Scandinavian Outdoor News Magazine 2010 #1

NewsMagazine #1 2010 from Scandinavian Outdoor Group – the top Nordic outdoor companies

PromotiNgthewildside of Scandinavia abroad is nothing new. About 1000 years ago, the Vikings did the same thing – and with great enthusiasm. The 34 members of the Scandinavian Outdoor Group (SOG) share the same passion for the outdoors, however, we try to behave much better! SOG is a cooperation between the leading Scandinavian Outdoor brands to better serve customers and media partners around the world. Together, the SOG members have more than 1800 years of experience, and many are over 100 years old. All of them have met tough membership requirements to ensure that you as a customer or partner can trust the membership logo as a sign of quality, service and international business experience. Our cooperative activities include many well-known and popular initiatives. One example is the Scandinavian Village, a collection of stands gathered around the Scandinavian Bar, at big trade shows like ispo Munich, ispo China, OutDoor and OR in the US. The Scandinavian Outdoor Award, which scouts for the best new products each year is another example. We have also started a cooperation with PrimaLoft. The Nordic winter climate is among the toughest in the world. There-fore, we have chosen PrimaLoft insulation as our group supplier. Maybe the most famous project is our Outdoor Academy of Scan-dinavia. Since the first academy back in 2003, we have invited almost 1000 retail personnel from all across Europe, for a week of outdoor training in the Scandinavian wilderness. SOG also runs several other projects and we will soon be re-launching our website www.scandinavianoutdoors.com. As we look forward to our 10th year of cooperation, we are more busy then ever making it more fun to work with Scandinavians! On be-half of our members – welcome to the world of Scandinavian outdoors.

martinKössler, General Secretary staffanrönn, Chairman of the board

For further questions [email protected] [email protected]

2 ScaNdiNaviaN OutdOOr NewS 3 Photo: Vegard Breie

16the wilderness is our home

In 1998, the Lundhags company was in ashes. Today, it is one of Scandinavia’s fastest growing outdoor companies.

Presenting partner

Nordic news 4-8

the comeback

Swedish glove company eco-certified. Vote for the best Scandinavian products. Cecilie Skog is back from the South Pole.

Follows no trends 9Hilleberg the Tentmaker pays tribute to the outdoor know-how of indigenous people.

Fair ispo 10Europe’s leading trade exposition for the out-door industry is pushing for greener business.

Powerful wool 12Read how the Swedish brand Woolpower doubled its’ turn over in three years.

Gear guide 20See Ispo highlights from Europe’s toughest test laboratory – the Nordic countries.

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oNthecover: Ski touring in the Kebnekaise mountains, Sweden. Photoby Henrik Trygg/Johner.se

news

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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

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thebarin the Scandinavian Village will once again be the place to meet for all Nordic outdoor product lovers – and for those who like tasty snacks and beverages. The bar will serve delicious wild reindeer, salmon, her-ring and other tasty Scandinavian treats together with good drinks, great business and laughs! You find the bar in the center of the Scandinavian Village in Hall A6.

theNorwegiaNadveNturer Cecilie Skog is back from her sec-ond trip to the South Pole – only this time, she went even further! Since finishing her last South Pole journey, in 2005, she has now skied across Antarctica together with her American touring partner Ryan Waters – completely unsupported. Cecilie Skog has been to both poles before. She has also crossed Greenland and climbed the Seven Summits, the highest mountain on all seven continents – the first women in the world to do so. You might not believe it if you met her on the street, but Cecilie is a tough-minded woman. Her biggest strength, however, might be her smile. She really loves to be out in nature – no matter if it’s an afternoon of climbing at home in Norway or a three month long ski tour! You can meet Cecilie Skog on Sunday, February 7th at 17:00 in the Bergans stand, A6-101. www.bergans.no

hestrahasiNtroduced the environmental management system ISO 14001 and in doing so, has become an environmental pioneer within the ski and outdoor industry. ISO 14001 is an international, standardized system that sets environ-mental standards for an entire business, not only the products. An independent party certified Hestra’s system in May 2009. As a part of the environmental work, Hestra has manufactured glove models from chromium-free leath-er since 1983. The product line has been extended for the coming winter with many new gloves, including the junior glove Cuir de chèvre.www.hestragloves.com

Natural taste of Scandinavia

Meet the Polar Princess

Hestra takes a green lead

news

ScaNdiNaviaN OutdOOr NewS6 www.woolpower.se

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Location: Bus stop Trångsviken, Jämtland, Sweden.

