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NewsMagazine #1 2012 from Scandinavian Outdoor Group – the top Nordic outdoor companies
Foto: Fred Jonny™                         DEVOLD®                         HERITAGE                       Devold® has made ...
SOG Newsthis is Scandinavia                                                              a smorgasbordThe red carpeT      ...
Product news    expedition-worthy    WiTh The NuMBers series,        Fjällräven launches a new    series of outdoor clothi...
Product newsKeep warm in style Warm weaves                    We ariNg WiNTer BooTs         doesn’t      ivaNhoe ,   new d...
Product news   Bergans down under    BergaNs is kNoWN for making                        material that insulates without   ...
Product newswool passionFor dale of Norway, wool hasalways been nature’s own hightech material for outdoor wear.the compan...
Business    Knitted    in Sweden    The FirsT säTil a Be aNies were knitted back    in 1896. Later on, Ingemar Stenmark wo...
R&Dvatnajökull inmerciless weather                                                                                        ...
Pu S                                                                                                   r p                ...
SOG Newstested in the wildthe Outdoor academy of Scandinavia has                          beauty of Scandinavian nature wh...
Product News    The Expedition                                                                                     Stay wa...
ISPO 2012                                                                                                                 ...
BusinessP h O t O : M at t i a S F R e D R i k S S O N                                                 One big year       ...
a new grip                                                                on glove design                                 ...
Retail                     taking care     wear and tear has never been a tune that Fjällräven has liked. Now, the     Swe...
94 wax stations all overEurope – Fjällräven islaunching one of the big-gest campaigns ever.the waxing station. The wax mas...
Product news                              First, ecco created a new range of shoes for running                            ...
Ecco Chief Designer Ejnar Truelsen has been leading the work with the BIOM shoes and boots.“it took a           Sport Univ...
R&D  Houdini Cloud Nine T-neck.                     challenging                       down                         Gone ar...
Haglöfs’ Barrier Pro Hood.                            66°North Vatnajökull jacket.priMaloF T is cooper aTiNg       with Ho...
Business   Meet us in the   Scandinavian Village    the leading outdoor brands from Scandinavia look forward to your visit...
also aT ispo   Businessa6.101                                    a6.105                                      a6.106       ...
WINTER           T                       BERGANS OF NORWAY                                              to experience the ...
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Scandinavian Outdoor News 2012 #1 English

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Scandinavian Outdoor News 2012 #1 English

  1. 1. NewsMagazine #1 2012 from Scandinavian Outdoor Group – the top Nordic outdoor companies
  2. 2. Foto: Fred Jonny™ DEVOLD® HERITAGE Devold® has made high quality wool apparels since 1853. Our first customers were fishermen and workers facing the harsh climate along the Norwegian coast. The durable wool garments became very popular, and renowned Arctic explorers, including Ellsworth, Amundsen and Nansen choose Devold® knitted products for their expeditions.Worn byNorwegianssince 1853 www.devold.com
  3. 3. SOG Newsthis is Scandinavia a smorgasbordThe red carpeT has been rolled out, like a Hollywood style premiere,as the Scandinavian outdoor companies once again take the stage at the of SOG-eventsworld’s largest and most impressive sports trade fair. We just love being scaNdiNaviaN vill age is ISPOhere! We don’t come from the biggest countries in the world. We don’t Munich’s largest market place withhave the largest populations or the most powerful economies. But we over 4000 square meters of space.do have something else – a warm spirit and the world’s greatest outdoor The Scandinavian bar in the middleproducts. of the village is a popular meeting Why? Well, in both cases, if we didn’t have them, we’d freeze to place with a delicious menu of fooddeath. from the Nordic wilderness, great When arriving in New York, Hollywood star Michael J Crocodile Dun- coffee and a friendly atmosphere.dee said: “That’s incredible. Imagine seven million people all wanting to This year we’re serving up freshlive together. Yeah, New York must be the friendliest place on earth.” salmon from the Norwegian Fjords, In the Scandinavian Village, we have over 30 competing brands shar- as well as Barista-like coffee freshing visitors as easily as we share a cup of coffee in the from our new machines.Scandinavian Bar. Imagine over 30 outdoor companiesall wanting to live together. Yeah, the Scandinavian BesT iN TesTVillage must be the friendliest place on earth! You caN also see all the nomi-Jonas hellentin, nated products for the ScandinavianExecutive Officer Marketing and Communication Outdoor Award, from which a jury ofMore info about sog: www.scandinavianoutdoorgroup.com or contact Europe’s most established outdoorJonas Hellentin, jhellentin@scandinavianoutdoorgroup.com / tel +46 31 20 99 10 journalists will pick the best product within sustainability and innovation.04Big aNd sMall And at the end of the day, don’t Product news from Fjällräven and Isbjörn of Sweden. forget to drop by our popular Happy Hour at the Scandinavian Bar and05coMForT or sporT? Leisure from Viking and Ivanhoe, running with Icebug. watch the Scandinavian Fashion show with a beer in your hand, a06perFecTioN iN deTails Bergans new wool line. Meet Rudholm and Haak. smile on your face and a pocket full of business cards.07NeW TradiTioNs Dale of Norway takes knitting to a new level. www.woolpower.se08Make good FrieNds Pay a visit to Sätila and Houdini Sportswear.09TesTgrouNd vaTNaJÖkul Leifur Orn Svavarsson helps 66°North with R&D.11oas iN FJord NorWaY Outdoor journalists and retailers on an educational trip.12WiNTer WarM Devold of Norway shows the way to warmth. WarM up aT WoolsTreeT are You doiNg BusiNess with14a Year To reMeMBer Hestra celebrated their 75th anniversary in style. wool these days? Then you should definitely come by Woolstreet starting16MasTer oF WaXiNg In 2012, Fjällräven teaches the art of waxing clothes. at the Scandinavian bar. In a joint effort between ISPO, the Scan-18sTeadY sTeps Ecco launches the new Biom Hike boots at Ispo. dinavian Outdoor Group and the Australian Wool Innovation (AWI), this20a sTraTegic choice indoor boulevard of wool suppliers Why Scandinavian brands choose Primaloft. and brands supports the growing interest and use of this increasinglyThis magazine is pro- Presenting partner popular natural fiber. Scandinavianduced by scandinavian companies like Woolpower, Devold,Norr publishing aB. Dale, Ivanhoe and Aclima alongwww.norrmagazin.de with Designer Textiles, The Merino Company, Mufflon, Charles Parsons and of course the Australian Woolcover phoTo: Innovation – Woolmark company allMaT Tias FredrikssoN come together on Woolstreet. Sc aN diN aviaN O ut dO O r N ew S 3
