Scandinavian Outdoor Group

Transcription

SCANDINAVIAN
OUTDOOR NEWS
Magazine # 1 2016 from Scandinavian Outdoor Group – the top Nordic outdoor companies
IN SEARCH FOR WINTER
How outdoor retailers adapt to a changing climate
DALSLAND FOR OUTDOOR LOVERS
The perfect area to visit for hiking and canoeing
EXPERTS SPEAK!
4 outdoor profiles talk about the future
Everything you just have to know before Ispo Munich 2016 - and more.
News from SOG
Connecting Global Competence
Connecting Global Competence
15 years together
WE ARE NOW well experienced teenagers at ISPO. The Scandinavian
Village is celebrating an entire 15 years here in Munich and we are
delighted to invite dedicated retailers, curious journalists, bloggers and
all of our other friends to us in hall A2.
I am both proud and amazed by the cooperation that lies behind
the Scandinavian Outdoor Group. That brands who are very strong
competitors can stand together with booths next to each other at
ISPO. That we can help each other, share experiences and be happy
for each other’s successes.
Today, we are 53 outdoor brands from Norway, Sweden, Denmark,
Finland and Iceland with a strong heritage and traditions from our home
in Scandinavia. We are small individually, but we strengthen each other
by working together. To work together to survive is probably a legacy
and tradition here in the north. We strive to do
good, for our brands, for each other and the
outdoor industry, and for nature. We also have
tremendous fun together.
We wish you a warm welcome to ISPO and
urge you to experience our passion, joy and
exciting products, with a touch of Scandinavia.
Sara Wänseth, General Secretary of SOG
Contents
04
06
08
10
12
13
17
16
24
18
26
20
29
26
33
28
36
WILDLIFE NEWS FROM SCANDINAVIA
The latest on the outdoor frontier.
LARS MONSEN LISTS THE MOST IMPORTANT ISSUES
Famous adventurer wants to share his passion.
WHERE IS THE WINTER?
How the outdoor industry adapts to a warmer climate.
WHAT IS SOG?
The core of the organisation in short terms.
WE WELCOME NEW MEMBERS
Get to know the growing family.
This is SOG
SOG stands for Scandinavian Outdoor
Group. As the name implies, we are
Scandinavians with a strong outdoor
heritage united in a group. SOG was
founded in 2000 as an industry initiative
to serve outdoor retailers and media in
export markets. We unite well-respected
outdoor gear manufacturers from all
five Nordic countries: Norway, Sweden,
Finland, Denmark and Iceland. Today, SOG
has more than 50 member companies.
scandinavianoutdoorgroup.com
Don’t miss!
SCANDINAVIAN BAR
Sunday, January 24th
10:00 – 10:15: Join us for the official
opening of the Scandinavian Village.
17:00 – 18:00: Scandinavian Outdoor
Award (SOA) price ceremony.
Sunday - Tuesday 17:00 – 18:00:
Happy Hour in the Scandinavian Bar.
New SOG logo
The Scandinavian Outdoor Group is an
arena where SOG members can shine
and attract the world. The new SOG
logo is more modern, expresses that we
are Scandinavian, that we represent the
outdoor industry and that we do this
together, as a group. We have also added
the Scandinavian flags. At the same
time, the logos for our projects like the
Scandinavian Outdoor Award (SOA) and
Outdoor Academy of Scandinavia (OAS)
have also received a facelift.
GEAR GUIDE 2016
8 innovative products at Ispo.
To be one of the top players in the sports business you’ll need to know
To be one of the top players in the sports business you’ll need to know
where the top is. This means always being up-to-date on industry
where the top is. This means always being up-to-date on industry
news and the latest trends, and having quick and convenient access to
news and the latest trends, and having quick and convenient access to
the right contacts. ISPO offers it all — unique services like ISPO OPEN
the right contacts. ISPO offers it all — unique services like ISPO OPEN
INNOVATION (crowdsourcing platform), ISPO COMMUNITY (interactive
INNOVATION (crowdsourcing platform), ISPO COMMUNITY (interactive
voting platform) and ISPO ACADEMY (continuing education programs
voting platform) and ISPO ACADEMY (continuing education programs
for the sports business). What are you waiting for? Benefit from these
for the sports business). What are you waiting for? Benefit from these
and many more services. Up close and personal at ISPO MUNICH,
and many more services. Up close and personal at ISPO MUNICH,
ISPO BEIJING and ISPO SHANGHAI and 365 days per year at ispo.com
ISPO BEIJING and ISPO SHANGHAI and 365 days per year at ispo.com
SPORTS. BUSINESS. CONNECTED.
SPORTS. BUSINESS. CONNECTED.
SCANDINAVIAN OUTDOOR AWARD
Here you find all the contributing products.
WELCOME TO THE NORTH!
Upcoming events from Outdoor Academy of Scandinavia.
YOUR GUIDE TO ISPO
All you need to know before the fair.
Imprint: This magazine is produced for
Scandinavian Outdoor Group by Norr Agency,
[email protected]
Editorial team: Gabriel Arthur, Katja Gustafsson,
Robert Moskowitz, Nicolas Jändel, Sofia Karlström, Sara Wänseth
Art Director: Peter Huber
Cover Photo: Stéphane Godin
ISPO information center Scandinavia / Tel. +46 31 209910 / [email protected]
ISPO information center Scandinavia / Tel. +46 31 209910 / [email protected]
General Secretary:
Sara Wänseth
[email protected]
+46 70 5628010
scandinavianoutdoorgroup.com
SCA ND INA V IA N OUTD OOR NE WS
3
News from the North
photo: stephane godin
15 years of the
Scandinavian Village
Facebook for news and inspiration from the
members and the Scandinavian outdoors.
On Linkedin, we present business updates,
business news and vacancies at member
companies. Also, SOG will host an Instagram
contest during ISPO. Participants should tag
their best pictures from the Scandinavian
Village with #scandinavianvillage and #ISPO.
Winners will be announced at @scandinavianoutdoors on Instagram every day. The
prizes - products from SOG members can be collected at the Scandinavian Bar.
Instagram: @scandinavianoutdoors
Facebook: Scandinavian Outdoors
Linkedin: Scandinavian Outdoor Group
northern lights tourism has increased rapidly in recent years. Now, it has received an extra boost thanks to
the growing interest in photographing auroras. For example, Canon invests heavily in aurora shooting in northern
Scandinavia. Ski touring has also enjoyed strong growth. Combining skiing with a boat cruise on the fjords of
Norway or Greenland is considered one of the winter's coolest adventures. A third trend on the rise is boardsports
on the high seas. Surfing and SUP in the winter does not attract crowds yet - but offers many cred points.
Houdini and the planet
the planetary boundries framework identifies nine
global environmental boundaries we should remain
within to avoid unacceptable global environmental
change. The framework was created by the worldrenowned hub for Sustainability Science Stockholm
Resilience Centre. Now, the centres partner Albaeco
has launched the project together with the Swedish
outdoor company Houdini Sportswear, to analyze the
company's activities based on the nine global environmental boundaries. The ambition is to create an
open-source method for assessing businesses from a
Planetary Boundaries perspective. Eva Karlsson, CEO
of Houdini, says:
“Our goal is zero negative impact. Our timeline:
as soon as possible. In order to reach our goal, interdisciplinary collaborations for knowledge sharing and
innovation is the key.”
4
S C A N DI N A V I A N O U T DO O R N E W S
Test the students
photo: sofia karlström
Three Nordic winter trends
#youscandinavianoutdoors
can follow SOG on Instagram and
photo: tina stafrén
photo: erlendur thór magnússon
this year, the scandinavian Village at ISPO
celebrates its 15th anniversary. Back then there
were about ten exhibitors. Today, the village has
grown to include thirty members and 3 056 square
meters. From the start, the Scandinavian Bar
has been the natural meeting place for industry
professionals and journalists. According to ISPO's
visitor statistics, the bar is the most visited site
at the entire fair, with over five thousand guests
per day.
“This year we will skip the sugar and focus on
more healthy and green snacks. Another update
is that the Scandinavian Outdoor Award Exhibition has been moved to the bar area,” reports
Rachael Blaxland, Project Coordinator for the
Scandinavian Village.
mid sweden university's sports technology engineering program
is the only one of its kind in Sweden (see page 6-7). During ISPO,
students from the program will be present in the Scandinavian
Village. There, selected brands will have the opportunity to test
the students’ skills in product development. A team of sports
technology students will work for three hours on developing
innovative solutions for each brand.
5
Research and development
The research center gathers both people and
knowledge, in a sort of think tank-environment.
The Swedish region of Jämtland, sometimes called the Peak Region, is one of
the leading areas within winter sports and outdoor recreation in Sweden.
Collaboration with researchers at Peak Innovation is a key factor to the success.
TEXT SOFIA KARLSTRÖM
PHOTO: TINA STAFRÉN
THE
PEAK REGION
IN ADDITION TO SEVERAL renowned Swedish
outdoor companies, the close proximity to amazing
scenery as well as natural test environments, Jämtland
is also home to world-leading research in the fields of
winter sports and outdoor gear. The Swedish Winter
Sports Research Centre and Sports Tech Research
Centre are both part of Mid Sweden University, with
the goal of creating the best possible conditions for
product development as well as for elite winter sport
athletes. The research environments are included
in the Swedish organization called Peak Innovation, whose vision is to turn the Peak Region into a
world-leading environment for research, innovation
and business development within tourism, sports and
outdoor gear.
