers series, Fjällräven launches a new
series of outdoor clothing made for the most demanding
users. Gaiter Trousers No.1 and Anorak No.8 are two ex-
amples from the collection that will endure long days spent
outdoors, whatever the season.
Smart functions offer great possibilities for adjust-
ment according to the weather and terrain. For example,
the trousers feature an innovative leg construction that
converts the lower leg into a fully functioning gaiter – it’s
as practical in the mountains as in the jungle. The anorak
has a highly adjustable hood with a foldable brim that fol-
lows the head perfectly. Long side zippers allow for good
ventilation and easy pulling on and taking off.
All materials and details are chosen to reduce environ-
mental impact and ensure a long product lifetime.
A tough one
chaNgiNg We aTher conditions are no match for
the Barents Parka from Fjällräven. This dura-
ble, waterproof and warm G-1000 parka has a
protective hood and many
practical pockets. The
Hydratic membrane pro-
tects against wind-driven
rain while the Supreme
Microloft padding insulates
when temperatures drop.
And when venturing out
into the wilderness, the
durable G-1000 fabric pro-
vides excellent protection
against wear and tear.
Reuse and repair
isBJÖrN oF sWedeN continues to conquer Europe
with their outdoor clothing for children. Switzerland,
France, Russia and Italy are next in line.
At the same time the brand is challenging itself
to less wear and tear by summarizing its sustain-
ability philosophy with the four R’s: Reduce, Reuse,
Recycle and Repair.
“Everyone knows that the production of clothing
affects the environment and therefore we make our
clothes to last. We want to inspire our customers to
think the same way,” says Maria Frykman Forsberg,
CEO and founder of Isbjörn of Sweden.
4 S ca N d i N a v i a N O u t d O O r N e w S

5. Product news
Keep warm in style Warm weaves
We ariNg WiNTer BooTs doesn’t ivaNhoe , new development member of
mean you have to look like Bigfoot. SOG, is involved in the outdoor world’s hot-
This new women’s boot from Viking test material: wool. The family business still
offers warmth with style. knits their functional garments in their own
The Viking Sirius GTX matches factory. For autumn 2012, a completely new
outdoor performance with a collection will be launched with a
style-confident appearance. less sporty appearance.
It is a calf-high boot equipped “For example, we
with a Gore-Tex membrane to have dusted off one
keep user’s feet warm and dry. of Grandpa’s old
The combination of leather in models, a duffel
the shoe area and textile in the coat. And in our
bootleg area also makes the Sirius regular range, we
comfortable to wear. have of course
Viking introduced its female developed new
collection of outdoor boots last designs, colors
year with the Viking Kaisa. and details,” ex-
Sirius is available in sizes 36-42 plains Marketing
and in the colors off-white and Manager Anna
grey/black. Göthager.
Get a grip
iT’s sWedish iceBug’s top of the line the studs protrude and give you a firm grip,” explains
trail and winter running shoe. Last year Karin Lundqvist, Director of Design and Development
Anima BUGrip became a test winner. Now at Icebug.
it comes in green.
Designed specifically for advanced Though gre aT For aNYoNe speNdiNg time on
runners wanting to keep up the pace even slippery surfaces, Anima BUGrip is not for the begin-
when running across ice and snow, Anima BUGrip re- ner. With a moderately cushioned midsole, a long and
cently earned the title ”Best in Test” in the Swedish Run- aggressive toe spring, together with a 8 mm drop, it is
ner’s World test of six different studded running shoes. a shoe best suited for the driven runner.
”If you have a heavy
The ouTsole of Anima BUGrip is made of a special stride and often land
rubber compound and has 19 integrated steel on your heel, it’s not
studs. Working independently from each other, the shoe for you,” says
the studs are not completely fixed to the Lundqvist.
sole, instead they are dynamic. The 2012/2013 ver-
”On hard and solid sion of Anima BUGrip
surfaces, like asphalt features the same
or concrete, they patented technology as
are pushed in to- this year’s model. The
ward the sole’s men’s version comes in
surface, but an emerald green color,
when you hit a while the women’s version
slippery surface, comes in violet.
Sc aN diN aviaN O ut dO O r N ew S 5

6. Product news
Bergans down under
BergaNs is kNoWN for making material that insulates without
jackets and midlayer clothing making you too warm,” says
from technical wool. Now, the Christoph Centmayer, Market-
Norwegian outdoor company is ing Communication Manager at
introducing a completely new Bergans.
range of base layers made
entirely from Merino. The NeW Base l aYer
In 2012, range comes in four dif-
Bergans is ferent weights, from 150
giving wool a grams (superlight), to 320
prominent posi- grams (super warm).
tion within the compa- According to Bergans,
ny’s entire collection. the company only uses
The clearest example high quality Merino wool
of this wool trend is from Australia, which is
Bergans’ new range of certified mulesing free and
base layer shirts, pants, can be traced back to the
polos and tees. farm it came from.
“Wool is a natural, sustainable And to top it off, the garments
resource. It fits into the current also come in their own sustain-
trends and it is a very smart able and reusable packaging.
it’s all about the details
The producTs NoMiNaTed for the Scandina-
Ar t work: RH4945J
vian Outdoor Award will be presented for the
“Our mission is to constantly second consecutive year, in cooperationBwith: Rudholm & Haak
rand
bring inspiration and innovation Rudholm & Haak, in an exhibit in the Scandina-D a t e : 19.12.11
vian Village.
to all garment accessories Description: Bild till ISPO
“We would like to be involved and highlight
from design to distribution” the brands that stand for the same things that
we stand for, Scandinavian design and strong
environmental awareness,” says Frederick
Svensson, Sales Manager at Rudholm & Haak.
The company, which is based in the
Swedish textile capital of Borås, has an eye
for detail – literally. With their own design and
production, the company is the leading sup-
plier of buttons, hang tags, labels and other
branding solutions to brands worldwide.
Since last year Rudholm & Haak is also the
Scandinavian agent for Polygiene and their
environmentally certified technology for anti-
bacterial coatings.
“We are proud of this because it is
important to us, and for the outdoor indus-
try, to work on sustainable solutions,” says
Svensson.
6 S ca N d i N a v i a N O u t d O O r N e w S