  4. 4. Product news expedition-worthy WiTh The NuMBers series, Fjällräven launches a new series of outdoor clothing made for the most demanding users. Gaiter Trousers No.1 and Anorak No.8 are two ex- amples from the collection that will endure long days spent outdoors, whatever the season. Smart functions offer great possibilities for adjust- ment according to the weather and terrain. For example, the trousers feature an innovative leg construction that converts the lower leg into a fully functioning gaiter – it’s as practical in the mountains as in the jungle. The anorak has a highly adjustable hood with a foldable brim that fol- lows the head perfectly. Long side zippers allow for good ventilation and easy pulling on and taking off. All materials and details are chosen to reduce environ- mental impact and ensure a long product lifetime. A tough one chaNgiNg We aTher conditions are no match for the Barents Parka from Fjällräven. This dura- ble, waterproof and warm G-1000 parka has a protective hood and many practical pockets. The Hydratic membrane pro- tects against wind-driven rain while the Supreme Microloft padding insulates when temperatures drop. And when venturing out into the wilderness, the durable G-1000 fabric pro- vides excellent protection against wear and tear. Reuse and repair isBJÖrN oF sWedeN continues to conquer Europe with their outdoor clothing for children. Switzerland, France, Russia and Italy are next in line. At the same time the brand is challenging itself to less wear and tear by summarizing its sustain- ability philosophy with the four R’s: Reduce, Reuse, Recycle and Repair. “Everyone knows that the production of clothing affects the environment and therefore we make our clothes to last. We want to inspire our customers to think the same way,” says Maria Frykman Forsberg, CEO and founder of Isbjörn of Sweden. 4 S ca N d i N a v i a N O u t d O O r N e w S
  5. 5. Product newsKeep warm in style Warm weaves We ariNg WiNTer BooTs doesn’t ivaNhoe , new development member of mean you have to look like Bigfoot. SOG, is involved in the outdoor world’s hot- This new women’s boot from Viking test material: wool. The family business still offers warmth with style. knits their functional garments in their own The Viking Sirius GTX matches factory. For autumn 2012, a completely new outdoor performance with a collection will be launched with a style-confident appearance. less sporty appearance. It is a calf-high boot equipped “For example, we with a Gore-Tex membrane to have dusted off one keep user’s feet warm and dry. of Grandpa’s old The combination of leather in models, a duffel the shoe area and textile in the coat. And in our bootleg area also makes the Sirius regular range, we comfortable to wear. have of course Viking introduced its female developed new collection of outdoor boots last designs, colors year with the Viking Kaisa. and details,” ex- Sirius is available in sizes 36-42 plains Marketing and in the colors off-white and Manager Anna grey/black. Göthager.Get a grip iT’s sWedish iceBug’s top of the line the studs protrude and give you a firm grip,” explains trail and winter running shoe. Last year Karin Lundqvist, Director of Design and Development Anima BUGrip became a test winner. Now at Icebug. it comes in green. Designed specifically for advanced Though gre aT For aNYoNe speNdiNg time on runners wanting to keep up the pace even slippery surfaces, Anima BUGrip is not for the begin-when running across ice and snow, Anima BUGrip re- ner. With a moderately cushioned midsole, a long andcently earned the title ”Best in Test” in the Swedish Run- aggressive toe spring, together with a 8 mm drop, it isner’s World test of six different studded running shoes. a shoe best suited for the driven runner. ”If you have a heavyThe ouTsole of Anima BUGrip is made of a special stride and often landrubber compound and has 19 integrated steel on your heel, it’s notstuds. Working independently from each other, the shoe for you,” saysthe studs are not completely fixed to the Lundqvist.sole, instead they are dynamic. The 2012/2013 ver- ”On hard and solid sion of Anima BUGripsurfaces, like asphalt features the sameor concrete, they patented technology asare pushed in to- this year’s model. Theward the sole’s men’s version comes insurface, but an emerald green color,when you hit a while the women’s versionslippery surface, comes in violet. Sc aN diN aviaN O ut dO O r N ew S 5
  6. 6. Product news Bergans down under BergaNs is kNoWN for making material that insulates without jackets and midlayer clothing making you too warm,” says from technical wool. Now, the Christoph Centmayer, Market- Norwegian outdoor company is ing Communication Manager at introducing a completely new Bergans. range of base layers made entirely from Merino. The NeW Base l aYer In 2012, range comes in four dif- Bergans is ferent weights, from 150 giving wool a grams (superlight), to 320 prominent posi- grams (super warm). tion within the compa- According to Bergans, ny’s entire collection. the company only uses The clearest example high quality Merino wool of this wool trend is from Australia, which is Bergans’ new range of certified mulesing free and base layer shirts, pants, can be traced back to the polos and tees. farm it came from. “Wool is a natural, sustainable And to top it off, the garments resource. It fits into the current also come in their own sustain- trends and it is a very smart able and reusable packaging. it’s all about the details The producTs NoMiNaTed for the Scandina- Ar t work: RH4945J vian Outdoor Award will be presented for the “Our mission is to constantly second consecutive year, in cooperationBwith: Rudholm & Haak rand bring inspiration and innovation Rudholm & Haak, in an exhibit in the Scandina-D a t e : 19.12.11 vian Village. to all garment accessories Description: Bild till ISPO “We would like to be involved and highlight from design to distribution” the brands that stand for the same things that we stand for, Scandinavian design and strong environmental awareness,” says Frederick Svensson, Sales Manager at Rudholm & Haak. The company, which is based in the Swedish textile capital of Borås, has an eye for detail – literally. With their own design and production, the company is the leading sup- plier of buttons, hang tags, labels and other branding solutions to brands worldwide. Since last year Rudholm & Haak is also the Scandinavian agent for Polygiene and their environmentally certified technology for anti- bacterial coatings. “We are proud of this because it is important to us, and for the outdoor indus- try, to work on sustainable solutions,” says Svensson. 6 S ca N d i N a v i a N O u t d O O r N e w S