Rigorous testing at the STRC
The researchers at the Sports Tech Research Centre
(STRC) develop and test products with a focus on
sport and outdoor. In the textile lab there is equipment for testing water columns, breathability and
various types of wear in both hot and cold conditions,
down to –70 ° C.
6
SCANDINAVIAN OUTDOOR NEWS
In March 2015, STRC’s unique wind tunnel opened,
which created opportunities for totally new research.
“In the textile lab, we test what water column a
fabric has, while in the wind tunnel, we test how the
product works as a whole. There you can see how
a product’s seams and other critical parts work, and
you can, for example, test a jacket with a backpack to
see how it affects the material,” says Per Skoglund, a
research engineer at STRC.
The wind tunnel has a treadmill that test subjects
can run or ski on and that can simulate wind, rain and
snow. With the help of sensors and infrared cameras,
it is possible to measure the cooling effect and see
where heat and moisture are leaking.
The research centre also has a prototype laboratory with 3D printers that can print prototypes of
plastic and metal.
Within the STRC is a three-year college education
where students’ graduation projects are often carried
out together with companies from the outdoor industry. Several times it has led to exciting products and
continued cooperation. An example is when students
were given the task by Woolpower® to see what they
could do with the leftover waste from production.
Kajsa Nilsson, a student at the STRC, came up with
a proposal on how to make wool felt of waste material
that could be used to manufacture soles. Today the
award-winning Woolpower® Recycled Felt Insole is
produced from recycled merino wool.
World-leading laboratory
The Swedish Winter Sports Research Centre
(SWSRC) is one of the world’s leading laboratories
for winter sports research and development, particularly within cross-country skiing. They work closely
with the Swedish Olympic Committee.
It features unique research environments that
examine the relationship between physiology and
biomechanics, including a “climate chamber” where
performance can be tested at high altitudes in combination with heat and cold, from –20 to +30 ° C. With
the help of sensors and 3D, high speed and thermal
imaging cameras measure an athlete’s values, which
are then analyzed.
SWSRC was a crucial factor for Sweden’s success
in cross-country skiing at the Olympics in Sochi in
2014. Back then, they partnered with the company
Craft in order to optimize a racing suit for skiing
competitions in the warmer and humid climate.
Jonas Peterson, CEO of Craft, considered this
cooperation a success.
“ With the help of sensors
and 3D, high speed cameras
measure an athlete’s values,
which are then analyzed ”
“We had very close, successful cooperation with
the Swedish Winter Sports Research Centre during
the preparations for the last two Winter Olympics, in
Vancouver and Sochi. This allowed us to develop the
world´s fastest skiwear for the Swedish cross-country
team, and has resulted in our own Craft Research and
Development Lab at SWSRC in Östersund.”
In addition to research in high tech labs, the nature
and sports arenas in the town of Östersund are also
utilized. There are extremely lightweight sensors that
are built into shoes and clothing and it is also possible
to use 3D cameras outdoors.
“In recent years there has been a revolution in how
one can measure performance as well as how clothing
and footwear interact with humans in real time, in the
field,” says Sture Espwall, research administrator at
the SWSRC.
peakinnovation.se
SCA ND INA VIA N OUTD OOR NE WS
7
What is most
important?
photo: jeff richt
Experts
We asked four experts to
tell about the most important
issues in their fields.
“Equality based businesses
achieve better profitability”
Sara Georgsson
{ SUSTAINABILITY }
today, the question is not if a company should
work with sustainability issues - but how to do it,
according to Joel Svedlund. He previously worked as
Environmental Manager at Klättermusen and is now
a consultant in sustainability issues at Peak Innovation. One of his tasks is to take responsibility for the
SOG members’ networks in the field of sustainability
and CSR.
“The tempo has increased in that the issues are now
at the management level in most companies, having
previously been a matter for design departments,
product developers, etc.”
“Companies are at different stages. Those who have
recently started are realizing that it is urgent to move
from individual measures to a more structured effort.
Those who have come a long way are mainly battling
with questions about how they can best communicate
their work - and how sustainability can contribute to
the business and increase profitability.”
Are there issues that are particularly relevant for the
outdoor industry?
“Several industry initiatives are ongoing in parallel.
Chemical issues continue to dominate much of the
public debate. There is also much happening with
animal management and animal rights. There are now
two different down and wool standards on the way.”
“Issues affecting the entire textile industry – such
as water use and equitable wages - are also something outdoor companies should be looking at.
Eventually, a circular economy will become increasingly important.
““Chemical
Chemical issues
issues continue
continue to
to dominate
dominate””
{ EQUALITY }
Joel
Joel Svedlund
Svedlund
photo: john poignant
in addittion to her work as Category and Brand
8
Manager at Silva, Sara Georgsson has another
project that she is passionate about: to run Divas,
the Swedish network for female managers in the
outdoor and sporting goods industry. It is a task
she shares with Eva Strand, CFO at Haglöfs and
Ulrika Skoghag, CEO of the Swedish sports fashion
company Daily Sports.
“In a gender equal industry, a network of female
managers is not needed, but that is not how today’s
outdoor industry looks. Silva is one of the companies
that actively recruits female managers and I came
here from the grocery sector. Myself and others coming from the outside may think it is strange that the
industry is so male dominated despite the fact that it
sells a lot to both sexes.”
“It may on the other hand give companies working actively on these issues competitive advantages.
There are currently many studies showing that
companies with gender equal management groups
have higher profitability.”
What is most important for companies that want to
work actively with these issues?
“To look at recruitment processes is important as well as
how HR managers work and the directives given to recruiting firms. Changing the corporate culture internally
and simultaneously revising their offers to customers.
Everything from product development to marketing can
gain by collaborating in teams that are not so homogeneous. The organization should reflect the target group,
both in terms of age, origin and gender.”
➜
9
Experts
SAFE GRIP,
FREE MIND.
{ ADVENTURE }
he has trekked through Alaska, Canada and Norway,
and spent years in tents. His television program about the
wilderness attracts a huge number of viewers. Lars Monsen
is Norway’s most famous outdoor profile.
“The most important thing in the Scandinavian outdoors
right now is that young people discover nature. If I myself can
inspire someone to take his or her first journey into the wilderness, it is absolutely the most important thing I can do.
What is your advice to those wanting to go out on a long
outdoor adventure during the winter?
“Firstly, you should not shower for a week before departure,
so you build up a natural layer of fat on the skin. It is also
important not to wear too much clothing when the body is
in motion, to have clothes that are easy to take on and off.”
“Nothing is as simple as lying outside in ten degrees
below zero and no wind. Then, the air is dry and everything
around it as well, but you need good equipment. The choice
of a quality sleeping pad is a detail that many overlook. And
perhaps most important, a good, warm sleeping bag.
drive exports
from home”
photo: hans kristian krogh-hanssen
Ragnar Jensen
discover nature”
nature”
discover
Lars Monsen
{ EXPORT }
“ You cannot
10
The youth
youth must
must
““The
in mid-october 2015, Ragnar Jensen left his position
of CEO at Bergans to Leif Holst-Liæker, who previously
worked at Viking Footwear. With his 33 years at Bergans,
Ragnar is one of the true veterans of the Scandinavian
outdoor industry.
What is the biggest difference between the Scandinavian
businesses of today and when you started at Bergans?
“At that time, Bergans and the other major outdoor companies operated primarily in their home markets. Today, we
are international. In parallel, we have broadened ourselves.
Bergans was basically just backpacks at the time, today we
have everything from tents to lifestyle collections. It is the
same for many other Scandinavian brands.”
In 1991, Bergans turnover was 7.5 million Norwegian
kroner. Today the annual turnover is over 750 million.
How can Scandinavian companies succeed in exporting?
“It is very important that we are on site in the markets. You
cannot push exports from home and rely on sales people who
travel, or distributors. For example, Bergan has subsidiaries
in Germany, Sweden, Russia, USA and China.”
Our mission
mission isis to
to inspire
inspire people
people to
to aa
Our
healthier and
and happier
happier life,
life, all
all year
year
healthier
round. Without
Without having
having to
to worry
worry
round.
about slipping,
slipping, you
you can
can go
go deeper
deeper
about
into your
your activity,
activity, whatever
whatever that
that is.
is.
into
Free your
your mind
mind to
to experience
experience more,
more,
Free
that isis what
what Icebug
Icebug isis all
all about.
about.
that
www.icebug.com
www.icebug.com
COME AND
AND VISIT
VISIT US
US AT
AT ISPO
ISPO IN
IN
COME
BOOTH A2:118
A2:118
BOOTH
Retail
Seasons in
change
PHOTO: HENRIK TRYGG
The Scandinavian winter is becoming warmer and more unpredictable. Some
outdoor activities are becoming more difficult to practice – while others are on
the rise. How can retailers adapt to the changes? And how can you be proactive?
Shiny ice in Lofoten
At the end of January 2014, large grass fires
raged north of Trondheim, Norway. An extreme
winter drought was the cause of the fires.
