Scandinavian Outdoor News 2011

NewsMagazine #1 2011 from Scandinavian Outdoor Group – the top Nordic outdoor companies

For a decade, SoG has provided great venues for business and com-petence development through the Scandinavian Village at trade shows, Outdoor Academies for retail staff, as well as other projects. Now that SOG has turned 10, we feel the time is right to challenge ourselves further by addressing the future of the Outdoor business.

The world is facing huge changes. Just one example: Soon masses of people will rise into the middle class in Asia – how will this affect consump-tion? What will the consequences be for our supply chains? How (and where) will consumers make their purchase decisions? How will we man-age our business’ impact on the environment?

To address these and other future challenges, SOG is organizing Europe’s largest and most visionary meeting place for the future of outdoor business – the Scandinavian Outdoor Summit – in Åre, Sweden, March 31st – April 1st, 2011. Read more about the summit, as well as news and stories about our great member companies in this magazine. Welcome to Scandinavia! Martin Kössler, General SecretaryStaffan rönn, Chairman of the board For further questions [email protected]

2 ScaNdiNaviaN OutdOOr NewS 3

revealing the future

Presenting partner

cover photo by iStockphoto

Scandinavian Outdoor News is made for the SOG by Scandinavian NORR Publishing AB. www.norrmagazin.de

WORK DAYIs it any wonder that sometimes, people just want to get away from it all? Away from the daily routines, away from the monotonous repetitions. But freedom for one person, like wide-open spaces and new experiences, can be the everyday work for another. The most important thing, no matter what you work with, is that you have the right tools for the job. And for some, clothing and footwear can be a vital tool. Take our Polar Quest boots for example. They keep guide’s and search and rescue team member’s feet warm in some of the most rugged and chilly workplaces. They will also keep your feet warm when you set out into the cold, for example, in Anjan, Sweden this winter. Read more about our boots and download our new winter catalog at lundhags.se.

POLA R QU E S T

Full-grain leather shaft. Vibram® Traction sole. Our absolute warmest boot. Perfect if you regularly work or fi nd yourself in severe cold. Removable wool felt liner with built in heel grip through Heel Fit Control ™, easy to remove and dry.

w i n t e r 2 0 1 0

aS SoG celebrateS the 10-year an-niversary of the Scandinavian Village, new records are being broken both in size and presence. This year at ispo in Munich, 25 SOG members are participating and can be found in Hall A6! Also, at OR in Salt Lake City, 8 brands will join forces, as well as 14 at ispo China. And as always, mem-bers, their clients and friends will gather to meet and socialize around the Scandina-vian Bar located in the center of the village.The birthplace of the Scandinavian Village was at ispo in Munich and this year, the celebration will be especially exciting. “We have upgraded with a special anniversary gourmet-menu of Scandinavian delica-cies,” explains a proud Caroline Felder, Scandinavian Bar Manager and Bar Crew Leader since the beginning 10 years ago, and still with the same feeling for customer service in her team. “We Will repeat laSt year’s success with a Scandinavian fashion show on the bar during happy hour every day between 17:00 – 18:30. Then, beer and Scandina-vian snacks will be handed out by students from the Nordic Design School and Mid Sweden University,” explains Felder with a big smile.

Also, the ever more popular material wool will be highlighted on the new “Wool-street”, where all Scandinavian specialist in wool will team up. They will present the best of more than 1000 years of outdoor wool heritage in Scandinavia.

Happy Hours!

04 What´S up at SoG? Summits, academies and awards.

08 Nordic KNoW-hoW News from Woolpower and Bergans.

11 a briGht Future Silva advances with the headlamps on.

12 iNNovative & GreeN Material awareness at Isbjörn and Devold.

13 75 yearS oF Glove MaKiNG The family company Hestra got its start in 1936.

14 a rich heritaGe Fjällräven learns from the Sami people.

16 WiNNiNG braNd Klättermusen is collecting prizes and awards.

18 icelaNdic coolNeSS Meet Jan Davidsson, Chief Designer at 66°NORTH.

20 WarM iNSide Primaloft´s Jochen Lagemann gives inside information.

22 Gear Guide 14 top products from Scandinavia.

SOG News

ScaNdiNaviaN OutdOOr NewS4 www.66north.com Keeping Iceland warm since 1926

SNÆFELLJacket

Seamless shoulders

Articulatedelbows

Hood gives excellent shelter and follows your head movement

Visor on hood that shelters from rain

Dual slider waterproof zipper

Stretch for active comfort

High reach sleeves

Pocket on sleeve for small keeps

Highly breathable two way air exchange

Waterproof and blocks 99,9% of wind99,9% of wind

Adjustable draw string

in hem

Adjustable draw strings in hood

around the face and back of head

New Summit in ÅreFor the FirSt tiMe, a Scandinavian Outdoor Summit will be organized. Senior representatives from the outdoor industry, as well as other experts will meet up and discuss future issues.

The Scandinavian Outdoor Summit will be held March 31 – April 1 in Åre, Sweden, at the design hotel Copperhill Mountain Lodge. Behind the event is SOG, as well as the regional development foundation, Peak Innovation. Participants will include supp-liers and stores that cater to the outdoor industry, but also the media, representa-tives from the capital market, environmental researchers, as well as many others. “We Will hold parallel sessions to enable companies to bring key people from different parts of their business, and thus

contribute new, broad expertise,” explains Jonas Hellentin, SOG’s Summit General.

SpeaKerS Will iNclude people like Mark Held, General Secretary of the European Out-door Group (EOG), Mats Andersson, Supply Director for the Hultafors Group, as well as Thomas Lipke, Managing Director and stock-holder of Globetrotter Ausrüstung. Topics to be discussed include the environment, brand-ing, production, trends, product development and ownership in the outdoor business.

“That we chose the town of Åre is no coincidence. Åre is increasingly emerging as a central location within the Scandinavian outdoor industry and is one of Scandinavia’s most active regions for innovative business,” concludes Hellentin. www.outdoorsummit.se

SiNce 2008, SOG has gathered journal-ists from the leading outdoor magazines in Europe to award the best Scandinavian outdoor products. Hence, the competition is called the Scandinavian Outdoor Award.