Still freezing? Why? Stay warm with a base layer of fine Merino wool in a terry knit. The terry loops trap

air between the skin and the clothing to create a warm insulating layer. Wool also has a natural ability to carry

away moisture and perspiration.

Woolpower is manufactured in Östersund in northern Sweden and the thermal garments are used for work,

sports and leisure, and by people who would simply rather not be freezing cold. Using the material Ullfrotté

Original, Woolpower has been manufactured since 1972.

Norr–dassKaNdiNavieN-magaziN is aiming to be the first environmentally friendly outdoor magazine in the world. Not only does the content have a green pro-file, but starting in 2010, the magazine will be made from FSC-certified paper from Swedish forests only. Readers will be able to track the magazine’s paper back to the actual environmentally friendly forest that it came from. – For us at Norr it is only natural to make as little impact on the environment as possible – since we love the nature around us and want to protect it. Choosing locally produced paper is one step down that road, says editor-in-chief Gabriel Arthur.www.norrmagazin.de

everyyear, a tough jury from Europe’s leading out door magazines judges the nominees for the Scandinavian Outdoor Award. The nominees for winter 2010-2011 are on display in the Scandinavian Villlage. Starting now, there is also public voting. Check out the products and choose your favorite in three categories: Overall, Sustainability and Kids. Then, cast your vote at www.scandinavianoutdooraward.com. May the best products win!

iNmarch2009, Daniel Tynell from Borlänge, Sweden won the Vasaloppet cross-country ski race for the third time. This season, Daniel will be racing with Hestra gloves, namely the Windstopper Action Race Cut model. – The best grade I can give a glove is when I don’t even think about it at all. It

should barely feel like it is on my hand. My thoughts should only revolve around skiing and the race, says Tynell. During the winter, Daniel spends his time competing in the ten races of the FIS Marathon Cup, where the Vasalop-pet is the largest and most prestigious. www.hestragloves.com

asaresult of the con-stant growth of the Nordic outdoor market, Scandina-vian Outdoor Group is also growing. New members include the Swedish com-

pany Nordic Kids Wear with the brand Isbjörn, as well as the Finnish shoe producer Feelmax. In Sweden, Isbjörn has set a new standard for high quality clothes for active children. Feelmax innovative shoes and soles give users a unique feeling of close contact with the ground. www.nordickidswear.se / www.feelmax.com

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thehugelyPoPular Outdoor Academy of Scandi-navia (OAS) will be arranged in five different locations in 2010. For each one, a selected group of Nordic outdoor companies will invite retailers from all over Europe to visit the Scandinavian wilderness. There,

they will camp and take part in outdoor activities for a few days, while they test and learn more about different products. Journal-ists and tour operators can also take part. The Outdoor Academies are held in partner-ship with Visit Sweden and Visit Norway.

There are different levels of difficulty, to match the need of all the participants. New for this year is an OAS designed specifically for women. If your company wants to take part, please ask for more information at the Scandinavian Bar or e-mail [email protected]. The program for 2010 is as follows:

retailers go wild

oasexperiencewinter1Three nights outdoors. Snowshoeing/Skiing in Rondane National Park, Norway. comPaNies: nanok, haglöfs, tentipi, Devold, hestra

oasexperiencewinter2Five nights outdoors. Snowshoeing/Skiing in Vålådalen, Jämtland, Sweden. comPaNies: Hilleberg, Haglöfs, Klättermusen, Woolpower, Primus

oasexploresummerTwo-three nights outdoors. Trekking, rafting, mountain-biking and more in Värmland, Sweden. comPaNies: Tentipi, Didriksons, Ecco.

oasexperienceautumnFive nights outdooors. Trekking in Storulvån, Jämtland, Sweden. comPaNies: Hilleberg, Haglöfs, Klättermusen, Woolpower, Optimus, Silva

oasexperienceautumn/girlsFour nights outdoors. Trekking and canoeing in Rogen National Park, Härjedalen, Sweden. comPaNies: Haglöfs, Tentipi, Didriksons, Light My Fire, Ecco, Hilleberg, Woolpower, Klättermusen, Silva, Lundhags

