Scandinavian Outdoor News Magazine 2011 #2

NewsMagazine #2 2011 from Scandinavian Outdoor Group – the top Nordic outdoor companies

After a Swedish climbing expe-

dition to Greenland in it became obvious

that the selection of outdoor clothing on the market was se-verely limited. Fjällräven’s founder, Åke Nordin, made a climbing jacket from an unusually durable fabric which he had found to be too heavy for lightweight tents. This was the first Fjällräven Jacket. Once the fabric was impregnated with a combination of beeswax and paraffin it proved itself to be perfect for outdoor clothing. The fabric was named -

(G for Greenland) and the wax was named Greenland Wax.

Durable and versatile

The combination of the fabric’s tight weave (% polyester and % cotton) and Greenland Wax makes the - fabric incredibly durable, well-ventilated and wind and water resistant. - is also mosquito proof and protects you from the sun’s alpha and beta rays. Perfect for discovering the great outdoors, without limitations.

Adjustable

Greenland Wax allows you to easily

adjust the amount of impregnation for your - garment to suit different weather conditions and activity levels. More wax increases wind and rain resistance. Impreg-nation also increases the durability of the fabric. Less wax gives you a cooler garment with maximum ventilation. Read more about the advantages of - and how to use Green-land Wax on our website www.fjallraven.com.

By applying more wax, your - garment becomes even more durable, wind proof and water resistant.

Less wax increases ventilation and gives you a cooler garment.

Learn all about g-1000 and Grenland Wax in our booth.

Hall a5, Booth 200.

Tested throughout decades of adventures

G-1000® probably the best outdoor material there is

Literature describes the typical “Scandinavian” as a person who honors equality, honesty and punctuality. Who lives by the law, always pays taxes and always wears a seat belt when driving.

We are well organized, reserved, educated and never do anything impul-sive. We work hard and obey the law until Friday comes. Then we let go of our Lutheran heritage and become a screaming mob of wild heathens.

We take pride in knowing a little about everything. If we would buy a car, we would thoroughly investigate every model from Bugatti to Fiat and then still end up with a Volvo.

Scandinavians have a very dry humor and we love British comedy. Scan-dinavian comedy, however, is unfortunately incomprehensible for anyone from the outside.

Getting to know us is like peeling an onion with layers and layers of new revelations and insights. Not to mention all the tears in the process.

If this guide doesn´t scare you off, you can meet us in person at OutDoor in Hall A5. The bar is open from 9 am to 6 pm daily. It’s a great starting point for exploring what the Scandinavians have cooked up this time. Also, this magazine will give you plenty of great information, so use it as a guide and a teaser. Jonas Hellentin, Executive Officer Marketing and Communication

ScaNdiNaviaN OutdOOr NewS 3

“delirant isti Scandinavi!”

Presenting partner

cover pHoto:roger borgeLid / JoHNer.se

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

iN mid-JuNe, retailers and journalists from Europe’s leading outdoor stores and magazines arrived in the Norwegian town of Ålesund, to embark on a long hike. They took with them a hefty collection of cloth-ing, shoes and equipment. The products were then tested hard during our five day long Outdoor Academy of Scandinavia (OAS), this time in the region called Fjord Norway. This is how Scandinavian outdoor companies support their retailers with genuine know-how – by letting them use the products in their natural environment.

This is also how winners of the Scan-dinavian Outdoor Award are decided. This year’s winners, as well as the nominated products, will be presented at the OutDoor fair. You can also learn more about them on our website.

outdoor academy of Scandinavia is Europe´s leading training event for the out-door industry, where media, retailers and tour operators are invited. Since its start we have trained more than 1000 partici-pants from 20 countries. OAS is arranged four to five times per year in the Scandina-vian Wilderness. It lasts for one week and the pedagogy is simple. Learning by doing!

OAS offers two levels of programs: Explore and Experience. Each event is arranged as a cooperation between five to six SOG member companies and, on the Explore level, also with VisitSweden or Vis-itNorway. Take the chance to experience real outdoor life and real outdoor products in one of our academies.

For more information:[email protected] www.scandinavianoutdoorgroup.com

tough testing!

04 WHat’s up? News from the Scandinavian Outdoor Group.

07 teNts up cLose Scandinavian tent manufacturers flex their muscles.

10 sociaL support Bergans and Klättermusen show how to be good corporate citizens.

13 eNLigHteNed biKiNg Silva sheds new light on the MTB trail.

13 NeXt geNeratioN Children’s apparel manufacturer Isbjörn awarded – again.

15 gear guide Four product highlights for a great day outdoors in Scandinavia.

16 rescuers’ cHoice Acclaimed 66°North jacket is about to hit the market.

17 cooKiNg NeWs Primus saves weight and fuel with titanium.

18 oNe Leap aHead Ecco’s latest shoe takes running back to basics.

20 iN store actioN Fjällräven kicks off its largest campaign ever.

22 a good seat The Walkstool brings comfort into the wild.

24 iNNovative iNsuLatioN The heat is on with new materials from Primaloft.

SOG News

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SOG News

ScaNdiNaviaN OutdOOr NewS4

at the center of it all!a bar is oNLy as good as it’s barteNder. For more than eight years, Caroline “Caro” Felder and her team has made the Scandinavian Bar one of the most popular places at the outdoor fairs in Friedrichshafen and Munich.

“The Scandinavian Bar is a very special place,” says Caro. “It is the heart of the Scandinavian Village and even the entire fair, as well as a place to just relax, meet or work in a very friendly and non-prestigious atmosphere. For me, its most important to find the right level of profession-alism and service, without being “fancy” or pretentious.”