7. Product news
wool passion
For dale of Norway, wool has
always been nature’s own high
tech material for outdoor wear.
the company produces most
of their yarn in the same way
they have for the last dec-
ade, using the same blend
of Norwegian wool and
in the same small town of
dale located just outside
of Bergen, Norway.
iF Tr adiTioN is oNe side to the brand
Dale of Norway, innovation is another. In
the company’s lab, traditional wool sweat-
ers have become water repellent, while the
company’s very own version of a soft shell
jacket, called Knitshell, was recently developed
by adding a weather proof membrane that does not
compromise the properties of wool.
“We produce our products on nature’s doorstep,” says
Arnstein Raunehaug, Sales and Marketing Manager at Dale
of Norway. “For the design and development team it is sim-
ple to see what the needs of our consumers are, as they
are the same as our own daily needs.”
All Dale of Norway designs are based on one con-
cept: it’s all about where you are in the Norwegian
mountains. In harsh conditions at the top, taking a
walk in the forest or putting another log on the fire
in the cabin. Among new products for 2012 are
also the Nordpolen and Spitsbergen jackets,
designed to work just as well with goggles in
the slopes as with your Ipod on the streets.
The NorWegiaN Wool in Dale of Norway
products comes from sheep that graze on healthy
non-agricultural land, where no pesticides are used. By moving to new
pastures regularly and allowing new grass to grow, the sheep actually
contribute to a better environment since grass consumes double the
amount of Carbon Dioxide while growing.
The increased interest for wool products comes as no surprise to
Dale of Norway.
“We see that consumers are becoming more and more aware of the
importance of sustainability, and also of wool as one of the best natural
materials. It has a high absorption rate, good moisture transportation
and insulation, it’s non-flammable and it’s antibacterial. That makes it
a very technical material,” explains Raunehaug.
Sc aN diN aviaN O ut dO O r N ew S 7

8. Business
Knitted
in Sweden
The FirsT säTil a Be aNies were knitted back
in 1896. Later on, Ingemar Stenmark wore one.
Today, the Swedish Skicross team keeps their
heads warm with these knitted wool hats from
the small town in western Sweden.
The Swedish company Sätila became
world famous when skier Ingemar Stenmark
outperformed the world’s top skiers in slalom
and giant slalom in the 70’s and 80’s. Sätila made the cap that Ingemar Stenmark wore when
On his head he wore a cap designed by his he out skied Phil Mahre, Bojan Krizaj and Pierro Gros in
mother Gunborg and knitted by Sätila. It be- the 70’s and 80’s. Now skicross-ace Anna Holmlund,
World Cup-winner 2010/11, and top skicross-skier Micke
came a symbol for the Swedish champion, and
Forslund are winning fresh victories in new Sätila hats.
Sätila ramped up production and started growing fast.
”Today we sell our caps in 15 different countries,”
says Lotta Persson, brand manager at Sätila of Sweden. the town of Sätila in 1910 and since Gunborg Stenmark
”We have designed more than 100 models for skiers, started designing her legendary patterns. However, one
climbers, multi-sport athletes, snowboard riders and for thing hasn’t changed: all Sätila-hats are still knitted in
everyday life in the city.” Sweden.
A lot has changed since the company’s founder ”We take pride in the fact that we’re still Made in
Johannes Nilsson opened his first small-scale factory in Sweden,” says Persson.
A beautiful friendship
siNce Their sTarT almost 20 “Houdini Friends like Carl
years ago, Houdini Sportswear, Lundberg have been with us since
Sweden, has been developing the very start. With Carl’s vast
clothing in close cooperation with a experience in the mountains, we get
small group of Houdini Friends. Eva invaluable input. This way, we can
Karlsson, CEO and head of Product be sure of the performance detailing
Development, tells why Houdini has each garment.”
chosen to work with people like
Swedish UIAGM-authorized moun- TogeTher WiTh The FrieNds
tain guide Carl Lundberg. and supplier’s R&D departments,
“We have always been innovative Houdini has been able to produce
when it comes to product develop- several new technical and durable
ment. We spend years testing new materials that also are sustainable.
materials and products before a gar- More than 80 percent of Houdini’s
ment is ready to be used by enthu- range is made from renewable or
siasts in the mountains all over the recycled fiber, and an even greater
world. When we launch a new prod- percentage is fully biodegradable or
uct, it’s because our Houdini Friends recyclable.
or ourselves have discovered that “To work hard, play hard, have
what exists on the market isn’t good fun and create the best products,
enough for our needs – both the while at the same time reducing
needs for technical performance, as our environmental footprint, is what
well as for sustainability,” says Eva we’re all about at Houdini,” sum-
Karlsson and continues: marizes Eva Karlsson.
8 S ca N d i N a v i a N O u t d O O r N e w S