tents with a historycreatiNgNovelties is not the objective at Hilleberg the Tentmaker, which was founded in 1971 in Östersund, Sweden by Bo Hilleberg. The company has an unusually humble approach to product development. “We are not great innovators. We just utilize the know-ledge that has been obvious to native cultures for centu-ries,” says Bo Hilleberg, who has heavily researched the history of tents. He explains that the predecessor to the modern-day dome tent was the wigwam, also called wiigiwaam, made by the Ojibwa Native American group. A wigwam was made of saplings that were bent down and tied to-gether. The basic structure was then covered with animal hides, bark and branches. The Sami, native to Scandi-navia, also used the dome shape. Their year-round huts were dome-like and were covered with reindeer skins and earth. Tipi-shaped shelters came about when the Sami domesticated reindeer and made them into draught animals. Only then could they transport the long, straight rods on sleds and build camps above the tree line. – These huts were similar to today’s pyramid tents. Even tunnel tents and all other models can be traced back in time, says Bo Hilleberg.

today,thecomPaNy is run by Bo Hilleberg’s son Rolf, while his daughter Petra is in charge of operations in the United States. In Sweden, there are about fifteen employees, all with a genuine passion for outdoor rec-reation. And mountains and wilderness are located just around the corner, says Rolf.

– While we don’t pump out tons of new products, it is clear that many of our thoughts and discussions revolve around how we can develop our tents. For me this is only natural, it’s something that I grew up with. And our staff often makes trips to the mountains together. We also provide tents to professionals who spend a great deal of their time in the wilderness. Their comments are extremely valuable to us. ForisPo, Rolf Hilleberg is promoting the company’s new version of its Windsack. – I wouldn’t call it a new model. We have just improved on some details. The important thing is that it can save your life if the weather suddenly changes for the worse, says Rolf.

while many outdoor companies are constantly constructing large quantities of new products, Hilleberg develops only one or two new tents per year. “we don’t follow trends”, says company ceO, rolf Hilleberg. “it’s our own experience in the wilderness that steers our work.”

adayatworkforrolfandbohilleberg.

thewigwam–theoriginaldometent.

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Business


www.devold.com

Worn by Norwegians since 1853

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 woollengarments became very popular, and renowned

Arctic explorers, including Ellsworth,

Amundsen and Nansen choose Devold® knitted

products for their expeditions.

celebratiNg40thisyear, with over 2000 exhibitors and 60000 visitors, Ispo has an indisputable impact on the sports scene worldwide. Alarmed by the serious-ness of climate change, Ispo has declared “green” as the

number 1 topic for 2010. – We want to increase the awareness of this highly critical issue. Treating our environment and resources more con-sciously and gently is playing

a major role among sports retailers and consumers, says Tobias Groeber, business unit director at Messe München, the organization that hosts Ispo. The most visible measures is the “Eco Village”, which bundles and presents companies that are known to be leaders in ecological manufacturing processes. It also hosts the winners of the Eco Responsibility Award, which

will be presented for the second time in 2010 and has already established itself as a prestigious award for in-novative and sustainable products. – The Eco Village is located in a top position near the East entrance. Core topics are, among others, logistics, manufacturing, waste disposal, company culture and CSR, says Tobias Groeber, who also points out the new category that has been added to the Brand New Awards, as so many entries included eco and fair trade aspects in their applications.

aseriesoFstrategic partnerships also helps push the green button. One that will hopefully result in new eco-friendly ideas is the research project “Sustainability of Sports Technology”, which is being conducted at the Tech-nical University of Munich. Bluesign, the global network for sustainability within textile production, will also participate in Ispo 2010 with representatives and seminars. One fact that few Ispo visitors are aware of is that the building complex itself features some quite remarkable environmentally oriented features. For example, it has an enormous photovoltaic instal-lation on the roof, generating 2.7 MW (megawatts) of electricity per year. For this, it was awarded an “Energy Efficient Business” certificate by Southern Germany’s Technical Control Association, in 2008.

as europe’s leading trade exposition for the sporting goods industry, ispo has now launched several initiatives to give an additional push towards greener sports.

eco-friendly push by ispo

tobiasgroeber,businessunitdirectoratmessemünchen.