The founding idea of the Scandinavian Outdoor group is that “Together we are stronger”. This is espe-cially true with the Scandinavian Bar. All companies go in together and share the cost of the bar. They get a better and more professional catering service and they pay less for it individually. But the most important thing is to offer an atmosphere that reflects the Scandina-vian mentality. However, the bar has not always been as “professional” as it is today. Caro tells us of a fond memory from the first years: “tHe very First time, the quick and dirty idea was that all participating brands should contribute with their own part of the bar,” tells Caro. “Hestra brought wine and Silva brought hot dogs from Sweden etc. It was a great idea, but no one had decided how much each company should bring. To make a long story short, when the trade fair closed, there was a mountain of hot dogs left. There were so many that we had to bring three shopping trolleys to a homeless shelter, since we didn’t want to throw them away.”

The “bar” has existed for over ten years and each year, something new happens. This year, two innova-tive Scandinavian companies are offering a unique and very “green” charging-service for all of you who hate running out of batteries on your mobile phone, laptop or Ipad during the hectic days at the trade fair. MyFC and HiNation are offering free charging of all such electronic equipment with only the aid of water and sunlight. come by and take a look for yourself, and don’t forget to try a nice wild bite of scandinavia.

iN tHe scaNdiNaviaN viLLage there are a few brands on their way to becoming full fledge members of SOG. One of them is the Swedish company Härkila who, since 1987, has become known for providing hunting clothing of the highest standards. The company has its roots in hunting and the breeding of hunting dogs, as well as a passion for de-veloping highly technical garments from the best materials available. In 2009, Härkila launched a GTX footwear range designed for a wide range of outdoor pur-suits.

aLso WitHiN tHe HuNtiNg segment is Seeland, established in Denmark in 1976. The company provides clothing, footwear and ac-cessories, all designed for outdoor enthusiastic hunters. High functionality is at the core of everything Seeland produces, and in 2009,

the company presented a range of quality rubber boots for heavy use and the toughest demands, with some models offering a temperature comfort range down to - 80°C.

meet Härkila and seeland in Hall a5, booth 313.

Promising newcomers

66°North

Aclima

Bergans

Didriksons

Ecco

Fjällräven

Haglöfs

Helsport

Hilleberg

HiNation

Houdini

Isbjörn of Sweden

Klättermusen

Light My Fire

Lundhags

MyFC

Nanok of Norway

Norröna

Optimus

Primus

Seeland/Härkila

Silva

Slakkline

Tenson

Tentipi

Trangia

Viking Footwear

Walkstool

Woolpower

Here you will �nd the leading brands on the Scandinavian

outdoor-scene. More than 2000 years of gathered knowledge

and outdoor experience. In the bar you get a real Scandinavian

treat. We serve Scandinavian snack-food with good drinks,

great outdoor business, friendly people and lots of laughter!

The bar is open 9 am – 6 pm daily during OutDoor.

Welcome to The Scandinavian Village & THE SCANDINAVIAN BAR

in Hall A5:310

2000 YEARS OF GATHERED EXPERIENCE

We proudly present our latest village in the village.

Environmental friendly charging of your cellphone or computer free of charge.

The latest Scandinavian innovations on display.

Presented by R&H.

SOG_OD_Annons_11.indd 1 2011-06-09 09.31


SOG News

tHe toWN oF Åre offered beautiful early spring weather during the Scandinavian Outdoor Summit, which came to a close on Friday April 1st. Almost 300 participants from 15 countries had gathered at Copperhill Mountain Lodge to discuss future issues for the outdoor industry.

The Scandinavian Outdoor Summit was the first meeting of it’s kind in Scandinavia and targeted outdoor and sports companies, investors, retailers, researchers and innovators. They spent two days discussing issues relating to the outdoor industry, everything from e-com-merce and brand building to future tourism and climate change. The speakers included Thomas Lipke, CEO and part-owner of Germany’s Globetrotter Ausrüstung, Chris Doyle, Vice President of the ATTA, Adventure Travel and Trade Association USA, and Mark Held, Secretary-General of the European Outdoor Group.

“We spend over ten million Euros per year on outdoor activities, just within Sweden,” explains Jonas Hellentin,

who was responsible for the Scandinavian Outdoor Sum-mit in partnership with Peak Innovation. “With this forum, our aim is to get the entire outdoor industry to realize what is necessary for success in the coming years.”

And it was no coincidence that Åre was chosen to host the meeting. Åre and the region of Jämtland have become central to the Scandinavian outdoor industry. “aN eveNt LiKe tHis means the world’s attention is fo-cused on Åre and Jämtland, and that we are demonstrat-ing that we want to be part of developing the outdoor industry of the future,” explains Tomas Ekström of Peak Innovation.

A short film of the event has been released on Youtube (Search for “Scandinavian Outdoor Summit”) and you can also come by the bar and download the speaker’s presen-tations on a USB Stick. It costs a small service fee of four Euros, but we’ll treat you to a Scandinavian Wild Bite while you’re waiting. A limited number of SOG USB sticks will be on sale for those who didn’t bring one. All of the speak-ers’ half hour to one-hour seminars are also available for order by sending an e-mail to [email protected]. The complete speaker list can be found at www.outdoorsummit.s e

Summit Success

tHomas LipKe, CEO and Partner at Globetrotter Aus-rüstung, received an honorary award for his efforts as an ambassador for the Swedish region of Jämtland at the Scandinavian Outdoor Summit in Åre. The award was handed out by Lars Lindqvist, CEO of Peak Innovation in Jämtland (to the left in the image). Thomas Lipke (to the right) has taken countless trips to the region, which hosts one of Sweden’s most beautiful mountain regions for trekking, canoeing, skiing and more. Often he travels there together with his close personal friend, Bo Hilleberg, founder and former CEO of Hilleberg the Tentmaker.

A Globetrotter in Jämtland

“with this forum, our aim is to get the entire outdoor industry to realize what is necessary for success in the coming years.”

Susanna Campbell, Invest-ment Director at Ratos.

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a tent experience

SOG News


sturdy, WiNd-stabLe and easy to set up – even in foul weather. This is how one could summarize Scandina-vian tents. For some, Nordic tent manufacturers create tents that differ slightly from other tents. And, in many respects, they have been pioneers, with many innovative models and solutions.