9. R&D
vatnajökull in
merciless weather
At the ISPO Fair, mountain
guide Leifur Orn Svavarsson
will tell you more about how
he uses his experience from
blizzards, avalanches and
gales to help 66°NORTH cre-
ate better clothing.
it was a hard and dangerous trip, but “I’ve always been drawn to the most remote areas
and the hardest conditions – this time I got plenty of it,”
the three italians really wanted to cross says Svavarsson.
vatnajökull in the middle of the winter. One of the biggest problems during the trip was that
the merciless cold was accompanied by high humidity.
Svavarsson’s shell jacket would freeze like a statue.
leiFur orN svavarssoN, a mountain guide and He had to leave it standing by the tent door at night, so it
instructor for the Icelandic Search and Rescue teams, would thaw just enough so that he could wrangle it on in
ICE-SAR, guided the group up the glacier – one of the the morning.
largest ice caps in Europe – in temperatures below -20
°C, with strong winds and limited visibility. TodaY, svavarssoN Tr aiNs the ICE-SAR in survival
At their first stop they found a cabin that had been skills and technical climbing. To get the right work
transformed into an ice block. Svavarsson and the others wear he has been helping Icelandic outdoor company
had to use their ice axes and hack themselves inside. 66°NORTH with the testing of new shells, fleece gar-
Then, they spent several days in tents – and one night ments and woolen products.
in a crevasse – during blizzards and chilling temperatures Since the trip with the Italians two years ago, he has
before they crossed just below Iceland’s highest peak, also helped Polartec with material testing.
Hvannadalshnúkur (2,109 meters) and down to the south One of the results of this cooperation is the Snæfell
side of Vatnajökull. Jacket, made from Polartec Neoshell, which is a new
fabric that has the durability and stretch of a poly-
To puT up WiTh the exceptional weather conditions that urethane film, plus the breathability of a micro porous
the team faced, Svavarsson had to use all of his skills structure.
and experience from almost 30 years as a mountain “The breathability of the Snæfell jacket would have
guide, as well as a dozen years as a member of the made life a lot easier on the trip across Vatnajökull,” says
Search and Rescue team. Svavarsson.
Sc aN diN aviaN O ut dO O r N ew S 9

10. Pu S
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ISPO MUNICH, January 29 – February 1, 2012.
Connecting Sports Business Professionals.
Connect with Sport Business Professionals from around the world at ISPO MUNICH 2012.
It is the leading platform for Sports Business Professionals and the only multi-segment
trade fair of its kind. Discover innovative products, learn about new brands and make
valuable contacts with thousands of like-minded Outdoor Sports professionals.

11. SOG News
tested in the wild
the Outdoor academy of Scandinavia has beauty of Scandinavian nature while testing selected
gear during different outdoor activities. Well-known play-
the most beautiful classrooms and a simple, ers, like Fjällräven, Bergans and Haglöfs, present their
yet effective pedagogy – learning by doing! products along with smaller companies like Light My
Fire, Gränsfors Bruk or Nanok.
iN The Middle oF JuNe , a brave group of international “The MiX oF larger and smaller companies with different
journalists successfully climbed 1000 meters above the product lines from several Nordic countries is one of the
fjords to Patchellhytta, a mountain hut in the rugged key factors behind the strong dynamics that have devel-
terrain of the Sunnmøre Alps on the western coast of Nor- oped within the SOG over the last few years. Most often
way – all while wearing about 20 kilograms on their backs. the smaller companies are the biggest exporters and
The journalists are members of the official jury serve as a door opener for other businesses,” explains
for the Scandinavian Outdoor Award (SOA) and work Martin Kössler, General Secretary of the SOG.
for numerous Euro- After five days in the beautiful nature of the Nor-
pean Outdoor and Sport wegian fjords, the SOA-jury chose the winners for the
FJord NorWaY
magazines. Over the 2011/2012 Scandinavian Outdoor Award. The official
iN The regioN called coming days, they would awards ceremony was held during the OutDoor fair in the
Fjord Norway you will test and evaluate various German town of Friedrichshafen in July 2011.
not only find world products nominated for “The days we spent in the Fjord Norway-area were
famous fjords like the the 2011/2012 SOA- not only a tough test for the products we used, but also
Geirangerfjord and Award, with a main for us in the jury. The area is perfect for real and chal-
Sognefjord, but also focus on innovation and lenging outdoor activities,” says Katja Lehmann, editor
challenging mountains sustainability. from NORR Magazin.
like the Sunnmøre Alps.
The area has been a The JurY MeeTiNg was
haven for trekking and a part of the Outdoor The ouTdoor acadeMY oF
climbing since British Academy of Scandinavia scaNdiNavia (OAS) is Europe’s
climbers started to come (OAS), which is organized leading training event for the Out-
here in the 19th century. several times a year by door industry where journalists, re-
www.fjordnorway.com the SOG and is directed tailers and tour operators are invited
toward journalists, retail- to take part. Over the years, more
ers and tour operators. than 1000 participants from over 20
Together with skilled countries have been trained at OAS
staff from the partak- events. The events take place four to five times
Fjord Norway.com ing SOG-companies, a year at different Scandinavian locations.
participants discover the www.scandinavianoutdoorgroup.com
Sc aN diN aviaN O ut dO O r N ew S 11