When the news reached Stockholm, the city’s
dedicated Nordic ice skaters realized: no snow
must mean that there was perfect ice along the
Norwegian coast. Over the next few weeks
several Swedish skaters went to the fishing
village of Reine at the tip of Lofoten to take
part in the unique ice event around Lofoten.
12
TEXT GABRIEL ARTHUR
S
tockholm is usually considered the capital of
Nordic skating. With specially made, long
distance ice skates, ice spikes around the
neck, ice picks and backpacks with safety lines, you
glide along on snowless, ice-covered lakes and sea
bays. A nice winter weekend attracts tens of thousands of people out on the ice. In February each
year, the 80 km long Vikingarännet race is held on
the ice between Uppsala and Stockholm. With approximately 3 000 participants, it is one of the largest
outdoor events in Sweden.
The number of days when it is possible to skate in
Stockholm has varied over the last twenty five years.
However, the trend is clear – the skating season during this period has become roughly one month shorter. As a result of climate change, the locals will have
to accept that in a few decades there will hardly be
any Nordic skating in Sweden’s capital.
There have already been two consequences.
One is that Nordic ice-skating has become a fastgrowing activity further north in Sweden. Here,
the ice was previously covered by snow throughout the winter. Now, the snow melts, exposing the ice several times each winter. The other
consequence is that stores in northern Sweden
have started selling Nordic skating equipment.
New activities
In parallel, many Stockholmers are moving to other
winter activities. The trail running boom, which soon
celebrates ten years in Sweden, is spreading from the
summer to winter. An example of this is the Gothenburg based company Icebug. With their studded
running shoes, the company has increased its net
sales by 30 percent per year over the past five years.
There is no queue on the trails in the forests around
Stockholm during December – however more and
more are looking at hiking as a year-round activity, perhaps with a pair of snowshoes as a complement. Winter paddling in a kayak is also increasing in popularity.
Of course, winter is also changing elsewhere in
Scandinavia. Ski resorts that previously relied on
natural snow have been forced to invest in snowmaking. Even wildlife is changing. In the autumn
of 2010, in the waters of Tromsø in the far north
of Norway, people began sighting a new species,
the majestic humpback whale. Due to changing water temperatures, the whales’ main food
source, large schools of herring, started swimming in the fjords around Tromsø. Today, whale
tourism is rapidly growing, and kayaking next to
humpback whales counted as one of Scandinavia’s most exotic autumn and winter adventures. ➜
13
Retail
Early sales, an industry problem
The same pattern of early winter sales is being seen
in Sweden and Finland. Naturkompaniet, Sweden’s
largest outdoor retailer with thirty stores, has chosen
not to join the sale rally, says Erik Spets, Purchasing
Manager. Instead, they try to balance their collection
so that they have a wide range, even with a very mild
winter. Underwear and lightweight insulation garment may be more appropriate than thick down jack14
ets. Ski tours can be replaced by a run in the woods.
“We extend the autumn season and see an early winter as a kind of bonus. We expect that winter will come
earliest December, and usually in January or February.”
“One can understand the attraction, because there
is a higher pricing on winter collections and it is easy
to generate revenue if it gets really cold. However, the
fact that many retailers purchase a large winter range
and put it on sale in the late autumn has developed into
an industry problem, one we should jointly try to solve.
It is the same thing with ski clothing. Customers are
beginning to learn that there are early winter sales.”
Erik Spets believes that it is no longer important to
introduce early winter highlights.
“The market is so transparent today. You can basically buy what you want, when you want it. And when
people are walking around in shorts, they are not very
➜
curious about winter gear.”
“Here, there will be real
winter for many more
years, but people in the big
cities tend to forget that
we have snow when their
ground is bare”
PHOTO: MAGNUS BERGSTRÖM
Winter in Hemsedal
Like all industries that want to call themselves responsible, the outdoor industry needs to actively and purposefully reduce their emissions of greenhouse gases.
Yet, alongside environmental work, the industry
must also deal with an increasingly unpredictable
market, especially during the winter months. When
the winter outdoor activities disappear - what will
take their place?
Hemsedal, about 200 kilometers northwest of
Oslo, is considered to be Norway’s best ski resort.
This is also the location of Norway’s oldest pure
outdoor shop. When Scandinavian Høyfjellsutstyr
opened in 1972, they were the first to opt out of sports
equipment and only focus on climbing, hiking and
other outdoor activities. The current owner, Erik Enitch, began working in the shop back in 1982. He is an
avid mountain man and has seen for himself how the
winters have changed.
“It used to always be really cold a few times every
winter, even down to minus 40 degrees. Not any
longer. Instead, it could rain in the middle of winter. And the weather has become harder, with more
storms. The avalanche danger has also increased.”
However, there is currently no real danger of winter disappearing in Hemsedal and other high-altitude
ski resorts, explains Erik Enitch. Yet, Hemsedal is
adversely affected as the winters in Oslo and Bergen
become warmer.
“Here, there will be real winter for many more
years, but people in the big cities tend to forget that
we have snow when their ground is bare.”
Generally, the outdoor industry has grown a lot
in Norway in recent years. Erik Enitch thinks that
e-commerce and the big chain price pressures are
greater challenges than the warmer winters. With one
important exception.
“In cities like Oslo and Bergen many stores still
expect that winter will come early. When winter fails
to show up, they start to discount their winter collection in late October and early November. People in
the big cities are getting used to sale rallies and think
that our regular prices are high when they come here.”
Kebnekaise is shrinking
Sweden's highest mountain is the southern
peak of Kebnekaise – but not for long. The
reason is that the south summit is covered
by ice, while the north summit, 400 meters
away, consists solely of solid rock. Since
2000, the southern summit has melted an
average of one meter per year. In the summer of 2016, the northern summit might be
the highest. For climbers, it is much more
difficult to reach and therefore, the number
of people who climb the highest mountain
in Sweden is estimated to fall dramatically.
15
Retail
About SOG
must help our customers to
thrive outside all year round,
whatever the weather”
Humpbacks in Tromsø
When the first humpback whales appeared
in the northern Norwegian town of Tromsø in
2010, it was something completely new. They
had not been seen so close to the Norwegian
coast since the 1800’s. However, the schools
of herring - their main source of food - have
moved north. Now, you could take a close
look at the giants who otherwise live a secretive
life in the wide-open seas.
PHOTO: ALFA
“ We in the outdoor industry
“In particular, the garment that can be used in the city,
in the woods and on the mountain, works very well.”
Autumn is getting longer and the winters are shorter. In addition to Erik Enitch, Erik Lace and Nina
Ehrnrooth hoping that the industry resets itself and
eradicates the sales rally, they want to see common
initiatives to entice people to get out into nature even
on a rain soaked, dark December day.
“We in the outdoor industry must help our customers to thrive outside all year round, whatever the
weather,” says Nina Ehnrooth. ●
PHOTO: FREDRIK BROMS
Urban outdoor in the winter
Another change that is seen in Scandinavia, as in
many other European countries, is that “urban outdoor” is growing in the wintertime. Partioaitta is the
Finnish equivalent to Naturkompaniet. Company
president Nina Ehrnrooth explains from Helsinki:
“Although winter is now warmer in southern Finland, people are wearing clothing that can withstand
rain, sleet and snow. We have changed our stock
and sell more jackets than ever, but different models
than before. Autumn jackets, hiking jackets and light
down jackets are selling very well.”
Although the pure winter activities such as skiing are becoming more difficult as the winter gets
warmer, Nina Ehrnrooth hopes and believes that
people will still feel a great need to be outside.
However perhaps the tours may become shorter
and more comfortable.
WELCOME TO
THE NORTH
“ Together, we
manage a proud
heritage and a long
tradition of living
and working close
to nature”
IS THERE SOMETHING that unites over fifty
outdoor companies from the Nordic countries?
Yes, we are joined together in the Scandinavian
Outdoor Group. Together, we manage a proud
heritage and a long tradition of living and working close to nature. We make premium outdoor
products, with innovations created from the challenges of our demanding nature. We strive to do
good, for people and for nature. We do this with
passion and joy – and we do this together.
Today, we are 40 full members and 13 development members. On the following pages you will
meet six of our member companies - of which three
have chosen to talk about their work in sustainability, a priority area for many within the SOG.
You can also read about our new development
members, check out the exciting products and
follow along on our Outdoor Academies. Last,
but not least: our comprehensive guide to the
➜
Scandinavian Village.
17
Members / SÄTILA OF SWEDEN
Members / DIDRIKSONS
Activewear for daily
adventures
Beanies made
to be seen
Sätila of Sweden is one of Sweden’s oldest
textile companies and the story starts 120
years ago, in 1896. In the village of Sätila,
between Gothenburg and Borås, there is a
factory that has produced hats and other
knitted accessories from the very beginning.
Didriksons’ autumn-winter 2016 collection
merges function and style: a perfect mix for
active families. Via meticulously thought-out
functions and details, the company develops
items that withstand daily wear and tear – and
work equally well for outings and for travel.
during the run-up to the season, Didriksons
analyzed and reworked the entire collection – to
create a comprehensive range that covers many users’
requirements. How did they do it? By combining
various garments like signature collection items such
as warm, lined parkas and smoothly lined functional
jackets and pants – as well as “between” layers for
extra warmth.