As an example, Norwegian Helsport launched the first tunnel tent in 1970. And in 1973 came Hillebergs’ first tent model Keb, where the inner and outer tent could be erect-ed at the same time. This is absolutely necessary when the rain is pouring down and you do not want the inner tent to get wet. Scandinavian mountain weather does not provide as many opportunities for “star gazing” as in other locations, even if the light summer nights are alluring. tHe Fact tHat the Nordic climate and geography plays a major role in this functionality is quite clear.

“When we talk about hiking, we often mean in the mountains and above tree line. Here, tents are exposed to quite different strains than in the forest – which is the outdoor environment that is most common in many other countries,” says Bo Hilleberg, who started the Swedish family business and is still the base for its develop-ment department.

Tunnel tents have tradi-tionally had a strong position

among Scandinavians, but this is starting to change. Now, dome tents are a common sight in the mountains and are popular among a growing number of kayakers who want tents that can stand on their own, such as on rocks where it is difficult to place stakes. tHe type oF teNt that might raise the most eyebrows is the tipi or lavvu, as it is called in Norwegian. Portable Sami and native housing is the inspiration.

“The teepee is the basis for many tents. The design has been around for several thousand years,” says Patrik Rönnbo from Tentipi, which has production based in the Swedish Lapland. “Our Adventure Nordic teepees can also be used for backpacking, as the weight per user is low, but it is most common as a base camp and the perfect family tent.”

The teepee-shape also provides a social way to camp. “Many use the lavvu for hunting and fishing, where

it is common to gather inside the tent, and it is also becoming more common among families with children,” says Kjell Östbye from Norwegian Helsport with both teepees and other models in its range.

aNd maNuFacturers continue to develop their tents. In fact, it was in a lavvu that the idea for the award-win-ning tent Wiglo from Bergans was born.

“A few of us were sitting there and thought it was a pity that you could not pull up the sides of the tent to see the beautiful evening outside. So we developed a tent model where you can,” explains Christoph Cent-mayer from Bergans.

Scandinavian tents follow their own robust tradition. this year, SOG member com-panies have created a special tent village where you can experience outdoor living, the Scandinavian way.

teNt viLLage

come and see the scandinavian

tents up close! the special exhibi-

tion in connection with the scandi-

navian village is located in Hall a5.

Pro Hunter GTX® 12”

Winner of the IPC MagazineFootwear Product Award

Mountain Hunt GTX® 10” L insulated

Koarp GTX® 3”Akka GTX® 9” Big Game GTX® 8”

Developed for the toughest category in outdoor- Perfect for all outdoor activities

Exhibition stand no. A5-313

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.com

Pro Hunter GTX® 12”

Winner of the IPC MagazineFootwear Product Award

Mountain Hunt GTX® 10” L insulated

Koarp GTX® 3”Akka GTX® 9” Big Game GTX® 8”

Developed for the toughest category in outdoor- Perfect for all outdoor activities

Exhibition stand no. A5-313

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.com

cSr & environment


Bergans Supports Mountain People

bergaNs oF NorWay has a long tradition in both polar and mountaineering exploration. And the company also wants to take responsibility for these environ-ments. In a CSR project together with the NGO Mountain People, Bergans has helped to build kin-dergartens in Nepal.

Mountain People was formed five years ago and Bergans has been a supporting partner from day one. The organization has school projects throughout Ne-pal and receives funds through lectures and donations. To date, they have built one school, one community and health center, as well as 23 kindergartens. The goal is to have built 50 kinder-gartens by 2015. “tHe Fact tHat bergaNs chose to support Mountain People and Nepal has a natural explanation,” explains David Durkan at Bergans. For years, Bergans equipment has been used on expeditions in the country, including in Hillary and Tenzing’s first ascent of Everest in 1953.

“Since we manufacture mountain equipment for moun-tain people, it is clear that we want to support a mountainous country like Nepal,” says Durkan. www.mountain-people.org

Above: A student in one of the Nepalese pre-schools.Below: Nagarjun Pre-School before the upgrade – and after.

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t-shirts for JapantHe sWedisH compaNy Klättermusen is known for their environmental stewardship and social respon-sibility. When the catastrophe in Japan occurred, the company was quick to launch a t-shirt, with all profits going to Japan.

“Money can not solve all of the problems they face, but it can certainly help a lot of people build up their life again,” says Klättermusen’s Eva Askulv. you caN aLso maKe a diFFereNce: the t-shirt (made from organic cotton, of course) can be purchased at the Klättermusen booth in the Scandinavian Village.

Partners for the forestsiNce its iNceptioN in 2005, the German-language NORR Magazin has actively worked to highlight environmen-tal issues within the outdoor industry. As a part of this, NORR Magazin has offered the outdoor brands that have taken environmental thinking the furthest to join the NORR Green Partner project, which has been a great success. One important initiative within this project is to raise money for the Swedish Founda-tion Naturarvet, which works to preserve endangered forests in Sweden.

For tHe summer oF 2011, the following environmental pioneers are NORR Green Partners: Devold, Fjällräven, Haglöfs, Hilleberg, Isbjörn of Sweden, Lundhags, Patagonia, Vaude and Woolpower. Read more at www.norrmagazin.de.

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W W W. H I L L E B E R G . S E

The ideal tent o�ers a perfect balance of low weight, strength, comfort, versatility, durability and longevity. It is developed using 40 years of tentmaking experience.