12. Product News
The Expedition Stay warm and free.
Hoodie provides ex- Devold Air is a Merino
tra warmth for your vest composed of
head and neck. three layers of wool.
New ways to warm up
a windproof and water repellent vest ”It protects you down to -50 °C, but it is very comfort-
able to wear in temperatures around zero,” says Sandvik.
and a wool shirt with a close-fitting The Hoodie and the other garments in the Expedition
hood – that’s two new highlights series are composed of two layers, where the inner layer
is pure Merino wool. The outer layer is mixed with a little
from the Norwegian wool clothing polyamide to provide improved durability. The clothing
maker devold. is also specially treated to transport sweat away from
the body more effectively than other wool underwear,
according to Devold.
The de vold air vesT is composed of three layers. Both The Expedition series is unisex and among the people
the outer and inner layers are knitted from 100 percent currently using the garments are Norwegian polar explor-
Merino wool. ers Cecilie Skog and Børge Ousland.
”For the first time, we have managed to create a
garment that is wind and rain proof with the use of a The de vold air coMes in a male and female version
membrane in between two layers of Merino wool, while and features a front zip closure and several zip pockets.
still maintaining all of the positive advantages of a wool The chest pocket is adapted for mobile phones and mp3
garment,” says Dag Inge Sandvik, Export Manager at players, and features a cable port.
Devold. “One of the advantages of wearing the vest during
Devold’s Expedition series has also undergone a active pursuits is that it is highly protective and offers
change in design with new colors (black and red), as well excellent freedom of movement,” says Dag Inge Sandvik.
as a new Hoddie model. Devold of Norway AS is an independent company that
has produced wool clothing since 1853. The company
The e XpediTioN hoodie is a shirt with a close-fitting serves two different markets, sports and leisurewear, as
hood that fits easily under a helmet or hat to protect the well as protective clothing.
throat and neck from the elements. Like the Zip Neck Among its products are wool underwear, socks,
in the same series, the Hoodie features pulse warmers, headwear, various types of mid-layer garments and
which ensure the retention of body heat. knitted sweaters.
12 S ca N d i N a v i a N O u t d O O r N e w S

13. ISPO 2012
29 JAN – 1 FEB
NORR DAS SKANDINAVIEN–MAGAZIN NÅIDDE JÖNKÖPING KOPENHAGEN TARFALA KEMI HURRUNGANE HELSINKI KILPISJÄRVI
NORR MADE IN SWEDEN!
HALL A6, BOOTH 105
DAS SKANDINAVIEN MAGAZIN
12
Gear Guide
Gut ausgerüstet
für den Aufstieg
Outdoor
Das Hochland
von Småland Die schönsten
Reisen SKIHÜTTEN
Lappland
ohne Kitsch
Musik
Nordische Bands
mischen Berlin auf
Kunst
Fotografie wird
Mainstream
SKITOUREN
AUSGABE 4/2011
im Auge des Sturms
Morgedal Telemark für Anfänger Kemi Auf dem arktischen Eisbrecher
Scandinavia’s finest experiences www.didriksons.com
Visit our stand
(A6-227) in
Scandinavian Village
at ISPO.
Skogstad has been manufacturing
affordable and functional sportswear
for 75 years. We are based in Nordfjord,
Norway, a region characterized
by dramatic mountains, glaciers
and fjords. Our designs have been
consistently influenced by our
surroundings. There have been
significant developments since the
first garments were made in 1937.
Increasingly sophisticated textiles and
innovative technical solutions have
created a whole new range of options,
although some things have remained
ready for new
the same: The nature, the weather and
the quest for new adventures.
adventures
Skogstad Sport AS – 6793 Innvik – Phone: +47 57 87 67 70 – firmapost@skogstadsport.no – www.skogstadsport.no

14. Business
P h O t O : M at t i a S F R e D R i k S S O N
One big year
Hestra has just completed its 75th anniversary with a record. Never
before has the Swedish company manufactured so many gloves.
“ We see posiTive development in all parts of the busi- past five years, sales have nearly quadrupled – especially
ness, from manufacturing to sales,” says Claes Magnus- in the high-end segments.
son, who runs Hestra together with his brother Svante. “Before Hestra established itself in the U.S. there was
In November 2011, Hestra inaugurated a new factory a lack of quality gloves here. Our Alpine Pro category has
in Hungary, Hestra Hungary Kft. The new production filled an important gap in the U.S. market. In a major in-
facility joins the company’s two other factories in China: dustry ranking, Hestra placed as market leader within de-
Eurogant and Pinghu Huashen Leather Co. Ltd. All three sign, color selection, fit and quality,” says Dino Dardano,
factories are joint ventures with Hestra owning 50 percent. CEO of Hestra USA.
“With Hestra gloves being made in our own factories,
we have full control over the quality, capacity and other hesTr a has Ne arlY 2 0 0 Models of gloves in ten
important factors within production,” says Svante categories. One of the fastest growing categories is
Magnusson. Outdoor. In the Swedish market, the annual growth rate
In recent years, Hestra has grown a lot internationally. is close to 50 percent and a similar trend is also visible
The U.S. is one of the markets where Hestra has grown internationally.
the fastest, thanks to its subsidiary Hestra USA, based in “An advantage of the outdoor category is that it ex-
the town of Golden, outside Denver, Colorado. Over the tends the selling season, as many models are intended
14 S ca N d i N a v i a N O u t d O O r N e w S