Last summer, the jury met in Bohuslän, on the west coast of Sweden, where they tested the products hands on while trekking and kayaking. “We WaNt the jury not only to look and feel the different products, but to actually test them in a real, tough environment,” says Matthias Assmann, project manager for the Scandinavian Outdoor Award.

For 2011, the jury is growing even more international with journalists from the US

and South East Asia joining the team. Winte r products for the 2011-2012 season will be tested in the end of March, and summer products for 2012 in June; both in three categories: overall winner, sustaina-bility and apparel. All of the winners will be presented at the OutDoor-fair in Friedrichs-hafen, Germany. the NoMiNated productS and winners for this season are on display in the Scandi-navian Village.

“The exhibition has been made together with our new sponsoring partner Rudholm & Haak and it is really worth a visit when you are at ispo,” says Assmann.www.scandinavianoutdooraward.com

And the winners are…

Soa overall winner EXA, the innovative skate for Nordi c skating from Lundhags

Soa Sustainability awardExpeditio n Shell Jacket / Isbjörn of Sweden

Soa apparel award Trollveggen Pro Shell Jacket / Norrøna

WiNter 2010-2011 WiNNerS

Jonas Hellentin, Summit General

Worn byNorwegians since 1853

www.devold.com

DEVOLD®HERITAGE

Devold® has made high quality wool apparels since 1853. Our fi rst customers were fi sher-

men and workers facing the harsh climate along the Norwegian coast.

The durable wool garments became verypopular, and renowned

Arctic explorers,including Ellsworth,

Amundsen and Nansenchoose Devold® knitted

products for theirexpeditions.

ScaNdiNaviaN OutdOOr NewS6

SOG News

eveN thouGh iN-Store cliNic S and workshops bring valuable product know-how to many retail-ers, nothing can beat the real thing. Since 2003, Scandinavian Outdoor Group has been arranging the Outdoor Academies of Scandinavia (OAS) in cooperation with partners like Visit Sweden, Visit Norway and SAS. Staff SOG-members participate with their products and knowledge and so far, more than 1000 retailers and outdoor journal-ists have participated.

The OAS takes place three to five times every year in different outdoor locations throughout Scan-dinavia. Approximately 40 retailers and outdoor journalists are invited for every event. The typical acad-emy participant is an outdoor store or dept manager or sales person. The training aims at helping them support and advise their customers back home in their store.

“Our goal is to provide the best outdoor education program for retailers, and our approach is very simple – learn by doing in the classroom of the Scandinavian out-doors,” says Sara Wänseth, project manager of the OAS.

For 2011, retailerS aNd Media from the US and Asia have been invited.

“We have two main categories of academies. OAS Experience is for the more experienced, and here we spend five nights in tents and bivouacs. The less demanding academies, where we explore diffe-rent outdoor activities and where press and tour operators are also invited, are called OAS Explore,” explains Wänseth.

Retailers can find more informa-tion at www.scandinavianoutdoor-group.com or just ask for informa-tion at the Scandinavian Bar.

Learning by doing

oaS experieNce WiNter JämtlaNd, SwedeNactivities: snowshoeing, ski touringSoG companies: hilleberg, haglöfs, Klättermusen, Wool-power, primus, SilvaMarch 14-21

oaS explore WiNter ÖSterSuNd/Åre, SwedeNactivities: skiing, snow-shoeing, dog sledging, nordic skatingSoG companies: hilleberg, lundhags, tenson, Klätter-musen, GränsforsMarch 25-29

oaS explore treKKiNG aaleSuNd/FJOrd NOrwayactivities: trekking, climbing, mountain biking, kayaking, deep sea fishingSoG companies: aclima, devold of Norway, ecco, Nanok, 66 North, tentipijune 16-21

oaS experieNce autuMN JämtlaNd, SwedeNactivities: trekking tourSoG companies: Fjällräven, primus, aclimaSeptember 5-12

Sara Wänseth, OAS Project Manager

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ScaNdiNaviaN OutdOOr NewS8 Messe München GmbH, Messegelände, 81823 München, Germany, phone +49 (0)89 949-11 3 88, fax +49 (0)89 949-11 3 89, [email protected], www.ispo.com, for trade visitors only

www.ispo.com

ispo –

the international sports business network

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SWediSh WoolpoWer has decided to get even closer to the skin of its users. For over 40 years, the company has manufactured insulating underwear, socks and accessories from their own wool terry cloth. Now, a series in a plain knit fabric is being released, Woolpower Lite.

Many have been asking for cooler garments that can be used even in the summertime, explains Woolpower’s CEO Adam Brånby. Therefore, Woolpower developed a ribbed knit made from 80 percent merino wool and 20 percent polyamide.

“Functionality is important, and just like the rest of our clothing, we decided to mix the wool with synthetics to achieve a stronger, more durable material,” explains Brånby. WoolpoWer lite Still provide some warmth, but above all, the Merino wool adapts to the temperature and activity level, so that they work both during summer treks, as well as when used as a base layer in the wintertime. The first collection will offer shirts, short and long underwear, as well as hats. All come with a minimal number of seams, but with a great fit thanks to the stretchy rib characteristics. Furthermore, the new garments can be washed at 60 degrees, and they are manufactured entirely in Sweden.

woolpower goes lite

aNyoNe Who SpeNdS tiMe out in the harsh Norwegian winter needs a fabric that not only protects against the weather, but that is also comfortable to wear. And the benchmark for measuring comfort is a fabric’s breath-ability. This is how Bergans of Norway is raising the bar even higher – by using the brand new Dermizax® NX membrane.