KeronInternational award winner

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cSr & environment

SNÆFELLWINNER ISPO OUTDOOR AWARD 2011

www.66north.com Keeping Iceland warm since 1926

Dual slider waterproof zipper

Stretch for active comfort

High reach sleeves

Pocket on sleeve for small keeps

Hood gives excellent shelter and follows your head movement

Visor on hood that shelters from rain

Waterproof and blocks 99.9 % of

wind

Articulatedelbows

Highly breathable two way air exchange

Adjustable draw strings in hood

around the face and back of head

Adjustable draw string in hem

Dual slider waterproof zipper

Pocket on sleeve for small keeps

Visor on hood that shelters from rain

Waterproof and blocks 99.9 % of

wind

Seamless shoulders

Articulatedelbows

around the face and back of head

www.66north.com

WINNER 2011

JURY STATEMENT:

“Based on the highly technical fabric Polartec®

NeoShell®, the Snæfell Jacket convinces through

an outstanding performance for a broad range of

use. Perfect construction and workmanship as well

as very nice details make the jacket a perfect high-

end concept that can be used by a broad target

group of active outdoor sportsmen”.

Design


WHeN it comes to visibiLity requirements, mountain biking is a completely different animal than running or hik-ing. Objects will appear and change more quickly in the dark, and the cyclist’s anticipation has to be on high alert.

These were the challenges that the design team at Silva had to cope with when developing Singletrack,

the Swedish headlamp expert’s new premium lamp for advanced mountain biking. With an ag-gressive design that reflects the activity it’s built for, Singletrack prepares the cyclist for what’s coming and how to handle it.

The output is 1030 true lu-mens with four light modes and the Silva Intelligent Light System, a lens system providing a unique combination of flood light and a longer-range spot/searchlight. The long-lasting lithium battery delivers just as long as the athlete does – perfect for high-speed sessions in complete darkness.

Lights on for Singletrack

isbJörN oF sWedeN may be one of the newer members of the SOG, however, the company is beginning to form a routine when it comes to taking home awards. Isbjörn was founded when owners Maria Frykman Forsberg and Camilla Schildt both had trouble finding outdoor wear for their own children.

One of the garments they would have liked to dress their children in is the Wind Pro Jacket, which recently was awarded the European APEX Design Award from Polartec. Every year, the material manufacturer appoints a number

of winners that display exemplary uses of their technical fabrics in creating Outstanding Outdoor Equipment.

”Incorporating styles and features typically found in gear designed for adults, Isbjörn made this hooded jacket from recycled Polartec Wind Pro with Hardface in prints to create a versatile, stretchy, breathable and comfortable jacket that provides year round comfort,” concluded the jury.

And when seeing the garment, your kids will probably want one too.

Award winning fleece – for kids


Product News

bergaNs oF NorWay has upgraded their backpack lineup with several new models. Amongst them is the Skarstind. Named after the 2373 meter high summit in Jotunheimen National Park, the backpack has a newly developed hip belt that transfers weight onto the hips, as well as a netting on the back that provides distance between the pack and the body for better ventilation. The Skarstind is available in four different volumes, from 22 to 40 liters, with the largest also avail-able in a women’s version.

aNyoNe WHo Has eateN freeze-dried meals out of the bag knows that the food often cools down fast – at least in Nordic conditions. At the same time, the bag itself can be a bit on the hot side for the fingers. With Optimus H(eat) pouch, this is no longer a prob-lem. The insulating material keeps your food warm during the entire dinner and prevents burned fingers. The pouch also accommodates a small cooking pot (Approx. 1 liter capacity) and cold fingers can find cozy warmth via the side pockets.

it’s For WomeN – and for women on the go who like showing their feminine side, while still wanting full freedom of movement when climbing, hiking or being active in the outdoors. The Bejla Skort from Klättermusen is a skirt and shorts in one! Made from flex-ible material and with a hidden pocket for valuables, it’s a nice and simple summer garment for when the winds are light and the sun is out.

viKiNg FootWear introduces the Vetti in bright new colors. This trekking boot, made from solid materials with leather reinforce-ments, has a medium high shaft offering both support and flexibility. Viking’s award winning sole technology, the Ultimate Grip Concept, provides good traction, even on wet surfaces, and is also lightweight. The toe piece is rein-forced with rubber for durability and Gore-tex keeps the foot dry and comfortable.

a great pack

(H)eat smart

Mobilizing women

Get a grip

Product News


tHe sNæFeLL JacKet from Icelandic 66°North is a waterproof jacket with good breathability that eliminates the build-up of moisture on the inside.

”Our aim was to create a softshell jacket that will always be the first choice when you’re on your way out in rough weather,” says 66°North’s Chief Designer Jan Davidsson. ”It’s a full out alternative to traditional three layer Gore-Tex-jackets.”

Among the first to put on the jacket will be the Icelan-dic Search and Rescue teams, ICE-SAR.

Recently, 66°North signed an agreement with ICE-SAR to specially produce the Snæfell jacket for its members. This means the rescuers will be equipped with an ergo-nomic jacket made from Polartec Neoshell, which is a new fabric that has the durability and stretch of a polyurethane film, plus the breathability of a micro porous structure. “its uNique construction allows positive air exchange to drive the release of moisture vapor while remaining completely waterproof,” says Davidsson.

Other features include pre-shaped elbows, as well as seamless shoul-ders, ensuring an optimum range of motion.

Snæfell’s performance will come in handy when the Search and Res-cue teams perform their duties. Last winter the teams had 50 call-outs due to stormy weather. Sixty-four rescue teams participated in those call-outs and over 500 tasks were taken care of.

66°NortH is oNe of Iceland’s oldest manufacturing companies and was founded in 1926. For the first 50 years, the company specialized in producing clothing for the harsh working condi-tions found aboard Icelandic fishing boats. Today, it works primarily with a more general outdoor collection; like shells, fleece garments and woolen products.

However, 66°North still supplies work wear and functional garments to industries and national agencies like the Icelandic Police force, Fire department and the previously mentioned ICE-SAR.

The cooperation with ICE-SAR, the largest volunteer search and rescue team in the world, has been going on for the last 40 years.

Breaking the windsthis year, 66°North won the ispo Outdoor awards with its Snæfell Jacket. Since then, a lot of outdoor people have been waiting for the jacket to hit the market.