Branding


theswedishFuNdfor Export Development is in charge of awarding the prestigious prize. This year’s jury found that Woolpower was able to recharge its brand with “Strength and Norlandic Cool” and in doing so, was able to realize major export successes. The company, with its own factory in Östersund, has been manufacturing underwear and socks from the material Ullfrotté Original for 40 years. The recent rapid growth, however, started four years ago when the company rebranded itself to Woolpower. Today, the warm garments made from merino wool are sold in 27 countries worldwide. – The name change is one of the reasons for our success, as it works well internationally. Another reason is that we chose to stay in Sweden, while many others moved production to low cost countries. This gives us

greater control over quality, says Marketing Director Sarah Wänseth, who also mentions the close cooperation with distributors as another important success factor. Merino wool is hot and Woolpower is continuing the trend by preaching the benefits of wool. An example is the company’s reoccurring marketing argument “Still freezing? Why?” The advertising campaign built from this was one of the reasons why the company received the award “Marketing Company of Sweden 2008”. And recently, Woolpower has launched a partnership with the world famous Ice Hotel in Jukkasjärvi, Sweden. – We stand for the same values: cold, genuine and Swedish. Now, all of their guides and ice sculptors wear our clothing. The Ice Hotel also gives away clothing to key customers and our clothing is sold in their store, says Wänseth. And the Ice Hotel will be an important place for relationship building – we have already hosted a meeting with our distributors there. theFutureisalso looking bright. The 70 employees in Östersund work evenings and weekends in order to satisfy the craving for the warm underwear. – We continue to grow and it looks positive for most of our geographic markets and for all segments, says Wänseth.

things are going well for Swedish wool-power. the company has doubled its turn over in three years and was presented with the export Hermes award by Swedish crown Princess victoria. Now, the company has partnered with the world famous icehotel in Jukkasjärvi.

Sweden’s hottest rebranding

woolpowerceo,adambrånbyandmarketingdirector,sarawänseth.

& ICELANDIC MOUNTAIN GUIDES

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with

Visit our booth at ISPO (Hall A6, Stand 122) and learn more about “Reach the top with 66°NORTH“. www.66north.com

66°NORTH and Icelandic Mountain Guides join forces again in 2010 to offer the very successful “Reach the Top with 66°NORTH” training program. The program allows climbers to have the experience of a lifetime while learning a valuable lesson in environmental responsibility.

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1. 1950 - Wooden frame. Fourteen-year-old Åke Nordin builds his first wooden frame before a trek in the mountains. The Sami are impressed and orders start to pour in.2. 1960 - Fjällräven. Åke starts Fjällräven and unveils revolutionary backpack frames in aluminium. 3. 1963 - Vacation reform. Swedish Parliament adopts a law stipulating four weeks of vacation. People head out into the mountains with Fjällräven’s functional backpacks.4. 1964 - Tent revolution. Fjällräven releases the Termo tent, which becomes an instant hit. The first condensation-free tent allows people to wake up warm and dry. 5. 1964 - Product development in the Himalayas. From the day it was founded, Fjällräven has always been dedicated to developing products in their proper environment. 6. 1965 - Golden Fox. Per-Åke Sjöman is named the first Golden Fox, a title that is still awarded today to people who contribute to the development of outdoor life. 7. 1966 - The Greenland expedition. Fjällräven provides the Nordic Greenland expedition with equipment. The expedition and the tents are a big success. 8. 1968 - Greenland Jacket. Fjällräven’s first jacket is developed in cooperation with members of the Greenland expedition. 9. 1968 - G-1000®. Quite possibly the outdoor world’s most durable and adaptable fabric sees the light of day. Initially, it was thought that the fabric could be used for a lightweight tent, but it proved to be too heavy. After some modifications, the fabric was named G-1000. 10. 1970 - Urbanisation. People move from the coun-try to the city’s factories. But they do not lose their desire to get out into nature. Fjällräven’s equipment becomes a standard companion and a part of a folk movement. 11. 1973 - HAP. Fjällräven’s Arctic Sleeping Bag was popular during expeditions as early as 1965. Thanks to HAP (High Alpine Polar), the sleeping bag began to be used for much more than just sleeping. 12. 1974 - Expedition Down. People were looking for a really warm jacket for the harsh winter climate. It instantly became a favourite and is still used today .13. 1974 - Survival Jacket. After providing expeditions to warmer climates with equipment, Fjällräven develops its first specially designed travel clothing. 14. 1975 - Gyro Backpack. The tethered suspension gives the user full mobility while still keeping control of the backpack.15. 1978 - Kånken. Introduced to save the backs of school children. In 2008, Kånken becomes the world’s first climate-compensated backpack.