  7. 7. Product newswool passionFor dale of Norway, wool hasalways been nature’s own hightech material for outdoor wear.the company produces mostof their yarn in the same waythey have for the last dec-ade, using the same blendof Norwegian wool andin the same small town ofdale located just outsideof Bergen, Norway.iF Tr adiTioN is oNe side to the brandDale of Norway, innovation is another. Inthe company’s lab, traditional wool sweat-ers have become water repellent, while thecompany’s very own version of a soft shelljacket, called Knitshell, was recently developedby adding a weather proof membrane that does notcompromise the properties of wool. “We produce our products on nature’s doorstep,” saysArnstein Raunehaug, Sales and Marketing Manager at Daleof Norway. “For the design and development team it is sim-ple to see what the needs of our consumers are, as theyare the same as our own daily needs.” All Dale of Norway designs are based on one con-cept: it’s all about where you are in the Norwegianmountains. In harsh conditions at the top, taking awalk in the forest or putting another log on the firein the cabin. Among new products for 2012 arealso the Nordpolen and Spitsbergen jackets,designed to work just as well with goggles inthe slopes as with your Ipod on the streets.The NorWegiaN Wool in Dale of Norwayproducts comes from sheep that graze on healthynon-agricultural land, where no pesticides are used. By moving to newpastures regularly and allowing new grass to grow, the sheep actuallycontribute to a better environment since grass consumes double theamount of Carbon Dioxide while growing. The increased interest for wool products comes as no surprise toDale of Norway. “We see that consumers are becoming more and more aware of theimportance of sustainability, and also of wool as one of the best naturalmaterials. It has a high absorption rate, good moisture transportationand insulation, it’s non-flammable and it’s antibacterial. That makes ita very technical material,” explains Raunehaug. Sc aN diN aviaN O ut dO O r N ew S 7
  8. 8. Business Knitted in Sweden The FirsT säTil a Be aNies were knitted back in 1896. Later on, Ingemar Stenmark wore one. Today, the Swedish Skicross team keeps their heads warm with these knitted wool hats from the small town in western Sweden. The Swedish company Sätila became world famous when skier Ingemar Stenmark outperformed the world’s top skiers in slalom and giant slalom in the 70’s and 80’s. Sätila made the cap that Ingemar Stenmark wore when On his head he wore a cap designed by his he out skied Phil Mahre, Bojan Krizaj and Pierro Gros in mother Gunborg and knitted by Sätila. It be- the 70’s and 80’s. Now skicross-ace Anna Holmlund, World Cup-winner 2010/11, and top skicross-skier Micke came a symbol for the Swedish champion, and Forslund are winning fresh victories in new Sätila hats. Sätila ramped up production and started growing fast. ”Today we sell our caps in 15 different countries,” says Lotta Persson, brand manager at Sätila of Sweden. the town of Sätila in 1910 and since Gunborg Stenmark ”We have designed more than 100 models for skiers, started designing her legendary patterns. However, one climbers, multi-sport athletes, snowboard riders and for thing hasn’t changed: all Sätila-hats are still knitted in everyday life in the city.” Sweden. A lot has changed since the company’s founder ”We take pride in the fact that we’re still Made in Johannes Nilsson opened his first small-scale factory in Sweden,” says Persson. A beautiful friendship siNce Their sTarT almost 20 “Houdini Friends like Carl years ago, Houdini Sportswear, Lundberg have been with us since Sweden, has been developing the very start. With Carl’s vast clothing in close cooperation with a experience in the mountains, we get small group of Houdini Friends. Eva invaluable input. This way, we can Karlsson, CEO and head of Product be sure of the performance detailing Development, tells why Houdini has each garment.” chosen to work with people like Swedish UIAGM-authorized moun- TogeTher WiTh The FrieNds tain guide Carl Lundberg. and supplier’s R&D departments, “We have always been innovative Houdini has been able to produce when it comes to product develop- several new technical and durable ment. We spend years testing new materials that also are sustainable. materials and products before a gar- More than 80 percent of Houdini’s ment is ready to be used by enthu- range is made from renewable or siasts in the mountains all over the recycled fiber, and an even greater world. When we launch a new prod- percentage is fully biodegradable or uct, it’s because our Houdini Friends recyclable. or ourselves have discovered that “To work hard, play hard, have what exists on the market isn’t good fun and create the best products, enough for our needs – both the while at the same time reducing needs for technical performance, as our environmental footprint, is what well as for sustainability,” says Eva we’re all about at Houdini,” sum- Karlsson and continues: marizes Eva Karlsson. 8 S ca N d i N a v i a N O u t d O O r N e w S
  9. 9. R&Dvatnajökull inmerciless weather At the ISPO Fair, mountain guide Leifur Orn Svavarsson will tell you more about how he uses his experience from blizzards, avalanches and gales to help 66°NORTH cre- ate better clothing.it was a hard and dangerous trip, but “I’ve always been drawn to the most remote areas and the hardest conditions – this time I got plenty of it,”the three italians really wanted to cross says Svavarsson.vatnajökull in the middle of the winter. One of the biggest problems during the trip was that the merciless cold was accompanied by high humidity. Svavarsson’s shell jacket would freeze like a statue.leiFur orN svavarssoN, a mountain guide and He had to leave it standing by the tent door at night, so itinstructor for the Icelandic Search and Rescue teams, would thaw just enough so that he could wrangle it on inICE-SAR, guided the group up the glacier – one of the the morning.largest ice caps in Europe – in temperatures below -20°C, with strong winds and limited visibility. TodaY, svavarssoN Tr aiNs the ICE-SAR in survival At their first stop they found a cabin that had been skills and technical climbing. To get the right worktransformed into an ice block. Svavarsson and the others wear he has been helping Icelandic outdoor companyhad to use their ice axes and hack themselves inside. 66°NORTH with the testing of new shells, fleece gar- Then, they spent several days in tents – and one night ments and woolen products.in a crevasse – during blizzards and chilling temperatures Since the trip with the Italians two years ago, he hasbefore they crossed just below Iceland’s highest peak, also helped Polartec with material testing.Hvannadalshnúkur (2,109 meters) and down to the south One of the results of this cooperation is the Snæfellside of Vatnajökull. Jacket, made from Polartec Neoshell, which is a new fabric that has the durability and stretch of a poly-To puT up WiTh the exceptional weather conditions that urethane film, plus the breathability of a micro porousthe team faced, Svavarsson had to use all of his skills structure.and experience from almost 30 years as a mountain “The breathability of the Snæfell jacket would haveguide, as well as a dozen years as a member of the made life a lot easier on the trip across Vatnajökull,” saysSearch and Rescue team. Svavarsson. Sc aN diN aviaN O ut dO O r N ew S 9
  10. 10. Pu S r p no cha ec w w to se y ial w s our o *O w ffe .is av po e o tick fe f .c ve et o r! rv al id ro o m r 37 nli fo nl in e /t pu ic % ne rc ke *: e. ha s tISPO MUNICH, January 29 – February 1, 2012.Connecting Sports Business Professionals.Connect with Sport Business Professionals from around the world at ISPO MUNICH 2012.It is the leading platform for Sports Business Professionals and the only multi-segmenttrade fair of its kind. Discover innovative products, learn about new brands and makevaluable contacts with thousands of like-minded Outdoor Sports professionals.