Leifur Örn Svavarsson, one of Iceland’s most renown mountaineers, mountain guide and member of ICE-SAR, tested the Snæfell Jacket while he climbed a new route to Iceland highest peak, Hvannadals hnúkur in Vatnajökull glacier.

66°NORTH’s new water-proof shell jacket is named after the volcano Snæfell in Iceland. It’s 1833 meter high and situated 20 kilometers north east of Iceland’s larg-est glacier, Vatnajökull.


Product News

tHe NeW LigHtWeigHt expedition stove OmniLite Ti is based on the same technology as the best-selling Omni-Fuel, but it packs smaller and, thanks to titanium, weighs significantly less.

While the larger stove cooks for up to 4 people, the OmniLight Ti is suitable for 1-2 people.

The development of OmniLite Ti started when Primus introduced its Eta pots, with a heat exchanger in the base. This resulted in the Eta pots saving around a third of the fuel and shortening cooking times.

“But that also meant that OmniFuel became over-di-mensioned for the modern pots,” says Urban Kihlström, head of R&D at Primus. “So, we made a smaller and lighter stove that had enough power for the new pots.”

The result is a stove that weighs 239 grams – 100 grams less than the larger stove. And because the burner is smaller, you don’t need as much fuel, which also decreases pack weight.

OmniLite Ti is the latest product that derives from

a research and development process that began just before the Swedish mountaineer Göran Kropp started his solo expedition of Mount Everest in 1995.

Kropp realized that he was missing something impor-tant in his equipment. He wondered why there were no outdoor stoves that could run on any type of fuel? JoaKim gröNviK, aN eNgiNeer at Primus at that time, (then CEO for nine years) took on the challenge. After many attempts using different combinations of noz-zles and different mixtures of air and fuel, he developed exactly what Göran Kropp was looking for: the Primus MultiFuel.

With this stove in his backpack, Göran Kropp cycled from Sweden to the Himalayas, soloed Everest and be-came the first Scandinavian to climb the world’s highest mountain without supplemental oxygen.

The new stove worked even better than expected and the prototype became a finished product. This was the inspiration for the continued development of what many people consider the world’s most advanced outdoor stove. Primus OmniFuel is the only outdoor stove that can burn liquid gas, gasoline/petrol, diesel, kerosene/paraffin, and even aviation fuel. It was introduced on the market in 2001.

In 2011, exactly ten years later, Primus has introduced the new Primus OmniLite Ti.

“It has already been through extensive testing in Greenland and Svalbard and the performance has been just as good as the OmniFuel,” says Urban Kihlström.

From the top of the world with the first team to summit everest in 1953, to the South Pole and everywhere in between, Primus has been there. Now, the company is taking their top of the line multi-fuel stove a step even further.

Primus goes lightweight and saves fuel with titanium

No larger than the hand. OmniLite Ti measures 114 x 90 x 55 milli-meters when packed.

Increased efficiency means less fuel consumption, less weight to carry along and a reduced envi-ronmental impact.

Product News


Back to basicsecco is launching a new shoe that takes running back to basics: minimizing cushioning and focusing on your body’s natural ability to balance when running or walking.

tHe NeW LigHtWeigHt sHoe Biom Lite features a super-thin outsole and an extremely flexible direct- injected midsole, which is very low to the ground.

It will be a direct competitor to minimalist footwear models from Vibram and Feelmax.

“Our aim is to provide less footwear for more foot ac-tivation. It is a little bit like going back in evolution, when humans were just wearing leather socks,” says Alexander Nicolai, head of performance products at Ecco.

This philosophy is in line with the current trend of barefoot running and running with thin soles that was highlighted by the international best-selling book Born to Run, written by Christopher Mc Dougall.

“However, we’re actually ahead of the trend,” says Nicolai. “We released our first running shoes based on this thinking in 2009, one year ahead of the book.”

Now, the Lite-version will hit the market just as many runners are looking for this kind of footwear. Biom Lite comes in two different versions. One is a glove-like

leather shoe for daily casual wear and the second is a breathable textile shoe for all kind of fitness activities.

“The leather shoes will offer you a cool casual look, a sock-like fit and daily foot muscle training. The fitness shoes can be used in the gym or on very short runs as a running style trainer, but can also be used as breathable summer sneakers,” says Nicolai. aNd WHiLe ecco goes uLtra LigHt and ultra thin, the company has also released a shoe for off-road running. Biom Trail is equipped with a rugged rubber outsole for grip in all kinds of terrain and an anatomically shaped midsole for full-length foot support.

“The sole unit is close to the ground for a natural running motion and a more stabile foot position,” says Nicolai. “It will activate your foot muscle and adapt to the uneven terrain with every step.”

The uppers are reinforced in the midfoot to help stabilize the foot with each step. And the forefoot is


reinforced with a protective layer for sharp stones and other obstacles.

“But you will feel the ground sufficiently to get a natu-ral running experience,” says Nicolai.

Just like the Biom Lite, the Biom Trail comes in two versions: one made of yak leather for support/protection and a sock-like fit, as well as a second version made from textiles with a reinforced midfoot cage, for breath-ability and support. WitH biom Lite aNd traiL , Ecco now has a full line of Biom performing shoes:

In 2009, Ecco introduced Running, which was design-ed as a natural running shoe and preserves the natural bio mechanics of the foot and ankle as closely as possible.

The model was the culmination of nearly three years of design and production, so in many regards, the company was way ahead of the current natural motio n movement.

With the Running-series, Ecco also openly acknowl-edged that traditional technologies, like cushioning, motion control and stability, have been largely ineffective in reducing the rates of injury among runners. NeXt oN tHe marKet was the Biom Walk, a shoe based on the same principle as the running shoes, but with a focus on walking. Then came the Train, an all-around training shoe for all fitness-related activities, from running to gym classes.