“We create clothes for the entire, active family,”
says Ulf Bourghardt, Didriksons’ Collection Manager. “We start with the notion that bad weather should
never hinder families from having fun together outdoors. We don’t make garments for rugged outdoor
expeditions or mountain climbing. We create them
for an active daily life and mini-adventures.”
Happy, healthy and harmonious
Didriksons structured the collection for functioning
in any context: while biking or working in the rain,
winter vacations in the mountains – or Sunday picnics
in nice weather. Very high performance – in relation
to pricing – makes the garments unique. “Our clothes
must be available to all families,” says Bourghardt.
“And our garments must offer function at affordable
prices. We made smart fabric choices, applied extensive experience and expertise, removed unnecessary
details, and kept everything that’s important. That
way, the garments can be specially designed for our
target groups.”
Didriksons continues its sustainability initiatives;
consequently, all waterproofing is free from PFC.
Nearly all lining fabric in their products is made from
spin-dyed materials. This saves volumes of water
and energy and radically reduces the use of chemi18
Sätila Vision has a knitted reflector
for maximum visibility.
cals during manufacturing*. The garments do not
contain real fur, down, or leather details. “We created
a high-performance, extremely affordable collection
that covers modern families’ needs for staying happy,
healthy, and harmonious. That is what we do best.”
didriksons.com
* 80 % H2O reduction, 60 % less energy consumption, 60 % fewer chemicals, and 50 % lower CO2
emissions.
it was in this region that the Swedish textile industry emerged in the 1800’s. In Sätila, people are very
proud to have kept the knitting factory in the same
location where there is a long expertise in textiles, knitting, and the development of the perfect hat.
One important change was in the 1970’s when
the company chose to focus only on knitted hats.
Interest in skiing grew exponentially and sporting
goods retailers began to attract clients who were
also interested in fashion. At the same time, Sätila
of Sweden received an unmistakable ambassador –
Ingemar Stenmark. Each year new originals were
designed and during that time this was the brand
icon of Sätila.
“We are very famous for these hats and they are
still working well on the market - maybe not in the
same quantities as in the 70’s though”, says Lotta
Persson, Brand Manager at Sätila of Sweden.
“With this charming history we now celebrate our
120th anniversary”.
Design, function and durability
The factory has grown in pace with demand, and
with sustainability and the environment in focus,
Sätila is now a strong producer of hats and scarves
in the Sports, Fashion and Outdoor segments.
According to Lotta Persson, the company’s future
lies in thoughtful design combined with durable
materials that have features that simplify life for the
wearer - with individuality in focus. That consumers will become increasingly aware of the environment and interested in the materials that a product
contains is taken as a given within the company.
Therefore, Sätila is choosing to increasingly work
with recycled materials.
The product that the company entered for the
“Scandinavian Outdoor Award” this year is a hat for
active leisure, Sätila Vision. It is knitted from a Dri
release/merino wool blend, the first of which is made
from recycled polyester. On the hat is a knitted reflector for maximum visibility when working out in the
dark. Sätila hats are made to be seen, whether due to
a reflector or just being stylish around town.
Obviously, the company is now aiming for a
sequel to last year’s win in the category “Overall
Winner”, where the model X3 Beanie took home
first prize.
satila.com
19
Members / FJÄLLRÄVEN
Members / TRETORN
The
sustainability
challenge
Celebrating 125
years – and many
more to come
From the rough weather that got Tretorn
started in 1891 to the continued improvement
and innovation that keeps them going, Tretorn
celebrates their living heritage this year, by
doing what it does best: merging the timeless
with the contemporary, form with function,
and city with nature.
When Fjällräven was established in 1960, one
of the founders Åke Nordin’s cornerstones
was to make sure to leave the basecamp in
better shape than he found it. Already from
the start, it was important for him to preserve
the nature he loved to explore.
the tretorn wings collection is a guaranteed
choice when it comes to quality. It launched as a simple
rubber boot for life at sea. It soon became clear that
the handmade, natural rubber boot had much more to
offer. Since the late 60’s, Wings rubber boots have been
featured on the pages of glossy fashion magazines. The
boot features a design that merges practicality with
style. They are still hand made from natural rubber,
with a breathable mesh insole.
Today, the original model has been joined by Wings
Low, a lower version that just skims pant hemlines, and
fashion pieces such as the Wings raincoat, made from an
all PVC-free, soft PU with welded or heat-sealed seams.
All are perfect for the city and the country, comfortable,
waterproof and a favorite for generations.
tretorn.com
SWEDISH FJÄLLRÄVEN IS constantly working on find-
The Tretorn Wings products were first launched to
be used at sea. But nowadays both products and
customers have a much wider range.
20
ing the most sustainable way possible in everything
they do. A special challenge was when they set out to
make the most sustainable backpack ever, using their
most iconic product, the Kånken, as an inspiration.
When the Kånken was introduced in 1978, it was (and
still is) extremely durable, creating very little waste in
production, and has a timeless look that appeals to
generations. However, everything can be improved.
Without changing anything from the ingenious design, Fjällräven asked itself how the Kånken could be
made with as little input of raw materials and energy
as possible, as well as looking at recyclability in order
to make the square backpack a more circular product.
The choice of material was the first challenge.
Fjällräven landed on recycled polyester. This reduces
the company’s need for virgin materials, and gave new
life to old, discarded plastic bottles. But the choice of
material alone does not bring about a revolution. After
taking their minds outside any box they knew, the
product developers eventually found a way to develop
the main fabric, the lining and the straps from the
same yarn. So, they came up with a backpack where
the major parts are made from a single material –
which makes the backpack a lot easier to recycle.
Fjällräven began cooperation with Spindye,
which made them able to incorporate a state of the
art dying process when producing the new backpack. The colors are spun into the yarn at the
beginning of the process instead of dying them into
the finished fabric. This method simply eliminated
Production facts Re-Kånken
◆
◆
◆
◆
◆
◆
◆
1 yarn = 3 materials
95 % recycled material
Less H2O (75 %)*
Less Chemicals (67 %)*
Less Energy (39 %)*
Saving 11 PET bottles/ 9 PET bottles (Mini)
11 low impact colors
* reduction from making 1 kg SpinDye®
recycled polyester, compared to 1 kg virgin
polyester conventionally dyed.
the traditional dying step and reduced water, and
energy consumption as well as the amount of chemicals needed in the process.
And the result?
The result is called Re-Kånken, which is made of
recyclable polyester. It’s been reinvented to save water, chemicals as well as energy consumption. Ready
to be used, abused, travelled and loved – and in the
distant future, even recycled! Could they have done
more? Probably. Does Fjällräven now have the most
sustainable backpack ever? Maybe. What they do
know is that they have made an impact, and gained
valuable knowledge that the company can bring into
the development of all other products as well.
fjallraven.se
21
Members / BERGANS
What we love,
we will protect
Members / ISBJÖRN OF SWEDEN
Ensuring responsible
animal treatment with
the RDS-certification.
Nature is the best
playground
Bergans lives to let people experience the
outdoors. To ensure that nature will be
there for the next generations to enjoy,
the Norwegian company is committed to
stepping up its efforts, with internal actions
as well as external investments.
Isbjörn of Sweden and PrimaLoft, Inc., the world
leader in high-performance insulation solutions
and fabrics, are taking functional kids clothing to
new heights. Starting in fall/winter 2016, Isbjörn
will feature PrimaLoft® Black Insulation Eco
throughout the company’s insulated collection.
bergans new sustainability strategy is called
for isbjörn, this new partnership means an
Expedition 2020 and has specific goals for the company to achieve in the next five years. The company is
highly committed to the environment, as well as
human rights and animal welfare. They want to implement long-term targeted sustainability improvement measures that are focused on three major areas:
opportunity to collaborate with the world’s largest
supplier of bluesign®-certified insulations. bluesign®
is one of the most renowned environmental certifications in the textile production world. PrimaLoft®
Black Insulation Eco consists of 60 percent recycled
fibers and provides environmentally friendly, comfortable and warm insulation for the youngest, who
need freedom of movement the most.
“We are incredibly proud of the cooperation
with PrimaLoft,” says Maria Frykman Forsberg,
CEO at Isbjörn of Sweden. “We share common
values in developing sustainable products, but also
the need to develop functional clothes, which give
children a high level of comfort and security in
their everyday adventures.”
PrimaLoft® Black lnsulation Eco keeps kids warm
1. Responsible Quality: The aim is to make 75
percent of all products bluesign®-approved products
by 2020. From 2016 on, Bergans will deliver all down
products with 100% certified down as “Responsible
Down Standard”. Even Ecodear, a new polyester
fabric made by Toray that is 30 percent plant-based
is part of the new strategy, where 70% of all products
should be made of more sustainable materials by
2020. The fabric is already part of the Eidfjord Jacket
and will be available on the market from summer
2016. Ecodear is fully recyclable.
2. Positive impacts in the value chain: The aim is
that all packaging material should be from sustainable sources and less than 2 percent of all freight
should be by air. In addition to its Code of Conduct
monitoring program, Bergans aims to work with 5
supplier projects every year to advance issues such as
social dialogue in the factories.
3. Inspire action: All actions start with knowledge,
therefore annual sustainability training for staff is
part of the plan, as well as training for suppliers and
more accessible information to customers. Minimal
climate impact is an important issue to Bergans and
every day actions are implemented through a Green
22
Workplace Commitment. The company is also set to
buy only renewable energy for all Bergans operations
within the coming years.