  11. 11. SOG Newstested in the wildthe Outdoor academy of Scandinavia has beauty of Scandinavian nature while testing selected gear during different outdoor activities. Well-known play-the most beautiful classrooms and a simple, ers, like Fjällräven, Bergans and Haglöfs, present theiryet effective pedagogy – learning by doing! products along with smaller companies like Light My Fire, Gränsfors Bruk or Nanok.iN The Middle oF JuNe , a brave group of international “The MiX oF larger and smaller companies with differentjournalists successfully climbed 1000 meters above the product lines from several Nordic countries is one of thefjords to Patchellhytta, a mountain hut in the rugged key factors behind the strong dynamics that have devel-terrain of the Sunnmøre Alps on the western coast of Nor- oped within the SOG over the last few years. Most oftenway – all while wearing about 20 kilograms on their backs. the smaller companies are the biggest exporters and The journalists are members of the official jury serve as a door opener for other businesses,” explainsfor the Scandinavian Outdoor Award (SOA) and work Martin Kössler, General Secretary of the SOG. for numerous Euro- After five days in the beautiful nature of the Nor- pean Outdoor and Sport wegian fjords, the SOA-jury chose the winners for the FJord NorWaY magazines. Over the 2011/2012 Scandinavian Outdoor Award. The official iN The regioN called coming days, they would awards ceremony was held during the OutDoor fair in the Fjord Norway you will test and evaluate various German town of Friedrichshafen in July 2011. not only find world products nominated for “The days we spent in the Fjord Norway-area were famous fjords like the the 2011/2012 SOA- not only a tough test for the products we used, but also Geirangerfjord and Award, with a main for us in the jury. The area is perfect for real and chal- Sognefjord, but also focus on innovation and lenging outdoor activities,” says Katja Lehmann, editor challenging mountains sustainability. from NORR Magazin. like the Sunnmøre Alps. The area has been a The JurY MeeTiNg was haven for trekking and a part of the Outdoor The ouTdoor acadeMY oF climbing since British Academy of Scandinavia scaNdiNavia (OAS) is Europe’s climbers started to come (OAS), which is organized leading training event for the Out- here in the 19th century. several times a year by door industry where journalists, re- www.fjordnorway.com the SOG and is directed tailers and tour operators are invited toward journalists, retail- to take part. Over the years, more ers and tour operators. than 1000 participants from over 20 Together with skilled countries have been trained at OAS staff from the partak- events. The events take place four to five times Fjord Norway.com ing SOG-companies, a year at different Scandinavian locations. participants discover the www.scandinavianoutdoorgroup.com Sc aN diN aviaN O ut dO O r N ew S 11
  12. 12. Product News The Expedition Stay warm and free. Hoodie provides ex- Devold Air is a Merino tra warmth for your vest composed of head and neck. three layers of wool. New ways to warm up a windproof and water repellent vest ”It protects you down to -50 °C, but it is very comfort- able to wear in temperatures around zero,” says Sandvik. and a wool shirt with a close-fitting The Hoodie and the other garments in the Expedition hood – that’s two new highlights series are composed of two layers, where the inner layer is pure Merino wool. The outer layer is mixed with a little from the Norwegian wool clothing polyamide to provide improved durability. The clothing maker devold. is also specially treated to transport sweat away from the body more effectively than other wool underwear, according to Devold. The de vold air vesT is composed of three layers. Both The Expedition series is unisex and among the people the outer and inner layers are knitted from 100 percent currently using the garments are Norwegian polar explor- Merino wool. ers Cecilie Skog and Børge Ousland. ”For the first time, we have managed to create a garment that is wind and rain proof with the use of a The de vold air coMes in a male and female version membrane in between two layers of Merino wool, while and features a front zip closure and several zip pockets. still maintaining all of the positive advantages of a wool The chest pocket is adapted for mobile phones and mp3 garment,” says Dag Inge Sandvik, Export Manager at players, and features a cable port. Devold. “One of the advantages of wearing the vest during Devold’s Expedition series has also undergone a active pursuits is that it is highly protective and offers change in design with new colors (black and red), as well excellent freedom of movement,” says Dag Inge Sandvik. as a new Hoddie model. Devold of Norway AS is an independent company that has produced wool clothing since 1853. The company The e XpediTioN hoodie is a shirt with a close-fitting serves two different markets, sports and leisurewear, as hood that fits easily under a helmet or hat to protect the well as protective clothing. throat and neck from the elements. Like the Zip Neck Among its products are wool underwear, socks, in the same series, the Hoodie features pulse warmers, headwear, various types of mid-layer garments and which ensure the retention of body heat. knitted sweaters. 12 S ca N d i N a v i a N O u t d O O r N e w S
  13. 13. ISPO 2012 29 JAN – 1 FEBNORR DAS SKANDINAVIEN–MAGAZIN NÅIDDE JÖNKÖPING KOPENHAGEN TARFALA KEMI HURRUNGANE HELSINKI KILPISJÄRVI NORR MADE IN SWEDEN! HALL A6, BOOTH 105 DAS SKANDINAVIEN MAGAZIN 12 Gear Guide Gut ausgerüstet für den Aufstieg Outdoor Das Hochland von Småland Die schönsten Reisen SKIHÜTTEN Lappland ohne Kitsch Musik Nordische Bands mischen Berlin auf Kunst Fotografie wird Mainstream SKITOUREN AUSGABE 4/2011 im Auge des Sturms Morgedal Telemark für Anfänger Kemi Auf dem arktischen Eisbrecher Scandinavia’s finest experiences www.didriksons.com Visit our stand (A6-227) in Scandinavian Village at ISPO. Skogstad has been manufacturing affordable and functional sportswear for 75 years. We are based in Nordfjord, Norway, a region characterized by dramatic mountains, glaciers and fjords. Our designs have been consistently influenced by our surroundings. There have been significant developments since the first garments were made in 1937. Increasingly sophisticated textiles and innovative technical solutions have created a whole new range of options, although some things have remainedready for new the same: The nature, the weather and the quest for new adventures.adventures Skogstad Sport AS – 6793 Innvik – Phone: +47 57 87 67 70 – firmapost@skogstadsport.no – www.skogstadsport.no