To promote the Biom-line, Ecco has two top Danish athletes pounding the pavement in the company’s shoes – Iron Man-triathlete Rasmus Henning and ultra runner Jesper Olsen.

At the moment, Jesper Olsen is on his way from South Africa to Newfoundland Canada, the north-western tip of North America.

He aims to complete a distance of 40,000 km, making it the longest fully GPS-documented run in the world.

The Biom Lite design is not based on correcting perceived shortcomings of the foot, rather on mimicking the biomechanics of barefoot running.

The trail version of Biom is the latest creation in the five model Biom-series. It is made for all off road terrain with its rugged design.

Biom Trail has a rugged rubber outsole with a specially designed traction pattern and uppers with a reinforced midfoot.

“the sole unit is close to the ground for a natural run-ning motion.”

NoW it WiLL be eveN easier to increase the durabil-ity and performance of your Fjällräven outdoor clothing. Starting in the spring of 2012 users can get their clothing made from G-1000 waxed at selected retailers across Europe.

“This is a way for us and our partners to show that we care about our users,” says Jerry Engström, Marketing Manager at Fjällräven.

The Swedish outdoor company’s G-1000 fabric is a proven functional material that has been around for decades. However, many still do not take advantage of the benefits of strengthening their G-1000 garments. Waxing them with Greenland wax not only increases the water-and wind-repellent properties, but the garment also becomes even more durable and lasts longer.

“In addition to sharing some of the practical outdoor knowledge, and showing how easy it is to wax, we also want to contribute to something that is interesting on the sales floor. We are convinced that this will not only attract visitors to stores, but will also create interesting dialogue between the store staff and visitors,” says Engström.

NaturKompaNiet, sWedeN’s Largest outdoor equip-ment retail chain, has already decided to have waxing stations in their stores.

“We see it as a way to increase service and to cre-ate closer contacts with our customers,” says Henrik

Hoffman, CEO of Naturkompaniet, which has 29 stores throughout Sweden.

“By offering waxing, we bring customers into the stores. And while their garment is being treated, they can wander around and look at the collection, or discuss their experiences with the staff.“

to WaX or grease cLotHiNg in order to help them resist moisture is old knowledge. And yet it is surprisingly uncommon when it comes to outdoor clothing today. Maybe this is because we are used to “technical” materi-als and impregnation sprays.

The G-1000 material was already in use back in the 1960s. Participants in a Swedish climbing expedition to Greenland shared their experiences on outdoor clothing at the time, which they felt was too weak and impracti-cal, with Fjällräven’s founder Åke Nordin. He sketched the foundations of a climbing jacket together with one member of the expedition. And even if the design was tailored for climbers, they took a great leap forward with the material itself, a very durable tent material, which was too heavy for lightweight tents at the time.

When Åke applied a mixture of beeswax and paraffin, the material showed to be ideal for functional outdoor clothing. The material was named G-1000 (G for the expedition to Greenland) and the wax was called Greenland wax.

wax On

retail


In the spring of 2012 Fjällräven will kick off its biggest campaign ever. Through waxing stations at selected retailers, the company wants to teach user s how to increase the life span and performance of their outdoor garments.

tHrougHout tHe years, G-1000 has taken part and shown its versatility and strength during many adventures and it has also won a number of awards. For example, at last year’s OutDoor fair the outdoor pants Keb, made from G-1000 and Nylon 6.6, received an award for the Year’s Best Outdoor Pants. Such attention, of course, provides the people at Fjällräven with even more motiva-tion to promote the benefits of wax.

“Wax is environmentally friendly, which really fits these times, and it’s so incredibly versatile and adapt-able. With more Greenland wax you get a tighter garment that resists rain and wind, and it also increases durability. Less wax provides a cooler garment with more ventila-tion,” says Donna Bruns, Product Manager at Fjällräven.

“We will set up a waxing station at our booth in the Scandinavian Village at the OutDoor exhibition. There, visitors can see for themselves how easy it is to wax G-1000 garments.”


a groWiNg outdoor FamiLy

The Vidda G-1000 pants were launched back in 1999. With reinforcements on the knees and seat, they are a workhorse for tough outdoor use and, of course, can be waxed for even greater durability.

Today, the Vidda pants and the sister model Barents, are one of the world’s most popular hiking pants with nearly a half million pairs sold. In the spring of 2012, the series will be extended with the Vidda Pro and Barents Pro, with a new and more engineered cut.

Hiking up the Tjäktja pass in Swedish Lapland. Jerry Eng-ström together with product developer Henrik Andersson.


r & D

the stool that walks

iN tHe spriNg oF 2006, the Swedish National Testing and Research Institute received a different kind of task. Normally, the institute works for the furniture industry, conducting tests on everything from beds to bookcases. But now, a series of three-legged stools with telescopic legs stood in their testing room.

Walkstools are a Swedish invention from the mid-1990s. Entrepreneur Lars Andersson had seen them at a trade show and became so enthusiastic that he and the inventor, Mats Gustafsson, started a company called Scandinavian Touch. Now, almost ten years later, Andersson and Gustafsson had a disagreement. Gustafs-son believed that the stools would only hold about 150 kilograms of weight. Andersson was sure they could take much more than that and wanted to test them according to standardized methods.

But even Andersson was amazed at the results. The 55 centimeter high model supported a 400 kilo load, be-fore its legs began to falter. Another test showed that the stools withstood a 140 kilo load repeated at least 12 500

times – the test was discontinued before failure. In a third test, the stools were subjected to extreme variations in temperature and humidity. After 168 hours the stools were judged as “no problems detected”.

“Since then we have strengthened both the upper and lower legs,” says a satisfied Lars Andersson, the company’s CEO and owner.

today tHere are siX WaLKstooL models. Four of them are manufactured in Scandinavian Touch’s own factory in Lidköping, Sweden, and two simpler models in China. They are patented in all major industrial countries.