Additionally, Expedition 2020 has defined strategic
areas for external investments where Bergans actively
lends its support: organizations who work to get
more people outdoors (like the Norwegian DNT),
initiatives working with education and health for
communities in need (with Mountain People and
iCare) and conservation projects (with EOCA).
Because they are convinced that what we love, we
will protect.
bergans.eu
Once in love with snow,
always in love.
even in icy conditions. The highly technical insulation
mimics the structure of goose down and adds the benefits of lightweight softness and unlimited mobility.
“Nature is the best playground for both adults and
children,” says Jochen Lagemann, Managing Director for PrimaLoft in Europe and Asia. “Being able
to play outside even during snowy winter conditions
gives children unlimited opportunity for adventure.
Isbjörn-products give parents a sense of security that
their kids will stay dry and warm all day. In this regard PrimaLoft is a perfect complement to Isbjörn.”
Sustainable premium brands
Isbjörn of Sweden is a premium outdoor and ski
brand for baby, kids and junior that wants to bring
true sustainability into the market by offering
products with the same functions and high quality
as premium adult brands. They also strive to take an
environmental friendly approach when choosing materials. The brand was born in 2005 and is currently
distributed by over 250 exclusive outdoor retailers in
Scandinavia, Europe and Japan.
PrimaLoft, Inc., is a materials science company
based in Latham, New York with offices in Germany
and China. They are world leaders in research and
innovative development of comfort solutions with
high performance insulations and fabrics. PrimaLoft®
insulation was originally developed for the U.S. army
as a water-resistant, synthetic alternative to down.
Today, PrimaLoft, Inc. is active in sustainable textile
production through partnerships with the bluesign®system, the International Oeko-Tex® Association and
the Sustainable Apparel Coalition’s Higg Index.
isbjornofsweden.com
23
New Members / ROALD AMUNDSEN SKINCARE
New Members
A growing group...
Skincare for Active People
Amundsen Brands commitment to health care
products has resulted in the development and
creation of “Roald Amundsen Skincare”. The brand,
which was established in Bergen, Norway, in 2014,
is inspired by the story of Roald Amundsen.
We are proud to present six new SOG development
members. Read about everything from environmentally
sound cups from Finland to winter boots manufactured
in Sweden. We also take a closer look at the Norwegian
company Roald Amundsen Skincare.
◆ Roald Amundsen Skincare
Northern
Playground
As the first man to the South Pole in 1911, Roald
Amundsen is the best proof of how far you can
reach by planning and being prepared for both the
expected and unexpected.
The same is relevant today for everyday “expeditions”
by everybody. This is why the “Roald Amundsen
Skincare” products are manufactured with high
quality standards, and with natural ingredients only.
“Roald Amundsen Skincare” is the first brand to have
developed a Skincare Series perfectly targeted for
outdoor activities – and for all kinds of weather conditions. The products are suited for both summer and
winter, as well as on land or at sea.
◆ Kupilka
Kupilka’s products are made from Plasthill’s own biomaterial and the product range includes cups, plates, bowls,
cutlery sets as well as innovative Kupilka knives. All Kupilka
products are manufactured in Finland using green energy.
kupilka.fi
◆ Wildo
Wildo provides camp-ware that is made in Sweden with
carefully selected materials that are BPA-free. They make
functional, durable and lightweight plates, cups, sporks and
anything you need to set a table in the outdoors.
wildo.se
Kupilka
◆ Blå Band
Blå Band Outdoor Meal makes tasty and healthy meals
that can be enjoyed outdoors. They started through
collaboration with the Swedish military, who wanted
nutritious, lightweight food that was quick and easy to
prepare. Now, they have refined these products to fit a
broader target group.
blaband.se
◆ Polyver Boots
Polyver Boots claim to be the number one PU winter
boot in the Nordics and are manufactured in Sweden
using the latest machinery. Their focus is to create
high quality winter boots offering excellent comfort,
functionality, warmth and durability at a price that
provides end consumers with excellent value for money.
polyver-group.com
Wildo
Polyver
Boots
◆ Northern Playground
Northern Playground was missing a product on the
market and decided to make it themselves. It led to what
they call Zipwear – underwear and baselayers that can
easily be zipped on and off without having to remove any
other clothes.
➜
northernplayground.no
24
Blå Band
The “Roald Amundsen Skincare” formulas are
based on the latest technological development from
renowned laboratories. The current range consists of
Universal Cream, Universal Cold Cream Extreme,
Hand and Foot Cream as well as Lip Balms, that both
protect and repair the skin. Soon, Roald Amundsen
Skincare will even offer a wide range of Suncare
products for maximum UVA/UVB protection.
Norwegian polar guide Inge Solheim is a part
of the development team at Amundsen brands.
He is, like Roald Amundsen, very focused on his
preparations and performance of his expeditions –
including skin and body care.
roaldamundsen.com
8
Gear Guide
INNOVATIVE
PRODUCTS TO
CHECK OUT AT ISPO
1 Classic icon
THE TRETORN CHARLIE boot is the ultimate fitted,
low-cut rain boot. It is modeled after a classic
Chelsea boot that was considered an icon
in the 60s. The Charlie is made from natural
rubber with a canvas lining and an Eco Ortholite unique insole, which helps to transport
moisture, thereby leaving the foot cooler and
drier. Functional details like elasticized side
panels and a back pull-tab have remained,
so they slip on and off easily. The new model
updates the classic in fall-ready shades of
autumn grey, deep green and dusty cedar
(Women sizes only).
tretorn.com
26
3 Light and warm
SKARE IS A LIGHTWEIGHT winter boot built on
Lundhags’ shell philosophy with a waterproof, cellular rubber base and a shaft from
Perwanger split leather. Curcuma is a brand
new sole from Vibram with a base that
makes it 25 % lighter thanks to the faceted
surface. With a self-cleaning pattern and
toe protection, it is well suited for winter.
An insulating layer beneath the insole
keeps the cold ground away and removable
felt inner liners protect against extreme
cold, while providing excellent comfort.
The gusseted tongue prevents rain and
snow from entering the boot. The boot is
waterproof up to the shaft and the top
section is highly water resistant.
lundhags.se
2 Ultimate
Organizer
LIGHT MY FIRE of Sweden has
introduced a new, versatile
and strong packing concept
specifically designed for
backpacks – Add-a-Twist.
The round design makes it
easy to slip into and pull out
of your backpack, no matter
how full it is. Add-a-Twist is
strong, tough and versatile
for the most demanding
outdoor activities. The
containers lock into each
other and can be combined
endlessly. Each container
has a double-sealed lid that
makes it waterproof and
airtight. Take Add-a-Twist
canoeing, boating, climbing
or simply pop it into your
kid’s backpack.
lightmyfire.com
4 Zip it off
DEVOLD REDESIGNED its Wool Mesh collection
to make it super convenient for days when
weather conditions are changing, or you
simply want to change into something dry
without any hassle. With a zip off capri, you
can change quickly without taking off skis or
shoes. It feels great to just zip off and put on
a dry layer, or zip it on/off as weather requires
less or more layers. Extended zippers on the
zip neck with openings at both ends provide
flexibility whenever you want to vent.
Devold® Wool Mesh is a base layer with
excellent wicking properties. The garments
maximize warmth and breathability in addition
to low weight. Wool Mesh dries fast, due to the
mesh knitting. To prevent you from getting too
warm and sweaty, excess heat and moisture
gets transported away from your body and
into the next layer. When you are cold, the air
pockets provide an insulating and temperature-regulating layer next to the skin.
devold.com
➜
27
Gear Guide
Scandinavian Outdoor Award
5 Best Protection
Competent, well known and extremely committed – the jury for the
Scandinavian Outdoor Award has been handpicked for the honorable task
of judging all of the contributions competing for this prestigious prize.
FOR THE 2016/2017 season, Hestra is presenting a
new series of racing gloves, of which the Viggen
SL is one of the major innovations. It is a short,
flexible glove that is customized for slalom and
developed together with the Swedish and
Norwegian national alpine teams. Two layers of
shock absorbing material allow the gloves to
better withstand impacts and distribute forces
over a larger area. The knuckles and underside
of the thumbs are reinforced with ceramic fabric
for extra durability.
hestragloves.se
6 Hand Care
WITH AN ACTIVE lifestyle, your skin constantly
PHOTO: PETER HUBER
faces harmful external factors. Roald Amundsen
Skincare will help your skin to regenerate and
stay protected from external factors as well as
the effect of passing time. Roald Amundsen
Hand Cream is enriched with Mango Butter
and Lavender Oil, which helps to relieve pain,
disinfect, enhance circulation and nourishes
dry and damaged hands.
roaldamundsen.com
8 Super Hero Traction
7Air Flake pioneer
THE STRANDÅTIND Air Flake Jacket from Bergans
is a lightweight and warm jacket for ski touring
and mountaineering, in a classic design. It feels
like a down jacket but is filled with Air Flake, a
synthetic insulating fiber with a genuine down
feel, that stays comfortable and warm, even
when wet. Bergans is the first brand in Europe
to launch Air Flake.
bergans.com
28
THE ANIMA5 BUGRIP from Icebug is a light, winter and
trail running shoe for the driven runner. The dynamic
carbide studs grip on anything from dry asphalt to wet
wood and pure ice, enabling you to keep a relaxed
stride on all surfaces. The soft mesh textile upper, with
a Weather Shield membrane in the forefoot, prevents
snow and cold air from bothering you when conditions
are tough.
icebug.com
Tough
testers
SINCE 2006, the competition for the Scandinavian
Outdoor Award (SOA) has aimed to support
product and design innovation as well as to promote new Scandinavian outdoor products. Today,
the award enjoys a high recognition within the
industry and media thanks to the very thorough
evaluation process.