  14. 14. BusinessP h O t O : M at t i a S F R e D R i k S S O N One big year Hestra has just completed its 75th anniversary with a record. Never before has the Swedish company manufactured so many gloves. “ We see posiTive development in all parts of the busi- past five years, sales have nearly quadrupled – especially ness, from manufacturing to sales,” says Claes Magnus- in the high-end segments. son, who runs Hestra together with his brother Svante. “Before Hestra established itself in the U.S. there was In November 2011, Hestra inaugurated a new factory a lack of quality gloves here. Our Alpine Pro category has in Hungary, Hestra Hungary Kft. The new production filled an important gap in the U.S. market. In a major in- facility joins the company’s two other factories in China: dustry ranking, Hestra placed as market leader within de- Eurogant and Pinghu Huashen Leather Co. Ltd. All three sign, color selection, fit and quality,” says Dino Dardano, factories are joint ventures with Hestra owning 50 percent. CEO of Hestra USA. “With Hestra gloves being made in our own factories, we have full control over the quality, capacity and other hesTr a has Ne arlY 2 0 0 Models of gloves in ten important factors within production,” says Svante categories. One of the fastest growing categories is Magnusson. Outdoor. In the Swedish market, the annual growth rate In recent years, Hestra has grown a lot internationally. is close to 50 percent and a similar trend is also visible The U.S. is one of the markets where Hestra has grown internationally. the fastest, thanks to its subsidiary Hestra USA, based in “An advantage of the outdoor category is that it ex- the town of Golden, outside Denver, Colorado. Over the tends the selling season, as many models are intended 14 S ca N d i N a v i a N O u t d O O r N e w S
  15. 15. a new grip on glove design hesTr a Will l auNch three models with Ergofor summer use,” says Magnus Jönsson, Sales Manager Grip; two within the Alpine Pro category andat the company headquarters in the town of Hestra, one in the Alpine Racing category. According toSweden. Hestra, the patented Ergo Grip construction takes pole grip to new heights. Hestra’s design directoraNoTher highlighT from this year’s anniversary was Marianne Knutsson-Hall explains.when Hestra’s concept store in Stockholm received a “With Ergo Grip-construction, it is possible tovisit from five Swedish ski heroes this past November: sew gloves with extra curved fingers. Meanwhile,Anja Pärson, Jens Byggmark, Stig Strand, Bengt Fjäll- the amount of excess material is minimized, whichberg and Ingemar Stenmark. Revenues from this heavily makes the glove palms extra supple. It allowsattended event went to the five skiers’ parent sporting the hand to gain an even better grip on the poleclub, Tärna IK Fjällvinden. handle, without having to over-grip, thereby losing “Hestra has collaborated with the Swedish Ski Team energy. And Ergo Grip models have the same greatsince 1975. This was a unique opportunity for us to ex- comfort as the rest of Hestra gloves.”plain the important role that the national team and its stars Marianne Knutson-Hall also points out anotherplay in our product development,” explains Jönsson. new product: gloves with insulation made from wool fibers and cornstarch.“Hestra has nearly 200 models “At Hestra we have always liked wool! At Ispo we will present seven models with this new insula- of gloves in ten categories.” tion favorite, which has all the good qualities of wool and is kind to the environment.” Sc aN diN aviaN O ut dO O r N ew S 15
  16. 16. Retail taking care wear and tear has never been a tune that Fjällräven has liked. Now, the Swedish outdoor company, together with selected retailers, is taking a new approach by helping clients increase the functionality and extend the life of their outdoor garments even more. iF You have e ver BoughT a good pair of leather shoes, Manager at Fjällräven. “With more Greenland wax, you you know that caring for them with leather balm prolongs get a tighter weave that can withstand rain, wind and their life and improves their function. And shoe stores wear. It also increases the life of the garment. When you are great at providing creams, oils and plenty of other plan to use the garment in warmer environments, just products to help you do it. wash it to remove the wax and get a cooler garment with This, however, is not as common when it comes to more ventilation.” outdoor clothing. You buy a jacket or a pair of pants, “Both our dealers and ourselves get a lot of questions then say goodbye – you are welcome back when you about how to wax, and as a service to our users, we de- need a new one. You wash the garment, perhaps spray it cided to offer waxing in some stores. It is a way for both with waterproofing, but otherwise apply no special treat- our dealers and us to show that we care.” ment. Instead, stores try to lure you back in by offering other gadgets. duriNg auTuMN 2 011, Fjällräven tested the concept But there are those who are trying new approaches. and toured with a waxing station in German stores like Fjällräven wants outdoor clothing to last longer and Globetrotter, Sports Reischmann, Biwak and Intersport is therefore rolling out 94 waxing stations in selected Montafon. One stop on the waxing tour was Globewelt, outdoor shops around Europe. At these stores, owners of a five-day outdoor festival at the large Globetrotter store Fjällräven clothing made from G-1000 can come and get in Munich. help impregnating the material. “The feedback from the stores has been great,” says “G-1000 is an extremely durable, functional and Theresa Alig from Fjällräven in Germany. “For example, adaptable material,” explains Jerry Engström, Marketing Globewelt had 20,000 visitors and many came to visit 16 S ca N d i N a v i a N O u t d O O r N e w S