With a change to the molecular structure, the Dermi-zax® NX membrane’s permeability value for water vapor has been increased, meaning a new level of breathability. As an added bonus, there is also an approximately 90% reduction in the amount of CO2 produced during the manufacturing process. aNd to Keep you FaShioNable, as well as comfortable, Bergans has wrapped this high-performance material with its well-known sense of style and is bringing back a classic: the Isogaisa Jacket. The previous version helped the Norwegian company break into the European market some years ago and quickly became Bergans’ trademark. The new Isogaisa Jacket utilizes the same asymmetrical design, but in terms of technology, belongs to an entire new generation.

Thanks to Dermizax® NX, the Isogaisa jacket not only satisfies aesthetic demands, but also sets a new standard in terms of breathability, while still maintaining the famous Dermizax stretch factor. The result is all-round weather protection with increased comfort.

Breathe easier!

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ScaNdiNaviaN OutdOOr NewS 11

bacK iN 1939, the first headlamp appeared in a Silva product catalog and since then, many orienteers have used their halogen headlamps for night time training sessions and competitions. Now in 2011, Silva’s range of headlamps includes several award winning models, such as the X-Trail and Ninox.

During the last few years, the focus on headlamps has increased and it is now the most important product category for Silva. Consumer demand for headlamps is increasing, as more and more people understand the benefits of better vision in the dark, as well as the safety aspects of increased visibility. With the change from halogen to LED light technology, there are endless pos-sibilities for adapting light to every user, while making it optimal for every type of activity. Currently, Silva’s range of headlamps is focused on sports and the outdoors, with a future goal of finding new channels for rugged, water-proof utility headlamps for professional users.

The demand for light function varies for each type of use. For high speed sports like XC skiing and running, you need to be able to plan your route with strong long-distance light, but you also need flood light in order to see the terrain close to you, without having to move your head. For running, the weight of the headlamp and bat-tery is crucial. For long distance exercising like adventure racing or ultra running, there is an increased importance in battery-life. An outdoor user who enjoys kayaking would probably like a headlamp that can be dropped into water. Adapting light to every individual user is what Silva likes to call Intelligent Light. the tWo NeW productS for fall 2011 are positioned at the top and bottom of the price spectrum. Silva Sprint is a high-powered headlamp, which produces a light of 750 Lumen up to 140 meters for orienteer-ing, trail running, running, multisport and XC-skiing. One version will include both a helmet and a bike attachment, for use while biking and backcountry skiing. The Silva Tyto is a small, ultra-lightweight and small safety light for improved visibility. It comes in either a white or red light, and with a strobe mode for even better visibility. Put it on the backside of a headlamp, for instance, or on a bag or bike helmet to be safer in the dark. Together, they provide great vision combined with safety.

a bright future in headlamps

the well-known compass brand Silva has a long history of producing products for navi-gation. However, their extensive experience in the headlamp product category is lesser known to most people.

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Business


Never beFore haS heStra Sold aS MaNy GloveS as they did last year, a total of 1,8 million pairs. The company, which operates in over 20 markets, is run by brother s Svante and Claes Magnusson. Svante Magnusso n explains:

“Of course, the cold winter in Sweden and abroad helps, but the positive growth is also a result of sticking to our core values – thinking long-term, craftsmanship and quality.”

the SecoNd reaSoN to celebrate is an anniversary. This year marks 75 years since Svante and Claes’ grandfather, Martin Magnusson, started the family business that would become Hestra. He began making gloves for lumber-jacks in 1936. At the same time, ski tourism came to the region of Småland, and the slopes in the village of Hestra became extremely popular. Martin Magnusson realized that skiers also needed durable gloves that could stand up to the cold.

“We’ve continue working based on this tradition, while also looking ahead,” says Claes.

aN exaMple oF thiS iS the Fourth GeN-

eratioN of Magnussons – Anton, Jonas, Niklas and Jacob – that are also active in the

company. Right now, Anton and Niklas are completing an education in glove making, with the aim of receiving their apprentice certificates before the end of the summer. As graduated glove makers, Anton and Niklas will be able to make gloves from exclusive peccary leather, for the Hestra Classics collection, among others.

iN receNt yearS, Hestra has also developed strongly in German speaking markets.

“Now, we are taking the plunge and opening a sub-sidiary in Germany. It will be run by Bengt-Ole Tallbom, who has been responsible for Hestra in these markets for years. The office is located in the town of Nierstein, in southwest Germany,” explains Claes.

Even other parts of the business are developing in order to keep up with the rapid growth.

“Within Hestra we want to control the entire process, from design and development until the gloves are sent out to stores. Therefore, since 1993, we have manu-factured the gloves in our own factory in China. To meet the growing demand we have now acquired another factory in Pinghu, China. Even at home, in the town of Hestra, we are expanding the business with new offices, a warehouse, as well as a new testing laboratory,” explains Svante.

Scandinavian Outdoor News predicts that Hestra will have more reasons to celebrate in the future.

Hestra has two reasons to celebrate. the glove manufacturer from Småland, Sweden, has just finished off yet another record year. and this year also marks 75 years since the family business was founded.

double celebration

iSbjörN oF SWedeN, makers of outdoor garments for the next generation of outdoor enthusiasts, is one of the newest members of the SOG. The company has already made a big impression and was recently awarded the winter 2010/2011 SOA Sustainability Award for its children’s Expedition Shell Jacket. Maria Frykman Forsberg and Camilla Schmidt founded Isbjörn, or Nanook as it was first called, when they both had children. They didn’t think that the children’s clothing on the market passed the test.

“Children are outside and active every day. This is why we have consistently invested in the best materials, with the best water resistance and breathability,” says Frykman Forsberg, who notices that an increasing number of outdoor parents are placing high demands on equipment for their children. the eNviroNMeNtal FocuS goes hand in hand with the com-pany’s quality policy, of which Frykman Forsberg states: “Use, then throw away is not a modern practice today. “Although Isbjör n lies within the premium segment in terms of price, consumers can win in the long run with products that can be handed down to not only two children, but often three.