16. 1979 - Fjällräven Weeks. Fjällräven starts to bring curious beginners out into nature to spark an interest in spending time outdoors. 17. 1989 - Silhuett. Fjällräven studies the body’s movements when sleeping and launches its Silhuett sleeping bags. The sleeping bags became very popular and the design is still used today. 18. 1992 - Fält Jacket. Developed together with Lars Fält, founder of the Swedish Armed Forces’ survival school, to meet the most demanding requirements that can be placed on a survival garment.19. 1992 - Akka tent. The popular Akka is introduced. A more advanced version of Akka is still included in our selection today. 20. 1993 - Fjällräven Extreme Marathon. Sweden’s first extreme marathon is held in the mountains.21. 1994 - Rädda fjällräven. We start our cooperation with Anders Angerbjörn to save the endangered arctic fox. The cooperation exists today under the name “Save the Artic Fox”. 22. 1994 - Environmental products. Starting in 1994, we offer a larger selection of environmentally friendly materials and the details on our clothes can be sepa-rated and recycled. 23. 1995 - Iceland Trousers are introduced. Quickly become a classic among our many durable trekking trousers. Eight pockets with room for everything from a map to an axe. 24. 1997 - Fjällräven Polar. Over the next eight years, regular people compete in dog sledding. From the coast of the Arctic Ocean in Norway across 350 km of permafrost to Jukkasjärvi.25. 1999 - Vidda. Our most popular trousers in durable G-1000. Reinforced at the knees and in the rear. Adjustable leg endings and eight practical pockets. 26. 2004 - Fjällräven Classic. The annual 110 km trek is held for the first time along the Kungsleden Trail in Swedish Lapland, one of the world’s most beautiful environments.27. 2005 - Åke sets an example. Three hundred of Sweden’s most experienced businessmen select Åke as one of their most prominent role models in Sweden. 28. 2008 - Pak-5. A complete set for mountain hiking weighing in at under 5 kg. Named Scandinavia’s best outdoor product. 29. 2008 - Kajka. The backpack is released and becomes a favourite throughout the country. Named the 2009 Product of the Year by the outdoor magazine “Utemagasinet”. Functional with a good support system. 30. 2010 - Tur Trousers. Part of the hardwearing and functional Tur Set. Perfect for winter adventures. 31. 2010 - 50-years. Fjällräven celebrates 50-years by continuing to develop durable equipment, acting responsibly and inspiring people to embrace active outdoor life.

50 YEARS OF NATURAL SCIENCE

It is amazing how fast 50 years can fly by when you are having fun. Visit our booth and you will see what products people will be talking about in another 50 years.

Business


From ashesto success

if anyone in 1998 had predicted that Lundhags would become one of the fast-est growing Swedish outdoor companies, they would have been laughed at. Back then, the company was literally in ruins. “in retrospect, i can see that the fire was the beginning of our success,” says Jan-anders Lundhag, ceO of Lundhags and grandson of the shoemaker who started the company.

oNvaleNtiNe’sday in 1998, Jan-Anders was at a trade fair in Stockholm when the phone rang and he learned that a fire had broken out at home. While the conversa-tion was still going on, Jan-Anders packed his bag, found a taxi, went to the airport and bought a plane ticket to Östersund, some 600 kilometers to the north. Once landed, a taxi whisked him home to the small com-munity of Järpen, in the Swedish Jämtland mountains. “I was on the scene three hours after the phone rang. And I couldn’t do a thing but stand there and watch while everything went up in flames,” says Jan-Anders. Reconstruction took a year and a half. It wasn’t only new buildings that had to be constructed; the entire company was forced to start over. Customer lists, tele-phone switchboards, records – everything was gone.

atthetime, all shoe manufacturing, a total of about 15 000 pairs of boots per year, was done at their own factory in Järpen (today, the company also has a shoe factory in Portugal). Lundhags was also the dealer for several foreign brands. The company had recently begun

shoemakerurbanerikssonhasbeenmakinglundhagsbootsfor28years.