A total of 20 products, from Scandinavian Outdoor
Group brands, are nominated to compete for the
Scandinavian Outdoor Award. The international
jury, composed of prestigious outdoor and industry
journalists and retailers, bases its final judgment
on the following criterions: Design, Innovation,
Functionality, Quality and Sustainability.
The main award categories for every season are
Overall Winner and Sustainability.
In addition to the main categories, there are subcategories: Apparel, Footwear, Hardware, Kids and
Jury’s Honorary Mention.
The international jury is bringing years of outdoor
product experience and market knowledge to the
meetings. The team of journalists from magazines
like NORR and Outdoor has its own dynamic and
develops methods and rules together with the SOG,
who provides the platform and organization. The jury
president is Frank Wacker from Outdoor Magazin
in Germany.
There will be a prize ceremony by the Scandinavian
Bar in hall A2 the first day at ISPO, at 17:00-18:00.
You are welcome to join!
See the 20 nominees on the next page!
➜
29
29
Scandinavian Outdoor Award
THE 20
NOMINEES
Here you find all the
nominees for the
Scandinavian Outdoor
Award. Don’t miss the
prize ceremony at Ispo.
ReimaGO Kids,
Reima
Primaloft Drifter Hood,
Röjk Superwear
One-Piece Baselayer
Wool, Norrøna
Helium Pro backpack,
Bergans of Norway
Brage Jacket,
Klättermusen
Lappland Eco-Shell
Poncho, Fjällräven
Strandåtind Airflake jacket,
Bergans of Norway
Re-Kånken,
Fjällräven
Biom hike kids,
Ecco
Ziplongs TM Wool 3/4,
Northern playground
Selja Jacket,
Haglöfs Scandinavia
Zip-off capri for men,
Devold of Norway
Premium,
Polyver boots
Supreme Thermium
Short Skirt, Skhoop
Skare winterboot,
Lundhags
Polar Endurance 3,
Fjällräven
Add-a-Twist,
Light my fire of Sweden
Half zip neck for men,
Devold of Norway
X-23,
Sätila of Sweden
Snota X-trem 40 L,
Helsport AS
More interesting products will be displayed at the Scandinavian bar, first day at Ispo, 17.00-18.00.
30
S C A N DI N A V I A N O U T D O O R N E W S
31
The secreT
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is in
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The air
air
The
About SOG
MerinO WOOL
MerinO WOOL
mesh technical function
mesh technical function
Perspiration
Perspiration
PHOTO: SOFIE JUGÅRD
WoolNet Original: The trapped air insulates,
WoolNet Original: The trapped air insulates,
and the mesh structure allows for transport of
and the mesh structure allows for transport of
sweat away from the skin. Soft merino wool will
sweat away from the skin. Soft merino wool will
keep you warm even if wet, and it has natural
keep you warm even if wet, and it has natural
odour free properties. The best natural fiber
odour free properties. The best natural fiber
combined with new knitting methods keeps
combined with new knitting methods keeps
Norwegians warm, dry, comfy and happy.
Norwegians warm, dry, comfy and happy.
Insulation
Insulation
Body heat
Body heat
Anders Backe
Pro Skier,
Jibber
Anders
Backe
Pro Skier, Jibber
226 Fogra47 TAC255, PSO Uncoated (ISO12647) ECI
226 Fogra47 TAC255, PSO Uncoated (ISO12647) ECI
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www.organotex.com
Our Outdoor
Academy
We invite you home to us. To Scandinavia.
To our rough, varied and challenging
nature. To uninhabited mountains and
deep forests – and to weather that is
completely unpredictable.
SEVERAL TIMES EACH YEAR, SOG invites
retailers and outdoorsy journalists to the Outdoor Academy of Scandinavia, the OAS. It is a
multiple-day event in a carefully chosen environment, with tests, activities and accommodations
out in nature. With our OAS, we want you to be
able to use our gear in a challenging environment, for real, for several days.
At the same time, we want you to learn something – about navigation, nature and animals,
about participating brands and their philosophies, about putting up a tent in a snow storm,
cooking on a mountainside, packing a backpack
in the best way... You will definitely become a
better and more informed salesperson, and you
get to bring back both experiences and plenty of
new friendships.
Upcoming OAS:
APRIL 2 – 6: OAS SKI TOURING
An OAS focused on ski touring will be held in the
Sunnmøre Alps in Norway, a fantastic area for ski
touring and equipment testing, where we will stay
in a hut. Participating companies are Bergans and
Devold. For retailers.
NEW! JUNE 2 – 5: OAS KIDS
An OAS in Dalsland in Sweden, organized
together with VisitSweden.
For the first time ever, we invite retailers and press
(and tour operators) to join together with their
kids to test Scandinavian outdoor gear for the
small adventurers. Participating SOG companies
include: Isbjörn, Didriksons, Ecco, Morakniv, Thule,
Woolpower, Helsport and Hilleberg.
Read more about outdoor activities in
Dalsland on page 34-35.
SEPTEMBER 8 – 13: OAS Trekking Norway
An Outdoor Academy in Lofoten, in northern Norway. A magic world of islands, mountains and sea
as well as some of the most beautiful hiking trails
of Europe. It is a perfect place for an OAS with
focus on trekking. Participating SOG companies
are Devold, Bergans, Aclima, Helsport and Alfa.
NEW! OCTOBER 5 – 9: OAS Trekking & Kayaking
A brand new OAS organized in Höga Kusten, Sweden,
where we will experience trekking, kayaking and
climbing. Participating companies are Helsport, Ecco,
Hilleberg and more to come. For press and retailers.
33
Selected Destination
photo: roger borgelid
photo: roger borgelid
Wild and
wonderful
Dalsland
Dalsland is a perfect destination for outdoor lovers
with its landscape of forests and lakes. Hiking, canoeing, kayaking, fishing and cycling are the big outdoor
activities and the province also offers a rich mix of
cultural and heritage sites and events. Dalsland’s beautiful and accessible wilderness is a big hit with families
looking for adventures and with outdoor lovers.
Dalsland by foot
Great hiking trails crisscross Dalsland in a well-marked
network that takes in some of the province’s most
beautiful nature spots. One of these is the Pilgrim Trail,
covering just over 100 km of woodland and lakeside
path from Vänersborg in the south to Edelskogs church
in the municipality of Åmål in the north. The southern
stretch of the trail is on quiet country roads and is an
easy walk, while the northern stretch includes some
moderate/difficult hiking terrain.
In the northwest of Dalsland lies Tresticklan
National Park, close to the Norwegian border. The
park is some 30 km2 in size and offers untouched
woodland, pristine lakes and a dramatic fissure valley
landscape. Visitors can experience it all on marked
trails, one of which is the Halleleden trail starting
from the east entrance to the park and leading all the
way to Norway.
More ambitious hikers can head for Sörknatten
34
Dalsland is a popular area for outdoor lovers, with great
variation of forests and lakes. The Pilgrim trail is one of the
not to miss-trails that runs through the beautiful landscape.
photo: lisa nestorson
PHOTO: ROGER BORGELID
JUST NINETY MINUTES north of Gothenburg by car,
photo: jonas ingman
SOG cooperates with selected outdoor regions around the Scandinavian
countries. Here we organize our Outdoor Academies - and we enjoy
travelling even during our free time. This Spring’s OAS Kids will be
organized in Dalsland, one of Europe’s most accessible wilderness areas.
nature reserve between the lakes Djup and Ånimmen
near the town of Åmål. The area is very hilly with
the altitude varying from 50 to 142 meters above sea
level. The bedrock is dominated by the characteristic
quartzite that forms long, high mountain ridges. Go
here for the hiking and the fantastic views.
Dalsland by water
Dalsland province in West Sweden has more
than 1,000 lakes beautifully interconnected by the
Dalsland Canal, a 254 kilometer-long navigable waterway. Dalsland’s myriad waterways are a paradise
for canoeing; from day trips to week-long trips. At
the Silverlake Camping ground there are canoes,
kayaks and bicycles for hire.
For marathon canoeists there is the annual
Dalsland Canoe Marathon (August 13). This is Sweden’s biggest canoeing competition, with over 1 000
competitors of all abilities, tackling the 55km course.
Canoeists and boating enthusiasts will love
Dalsland Canal, one of Europe’s most beautiful waterways. The 254 km-long navigable lake system lets you
discover the waterways easily by boat, for example,
on the good ship M/S Storholmen from Bengtsfors
If you like canoeing you have a lot of different waterways to
choose from, from short day trips to weekly expeditions.
or Håverud. This grand old lady of canal boats is 120
years old and has been carrying passengers on the
Dalsland Canal since the day she was launched.
Dalsland by railway track
Between the towns of Bengtsfors and Årjäng you can
cycle on the old railway track on an inspection trolley.