“This award is very important and shows that our thinking has reached an international audience,” says Frykman Forsberg.

eco award for the newcomer

dressed for rain or shine. tough dermizaxev ™ is the material used in the chil-dren’s expedition Shell jacket.

a FeW yearS aGo, wool was con-sidered outcompeted by synthetic materials. Today, it is modern again, thanks to its function and environ-mental characteristics. Norwegian Devold is now taking wool one step further with its new Pulse-collection.

This new wool wonder from Devold of Norway is seamless underwear, and one of the first on the market to be made from merino

wool. The garments are soft, elastic, fit snugly, and move with your body regardless of the activity level. Devold® Pulse provides users with the benefits of a broad temperature regulation, natural odor-resistance, support, and overall comfort.

SiNce ole aNdreaS devold starte d the company in 1853, they have produced wool clothing that

has become a part of Norway’s identity. Famous explorers, both historical like Amundsen and Nansen, and from recent times, such as Cecilie Skog and Borge Ousland, all prefer Devold® on their expeditions. With Pulse, adventur-ers are equipped with seamless thermal underwear that follows the body regardless of the activity level or time of year.

Wool without seams

ever SiNce FjällräveN was founded, the company has had a tradition of developing equipment for mountain and arctic environments. Each year, Fjällräven employees venture out on a winter adventure to find new solutions and improve existing ones. For example, it was in a bivouac in the northern Sweden ski station of Abisko that the idea for a jacket so warm it would be impossible to freeze in was thought up by Fjällräven’s founder Åke Nordin. Shortly thereafter, the Expedition Down Jacket saw the light of day. The year was 1974 and to this day, the jacket is a favorite among many Scandinavians.

“On our outings, we often discover ‘room for improve-ments’, things that are missing, or solutions that can be improved,” explains Donna Bruns, Development Manager at Fjällräven.

a NeW GarMeNt With aNcieNt aNceStorS

Sometimes the company turns to people with special skills to develop products for a specific purpose. Other times it’s more of a coincidence. A meeting with native-Sami Nils Anders Blind, in the town of Kiruna was the spark to an idea for a new kind of outdoor clothing – with ancient ancestors.

“Nils Anders was wearing a traditional Sami luhkka when he met with our CEO, who immediately thought

‘wow, this is interesting!’ Some time later one of our product developers and I made a trip up to Lapland to meet Nils Anders and learn more about native-Sami traditions and ways of dressing. It was really exciting,” explains Bruns.

The result of the collaboration was the Luhkka Cape, which will hit stores in the autumn of 2011. The idea is that it will act as a covering garment for really cold days on top of normal winter clothing – just as the Sami traditionally used the luhkka when they skied with their reindeer. The name luhkka means storm collar, which says a lot about its use.

“Together with Nils Anders, we have developed the Sami model, extended it slightly and put buttons on the side to help keep out the wind. And our luhkka does not have the pointed hood that the original garment used, so that the snow would slide off. We believe that today’s us-


tradition and innovation are not opposites – at least not at Fjällräven. the native Sami knowledge of the arctic environment has inspired an entirely new garmen t: the Fjällräven Luhkka cape.

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ers will feel more comfortable with a regular large hood,” explains Bruns.

NeW Start For the FjällräveN polar

For nearly a decade, starting in 1997, Fjällräven organ-ized a dogsled race called the Fjällräven Polar. The idea behind the event was to show how anyone with the right equipment and the right knowledge could experience this great outdoor adventure.

In the winter of 2012, the Fjällräven Polar will return in a slightly different form. Instead of racing, the focus will be on knowledge about outdoor recreation in the winter cold.

“We want more people to venture out and explore the wilderness. This is partly why we organize the Fjällräven Classic,” says marketing manager Jerry Engström. “With the Fjällräven Polar, we want to show how life outside in the wintertime can be both pleasant and safe.”

As with previous events, Fjällräven has cooperated with seasoned dogsled driver Kenth Fjellborg in the town of Poikkijärvi, in Lapland. Even Fjellborg has been involved in developing new products – the latest being the Polar Parka, a down-anorak that is popular with dogsledders.

“A jacket that is pulled over the head is the most uni-versal garment among indigenous people in the northern hemisphere,” says Fjellborg. “The absence of zippers makes it a safer garment, as well as warmer because you can have more insulation in the front.”

When participants in the Fjällräven Polar ride out into the Lappish wilderness in February 2012, they will do so while wearing the Polar Parka among others. It can be said that this is a direct consequence of a day in the 1970s when Åke Nordin decided that he wouldn’t freeze any longer.

“together with Nils ander s, we have develop ed the Sami model, extended it slightly and put buttons on the side to help keep out the wind.”arctic

inspiratio n Donna Bruns, Development Manager at Fjällräven

reindeer herding in Kiruna, Sweden. Minus 26 degrees celsius calls for proper clothing.

Kenth Fjellborg testing the Fjällräven polar parka.

“in Japan, we have suddenly become highly fashionable and our prod-ucts are sold in boutiques.”

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thiNGS are GoiNG Well for Klättermusen. The Jämt-land, Sweden based company has recently been appoint-ed as a fast-growing “Gazelle-Business” by the leading Swedish business newspaper Dagens Industri. Qualifying for this title requires, among other things, growth of at least 100 percent over three years, as well as turning a profit. Klättermusen has grown by 130 percent over the past three years. The number of employees has increased from five to twenty since 2006. And now, the company has just moved into a brand new, more spacious office in the town of Åre. CEO and founder Peter Askulv’s office wall is covered from floor to ceiling with a map of the mountains in the Jämtland region.

“It’s out there, while I’m sitting and belaying on the side of a cliff, that I get my best ideas,” says Askulv and nods towards the mountains towering up outside the window.

In the past five years, the company has received no less than 14 prestigious honors and awards.

Some awarded this past summer were the prestigious

Outdoor Industry Award Gold for the Einride jacket, as well as the Ispo Outdoor Award 2010 – for the clothing category. Many of the prices are indicative of the company’s com-mitment to the environment, such as the sustainability prize Klättermusen received in January this year from the fashion magazine Elle.

headStroNG ideaS

Function and the environment have long been the com-pany’s motto. “Don’t buy a jacket if you don’t need one” the company declared bluntly in a catalog a few years ago, which could be considered a bit of an odd thing to say in sales material. But Klättermusen is a bit odd – they do what they think.