Photos By er ik olsson

Business


Business


making their own clothing and backpack manufactur-ing was in the starting phase. “We were forced to put all product development plans aside and instead, buy new machines and other things, so we could at least deliver something.” But when the initial shock had subsided, Jan-Anders and his colleagues realized that the fire also provided an opportunity. As they were already rebuilding from scratch, they might as well take the opportunity to make everything even better. An example: In Sweden, Lundhags rugged boots made from cellular rubber and durable leather have been an institution within outdoor recreation ever since Jan-Anders grandfather, Jonas Lundhag, made the first models in 1932. A couple of years before the fire, the company had their eyes on the sort of low-cut leather boots that are more common in the Alp countries. They had even developed some models. Should they now abandon their traditional models of cellular rubber boots and instead compete with brands such as Scarpa and Hanwag? Another example: Was it worthwhile to continue with their own clothing and backpack designs, where all the work had gone up in smoke? Wouldn’t it just be easier to focus more on the dealership? The answer to both questions was the no. Lundhags

chose to focus hard on their own shoes, and at the same time, develop them. “Luckily, we had saved templates and lasts for all of our shoes at another location.”

aNdsooNtheyhad stopped importing products from abroad and instead, developed an even wider assort-ment of clothing and backpacks. “What made up our minds was our own knowledge of what is needed in the wilderness. We knew from personal experience that many of the foreign products could not survive the environment up here in the north,” says Jan-Anders. “When our grandfather started the company, it was because the nature around here called for high boots that could stand the wetness of the bogs and wet mountains. And even if materials and technical solutions are continually improving, the nature here stays the same.” These ideas were also carried over to both clothing and backpacks. Although there are products with light-weight materials in today’s collections, the designs are more often about durability and the ability to withstand severe weather and rough terrain. Jan-Anders, his brother Mats-Håkan, his mother and uncle, all active in the company, are the guardians of that knowledge, so that the traditions are kept alive. “But we also get help from skilled people on the outside,” says Jan-Anders. “The fire taught us that you shouldn’t always do things the same way, without ever developing the products and the company.”

theresult? The company has managed to take the difficult leap from being a specialist in one field to a master in several areas, while still maintaining quality. Over the last three years, Lundhags has almost doubled its sales, both domestically and abroad.

“we were forced to put all product development plans aside so we could at least deliver something.”

aroundthecornerfromlundhags,since1932.

Business


Gear Guide


Fullytested

Stormy mountains, deep fjords and vast, empty forests. Scandinavia is one big test laboratory for outdoor products.

Special edition from 66 North

allround at it’s best

damn Good design

thelightweightwarmth and dynam-ic style of Vík Women’s Jacket Special Edition makes it the perfect choice for everything from sporting pursuits to a trip to the mall. Created from four-way stretch fabric, it is cut to flatter a woman’s shape. The Polartec Wind Pro Stretch material is quick drying and incorporates flat needle stitching for no-rub comfort. The dual slider zipper acts as an attractive feature. This high performance technical jacket is only available in a limited number.

Justasgood in the city as in the outdoors, Lundhags Mei is a streamlined, simple and smart backpack for both everyday life and day trips. The 24-litre model has a large main compartment with a space for a laptop, as well as a spacious front section and several smaller storage areas that makes it easy to keep track of all smaller items. Other ingenious func-tions include side pockets for water bottles, built-in rain protection and detachable straps for Nordic walking poles. A daypack for all types of activities, whether it is a day of hiking or a bike ride to work.

hestra’sPromodelseries is created in collaboration with some of the world’s best alpine skiers, including American freeskiing star Seth Morrison. His Pro Model is available in two versions, one with five fingers and one with three. The latter was selected as “Editor’s Pick” by the American magazine Freeskier in the Fall 2009 Gear Test issue. The editor summed up Seth Morrison’s glove with the words “It just feels so damn good.”

Glacier fashionthevatNaJöKullwomeN’sJacKet from 66 North jacket covers all bases for women wanting to be active, warm and stylish. Wind chill is minimised by Wind Pro, while Wind Pro Stretch provides a perfect fit in the sleeves. The clever design has articulated elbows and two perfectly positioned zipped hand-warming pockets. The jacket also breathes with you thanks to venting through the side pockets. Last, but not least, the handy chest pocket means no more missing cell phone.

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Gear Guide


Gear Guide


Recyclable and ultralight

New Collection: Mountaineering

houdiNi’ssPaceJacKet is an ultralight jacket made from 100g PrimaLoft One, both in male and female styles. The jacket provides effective insula-tion and is supple, for use both as outerwear and as a midlayer. It is highly water resistant, dries in no time and can be compressed and stowed into its’ inter-nal zip-pocket. Like most of Houdini’s products, the Space Jacket is fully recyclable.