15. a new grip
on glove design
hesTr a Will l auNch three models with Ergo
for summer use,” says Magnus Jönsson, Sales Manager Grip; two within the Alpine Pro category and
at the company headquarters in the town of Hestra, one in the Alpine Racing category. According to
Sweden. Hestra, the patented Ergo Grip construction takes
pole grip to new heights. Hestra’s design director
aNoTher highlighT from this year’s anniversary was Marianne Knutsson-Hall explains.
when Hestra’s concept store in Stockholm received a “With Ergo Grip-construction, it is possible to
visit from five Swedish ski heroes this past November: sew gloves with extra curved fingers. Meanwhile,
Anja Pärson, Jens Byggmark, Stig Strand, Bengt Fjäll- the amount of excess material is minimized, which
berg and Ingemar Stenmark. Revenues from this heavily makes the glove palms extra supple. It allows
attended event went to the five skiers’ parent sporting the hand to gain an even better grip on the pole
club, Tärna IK Fjällvinden. handle, without having to over-grip, thereby losing
“Hestra has collaborated with the Swedish Ski Team energy. And Ergo Grip models have the same great
since 1975. This was a unique opportunity for us to ex- comfort as the rest of Hestra gloves.”
plain the important role that the national team and its stars Marianne Knutson-Hall also points out another
play in our product development,” explains Jönsson. new product: gloves with insulation made from
wool fibers and cornstarch.
“Hestra has nearly 200 models “At Hestra we have always liked wool! At Ispo
we will present seven models with this new insula-
of gloves in ten categories.” tion favorite, which has all the good qualities of
wool and is kind to the environment.”
Sc aN diN aviaN O ut dO O r N ew S 15

16. Retail
taking care
wear and tear has never been a tune that Fjällräven has liked. Now, the
Swedish outdoor company, together with selected retailers, is taking a new
approach by helping clients increase the functionality and extend the life of
their outdoor garments even more.
iF You have e ver BoughT a good pair of leather shoes, Manager at Fjällräven. “With more Greenland wax, you
you know that caring for them with leather balm prolongs get a tighter weave that can withstand rain, wind and
their life and improves their function. And shoe stores wear. It also increases the life of the garment. When you
are great at providing creams, oils and plenty of other plan to use the garment in warmer environments, just
products to help you do it. wash it to remove the wax and get a cooler garment with
This, however, is not as common when it comes to more ventilation.”
outdoor clothing. You buy a jacket or a pair of pants, “Both our dealers and ourselves get a lot of questions
then say goodbye – you are welcome back when you about how to wax, and as a service to our users, we de-
need a new one. You wash the garment, perhaps spray it cided to offer waxing in some stores. It is a way for both
with waterproofing, but otherwise apply no special treat- our dealers and us to show that we care.”
ment. Instead, stores try to lure you back in by offering
other gadgets. duriNg auTuMN 2 011, Fjällräven tested the concept
But there are those who are trying new approaches. and toured with a waxing station in German stores like
Fjällräven wants outdoor clothing to last longer and Globetrotter, Sports Reischmann, Biwak and Intersport
is therefore rolling out 94 waxing stations in selected Montafon. One stop on the waxing tour was Globewelt,
outdoor shops around Europe. At these stores, owners of a five-day outdoor festival at the large Globetrotter store
Fjällräven clothing made from G-1000 can come and get in Munich.
help impregnating the material. “The feedback from the stores has been great,” says
“G-1000 is an extremely durable, functional and Theresa Alig from Fjällräven in Germany. “For example,
adaptable material,” explains Jerry Engström, Marketing Globewelt had 20,000 visitors and many came to visit
16 S ca N d i N a v i a N O u t d O O r N e w S

17. 94 wax stations all over
Europe – Fjällräven is
launching one of the big-
gest campaigns ever.
the waxing station. The wax master was always busy
waxing clothes that the visitors had brought with them.
Also, those who hadn’t heard about the G-1000 material
Proven and natural
before, were motivated to buy new trousers – so indeed, To Wa X or gre ase clothing in order to help them
our experience so far has been exceptionally positive.” stand up to moisture is old knowledge that has end-
ed up a bit shadowed by “technical” waterproofing
The Wa XiNg sTaTioNs will be in stores just in time sprays. However, interest is increasing again, not
for the 2012 hiking season. By then, hundreds of “wax least because it is a environmentally friendly way to
masters” will have been trained by Fjällräven, both in how increase the material’s wind-and water-resistance
waxing is done, and how G-1000 works in different situ- and to help extend the garment’s life.
ations in the outdoors. It is hoped that this will contribute Fjällräven’s founder Åke Nordin launched the
to a better store experience – and ultimately, happier G-1000 fabric back in the 1960s. From a durable
customers and higher sales. tent canvas, he sewed a climbing jacket that he im-
“In addition to sharing practical outdoor skills and pregnated with a mixture of beeswax and paraffin.
showing how easy it is to wax a garment, the waxing The jacket, called the Greenland Jacket, became a
stations contribute to something exciting happening best seller and remains in production today. And the
on the store floor. We are confident that it will not only material, G-1000, is a classic that has demonstrated
attract visitors to the stores, but also create interesting its versatility and strengths on many adventures
dialogues between store personnel and their customers,” over the years.
says Engström.
Sc aN diN aviaN O ut dO O r N ew S 17