“We don’t do anything to stand out, it is not a goal that we have. On the other hand, we do have a design rule that says ‘if it looks like everyone else’s – Let Them Do It,’”

says Eva Askulv, colleague and wife to Peter Askulv, who adds that, “Peter never looks at what others in the industry are doing,” and that he has “many headstrong ideas.”

“We design for the mountains, not for the city,” states Peter. “And there I will say that we are pretty much alone in doing so. Many others are making things that will work in town as well. For example, we have completely opted out of using waterproof zippers; they do not work when there is ice in them.”

Peter gets his ideas from his own time spent outside and – believe it or not - from sailing, which is another hobby. The combination of disciplines, like sailing and outdoor activities, provides new solutions.

“Sometimes I have to argue for my ideas with the design team,” says Peter with a grin.

The award winning down sweater, Liv, is an example of a Klättermusen product that was in a completely different class when it was launched. Low weight, minimum pack volume and maximum warmth were the idea for the gar-ment that has received a number of followers. Klätter-musen was also the first company in the outdoor industry to use recycled nylon in their backpacks, and according to themselves, are still the only company to make garments from polypropylene. And the fact is, that Klättermusen can take quite a bit of credit (and, of course, an award) for having ensured that today there are shell materials made without the use of fluorocarbons. The company long was

alone in nagging the textile industry to produce fluorocar-bon-free alternatives, and as a small manufacturer, the response from suppliers was less than enthusiastic.

“Now, fluorocarbonfree has gained wide popularity across the industry, which is really funny. It feels like we managed to set a track, as we finally managed to get our ideas across,” says Peter who is a trained biologist – a fact that has had a lot of importance to his career as an entrepreneur and designer.

FuNctioN iS beautiFul

Today, Klättermusen sells its products in 19 countries worldwide. One of the largest markets is Japan, where Klättermusen recently received an unexpected boost. Two very popular performers, Montreaux-honored actress Eri Fukatsu and musician Kazunari Ninomiya, independently chose to be photographed while wearing Klättermusen products – Eri with a Frey T-shirt and Kazunari with a Gnå Backpack. Suddenly, the Gnå pack sold out throughout Japan, after bloggers commented on the idol’s selection.

“In Japan, we have suddenly become highly fashion-able and our products are sold in boutiques. Our retailers were buying a lot of Munin-jackets in the fall. The down jacket sold out in a month,” says Eva Askulv and notes, “function is beautiful.”

The future will tell if more people allow themselves to be enchanted by the beautiful.

Prized pioneers

it seems that Swedish Klättermusen must subscribe to prizes and awards. an active environmental pro-gram is part of their recipe for success. and to always go their own way is another.

designing strength

People

ScaNdiNaviaN OutdOOr NewS18 ScaNdiNaviaN OutdOOr NewS 19

today, 66°North iS a SucceSSFul outdoor company and one of Iceland’s most well-known brands. Could you describe the essence of 66°NORTH?

“What attracted me to the brand was its origins and how it’s intertwined in the Icelandic life-force. Metaphori-cally, I felt the old weather beaten fisherman was calling, sitting on a bench in down town Reykjavik wearing 66°NORTH rubber clothing long after he had quit the sea. Sensing the man’s stride, battling the waves of the Icy North Atlantic – for me this goes a long way in trying to describe the 66°NORTH essence.”

“The Icelandic fishermen are still provided with cloth-ing produced in our own factories. Therefore it would be true to say that 66°NORTH outdoor is strongly rooted in the very livelihood of this nation and its people. With this in mind, the decision to start designing for the brand was easy. The 66°NORTH outdoor range unfolded and suc-cess was in waiting. No doubt, the Icelandic people had been waiting for it.”

You have lived a long life as a designer in outdoor clothing. Is it challenging to create something that stands out from the rest as unique and different?

“Ha-ha, please don’t remind me of my age! Every-thing beautiful derives from a love of the work. Setting a goal to be unique is not productive in my opinion.”

“But yes, as people around me would probably tes-tify, I am more competitive than I will admit.”

Do you have to compromise a lot when it comes to moving the product from the “drawing table” to actual production?

“Ask the guys around me. When it comes to produc-tion, compromise is not one of my characteristics. My basic attitude is everything can be produced. I have my

background in tailoring, learning at Savile Row, London, where everything was handmade. Having said that, I am obsessed with technology and mechanics.”

“The agenda of business is to get to the gold quickly. Compromise is not necessarily wrong if it is done with the end consumer in mind. But I would say it’s walking a fine line. I would love it if folks from all spectrums of society are able to buy the clothes we create. If that is a compromise, so be it.”

As an outdoor designer you have to balance a range of factors – looks, function, material and so on. Is it just challenging and fun, or do you feel it is limiting?

“Some new designs are effortless, entrenched by the love of creation, visualising women and men or our kids playing around, giving them a hand to protect them and feeling good about themselves. Of course there are also challenges, no fire without friction.”

“I love to find and sense fabrics, imagining how it will be shaped and how it drapes over the body, enhanc-ing but not restricting. I see garment construction like sculpturing; I spend a lot of thought and work on the construction.”

What kind of challenges does an outdoor designer have to deal with that the average fashion designer doesn’t have?

“We have more in common than we differ. Being indoor or outdoor, driving a car, riding a horse – all activities present you with some special needs. The only way to identify with it is to really be doing the things yourself. Designing ski-wear and not being a skier must be frustrating.”

As a Designer, where do you get your inspiration?

“The love for beautiful things, it’s a mystic calling. Making the world a nicer place? That sounds pretentious, but to me it is a humble and introverted pursuit. Touch-ing the finest fabrics, sensing the reverberations of the craftsmen’s passion through the ages.”