At 50 km long it is one of Sweden’s longest routes
and the fun does not end there – you can combine this
activity with some canoeing. DVVJ, the organizer of
this activity, also runs rail cars between Bengtsfors
and Mellerud that go past Dalsland’s most popular
tourist attraction, the aqueduct in Håverud.
For one-stop-shop outdoor activities Dalslands
Aktiviteter is the place to go. This is Dalsland’s
biggest outdoor activity center and here you can try,
fishing, horseback riding, canoeing or climbing and
zip lining in the adventure park. And if you want to
see some Swedish moose, look no further than the
adjoining moose park.
www.westsweden.com
35
Brand Presentations
An overview of the participating exhibitors in the Scandinavian Village.
WELCOME TO
TO
WELCOME
A2-217
8848 Altitude was established in 1990
when designing the equipment for the
first successful Swedish ascent to
Mount Everest – the world’s highest
mountain at an altitude of 8848 meters.
Ever since, 8848 Altitude has been developing high-performance clothing for
skiers and other outdoor enthusiasts
all over the world. 8848 Altitude is sold
in over 600 stores in 20 countries and is
appreciated for the high functionality and Scandinavian, contemporary
design. 8848altitude.com
SCANDINAVIAN
VILLAGE
Sales: Fredrik Käll, fredrik.kall@
8848altitude.com, +4633 250848
PR: Pauli Ärje, pauli.arje@
8848altitude.com, +4633 250848
A2-123
Aclima has targeted quality, textile
innovation and passion for outdoor
activities for more than 75 years.
As an underwear specialist, the
company still has production in
Northern Europe and focuses on
high quality merino wool products.
Aclima has won many awards for their
innovating products based on old
knowledge of how to dress in demanding surroundings. aclima.com
Sales: Lars Eivind Johansen,
[email protected], +4797 161182
PR: Wivi-Ann Karlsen,
A2- 220
Roald Amundsen Skincare is a natural
skincare series targeting every outdoor
activity and all weather conditions.
The skincare products are made with
care from natural ingredients and
are specifically developed to provide
moisturizing, antiseptic and healing
properties. Their mission is to reach the
health conscious consumer and offer
high quality natural skincare products
based on the Norwegian tradition of
high standards and the history of Roald
Amundsen. roaldamundsen.com
Sales: Rune Skjoldal,
[email protected],
+4790 053115
PR: same as above
A2-102
Bergans is almost an institution for
outdoor-loving Norwegians. The
company was founded in 1908 when
Ole Bergan invented the modern
backpack. Now, Bergans also makes
sleeping bags, tents, functional clothing
and foldable Ally canoes. Ever since
Amundsen reached the South Pole,
their products have been on countless
expeditions and adventures, and
innovation is still the basis for the
company today. bergans.com
Sales: Bergans Outdoor GmbH,
PR: Christoph Centmayer,
[email protected],
+4732 252500
HIGHLIGHTS IN
IN THE
THE VILLAGE
VILLAGE
HIGHLIGHTS
DALE OF NORWAY
MADE IN NORWAY SINCE 1879
Sunday January
January 24,
24, atat 10:00–10:15
10:00–10:15
Sunday
Officialopening
openingofofthe
theScandinavian
ScandinavianVillage.
Village.
Official
Sunday January
January 24,
24, atat 17:00–18:00
17:00–18:00
Sunday
Sunday
Sunday to
to Tuesday,
Tuesday, 17:00–18:00
17:00–18:00

WelcometotoHAPPY
HAPPY HOUR
HOUR
Welcome
theSCANDINAVIAN
SCANDINAVIAN BAR.
BAR.
atatthe
A2-110
Cintamani was founded in Iceland,
in 1989 with the main goal to protect
Icelanders from severe arctic
winters by producing high quality
outdoor apparel. It quickly earned
the trust of core users and outdoor
enthusiasts alike and in 1997, the
first Icelanders to climb Mt. Everest wore Cintamani. Cintamani is
technologically advanced and
functional as well as fashionable
for every day wear. cintamani.is
HELSPORT
HELSPORT
LD
VOLD
DEVO
DE
SKHOOP
SKHOOP
WOOLPOWER
WOOLPOWER
BUGG
ICEBU
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SILVA
SIL
BARR
BA
POLYVER
POLYVER
ISBJÖRN
ISBJÖRN
LE
DALE
DA
ORGANOCLICK
ORGANOCLICK
SÄTILA
SÄTILA
VIKING
VIKING
JK
RÖJK
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RUDHOLM
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& HAA
& HAAK
POLYGIEN
POLYGIENE
Sales: Gylfi Einarsson,
[email protected],
+35486 28386
PR: Sigríður Rakel Ólafsdóttir,
[email protected],
+35484 30088
Sales: Kjell Østensen, kjell.
PR: Hilde Midthjell,
+4670 93246 99
E
A2-116
Devold of Norway provides garments
for outdoor lovers, explorers and
professionals working in demanding environments. The company has
supported Norwegian polar, sailing
and climbing expeditions since it was
established in 1853. Driven by innovation
and a focus on quality, Devold provides
base layers, mid layers, leisure wear,
classic sweaters, socks, headwear and
more. All are produced in Europe from
the finest Merino wool. devold.com
Sales: Cathrine Strange,
[email protected],
+4791 585380
PR: Janne Strømmen,
[email protected]
A2-108
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 their main
focus. Didrikson’s clothing is characterized by a consistent and modern
look, the result of close cooperation
between the company’s fashion and
technical designers. didriksons.com
Sales: Niklas Nilsson,
[email protected],
+4633 232280
PR: Bosse Hylander,
[email protected],
+4670 3439011
Please continue on the next page
SOA
SOA
GS
LUNDHA
GS
LUNDHA
ULVANG
ULVANG
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SONS
RIKSO
DIDRIK
DID
AMUNDSEN
AMUNDSEN
ACLIMA
ACLIMA
VARG
VARG
ORNN
ETOR
TRET
TR
KLÄTTE
KLÄTTERR
MUSEN
MUSEN
TENSON
TENSON
IVANHOE
IVANHOE
ANI
CINTAM
CINTAMANI
ANSS
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BERG
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GLÖF
HAGL
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TITUD
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88488AL
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LIGHT MY FIRE
LIGHT MY FIRE
REIMA
REIMA
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ScandinavianOutdoor
OutdoorAward
Award(SOA)
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A2-127
Dale of Norway is known world wide for
true authenticity, premium designs and
excellent quality. Even today production is at the historic factory in the
village of Dale, in Norway. Since 1879,
Dale of Norway has been crafting the
world’s finest knitwear from 100% pure
wool, inspired by beautiful Norwegian
patterns and the active Norwegian
lifestyle. Dale of Norway offers not only
traditional designs, but has recently
developed a wide selection of attractive garments for sport and fashion, including technical innovations. dale.no
HALL
HALL
SPORTS TECH
SPORTS TECH TRE
RESEARCH CEN
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RESEARCH CEN
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A2
ALSO AT ISPO
MEMBERS
Craft, B3-402
Exel Sports, A5-318
Norröna, A6-301
Peak Performance, B1-304
Primus, A2-202
Seger, B3-403
Thule, A4-312
DEVELOPMENT MEMBERS
Alfa, A5-326
Northen Playground, A6-308
PARTNERS
Organoclick, A2-230
Polygiene, A2-132
Rudholm&Haak, A2-131
Peak Innovation/
Mid Sweden University, A2-128
MEMBERS THAT ARE
NOT EXHIBITING AT ISPO
66° North, ECCO Sko A/S, Hilleberg,
Morakniv, Point 65 Sweden AB, Tentipi,
Trangia, Walkstool
DEVELOPMENT MEMBERS
Blå Band, Real Turmat, Kupilka,
Nokian, Skogstad, Wildo
A2-202
Back in 1950, Åke Nordin developed
a backpack frame that sowed the
seed that would go on to become the
Fjällräven company. Ever since its
beginning in Örnsköldsvik, in 1960,
Fjällräven has continued to produce
innovative and functional products
that are appreciated by generations
of outdoor enthusiasts across the
world – and which have also received
a number of distinguished awards
over the years. fjallraven.com
A2-208
In 1914, a forester’s son named Wiktor Haglöf made an outdoorsman’s
backpack. Today, the company is
a world leader in clothing, footwear
and hardware for the active outdoor
lifestyle, offering high-quality products
to enthusiasts and professionals
alike. Haglöfs incorporates sustainability in everything they do, from
developing new technologies with lower
environmental impact, to becoming a
member of bluesign®. haglofs.com
Sales: John Are Lindstad,
PR: Jerry Engström,
[email protected]
Sales: Fredrik Ohlsson, fredrik.
PR: Sara Skogsberg Cuadras,
sara.skogsberg-cuadras@
haglofs.se, +468 58440014
A2-119
In 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. helsport.com
Sales: René Guba,
[email protected],
+ 4794 003251
PR: Nora Helliksen,
[email protected],
+4791 822388
A2-126
Hestra has specialized in high quality
gloves since its establishment in 1936.