18. Product news
First, ecco created a new range of shoes for running
and walking. Now, the danish shoemaker has gone
off-road with a new lightweight hiking boot.
Natural
feeling on
the trail
The ide a BehiNd the BIOM Hike boots is the same as pared with Ecco’s running shoes, the new boots are still
behind the running shoes that Ecco has released over the heavy-duty workhorses.
last two years: a snug, low fit with optimized cushioning. ”The hiking boots will be worn in the mountains and
The new boot’s last and soles are anatomically on tough trails, places where you need the extra support
shaped, so they fit closely to your foot and offer im- and protection,” says Nicolai.
proved comfort.
According to Ecco, by positioning the foot closer to The BioM hike has rugged rubber outsoles to deliver
the ground, you will have a more natural feel. grip, traction and shield the feet from stones, as well as
”The heel and forefoot are shaped, rounded and of- the cold ground. They are also equipped with an ana-
fer a smooth heel strike and push-off,” says Alexander tomical foam layer, which provides a comfortable fit. The
Nicolai, head of the Sport Business unit at Ecco. “The winter version features extra insulation around the foot.
flexibility of the forefoot will allow your feet to activate For added stability, the boots even have an external
more muscles.” heel cap that supports the heel while still being flexible.
Depending on the model, weight is a mere 560–630 The BIOM run concept has been developed by the
grams per shoe. For hiking, this is lightweight, but com- Ecco Performance group in close cooperation with the
18 S ca N d i N a v i a N O u t d O O r N e w S

19. Ecco Chief
Designer Ejnar
Truelsen has been
leading the work
with the BIOM
shoes and boots.
“it took a Sport University in Cologne. For the newly
developed BIOM Hike, work has been
as the running shoes, but aimed more at
walking. Then came the Train, an all-round
lot of test- focused on the body¹s natural ability to
balance itself when walking on rocky trails
training shoe for fitness-related activities
from running to classes at the gym.
ing in labs and up and down steep slopes. This year, Ecco presented the light-
weight shoe BIOM Lite with a super-thin
and on the “iT Took a loT oF TesTiNg in labs and on
the road, but I’m really proud that we could
outsole. At the same time the company
also released a shoe for off-road running
road.” follow through and get a really innovative
line of shoes out on the market,” says chief
called the BIOM Trail.
Now, Ecco has a full family of BIOM-
designer Ejnar Truelsen, who has played footwear. The hiking boot is an important
an integral role in the development of the contribution to the brand; outdoor has the
brand since he started in 1971. biggest percentage of total sales for per-
In 2009, Ecco introduced the BIOM formance products.
Run, designed as a natural running shoe. “My dream is to take my ideas a step
Next out on the market was the BIOM further and develop even lighter and simpler
Walk, a shoe based on the same principle shoes,” says Truelsen.
Sc aN diN aviaN O ut dO O r N ew S 19

20. R&D
Houdini Cloud Nine T-neck.
challenging
down
Gone are the days when wool and down easily outper-
formed synthetic fibers. Together with several outdoor
brands, PrimaLoft has developed some new materials
that are real alternatives to what nature can offer.
20 S ca N d i N a v i a N O u t d O O r N e w S

21. Haglöfs’ Barrier Pro Hood. 66°North Vatnajökull jacket.
priMaloF T is cooper aTiNg with Houdini, as well as A fourth example of PrimaLoft’s cooperation with
other leading brands from Scandinavia, like Norrøna, clothing brands is Lundhags’ Gusta Jacket, available in
Helly Hansen, Hestra, Haglöfs and many other SOG both male and female versions. The jacket will have Pri-
members. maLoft Eco-insulation to shield the wearer from the cold.
“We don’t want to be just a vendor of our products,” These are just a few examples of where PrimaLoft has
says Jochen Lagemann, Sales and Marketing Director developed a strategic partnership with a brand and has
at PrimaLoft Europe. ”We want to be a strategic partner been able to tailor the demands for a specific product.
in the entire process – from the development of a new At the same time PrimaLoft is enlarging their share
product, to the education of the sales people, retailers in fashionable city clothing. Both the Swedish fashion
and the marketing.” brand J.Lindeberg and Norwegian UBER uses PrimaLoft
At last year’s Ispo fair PrimaLoft introduced Synergy, insulation in their urban jackets.
an insulation technology engineered for sleeping bags
and jackets. priMaloF T iNsul aTioN was originally developed for
”Synergy is a further development of PrimaLoft’s the US Army as a water-resistant synthetic alternative
Infinity-insulation. They’re both high loft con-
tinuous filament insulations, which means “we want to down.
According to PrimaLoft, their products
that they are very ”fluffy” and don’t consist
of many short fibers, rather one long fiber to be a mimic the structure of down and have the
advantages of down filling (lightweight, traps
that ”snakes” like a climbing rope inside the
fabric,” explains Lagemann.
strategic a lot of air and is highly compressible).
“However, our synthetic polyester filling
This Ye ar sYNergY is Fe aTured in for
partner.” also gives you better water-repellency and
the capacity to retain heat even in extreme
example Houdini’s Cloud Nine T-neck, a wet conditions,” says Lagemann.
lightweight mid-layer jacket that can be used under your PrimaLoft has a good reputation among retailers and
shell instead of fleece or a lightweight down jacket. The in the outdoor media. Yet some shoppers have second
fabric is soft, light and highly breathable in combination thoughts about PrimaLoft because of its relatively thin
with the non-migrating insulation. appearance compared to puffy down jackets.
Another recent joint project is Haglöfs’ Barrier Pro Fabian Lidberg, Store Manager at Swedish outdoor
Hood; a very compressible, lightweight, wind resistant, retailer Naturkompaniet, explains.
hooded jacket, insulated with PrimaLoft One. “Ten years ago there was a big difference between
Also, there is the 66°NORTH Vatnajökull jacket with synthetic fibers and down. Sleeping bags and jackets
PrimaLoft One insulation, a women’s jacket that is light- with synthetic filling took up a lot of space and were
weight, compressible and made for both multipurpose heavier, especially if they were to withstand cold tem-
backcountry use, as well as for strolling the city streets. peratures. Over the last few years, the synthetic materi-
”Today, many thermal-protection jackets use Prim- als being developed are now warmer, lighter and more
aLoft as filling,” says Lagemann. compressible.”
Sc aN diN aviaN O ut dO O r N ew S 21