“Still it’s the fisherman that has been wearing our clothing since the company was founded that is my prime energy source, not the film stars that now find it cool to dress in the label.”

How long does it take from an idea is born, until the item is out on the street?

“That’s sometimes the drawback in today’s world. Some people in our industry often feel the value is lost as the product enters the stock-room, or even before, hence respect for the craftsmanship is lost. And in such a world no one is a winner and our planet suffers. To me the time factor isn’t a deciding issue. Good design matures with time.”

at the 66°NOrtH factory, outdoor clothes are manufactured side by side with fishermens’ garments and other work wear. Meet Chief Designer Jan Davidsson, who has taken the fine art of tailoring to the wilderness of Iceland.

People

ScaNdiNaviaN OutdOOr NewS20 ScaNdiNaviaN OutdOOr NewS 21

reGardiNG the deMaNd for warm clothing, you must really be happy about cold winters. Where in the world does Primaloft sell best?

Both our brand clients and retailers in the US and in Europe told us quite early this winter about sold-out stock. North America is currently our strongest market, but Europe and Asia show much stronger growth.

Many SOG-members such as Hestra, 66° North, Bergans and Haglöfs have established a successful cooperation with Primaloft. What does Primaloft´s future look like in Scandinavia?

We are very happy about the current growth that we see in the Scandinavian market – regarding our long-term partners, as well as new cooperation. So, the future looks good!

What kind of advantages does Primaloft have in the rough climate of the Northern countries in com-parison to other insulation materials?

We want to be the best insulation – wet and dry. The degree of insulation in clothing equipped with Primaloft stays almost the same no matter if the material is wet or dry.

Compared to down and other synthetic insulation this is a clear advantage, which makes Primaloft a reliable fabric for all weather conditions.

Are Primaloft products sustainable?Our products are already Bluesigncertified and

qualify for Öko-Tex. Our Eco products, for apparel and shoes, are made from recycled fibers. We deliberately try to keep prices down in this segment because we really want to help save the environment.

Do you have a personal goal as the new Sales & Marketing Director for Primaloft?

I would like to make Primaloft even more known among end-consumers in Europe, as well as to expand our network of marketing activities with brand clients and retailers. And of course, we want to increase our growth in terms of clients, products and markets even more.

Where will you show new Primaloft products at ISPO?Many trends in the area of insulation have their origin

in Scandinavia, so ISPO visitors will find a lot of new Primaloft-highlights for fall/winter 2011 at the Scandina-vian Village. At our own booth, we will show our brand clients already new Primaloft products for Winter 2012.

Prima time!Scandinavian Outdoor News talks with Primaloft’s new sales and marketing director Jochen Lagemann about the brand, its plans, products and strategies for 2011. we also hear more about the strong relationship between Primaloft and Scandinavian brands.

priMaloFt primaloft is a patented synthetic microfiber thermal insulation used primarily in outdoor clothing. it is breathable, water resistant and keeps its insulation capability even when the material gets wet. it has the highest warmth-to-weight ratio of any synthetic insulation currently on the market. www.primaloft.com

at ispo, 25 SOG-members show their collections. Here are some of the highlights – experience many more in the Scandinavian village.

A game changerthe SNaeFell jacKet from 66°NORTH sets a new standard in outdoor comfort. Made with Polartec® NeoShell®, the Snaefell is lighter, softer and more supple than the competition and features a polyurethane membrane with a tightly controlled range of pore sizes. This means excellent breathability and total waterproof protection (10.000 mm) in a jacket designed for optimal performance. An integrated dual adjust-able swivel hood won’t block peripheral vision, while smart venting, pre-shaped elbows and an elongated back keep you comfortable while on the move.

Not your average ski jacketFor all typeS oF activitieS, on snow or dry land, the Hlíðarfjall Ski Jacket keeps you warm, dry and stylish. This jacket from 66°NORTH is insulated with a PrimaLoft microfiber blend that provides soft, light-weight comfort. It comes equipped with two waterproof zip pockets, a detachable hood and a high neck collar. And for ease on the mountain, it features articulated sleeves and adjustable Velcro cuff tabs, while Recco advanced rescue technology may help save you in times of trouble.

Work or playoriGiNally iNSpired from work wear, but just as good for skiing and other activities, the Vír Jacket from 66°NORTH is a fully taped, comfort-able and easy to wear jacket for work or play. Made from 80% recycled polyester and 20% organic cotton, it features plenty of pockets to hold your belongings and convenient snap adjustments on the cuffs.

Gear Guide


Gear Guide


Warm and comfortable

Wool for the wind

the expeditioN hoodie is sure to keep you warm in the extreme cold. A new model and part of the 2011 Devold®Expedition collection, this hoodie makes wool underwear more exciting than ever. With built-in wrist warmers, a snug hood that fits easily under your helmet or cap and an aquaduct treatment that helps effectively transport sweat away from your body, the Expedition Hoodie ensures that you retain more of your body heat. All while staying dry and comfortable. Just ask explorers Cecilie Skog and Børge Ousland.

A shirt with a historyWaNt a leiSure GarMeNt that provides unbeat-able insulation for any season? Then look no further than the Devold® Nature shirt. Based on a design that dates back to the 1800s, this shirt feels soft against your skin and features interlock knitting that helps hold its shape. Smooth, comfortable and fashionable – after all these years – Devold® Nature is a shirt that can be used anywhere.

For WiNdy dayS when your core could use a little extra protection, the Devold® Air vest feels just right. This fantastic new product is made from two layers of fine merino wool kept together by a Polyurethane membrane that is windproof and water-resistant. And to keep you regulated, it is also highly breathable with great wicking characteristics. In addition, the outer layer of merino wool is treated with Teflon® for extra water repellency. Devold® Air has several pockets, including a chest pocket designed for a mobile phone or mp3-player.