  17. 17. 94 wax stations all overEurope – Fjällräven islaunching one of the big-gest campaigns ever.the waxing station. The wax master was always busywaxing clothes that the visitors had brought with them.Also, those who hadn’t heard about the G-1000 material Proven and naturalbefore, were motivated to buy new trousers – so indeed, To Wa X or gre ase clothing in order to help themour experience so far has been exceptionally positive.” stand up to moisture is old knowledge that has end- ed up a bit shadowed by “technical” waterproofingThe Wa XiNg sTaTioNs will be in stores just in time sprays. However, interest is increasing again, notfor the 2012 hiking season. By then, hundreds of “wax least because it is a environmentally friendly way tomasters” will have been trained by Fjällräven, both in how increase the material’s wind-and water-resistancewaxing is done, and how G-1000 works in different situ- and to help extend the garment’s life.ations in the outdoors. It is hoped that this will contribute Fjällräven’s founder Åke Nordin launched theto a better store experience – and ultimately, happier G-1000 fabric back in the 1960s. From a durablecustomers and higher sales. tent canvas, he sewed a climbing jacket that he im- “In addition to sharing practical outdoor skills and pregnated with a mixture of beeswax and paraffin.showing how easy it is to wax a garment, the waxing The jacket, called the Greenland Jacket, became astations contribute to something exciting happening best seller and remains in production today. And theon the store floor. We are confident that it will not only material, G-1000, is a classic that has demonstratedattract visitors to the stores, but also create interesting its versatility and strengths on many adventuresdialogues between store personnel and their customers,” over the years.says Engström. Sc aN diN aviaN O ut dO O r N ew S 17
  18. 18. Product news First, ecco created a new range of shoes for running and walking. Now, the danish shoemaker has gone off-road with a new lightweight hiking boot. Natural feeling on the trail The ide a BehiNd the BIOM Hike boots is the same as pared with Ecco’s running shoes, the new boots are still behind the running shoes that Ecco has released over the heavy-duty workhorses. last two years: a snug, low fit with optimized cushioning. ”The hiking boots will be worn in the mountains and The new boot’s last and soles are anatomically on tough trails, places where you need the extra support shaped, so they fit closely to your foot and offer im- and protection,” says Nicolai. proved comfort. According to Ecco, by positioning the foot closer to The BioM hike has rugged rubber outsoles to deliver the ground, you will have a more natural feel. grip, traction and shield the feet from stones, as well as ”The heel and forefoot are shaped, rounded and of- the cold ground. They are also equipped with an ana- fer a smooth heel strike and push-off,” says Alexander tomical foam layer, which provides a comfortable fit. The Nicolai, head of the Sport Business unit at Ecco. “The winter version features extra insulation around the foot. flexibility of the forefoot will allow your feet to activate For added stability, the boots even have an external more muscles.” heel cap that supports the heel while still being flexible. Depending on the model, weight is a mere 560–630 The BIOM run concept has been developed by the grams per shoe. For hiking, this is lightweight, but com- Ecco Performance group in close cooperation with the 18 S ca N d i N a v i a N O u t d O O r N e w S
  19. 19. Ecco Chief Designer Ejnar Truelsen has been leading the work with the BIOM shoes and boots.“it took a Sport University in Cologne. For the newly developed BIOM Hike, work has been as the running shoes, but aimed more at walking. Then came the Train, an all-round lot of test- focused on the body¹s natural ability to balance itself when walking on rocky trails training shoe for fitness-related activities from running to classes at the gym. ing in labs and up and down steep slopes. This year, Ecco presented the light- weight shoe BIOM Lite with a super-thin and on the “iT Took a loT oF TesTiNg in labs and on the road, but I’m really proud that we could outsole. At the same time the company also released a shoe for off-road running road.” follow through and get a really innovative line of shoes out on the market,” says chief called the BIOM Trail. Now, Ecco has a full family of BIOM- designer Ejnar Truelsen, who has played footwear. The hiking boot is an important an integral role in the development of the contribution to the brand; outdoor has the brand since he started in 1971. biggest percentage of total sales for per- In 2009, Ecco introduced the BIOM formance products. Run, designed as a natural running shoe. “My dream is to take my ideas a step Next out on the market was the BIOM further and develop even lighter and simpler Walk, a shoe based on the same principle shoes,” says Truelsen. Sc aN diN aviaN O ut dO O r N ew S 19
  20. 20. R&D Houdini Cloud Nine T-neck. challenging down Gone are the days when wool and down easily outper- formed synthetic fibers. Together with several outdoor brands, PrimaLoft has developed some new materials that are real alternatives to what nature can offer. 20 S ca N d i N a v i a N O u t d O O r N e w S
  21. 21. Haglöfs’ Barrier Pro Hood. 66°North Vatnajökull jacket.priMaloF T is cooper aTiNg with Houdini, as well as A fourth example of PrimaLoft’s cooperation withother leading brands from Scandinavia, like Norrøna, clothing brands is Lundhags’ Gusta Jacket, available inHelly Hansen, Hestra, Haglöfs and many other SOG both male and female versions. The jacket will have Pri-members. maLoft Eco-insulation to shield the wearer from the cold. “We don’t want to be just a vendor of our products,” These are just a few examples of where PrimaLoft hassays Jochen Lagemann, Sales and Marketing Director developed a strategic partnership with a brand and hasat PrimaLoft Europe. ”We want to be a strategic partner been able to tailor the demands for a specific product.in the entire process – from the development of a new At the same time PrimaLoft is enlarging their shareproduct, to the education of the sales people, retailers in fashionable city clothing. Both the Swedish fashionand the marketing.” brand J.Lindeberg and Norwegian UBER uses PrimaLoft At last year’s Ispo fair PrimaLoft introduced Synergy, insulation in their urban jackets.an insulation technology engineered for sleeping bagsand jackets. priMaloF T iNsul aTioN was originally developed for ”Synergy is a further development of PrimaLoft’s the US Army as a water-resistant synthetic alternativeInfinity-insulation. They’re both high loft con-tinuous filament insulations, which means “we want to down. According to PrimaLoft, their productsthat they are very ”fluffy” and don’t consistof many short fibers, rather one long fiber to be a mimic the structure of down and have the advantages