“It is actually the only three-legged stool in the world with telescopic legs that has patents and trademark protections,” says Andersson.

Walkstool differs from most members of the Scan-dinavian Outdoor Group. The product is aimed at many more than just those in the outdoor community. It’s dif-ficult to stop Lars Andersson when he begins listing out the different target audiences. Electricians not wanting to

the walkstool with its three telescopic legs is a patented Swedish invention. and it has been tested more rigorously than most of the products at the Outdoor fair.


kneel all day, hunters, landscape artists, nature photog-raphers, and even foot masseuses – all can benefit from the Walkstool.

“a commoN misuNderstaNdiNg is that the stools can be used only in the extended position, but you can sit just as well with the legs retracted if you want to avoid standing or squatting on the knees. For example, around an open fire,” explains Andersson and adds:

“When this tradeshow is over, we can continue on to a fair for the construction industry, or a photo exhi-bition.”

An example of the broad range of use, as well as the high quality, is that the U.S. army has begun buying Walkstools for its various military bases around the world. “They have tested them for three or four years now, even in the Nevada desert, and we recently received the green light,” says Andersson.

“the 55 centim-eter high model supported a 400 kilo load, before it’s legs began to falter.”

r & D


New steps by Primaloft

at tHis year’s ispo fair, Primaloft introduced Primaloft Synergy, an insulation technology engineered for sleep-ing bags and jackets.

Synergy is a further development of Primaloft’s Infinity-insulation. They are both high loft continuous fila-ment insulations, which means that they are very ”fluffy” and don’t consist of many short fibers, rather one long fiber that ”snakes” like a rope inside of the fabric.

“The advantage with Synergy is that it’s a little bit thicker and has more volume – higher loft – than Infinity. This increases the volume of the air pockets inside the insulation, which means that the material can hold more warm air,” says Jochen Lagemann, Sales and Marketing Director Europe at Primaloft.

According to Primaloft, their products mimic the structure of down and has the advantages of down filling (lightweight, traps a lot of air and is highly compressible).

“But our synthetic polyester filling also gives you bet-ter water-repellency and the capacity to retain heat even in extremely wet conditions,” says Lagemann.

The new insulation also has more compressibility than similar materials.

“It makes it very light and easy to carry around,” says Lagemann. “You can have it in a small backpack or attach e it to your harness when you climb.” at tHe same time, Primaloft is introducing Yarn in co-operation with the Swedish brand Röjk. The material is a 50-50 mix of merino wool and synthetic fibers.

“It combines the hydrophobic properties of Primalof t and the hydrophilic properties of wool to form a dyna-mic “force field” to pull moisture away from the skin and push it out,” says Lagemann.

Yarn is used in Röjk’s midweight and lightweight ski

down and wool are considered unbeatable by many outdoor enthusiasts. Now, Primaloft is challenging this notion with two new synthetic materials.

primaloft yarn – how it works

“the advantage with Synerg y is that it’s a littl e bit thicker and has more volume – higher loft – than Infinity. This increases the volume of the air pockets.”


a hot jacket in your chestpocketHoudini Mr Dunfri is a lightweight jacket that is comfortable both as outerwear and as a midlayer. It is water resistant, dries quickly and can be compressed and stowed into the chestpocket. It’s insulated with Primaloft One, a high-tech microfiber insulation. The face-fabric is treated with a durable water repellent (DWR) finish, for wind and water resistance. Mr Dunfri is developed in partner-ship with Primaloft, and the mountain guide and Houdini-contributor Carl Lundberg.

it’s cold and lonely at the top……but Norrøna’s men’s Lofoten Gore-Tex Performance Shell Insulated Jacket is good protec-tion against cold, harsh mountain winds when you’re freeriding. It’s light and flexible, warm and waterproof. A helmet-compatible storm hood and zip-out powder skirt help seal you off from the blowing snow, and underarm zip vents dump excessive body heat. Norrøna also added internal pockets for your ski pass and MP3 player. Made of waterproof, breath-able Gore-Tex with Primaloft synthetic insulation.

Barrier on the ridgeThe men’s Haglöfs Barrier Jacket is a warm, multi-purpose, light-weight jacket with a clean de-sign. It has an easily adjustable storm hood and can be packed away into its own pocket. The Primaloft fabric is highly breath-able, which lets moisture escape to keep your body dry. The jacket is also highly wind resist-ant and treated with Durable Wa-ter Repellent (DWR) to keep the fabric dry longer. The Barrier Jacket uses Primaloft One, an ultrafine polyester microfibre insulation.

socks and according to Röjk, the advantages are a sock with a great fit and high breathability, while keeping you warm and dry.

Lagemann stresses that Primaloft Yarn creates less friction than pure wool and is much more robust with a longer lifecycle for the user. “We Have Had uLtraruNNers testing Yarn socks and they say it’s working great,” he adds.

Apart from Röjk, Primaloft is cooperating with many leading brands from Scandinavia, like Haglöfs, Helly Hansen, Norröna, Hestra and Houdini.

“We don’t want to be just a vendor of our product. We want to be a strategic partner in the whole process; from the development of a new product to the educa-tion of the salespeople and retailers and the marketing,” says Jochen Lagemann.

Thermally Efficient

High Loft

Water Resistant

Durable

Soft and Compressible

Migration Resistant

“PrimaLoft® SYNERGY insulation is soft to the hand and looks loftier. You have a very good insulation here!”

–Andrew LiPresident & CEOTungsang International

Pri

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® S

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V1/11

Test

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Advanced Continuous Filament Insulation PrimaLoft® SYNERGY

PrimaLoft,® the leaders in research and development of high performance insulations and yarns, offer PrimaLoft® SYNERGY, an advanced, multi-denier continuous filament insulation engineered for superior warmth, softness and loft. PrimaLoft® SYNERGY is constructed of both fine and ultra fine denier continuous filament fibers. This fiber composition results in an insulation that raises the performance bar of continuous filament insulations.