Nordic Highlights

carry your seat With the StubbeN bacKpacK, a good rest is never far away. An integrated aluminum frame provides carrying comfort and the foam-padded seat lets you take a rest when hunting, fishing, bird watching or just enjoying the outdoors. The main compartment holds everything you need for a long daytrip and the contents are easily accessible from both the top lid and via an opening on the front. Heavy canvas and leather de-tails make for a robust pack that will only look better with use.

Gear Guide


Gear Guide


inside Outthe SaStruGi doWN jacKet is particularly sophisticated, as it can be worn inside out. This is made possible by the light yet robust outer materials of Pertex® Endurance and Pertex® Quantum that protect the lofty goose down inside. Thanks to these lightweight materials, the Sastrugi Jacket weighs a mere 730g (Mens L) in spite of its high thermal rat-ing. With its wavy cut, the Sastrugi is inspired by the arctic deposits of snow with the same name that are a beautiful, yet challenging obstacle for many polar explorers.

For your polar questdeveloped toGether with one of Sweden’s most experienced dogsled drivers, the Polar Parka is obvi-ously perfect for a journey on a dogsled, but is an equally rugged garment for spending long hours in the extreme cold. The G-1000 panel in the front protects against rough use and cold winds, as well as covers hand warmer pockets and a large kangaroo pocket for tools. Filled with highquality down with a fillpower of 700 cuin, featuring reflective details, as well as a hefty storm hood, it will keep you warm all the way to the North Pole, and back.

Sami smartness the luhKKa provided shelter against snow, sleet and harsh winds when skiing with the reindeers. Inspired by the traditional Sami garment, Fjällräven created the Luhkka Cape from lightly insulated G-1000. The cape has a storm hood with a synthetic fur brim and can be used as an extra layer of insula-tion over normal winter clothing – as the Samis use it – or as a sole outer garment on cold autumn days.

For the 2011-2012 season, Hestra has developed a new Pro Model together with one of the world’s best freeskiers, Henrik Windstedt. Hestra has worked with Henrik for many years and his exist-ing Pro Model has become a modern classic. The new model, Henrik Leather Pro Model, is made from cow-hide. It has a retro, square-quilt pattern on the outside, a short leather cuff and an internal snow cuff on the wrist that is made from Lycra. In parallel, the Henrik Windstedt Pro Model will remain in the collection. www.hestragloves.se

New model from the pro

viKiNG FootWear iS iNtroduciNG a new, improved version of the successful Viking Anaconda II – the Anaconda III. This new shoe is equipped with upgraded Boa® technology where the tightening system is connected to a webbing construction that creates a much better grip on the heel. This translates to better stability and improved comfort. Furthermore, the GORE-TEX® Extended Comfort membrane keeps your feet dry and happy, while Viking’s UGC™ Trail soles provide great grip, flex and cushioning when on the trails. www.vikingfootwear.com

upgraded viking shoes

a greener shella WiNter verSioN of Fjällräven’s new “greener” three-layer shell garments made from Eco-Shell, where a mesh lining provides slightly more warmth and a removable powder skirt and gaiters block cold surprises. The Eco-Tour Jacket and Eco-Tour Trouser are sewn from recycled polyester, have been climate compen-sated and are completely fluorocarbonfree. The jacket also has a large storm hood with a detachable fur brim and the pants have full-length ventilation openings on the sides.

Business


Business


Meet us at Ispo 2011

a6-205Klättermusen’s designers are as fearless as they are environmentally conscious. The products they design have unique solutions that follow the Klättermusen motto “maximum safety for you, minimum impact on nature.” The product line consists of shell jackets and trousers, wind-proof gar-ments, underwear, sleeping bags and backpacks. www.klattermusen.se

a6-106Houdini’s mission is what they call “core comfort for body and soul”. This means no compromises when it comes to performance, sustainability and style. For this season, the Swedish company has created products made from 80 percent recycled fibers, and the evenbetter part is that every garment is recyclable. This means you can dress sustainably in Houdini – from under-wear to outerwear. www.houdinisportswear.com

a6-118Woolpower produces underwear, shirts, socks and accessories from the highest quality Merino wool. As they like to say: “We offer warmth, care, function and a lot of knowledge about the cold.” In addition to Woolpower clothing being used by outdoor enthu-siasts and the military, it can also be seen in a growing number of fashion magazines! www.woolpower.com

a6-105One of the world’s most active 101-year-olds, Norway’s largest outdoor company was born in 1908 when Ole F. Bergan invented a backpack with an anatomical carry system. Backpacks are still one of Bergans of Norway’s trademarks, but through tradition and innovation, the company also manufactures high-quality tents, sleeping bags and clothing. www.bergans.com

a6-128Based in Sweden, Light My Fire spe-cializes in outdoor accessories that are as practical in the city as they are in the wild. From making fires to eat-ing meals – Light My Fire’s innovative products have been taken to heart by both backyard adventurers and backwoods survivalists all across the world. www.lightmyfire.com

a6-108This Swedish company was started in 2006. Polygiene® is a breakthrough, antimicrobial technology that employs natural silver salt for active odor control. When high-performance materials for clothes and shoes are treated with Polygiene, wear-ers get a welcoming fresh-all-day confidence. Perfect for active people who demand long-lasting odor protection. www.polygiene.com

a6-126 For more than 80 years, Norwegian Aclima has kept the heat turned up, delivering sports underwear that perform in cold climates. Being one of the few clothing companies that still makes its products in Norway, Aclima develops its warm, soft and breathable products just a snow-ball’s throw from the famous Norefjell ski resort. www.aclima.com

a6-227“Get out there” is the company motto of Silva, based in northern Stockholm. For more than 75 years, the company has found inspiration in those who orienteer, run, cycle, trek, paddleor walk. Silva provides them with compasses, pedometers, headlamps, binoculars and other products that make their outdoor life safer and easier. www.silva.se

a6-112Some people say: to survive in Iceland you need to be brave, have a good sense of humor and wear 66°North clothing. The company has been keeping Iceland warm since 1926. The name reflects the latitude 66°N – the Arctic Circle. Today, 66°North produces a wide range of both protective and street-smart clothing, influenced by the fascinating Icelandic environment. www.66north.com