of down filling (lightweight, trapsthat ”snakes” like a climbing rope inside thefabric,” explains Lagemann. strategic a lot of air and is highly compressible). “However, our synthetic polyester fillingThis Ye ar sYNergY is Fe aTured in for partner.” also gives you better water-repellency and the capacity to retain heat even in extremeexample Houdini’s Cloud Nine T-neck, a wet conditions,” says Lagemann.lightweight mid-layer jacket that can be used under your PrimaLoft has a good reputation among retailers andshell instead of fleece or a lightweight down jacket. The in the outdoor media. Yet some shoppers have secondfabric is soft, light and highly breathable in combination thoughts about PrimaLoft because of its relatively thinwith the non-migrating insulation. appearance compared to puffy down jackets. Another recent joint project is Haglöfs’ Barrier Pro Fabian Lidberg, Store Manager at Swedish outdoorHood; a very compressible, lightweight, wind resistant, retailer Naturkompaniet, explains.hooded jacket, insulated with PrimaLoft One. “Ten years ago there was a big difference between Also, there is the 66°NORTH Vatnajökull jacket with synthetic fibers and down. Sleeping bags and jacketsPrimaLoft One insulation, a women’s jacket that is light- with synthetic filling took up a lot of space and wereweight, compressible and made for both multipurpose heavier, especially if they were to withstand cold tem-backcountry use, as well as for strolling the city streets. peratures. Over the last few years, the synthetic materi- ”Today, many thermal-protection jackets use Prim- als being developed are now warmer, lighter and moreaLoft as filling,” says Lagemann. compressible.” Sc aN diN aviaN O ut dO O r N ew S 21
  22. 22. Business Meet us in the Scandinavian Village the leading outdoor brands from Scandinavia look forward to your visit. a6.107 a6.108 a6.109 a6.110 Viking is an outdoor footwear special- Isbjörn of Sweden has set a new Tretorn creates performance and Some people say: to survive in Iceland ist from the world’s toughest test lab standard in outdoor clothing for kids. leisure products for a lifestyle lived you need to be brave, have a good – Norway. The company, which started With a design and quality comparable largely outdoors. The range of prod- sense of humor and wear 66°North with rubber boots in 1920, is now the to the best of outdoor wear for adults, ucts includes footwear like sneakers clothing. The company has been keep- leading supplier of outdoor footwear Isbjörn of Sweden is keeping more and rubber boots for hunting, hiking, ing Iceland warm since 1926. The name to the Nordic countries. The company and more kids warm and dry in all safety/occupational, casual wear and reflects the latitude 66°N; the Arctic sells more than two million pairs of weather conditions. The company performance riding, as well as appar- Circle. Today, 66°North produces boots, shoes and other footwear each also has a strong commitment to el and tennis balls. The company was a wide range of both protective and year and is one of the biggest suppliers the environment. And the name founded in 1891 in Helsingborg, Swe- streetsmart clothing, influenced by the of Gore-tex®-footwear in the world. Isbjörn? It is Swedish for polar bear. den, where it remains headquartered. fascinating Icelandic environment. www.vikingfootwear.com www.isbjornofsweden.com www.tretorn.com www.66north.com a6.115 a6.118 a6.120 a6.122 For more than 80 years, Norwegian Anyone who has ever run on slippery Woolpower produces underwear, Textile know-how combined with a Aclima has kept the heat turned up, ground or snow understands why shirts, socks and accessories from harsh Swedish climate encour- delivering sports underwear that Icebug shoes are needed. Icebug is the highest quality Merino wool. As aged Johannes Nilsson to start a perform in cold climates. Being one of the market leader in providing traction they like to say: “We offer warmth, hat factory in Sätila, Sweden, in the few clothing companies that still and solving the problem of slipping care, function and a lot of knowledge 1896. Since then, Sätila has knitted makes its products in Norway, Aclima while training, which they do through about the cold.” In addition to all types of headwear for people develops its warm, soft and breathable a number of patented technologies. Woolpower clothing being used by who value excellence, comfort products just a snowball’s throw Whether trail running, winter running outdoor enthusiasts and the military, and style. The collection ranges from the famous Norefjell ski resort. or winter walking – Icebug offers it can also be seen in a growing from fashionable to functional www.aclima.com injury prevention and the freedom number of fashion magazines. and embraces an eco-friendly ap- to stay active all year round. www.woolpower.com proach to fabrics and production. www.icebug.se www.satila.com a6.213 a6.215 a6.217 a6.219 In recent years this renowned Swed- For Ecco, it was a natural step forward A Hestra glove is composed of 109 parts ”Freedom to be active – in any ish company has become more of an to enter the outdoor world. The Danish and assembled with the highest level of weather” is the motto of Reima. The urban brand. Now, the modern look footwear brand has succeeded in all precision. While some brands introduce Finnish manufacturer is renowned has been preserved, but functionality segments tested. The high quality many different products over the years, for its functional, high-quality has returned to Tenson’s roots – the of every Ecco shoe is a result of the Hestra has remained a glove manufac- children’s outdoor clothes and outdoors, skiing and marine activi- entire manufacturing chain being turer since it was established back in footwear for ages 0 to 12. Maybe the ties. Tenson’s new design team has owned by the company – from design, 1936. And rather than develop different secret lies in the real-world testing, managed to combine comfort, style tanneries and factories, to their products, Hestra focuses on making where Reima has chosen the world’s and quality into the new collection. own stores. Ecco outdoor footwear theirs better and better every year. To- most frank and ruthless test team www.tenson.com is available in three categories: day, Hestra is one of the world’s leading of all kinds – kids themselves. Mountain, Terrain and Aqua. glove manufacturers for the outdoors. www.reima.fi www.ecco.com www.hestragloves.com also members of SOG: Gränsfors Bruk, Seger, Polygiene, Point 65, Nanok, Feelmax, tentipi, trangia, walkstool, Optimus, Primus, Silva, Helsport, Hilleberg 22 S ca N d i N a v i a N O u t d O O r N e w S