For the core crowdiFyourbootsFail , the whole expedition fails. Polar Quest, a product of Lundhags’ latest collection, is the Swedish brand’s warmest winter boot, with a removable 5 mm inner boot made from reinforced wool. Like all Lundhags

boots, it is also extremely light. And the inner boot dries fast, so it is as comfortable and cozy during the tour, as it was when you

started out. Unusual for European eyes, the high shaft consists of Nubuck leather with Speed Lacing. Its sole is completely waterproof thanks to the rubber construction, and it will whithand any cold temperature. These boots will keep you warm for a lifetime.

warm with eco-insulationFileFJellisNotJust the name of Bergans’ newest Dermizax hardshell, but also an entire product family. Those who get cold and need an insulating jacket with full weather protection should reach for the Filefjell Insulated Jacket, which offers an additional layer of PrimaLoft Eco as heat insulation under the reliable Dermizax membrane. The Filefjell Insulated Jacket offers all the features that Bergans’ shell jackets are known for, like long ventilation zippers, a detachable snow skirt and a large fully adjustable hood.

hestra’sNew mountaineering series was developed in conjunction with the professional mountain climber Stéphane Schaffter from Switzerland. Stéphane has climbed several of the world’s toughest mountains since his accent of the legendary Bonatti Pillar in Chamonix when he was only 16 years old. The new models balance comfort, function and durability that are needed for high alpine environments. Several models have removable wool liners that can be washed and replaced. This allows for the gloves to be combined for changing weather conditions and uses.

enjoy the stormthiswiNter,luNdhags is releasing a completely new collection with warm parkas and jackets. The Temple Parka is a long, warm and watertight jacket that retains heat in all weather. The shell consists of DWR-treated 2-layer ZethAr® with taped seams and filling made of superinsulating PrimaLoft Sport. The jacket also has many smart de-tails such as preshaped sleeves, backhood adjustment and a small inside pocket with holes for headphones.

Gear Guide


Gear Guide


cold feet? Never.mammothisa new contribution to Viking’s family of Nordic winter boots. The 90 years of developing winter footwear has resulted in this high quality, warm boot. Thanks to GORE-TEX® Partelana, your feet will stay warm and dry. This membrane has the highest level of insulation through its functional wool and polyester mix, though it still keeps its breathability and waterproof protection. The upper material is made of resistant polyester mesh, so that snow and ice won’t stick. The leather enforcements guard the exposed areas of the boot. The rubber toe bumper will protect your toes and prolong the boots lifespan. High quality steel eyelids ensure no corrosion. The outer sole is based on Vikings own UGC™ sole (Ultimate Grip Concept™). A softer rubber mixture and aggressive sole pattern will guarantee good grip on any winter ter-rain. You will hardly feel the cold from the ground, as the Eva midsole provides further insulation, and the high shaft stabilizes and protects from winter conditions. Mammoth will help you conquer cold conditions in any activity, work or play.

a balancing act

NordicsKatiNg attracts more and more people from outside Scandinavia, especially in Holland. For those, Lundhags’ new Exa skate is something of a revolution. Built from one piece and made of stainless steel, Exa captures

a range of features. The open S-profile, with one free hanging edge, makes it much softer and more silent com-

pared to traditional skates. The S-profile also gives the rider extra force while skating. Furthermore, the design eliminates the risk of breakdown on the ice, since there are no seperate parts.

ready for the back country“tur”isFJällräveN’s new, from-top-to-toe set for winter touring. By combin-ing the hardwearing G-1000 weave with reinforcements from Vinylon F, wind and waterproof by construction, Fjällräven has created the optimal winter tour set. Just as the name Tur (meaning “tour” in Swedish) implies, the set is made for those who like to go out skiing, skating or any other adventure during unruly and unpredictable winters. Both the jacket and trousers and designed for a good freedom of movement, protec-tion against harsh winter elements and offer plenty of generous and functional pocket solutions. Worth some extra attention is the trouser’s innovative solution for bathroom visits out in nature. The Tur set also in cludes fleeces and other garments.

Urban mountaineeringthelaNgaJöKull PrimaLoft Jacket from 66 North mixes urban styling with excellent func-tion. The high ribbed knitted collar and adjust-able Velcro tabs, as well as zippers with wind-flaps underneath, will keep the wind and cold away. And if that is not enough, the PrimaLoft insulation technology gives this jacket warmth, lightness and extra comfort.