22. Business
Meet us in the
Scandinavian Village
the leading outdoor brands from Scandinavia look forward to your visit.
a6.107 a6.108 a6.109 a6.110
Viking is an outdoor footwear special- Isbjörn of Sweden has set a new Tretorn creates performance and Some people say: to survive in Iceland
ist from the world’s toughest test lab standard in outdoor clothing for kids. leisure products for a lifestyle lived you need to be brave, have a good
– Norway. The company, which started With a design and quality comparable largely outdoors. The range of prod- sense of humor and wear 66°North
with rubber boots in 1920, is now the to the best of outdoor wear for adults, ucts includes footwear like sneakers clothing. The company has been keep-
leading supplier of outdoor footwear Isbjörn of Sweden is keeping more and rubber boots for hunting, hiking, ing Iceland warm since 1926. The name
to the Nordic countries. The company and more kids warm and dry in all safety/occupational, casual wear and reflects the latitude 66°N; the Arctic
sells more than two million pairs of weather conditions. The company performance riding, as well as appar- Circle. Today, 66°North produces
boots, shoes and other footwear each also has a strong commitment to el and tennis balls. The company was a wide range of both protective and
year and is one of the biggest suppliers the environment. And the name founded in 1891 in Helsingborg, Swe- streetsmart clothing, influenced by the
of Gore-tex®-footwear in the world. Isbjörn? It is Swedish for polar bear. den, where it remains headquartered. fascinating Icelandic environment.
www.vikingfootwear.com www.isbjornofsweden.com www.tretorn.com www.66north.com
a6.115 a6.118 a6.120 a6.122
For more than 80 years, Norwegian Anyone who has ever run on slippery Woolpower produces underwear, Textile know-how combined with a
Aclima has kept the heat turned up, ground or snow understands why shirts, socks and accessories from harsh Swedish climate encour-
delivering sports underwear that Icebug shoes are needed. Icebug is the highest quality Merino wool. As aged Johannes Nilsson to start a
perform in cold climates. Being one of the market leader in providing traction they like to say: “We offer warmth, hat factory in Sätila, Sweden, in
the few clothing companies that still and solving the problem of slipping care, function and a lot of knowledge 1896. Since then, Sätila has knitted
makes its products in Norway, Aclima while training, which they do through about the cold.” In addition to all types of headwear for people
develops its warm, soft and breathable a number of patented technologies. Woolpower clothing being used by who value excellence, comfort
products just a snowball’s throw Whether trail running, winter running outdoor enthusiasts and the military, and style. The collection ranges
from the famous Norefjell ski resort. or winter walking – Icebug offers it can also be seen in a growing from fashionable to functional
www.aclima.com injury prevention and the freedom number of fashion magazines. and embraces an eco-friendly ap-
to stay active all year round. www.woolpower.com proach to fabrics and production.
www.icebug.se www.satila.com
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In recent years this renowned Swed- For Ecco, it was a natural step forward A Hestra glove is composed of 109 parts ”Freedom to be active – in any
ish company has become more of an to enter the outdoor world. The Danish and assembled with the highest level of weather” is the motto of Reima. The
urban brand. Now, the modern look footwear brand has succeeded in all precision. While some brands introduce Finnish manufacturer is renowned
has been preserved, but functionality segments tested. The high quality many different products over the years, for its functional, high-quality
has returned to Tenson’s roots – the of every Ecco shoe is a result of the Hestra has remained a glove manufac- children’s outdoor clothes and
outdoors, skiing and marine activi- entire manufacturing chain being turer since it was established back in footwear for ages 0 to 12. Maybe the
ties. Tenson’s new design team has owned by the company – from design, 1936. And rather than develop different secret lies in the real-world testing,
managed to combine comfort, style tanneries and factories, to their products, Hestra focuses on making where Reima has chosen the world’s
and quality into the new collection. own stores. Ecco outdoor footwear theirs better and better every year. To- most frank and ruthless test team
www.tenson.com is available in three categories: day, Hestra is one of the world’s leading of all kinds – kids themselves.
Mountain, Terrain and Aqua. glove manufacturers for the outdoors. www.reima.fi
www.ecco.com www.hestragloves.com
also members of SOG: Gränsfors Bruk, Seger, Polygiene, Point 65, Nanok, Feelmax, tentipi, trangia,
walkstool, Optimus, Primus, Silva, Helsport, Hilleberg
22 S ca N d i N a v i a N O u t d O O r N e w S