PrimaLoft® SYNERGY insulation is recommended for use in sleeping bags and outerwear. PrimaLoft® SYNERGY is highly durable and compressible, designed to keep the user warm dry and comfortable. PrimaLoft® SYNERGY is easy to work with as it does not require scrim or quilting and is migration resistant.

The ratio of small to large fibers is what makes PrimaLoft® SYNERGY a high loft, soft and compressible insulation.

ENGINEERED FOR MAXIMUM LOFT AND SOFTNESS

MULTI-DENIER PERFORMANCE

(200x magnification)

.73 .62

PrimaLoft® SYNERGY

THERMAL PERFORMANCE

Thermally Efficient

Water Resistant

Moisture Management

High Loft

Mul

ti-de

nier Continuous Filament

Jochen Lagemann, Sales and Marketing Director Europe.

primaloft synergy

Business


Meet us at OutDoor

a5-307For 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 snowball’s throw from the famous Norefjell ski resort. www.aclima.com

a5-309In 1970 Helsport launched the world´s first tunnel tent, just one example of the innovative products from this family owned company. The brand focus is on high quality and lightweight mountaineering products. Helsport was started in 1951 in Trondheim, Norway and has since equipped hundreds of expeditions all over the world. www.helsport.com

a5-311Nanok was established in 2001 by a group of dedicated outdoor enthu-siasts from Norway. Their idea was to simply make products that they wanted for their own adventures. Na-nok’s design team knows firsthand that their sleeping bags, jackets and tents can stand up to the harshest winter storms. www.nanok.no

a5-404Houdini’s mission is what they call “core comfort for body and soul”. This means no compromises when it comes to performance, sustain-ability and style. For this season, the Swedish company has created products made from 80 percent recycled fibers, and every garment is recyclable. This means you can dress sustainably in Houdini – from underwear to outerwear. www.houdinisportswear.com

a5-301One of the world’s most active 103-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

a5-113 Optimus has indeed a burning passion for what they do. The company offers stoves and cooking equipment that are safer and more userfriendly than many others. The Optimus mission is that outdoor cooking should be fun and relaxing – and the result delicious. The company was started in Stockholm in 1899. www.optimusstoves.com

a5-402For Ecco, it was a natural step forward to enter the outdoor world. The Danish footwear brand has succeeded in all segments tested. The high quality of every Ecco shoe is a result of the entire manufacturing chain being owned by the company – from design, tanneries and factories, to their own stores. Ecco outdoor footwear is avail-able in three categories: Mountain, Terrain and Aqua. www.ecco.com

a5-303Woolpower 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 enthusiasts and the military, it can also be seen in a growing number of fashion magazines! www.woolpower.com

a5-302Klättermusen’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

also members of SOG: Gränsfors Bruks, tretorn, Seger, Polygiene, Hestra, devold, Sätila, dale of Norway, craft, icebug, Point 65, thule

a5-308In recent years this renowned Swedish company has become more of an urban brand. Now, the modern look has been preserved, but functional-ity 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

a5-403Viking 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

a5-300Viktor 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

a5-401Some 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 environ-ment. www.66north.com

25 leading outdoor brands from Scandinavia look forward to your visit.

Business


a5-315Living in a Nordic tipi is an outstanding way of living with nature, as did the Sami people and the Indians. Since 1989, Tentipi manufactures Nordic tipis in Swedish Lapland. They are truly portable, comfortable and secure and suit all kinds of outdoor pursuit enthusiasts. They are a home from home, letting you embrace the elements. www.tentipi.com

a5-405Lundhags 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 clothing, backpacks and other outdoor equipment developed in the same tradition. www.lundhags.com

a5-406One of Scandinavia’s fastest growing apparel companies is Didriksons. From the beginning, the com-pany made clothing for fishermen on the west coast of Sweden. Today, welldesigned and functional cloth-ing 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

a5-400This 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

a5-312Based in Sweden, Light My Fire specializes in outdoor accessories that are as practical in the city as they are in the wild. From making fires to eating 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

a5-200At age 119, 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

a5-408This tent manufacturer, with a home address in the Swedish Jämtland region, has cult status among pas-sionate outdoor people. Time and time again, 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

a5-305The three-legged telescopic Walkstool is a Swedish innova-tion. The name comes from the fact that you can attach the Walkstool to your belt or backpack and walk hands free. Walkstool, from the company Scandinavian Touch, is manufactured mainly in Swedenand comes in six models. All offer two sitting positions – high and low – with the strongest one able to support over 400 kilograms. www.walkstool.com

a5-200Fjällräven, the classic Swedish brand, has been delivering quality time to peo-ple 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 through-out the world. www.fjallraven.com

a5-206“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 otherproducts that make their outdoor life safer and easier. www.silva.se

a5-304The Trangia stove can be called a Swedish classic. Over 50 years have passed since the first storm kitchen was produced. It has been refined and developed into more products, but the original, ingenious design is still the foundation of today‘s models. The company was founded in 1925, in the town of Trångsviken, with the Jämtland wilderness as the perfect testing environment. www.trangia.se

a5-306Isbjörn of Sweden has set a new stand-ard 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 condi-tions. The company also has a strong commitment to the environment. And the name Isbjörn? It is Swedish for po-lar bear. www.isbjornofsweden.com

The Scandinavian Outdoor Group (SOG) was founded in 2000 as an industry initiative to serve outdoor retailers and media in export markets. It unites well-respected outdoor gear manufacturers from all five Nordic countries: Norway, Sweden, Finland, Denmark and Iceland.

www.scandinavianoutdoorgroup.com

Photo: Fredrik Schenholm

www.bergans.com

Skarstind 40L Lady

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 the world’s most advanced outdoor equipment

for more than a 100 years.

See our new and updated backpack range!

www.bergans.com

Hall A5 Stand 301

Sports

Scandinavian Outdoor News Magazine 2011 #2