a6-201Fjällräven, the classic Swedish brand, has been delivering quality time to people since 1960. The first product was an innovative hand made backpack for long treks in the Swedish mountains – still Fjällräven’s “heartland”. Since then, the durable, timeless and reliable equipment from Fjällräven has won the hearts of outdoor enthusiasts throughout the world.www.fjallraven.com

a6-111One of Scandinavia’s fastest growing apparel companies is Didriksons. From the beginning, the company made clothing for fishermen on the west coast of Sweden. Today, well-designed and functional clothing are the company’s main focus. Didriksons’ clothing is characterized by a consistent and modern look, the result of close cooperation between the company’s fashion and technical designers. www.didriksons.com

a6-219Lundhags makes boots fit for kings – literally. The company is a Royal Warrant Holder to the Swedish royal family. Since 1932, the shoemaker in Järpen, Sweden has made com-fortable and durable boots for all kinds of outdoor pursuits. Today, the company also sells clothing,backpacks and other outdoor equipment developed in the same tradition. www.lundhags.com

a6-107Viking is an outdoor footwear special-ist from the world’s toughest test lab – Norway. The company, which started with rubber boots in 1920, is now the leading supplier of outdoor footwear to the Nordic countries. The company sells more than two million pairs of boots, shoes and other footwear each year and is one of the biggest suppli-ers of GORE-TEX®-footwear in the world. www.vikingfootwear.com

a6-201At age 115, Primus is one of the few outdoor companies that can claim a century in the saddle. Today, the brand is still at the forefront of stove, lantern and torch design. Primus develops and sells innovative quality mobile products for “cooking, light-ing and heating” within the outdoor segments. www.primus.eu

a6-120Anyone who has ever run on slippery ground or snow understands why Icebug shoes are needed. Icebug is the market leader in providing traction and solving the problem of slipping while training, which they do through a number of patented technologies. Whether trail running, winter running or winter walking – Icebug offers injury prevention and the freedom to stay active all year round. www.icebug.se

a6-207Viktor Haglöfs made his first backpack in 1914 and his company grew slowly but surely until the year 2000, when things really started to take off! Since then, Haglöfs has established itself as a highly respected player within the international outdoor arena. Today, Haglöfs makes nearly one million quality products every year in the hardware, footwear and clothing segments. www.haglofs.com

b3-302Craft of Scandinavia is the pioneer of function apparel. The Sweden based company has devoted itself to developing innovative clothing built to withstand extreme requirementsin all conditions. Craft’s founda-tion is a close cooperation with its many sponsored athletes and national teams competing in cross-country skiing, biking, orienteer-ing and more. www.craft.se

also members of SOG: Gränsfors Bruks, tentipi, Seger, Feelmax, Helsport, Hilleberg, Optimus, Nanok, walkstool, ecco, Point65, trangia

a4-102Thule is the world leader within sports and utility transportation of-fering accessories for active families, outdoor enthusiasts and profession-als who want to transport their gear safely, easily and in style. The product portfolio comprises rooftop boxes, roof rails, bike carriers, kayak carriers, ski carriers, trailers and much more. The company is headquartered in Malmö, Sweden. www.thule.com

a6-101This family-owned Norwegian company makes high-end outdoor clothing through a design approach they call “loaded minimalism”. The Norwegian heritage is clear. The stylish and super-functional clothing speaks of a long tradition of outdoor life in Norway and Norwegian expeditions around the world. www.norrona.com

a6-110Isbjörn of Sweden has set a new standard in outdoor clothing for kids. With a design and quality comparable to the best of outdoor wear for adults, Isbjörn of Sweden is keeping more and more kids warm and dry in all weather conditions. The company also has a strong commitment to the environment. And the name Isbjörn? It is Swedish for polar bear.www.isbjornofsweden.com

a6-217A Hestra glove is composed of 109 parts and assembled with the highest level of precision. While some brands introduce many different products over the years, Hestra has remained a glove manufac-turer since it was esta blished back in 1936. And rather than develop different products, Hestra focuses on making theirs better and better every year. To-day, Hestra is one of the world’s leading glove manufacturers for the outdoors.www.hestragloves.com

a6-113Textile know-how combined with a harsh Swedish climate encour aged Johannes Nilsson to start a hat factory in Sätila, Sweden, in 1896. Since then, Sätila has knitted all types of headwear for people who value excellence, comfort and style. The collection ranges from fashionable to functional and embraces an eco-friendly ap-proach to fabrics and production. www.satila.com

a6-127Dale of Norway recommends you stay close to nature. The company itself has been doing so since it was established in the picturesque village of Dale, in 1879. Dale of Norway is the largest producer of traditional wool knitwear, and its modern sports collection proves that wool is equal to – some would say better than – high-tech materials.www.dale.no

a6-213In recent years this renowned Swedish company has become more of an urban brand. Now, the modern look has been preserved, but functionality has returned to Tenson’s roots – the outdoors, skiing and marine activities. Tenson’s new design team has managed to combine comfort, style and quality into the new collection.www.tenson.com

a6-121Many cold regions of the world have been explored by people wearing underwear from Devold of Norway. The company has supported Norwe-gian polar and climbing expeditions for over 100 years, but the company is even older. It was started in 1853. Still today, Devold manufactures high quality underwear, shirts, jackets and socks from the finest Merino wool.www.devold.com

Photo: Fredrik Schenholm www.bergans.com

Bergans of Norway has contributed to set the standard for the world’s most advanced outdoor equipment

for more than a 100 years.







Bergans of Norway has contributed to set the standard for Bergans of Norway has contributed to set the standard for Bergans of Norway has contributed to set the standard for Bergans of Norway has contributed to set the standard for Bergans of Norway has contributed to set the standard for the world’s most advanced outdoor equipment the world’s most advanced outdoor equipment the world’s most advanced outdoor equipment the world’s most advanced outdoor equipment

Documents

Scandinavian Outdoor News 2011