Business


Business


Meet us at ISpO 2010

At 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, lighting and heating” within the outdoor segments.www.primus.eu

This tent manufacturer, with a home address in the Swedish Jämtland region, has cult status among passionate outdoor people. Time after time, Hilleberg’s green and red tents win the major outdoor magazines tests. Classic models that have existed for decades alternate with new and innovative tents - all with the same high quality.www.hilleberg.com

One of the world’s most active 101-year-olds, Norway’s largest out-door 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

Fjällräven, 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 out-door enthusiasts throughout the world.www.fjallraven.com

Lundhags 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 comfortable and durable boots for all kinds of outdoor pursuits. Today, the company also sells cloth ing, backpacks and other outdoor equip-ment developed in the same tradition.www.lundhags.com

Houdini’s mission is what they call “core comfort for body and soul”. This means no compromises when it comes to performance, sust ainability and style. This season the Swedish company has created products made from 80 percent recycled fiber, and the even better part is that every garment is recyclable. This means you can dress sustainably in Houdini – from underwear to outerwear.www.houdinisportswear.com

In 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

“Get out there” is the company motto for Silva, based in northern Stockholm. Since more than 75 years the company finds inspiration in those who orienteer, run, cycle, trek, paddle or walk. Silva provides them with compasses, pedometers, headlamps, binoculars and other products that make their outdoor life safer and easier.www.silva.se

H A G L Ö F S L O G O T Y P E

BASIC LOGOTYPE. TO BE USED AS POSITIVE BLACK ON A LIGHT BACKGROUND

PLEASE CONTACT HAGLÖFS IF YOU REQUIRE ASSISTANCE OR ADVICE WITH THE APPLICATION OF THE LOGOTYPE

TEL +46 226 670 00, FAX +46 226 571 59

Viktor Haglöfs made his first back -pack 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 res-pected player within the interna-tional outdoor arena. Today, Haglöfs makes nearly one million quality products every year in the hardware, footwear and clothing segments.www.haglofs.com

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

Anyone who has ever run on slipp ery 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 – Ice-bug offers injury prevention and the freedom to stay active all year round.www.icebug.se

Viking 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 suppliers of GORE-TEX®-footwear in the world. www.vikingfootwear.com

In less than ten years, the energetic company Light My Fire has grown from a kitchen table to 40 markets. Based in Sweden, Light My Fire specializes in outdoor accessories that are as practical in the city as they are in the wild. Today, outdoor enthusiasts throughout the world have benefited from innovative products like the Spork, FireSteel and MealKit.www.light-my-fire.com

Some 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

A 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 manufacturer since it was esta-blished back in 1936. And rather than develop different products, Hestra focuses on making theirs better and better every year. Today, Hestra is one of the world’s leading glove manufacturers for the outdoors.www.hestragloves.com

Textile 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

This Swedish company was started in 2006. Polygiene® is a breakthrough, antimicrobial technology that em-ploys natural silver salt for active odor control. When high-performance ma-terials for clothes and shoes are treat-ed with Polygiene, the wearers will get a welcoming fresh-all-day confi-dence.Perfect for active people who demand long-lasting odor protection.www.polygiene.com

One 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 consist-ent and modern look, the result of close cooperation between the company’s fashion and technical designers.www.didriksons.com

Many 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

Feelmax innovative shoes and soles give users the unique feeling of close contact with the ground. With an average of 150 grams per shoe, Feelmax makes some of the lightest footwear on the market. They fit like a sock, with models both for running and walking. Feelmax provides maximum comfort to your feet. www.feelmax.com

Isbjörn 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

Dale 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

This 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

Woolpower produces underwear, shirts, socks and accessories from the best 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 enthusiasts and the military, it can also be seen in a grow-ing number of fashion magazines!www.woolpower.com

Klättermusen’s designers are as fearless as they are environmen-tally 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 garments, underwear, sleeping bags and backpacks. www.klattermusen.se

also members of SOG: ecco, Gränsfors Bruk, Helsport, Optimus, reima, Seger, tentipi, trangia, walkstool

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

It is printed on FSC-certifed paper from the Swedish company Arctic Paper.

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The Sylarna Mountain Station in Jämtland, Sweden, is located right in the middle of a vast wilderness. Only the snow crunching under your boots will break the intense silence. But the calmness is only temporary. At any moment, a powerful storm appears, bringing zero visibility and bitter cold. Having the right equipment and solid gear on your feet is, of course, a must in this beautiful but unpredictable environment.Begin the adventure by downloading our new winter catalog at lundhags.se

SILENCE.

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NEW ! QUEST

A warm and comfortable boot that can cope with really low temperatures. Removable woollen felt inner boot – easy to take out and dry.