  23. 23. also aT ispo Businessa6.101 a6.105 a6.106 a3.202One of the world’s most active One of Scandinavia’s fastest growing Houdini’s mission is what they call This family-owned Nor-103-year-olds, Norway’s largest apparel companies is Didriksons. From “core comfort for body and soul”. This wegian company makesoutdoor company was born in 1908 the beginning, the company made means no compromises when it comes high-end outdoor clothingwhen Ole F. Bergan invented a clothing for fishermen on the west to performance, sustainability and through a design approachbackpack with an anatomical carry coast of Sweden. Today, welldesigned style. For this season, the Swedish they call “loaded minimal-system. Backpacks are still one of and functional clothing are the company has created products made ism”. The NorwegianBergans of Norway’s trademarks, company’s main focus. Didriksons’ from 80 percent recycled fibers, and heritage is clear. The stylishbut through tradition and innovation, clothing is characterized by a consist- the even better part is that every and super-functionalthe company also manufactures ent and modern look, the result of close garment is recyclable. This means clothing speaks of a longhigh-quality tents, sleeping bags cooperation between the company’s you can dress sustainably in Houdini tradition of outdoor life inand clothing. www.bergans.com fashion and technical designers. – from underwear to outerwear. Norway and Norwegian www.didriksons.com www.houdinisportswear.com expeditions around the world. www.norrona.com a6.114 a4.102a6.111 a6.113 Dale of Norway recommends you Thule is the world leaderBased in Sweden, Light My Fire Many cold regions of the world have stay close to nature. The company within sports and utilityspecializes in outdoor accessories been explored by people wearing itself has been doing so since it was transportation offeringthat are as practical in the city as underwear from Devold of Norway. The established in the picturesque accessories for activethey are in the wild. From making company has supported Norwegian village of Dale, in 1879. Dale of families, outdoor enthu-fires to eating meals – Light My Fire’s polar and climbing expeditions for Norway is the largest producer of siasts and professionalsinnovative products have been over 100 years, but the company is traditional wool knitwear, and its who want to transport theirtaken to heart by both backyard even older. It was started in 1853. modern sports collection proves that gear safely, easily and inadventurers and backwoods Still today, Devold manufactures wool is equal to – some would say style. The product portfoliosurvivalists all across the world. high quality underwear, shirts, better than – high-tech materials. comprises rooftop boxes,www.lightmyfire.com jackets and socks from the finest www.dale.no roof rails, bike carriers, Merino wool. www.devold.com kayak carriers, ski carriers, trailers and much more. The company is headquartered in Malmö, Sweden. www.thule.coma6.201 a6.205 a6.207Since 1960, Fjällräven has developed Klättermusen’s designers are as fear- Viktor Haglöf made his first backpack B3.302durable, functional and timeless out- less as they are environmentally con- in 1914 and his company grew slowly Craft of Scandinavia is thedoor equipment. It all started with an scious. The products they design have but surely until the year 2000, when pioneer of function ap-innovative backpack designed for long unique solutions that follow the Klätter- things really started to take off! Since parel. The Sweden basedtreks in the Swedish mountains – for- musen motto “maximum safety for you, then, Haglöfs has established itself as company has devoted itselfever Fjällräven’s “heartland”. Now, the minimum impact on nature.” The prod- a highly respected player within the to developing innovativeclassic outdoor company with its pop- uct line consists of shell jackets and international outdoor arena. Today, clothing built to withstandular equipment has won the hearts of trousers, wind-proof garments, under- Haglöfs makes nearly one million extreme requirements in alloutdoor enthusiasts all over the world. wear, sleeping bags and backpacks. quality products every year in the conditions. Craft’s founda-www.fjallraven.com www.klattermusen.se hardware, footwear and clothing tion is a close cooperation segments. www.haglofs.com with its many sponsored athletes and national teams competing in cross-country skiing, biking, orienteering and more. www.craft.sea6.225 a6.319Lundhags makes boots fit for kings 8848 Altitude was established in The Scandinavian Outdoor Group– literally. The company is a Royal 1990 while designing equipment (SOG) was founded in 2000 as anWarrant Holder to the Swedish royal for the first successful Swedish industry initiative to serve outdoor developMeNT MeMBersfamily. Since 1932, the shoemaker ascent of Mount Everest. Ever since, retailers and media in export ivanhoe a6.116in Järpen, Sweden has made 8848 Altitude has been developing markets. It unites well-respected MyFc a6.215acomfortable and durable boots for innovative, technical clothing for outdoor gear manufacturers from skhoop a6.126all kinds of outdoor pursuits. Today, skiers and outdoor enthusiasts. all five Nordic countries: Norway, skogstad a6.227the company also sells clothing, back- 8848 Altitude is available in more than Sweden, Finland, Denmark and alfa a6.138apacks and other outdoor equipment 600 stores in 23 countries, and the Iceland. The head office is locateddeveloped in the same tradition. brand is appreciated for high function- in Gothenburg, Sweden.www.lundhags.com ality, quality and modern Scandinavian www.scandinavianout- design. www.8848altitude.com doorgroup.com parTNers Fjord Norway rudholm & haak a6.117 primaloft a6.317 Sc aN diN aviaN O ut dO O r N ew S 23
  24. 24. WINTER T BERGANS OF NORWAY to experience the performance and comfort of outdoor equipment from the specialist winter brand Bergans of Norway. W featuring Ski Award winning Dermizax™NX technology, and base layerfrom the nest high quality Merino wool – always inspired by the stunningly beautiful Norwegian wilderness. S V 6 – 101 Bergans of Norway has contributed to set the standard for the world’s most advanced outdoor equipment since 1908. www.bergans.com

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