23. also aT ispo Business
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One of the world’s most active One of Scandinavia’s fastest growing Houdini’s mission is what they call This family-owned Nor-
103-year-olds, Norway’s largest apparel companies is Didriksons. From “core comfort for body and soul”. This wegian company makes
outdoor company was born in 1908 the beginning, the company made means no compromises when it comes high-end outdoor clothing
when Ole F. Bergan invented a clothing for fishermen on the west to performance, sustainability and through a design approach
backpack with an anatomical carry coast of Sweden. Today, welldesigned style. For this season, the Swedish they call “loaded minimal-
system. Backpacks are still one of and functional clothing are the company has created products made ism”. The Norwegian
Bergans of Norway’s trademarks, company’s main focus. Didriksons’ from 80 percent recycled fibers, and heritage is clear. The stylish
but through tradition and innovation, clothing is characterized by a consist- the even better part is that every and super-functional
the company also manufactures ent and modern look, the result of close garment is recyclable. This means clothing speaks of a long
high-quality tents, sleeping bags cooperation between the company’s you can dress sustainably in Houdini tradition of outdoor life in
and clothing. www.bergans.com fashion and technical designers. – from underwear to outerwear. Norway and Norwegian
www.didriksons.com www.houdinisportswear.com expeditions around the
world. www.norrona.com
a6.114 a4.102
a6.111 a6.113
Dale of Norway recommends you Thule is the world leader
Based in Sweden, Light My Fire Many cold regions of the world have
stay close to nature. The company within sports and utility
specializes in outdoor accessories been explored by people wearing
itself has been doing so since it was transportation offering
that are as practical in the city as underwear from Devold of Norway. The
established in the picturesque accessories for active
they are in the wild. From making company has supported Norwegian
village of Dale, in 1879. Dale of families, outdoor enthu-
fires to eating meals – Light My Fire’s polar and climbing expeditions for
Norway is the largest producer of siasts and professionals
innovative products have been over 100 years, but the company is
traditional wool knitwear, and its who want to transport their
taken to heart by both backyard even older. It was started in 1853.
modern sports collection proves that gear safely, easily and in
adventurers and backwoods Still today, Devold manufactures
wool is equal to – some would say style. The product portfolio
survivalists all across the world. high quality underwear, shirts,
better than – high-tech materials. comprises rooftop boxes,
www.lightmyfire.com jackets and socks from the finest
www.dale.no roof rails, bike carriers,
Merino wool. www.devold.com
kayak carriers, ski carriers,
trailers and much more. The
company is headquartered
in Malmö, Sweden.
www.thule.com
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Since 1960, Fjällräven has developed Klättermusen’s designers are as fear- Viktor Haglöf made his first backpack
B3.302
durable, functional and timeless out- less as they are environmentally con- in 1914 and his company grew slowly
Craft of Scandinavia is the
door equipment. It all started with an scious. The products they design have but surely until the year 2000, when
pioneer of function ap-
innovative backpack designed for long unique solutions that follow the Klätter- things really started to take off! Since
parel. The Sweden based
treks in the Swedish mountains – for- musen motto “maximum safety for you, then, Haglöfs has established itself as
company has devoted itself
ever Fjällräven’s “heartland”. Now, the minimum impact on nature.” The prod- a highly respected player within the
to developing innovative
classic outdoor company with its pop- uct line consists of shell jackets and international outdoor arena. Today,
clothing built to withstand
ular equipment has won the hearts of trousers, wind-proof garments, under- Haglöfs makes nearly one million
extreme requirements in all
outdoor enthusiasts all over the world. wear, sleeping bags and backpacks. quality products every year in the
conditions. Craft’s founda-
www.fjallraven.com www.klattermusen.se hardware, footwear and clothing
tion is a close cooperation
segments. www.haglofs.com
with its many sponsored
athletes and national teams
competing in cross-country
skiing, biking, orienteering
and more. www.craft.se
a6.225 a6.319
Lundhags makes boots fit for kings 8848 Altitude was established in The Scandinavian Outdoor Group
– literally. The company is a Royal 1990 while designing equipment (SOG) was founded in 2000 as an
Warrant Holder to the Swedish royal for the first successful Swedish industry initiative to serve outdoor developMeNT MeMBers
family. Since 1932, the shoemaker ascent of Mount Everest. Ever since, retailers and media in export ivanhoe a6.116
in Järpen, Sweden has made 8848 Altitude has been developing markets. It unites well-respected MyFc a6.215a
comfortable and durable boots for innovative, technical clothing for outdoor gear manufacturers from skhoop a6.126
all kinds of outdoor pursuits. Today, skiers and outdoor enthusiasts. all five Nordic countries: Norway, skogstad a6.227
the company also sells clothing, back- 8848 Altitude is available in more than Sweden, Finland, Denmark and alfa a6.138a
packs and other outdoor equipment 600 stores in 23 countries, and the Iceland. The head office is located
developed in the same tradition. brand is appreciated for high function- in Gothenburg, Sweden.
www.lundhags.com ality, quality and modern Scandinavian www.scandinavianout-
design. www.8848altitude.com doorgroup.com
parTNers
Fjord Norway
rudholm & haak a6.117
primaloft a6.317
Sc aN diN aviaN O ut dO O r N ew S 23

24. WINTER T
BERGANS OF NORWAY
to experience the performance and comfort
of outdoor equipment from the specialist winter brand Bergans of Norway.
W featuring Ski Award winning Dermizax™NX technology, and base layer
from the nest high quality Merino wool – always inspired by the stunningly beautiful Norwegian wilderness.
S V
6 – 101
Bergans of Norway has contributed to set the standard for the world’s most advanced outdoor equipment since 1908.
www.bergans.com