The company is still run as a family
business and has become one of the
leading international glove brands
in skiing, outdoor recreation and
leisure. At Hestra, making gloves will
always be a craft. helsport.com
Sales: Andreas Håkansson,
[email protected],
+46370 339707
PR: Jenny Kvarnlöf,
[email protected],
+46370 339715
A2-104
Finnish Reima knows how to get
kids out and about. Since 1944,
the company’s main goal has been
to develop affordable yet first-rate
children’s clothes. Today, the brand
produces over 5 million garments
each year, enabling kids to move and
play freely, in all conditions – always
safely and in comfort. reima.com
Sales: Matti Lehtovirta,
[email protected]
PR: Riikamaria Paakkunainen,
riika.paakkunainen@reima.
com, +35850 3228293
A2-226
Röjk Superwear is a young, Swedish
brand established in 2010. With its selfdeveloped materials, innovative and
functional products the company has
been greatly successful in an industry
dominated by traditional brands and
big dragons. With an eco-friendly
production process and prestigious
awards such as the Scandinavian
Outdoor Award Overall Winner and the
Innovation for Extremes Award, Röjk
has shown that it is a brand to count on
in the future. rojksuperwear.com
Sales: Jan Fahrenheit Betros,
[email protected]
PR: Linus Zetterlund,
[email protected]
A2-225
Silva has developed and sold products
for sports and outdoor activities since
1933. Its focus areas are trail running,
cross-country skiing, MTB, orienteering
and outdoor activities. Silva’s products
are characterised by a high level of
functionality and innovative design. They
are developed in Sweden with designs
and constructions that are adapted to
withstand the tough demands of the
Nordic climate. Silva has been owned
by Karnell since 2011. silva.com
Sales: Magnus Philipson,
[email protected]
PR: Patrik Elfwing,
[email protected]
A2-222
Skhoop – The Original Skirt Company
was founded in 1999 by Sissi Kewenter
in Åre, Sweden. The cover skirt is the
company´s core, and they produce
lines of skirts and accessories that are
functional for every imaginable outdoor
activity that women enjoy, and are comfortable any time of the year. The mountains provide inspiration and technical
solutions used in the products. Skhoop
is sold in a broad range of countries such
as Switzerland, Czech Republic, Poland,
Greenland, USA and Canada. skhoop.se
Sales: Malin Fältskär Shillgard,
[email protected]
PR: Isabelle Granström,
[email protected]
ISBJÖRN
A2-204
Houdini’s mission is what they call
“core comfort for body and soul”. This
means no compromises when it comes
to performance, sustainability and
style. A substantial part of Houdini’s
products has been transformed from
the conventional linear to the circular
product lifecycle and can be recycled
through a closed-loop recycling
system. Houdini delivers products
from underwear to shell layers with
the ultimate vision of enabling a
“maximum experiences, zero impact”
lifestyle. houdinisportswear.com
Sales: Hanna Lindblad, hanna.
lindblad@houdinisportswear.
com, +468 55774681
PR: Mia Grankvist, mia.grankvist@
houdinisportswear.com
A2-120
Since 1984, Klättermusen has
crafted durable outdoor clothing and
backpacks. The company is based in
Jämtland in northern Sweden, where
the wilderness next to the office is
their inspiration for living and creating.
Klättermusen believes that how they
make their products is as vital as the
product itself. That is why they mainly
use organic or recycled materials and
work hard to minimise their footprint
on the planet. klattermusen.se
Sales: John Zopfi,
[email protected]
PR: Eric Spongberg,
[email protected]
4
A2-228
Icebug is a Swedish shoe company that
in 2001 started to challenge the global
footwear giants with new innovative
traction technologies. The reason why
Icebug started was the frustration of
having to choose between slipping or
saying no to outdoor activities because
of the risk of slipping. Icebug traction
technologies enable people to enjoy
outdoor activities all year around, no
matter the conditions. icebug.com
Sales: Jerker Levin,
[email protected]
PR: Marie Thomasson,
[email protected]
A2-117
Based 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. lightmyfire.com
Sales: Ulrika Karsson,
[email protected],
+4676 6 395161
PR: Andrea Kviecinska,
[email protected],
+4676 6395164
A2-228
Isbjörn of Sweden is a premium
outdoor and ski brand for baby, kids
and junior. The vision for Isbjörn of
Sweden is to bring true sustainability into the market of kids and junior
wear, by offering products with the
same high quality and function as
for premium adult brands as well as
by taking an environmental friendly
approach when choosing materials.
The brand was born 2005 and is today
distributed by over 250 exclusive outdoor retailers in Scandinavia, Europe
and Japan. isbjornofsweden.com
Sales: Maria Frykman Forsberg, maria@isbjornofsweden.
com, +4676 2244890
PR: Sebastian Stechl, Krauts,
[email protected]
A2-124
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, Lundhags
also sells clothing, backpacks
and other outdoor equipment
developed in the same tradition.
lundhags.com
Sales: Henrik Ottosson,
[email protected]
PR: Anders Blomster,
[email protected],
+4670 93246 99
A2-216
The family company Ivanhoe was
founded in 1946 in Gällstad. It is a
district known as Sweden’s knitting
center, where tradition and pioneering
spirits still live on. Several generations
experience and competence enable
Ivanhoe to continuously develop both
base and functional garments. The
classic materials, such as wool and
cotton, can always be found in the
collections, but they also incorporate
new blends, treatments or knitting and
weaving techniques. ivanhoe.se
A2-227
The factory is located in Sätila, Sweden
and the history of the company starts
in 1896. Environmental and sustainability work is a way of life for Sätila.
The goal for the hat specialist is to be
the preferred partner in beanies. The
user of a Sätila beanie shall always
feel satisfied with the choice they
made. To combine the perfect material and fit of a beanie that supports
you in your active everyday life, or
just keeps you warm every day, that
is Sätila’s mission! satila.com
A2-210
From the first day Tenson was established in the little Swedish coastal
town of Varberg in 1951, it was a brand
with ground-breaking functionality
at its heart. Today, Tenson is exactly
the same. A brand with a focus on innovative function, tailor-made to work
under the sky. To Tenson no weather is
a problem and they design clothes with
this in mind. The ambition is to become
one of the world leaders in outdoor, ski
and marine clothing, with a look that
is sportier than ever. tenson.com
Sales: Anders Göthager,
PR: Anna Göthager,
Sales: Lotta Persson,
[email protected],
+4670 6602989
PR: Same as above
Sales: Johan Lövqvist, johan.lovqvist@
tenson.com, +4670 2688300
PR: Oscar Anderberg, [email protected], +4670 7886288
A2-229
Polyver Boots are the #1 PU winter
boot in the Nordics. Manufactured in
Sweden, using the latest generation
of machinery they strive to push the
boundaries of PU boot development.
The company´s focus is to manufacture
high quality winter boots offering
excellent comfort, functionality and durability at a price that
provides value for money to the end
consumer. polyver-group.com
A2-218
Varg is the new outdoor brand from
the Swedish west coast, created
by a couple of girls who have spent
a lot of time both in the mountains
and on the sea. The founder of Varg,
Madeleine Magnusson, has gathered
ideas and experiences from her
many years as an elite sailor as well
as from snowboarding and alpine
skiing. Most Varg products are made
of recycled fiber. vargklader.com
A2-221
Viking is an outdoor footwear specialist
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. vikingfootwear.com
Sales: Steve Dutton,
[email protected],
+4673 3130288, +4663 31323
PR: Francis Werling, francis.
[email protected],
+33607 230222, +4663 313236
Sales: Niclas Jacobsen Holvik,
[email protected],
+4670 9544126
PR: Same as above
Sales: Helma Tobies, h.tobies@
vikingfootwear.com, +4989 32195061
PR: FlachCommunication,
+498022 1884000 , info@
flach-communication.de
A2-219
Tretorn has what all brands want: a
history, a legacy and a story. From
the rough weather that got the company started in 1891, to the continued
improvement and innovation that
keeps them going. This year, Tretorn
celebrates their living heritage, their
first 125 years – and evolution for many
more years to come. tretorn.com
Sales: Måns Uhrweder, mans.
[email protected],
+46727 194279
PR: Fredrik Ekström,
[email protected],
+46727 194632
A2-121
Woolpower is living proof that a clothing company can provide reasonable
salaries, safe employment and a good
working environment. Ever since
their factory opened in Östersund,
in 1969, all the garments have been
sewn there. They manufacture thermal
undergarments in mulesing free merino
wool. At Woolpower one seamstress
is responsible for an entire garment.
Once she completes a garment and
approves it, she attaches a label with
her name on it. woolpower.com
Sales: Christian Stjärnered, christian@
woolpower.se, +4673 7227843
PR: Karin Sundström, karin@
woolpower.se, +4670 6090677
A2-124
The Ulvang collection has been
developed in close collaboration with
Vegard Ulvang. Collaboration began in
1995 with the wool sock Ulvang Spesial,
and the collection quickly expanded
into a full range of socks and body
wear. A range of mid-layer clothing
and hats have also been developed.
Vegard Ulvang has gained considerable
experience on his expeditions and trips,
particularly when it comes to dressing
optimally for fluctuating and extreme
weather conditions. ulvang.no
Sales: Gina Loven,
[email protected],
+4790 777759
PR: Cecilie Torgunrud,
[email protected],
+4793 014541
WELCOME
TO SEE OUR
BRAND NEW
ACTIVEWEAR
COLLECTION
AND MANY MORE GARMENTS
AT ISPO 2016, STAND A2-108