Magazine #2 2011 from Scandinavian Outdoor Group – the nordic top Outdoor Brands of Scandinavia. Including exclusive stories about: - Outdoor Friedrichshafen 2011 - Scandinavian Outdoor Summit - Scandinavian Outdoor Award - Scandinavian Village - Nordic Highlights Welcome to Scandinavia!

1. News
Magazine #2 2011 from Scandinavian Outdoor Group – the top Nordic outdoor companies

2. Learn all about -
and Grenland Wax in our booth.
Hall , Booth .
By applying more wax, your - garment
becomes even more durable, wind proof and water resistant.
Less wax increases ventilation and gives you
a cooler garment.
G-1000® probably the
best outdoor material there is
Tested throughout decades of adventures
After a Swedish (G for Greenland) and the wax was adjust the amount of impregnation
climbing expe- named Greenland Wax. for your - garment to suit
dition to Greenland different weather conditions and
in  it became obvious Durable and versatile activity levels. More wax increases
that the selection of outdoor The combination of the fabric’s wind and rain resistance. Impreg-
clothing on the market was se- tight weave (% polyester and nation also increases the durability
verely limited. % cotton) and Greenland Wax of the fabric. Less wax gives you a
Fjällräven’s founder, Åke Nordin, makes the - fabric incredibly cooler garment with maximum
made a climbing jacket from an durable, well-ventilated and wind ventilation.
unusually durable fabric which and water resistant. Read more about the advantages
he had found to be too heavy for - is also mosquito proof of - and how to use Green-
lightweight tents. This was the and protects you from the sun’s land Wax on our website www.
first Fjällräven Jacket. alpha and beta rays. Perfect for fjallraven.com.
Once the fabric was impregnated discovering the great outdoors,
with a combination of beeswax and without limitations.
paraffin it proved itself to be perfect
for outdoor clothing. Adjustable
The fabric was named - Greenland Wax allows you to easily

3. SOG News
“delirant isti Scandinavi!”
Liter ature describes the typical “Scandinavian” as a person who
J O h a N B e r G e / w w w. v i S i t N O r w ay. c O m
honors equality, honesty and punctuality. Who lives by the law, always pays
taxes and always wears a seat belt when driving.
We are well organized, reserved, educated and never do anything impul-
sive. We work hard and obey the law until Friday comes. Then we let go of
our Lutheran heritage and become a screaming mob of wild heathens.
We take pride in knowing a little about everything. If we would buy a car,
we would thoroughly investigate every model from Bugatti to Fiat and then
still end up with a Volvo.
Scandinavians have a very dry humor and we love British comedy. Scan-
dinavian comedy, however, is unfortunately incomprehensible for anyone
from the outside.
Getting to know us is like peeling an onion with layers and layers of new
revelations and insights. Not to mention all the tears in the process. tough testing!
If this guide doesn´t scare you off, you can meet us in person at OutDoor
iN mid- JuNe , retailers and journalists
in Hall A5. The bar is open from 9 am to 6 pm daily. It’s a
from Europe’s leading outdoor stores and
great starting point for exploring what the Scandinavians
magazines arrived in the Norwegian town
have cooked up this time. Also, this magazine will give you
of Ålesund, to embark on a long hike. They
plenty of great information, so use it as a guide and a teaser.
took with them a hefty collection of cloth-
Jonas Hellentin, ing, shoes and equipment. The products
Executive Officer Marketing and Communication were then tested hard during our five day
long Outdoor Academy of Scandinavia
04 WHat’s up?
News from the Scandinavian Outdoor Group.
(OAS), this time in the region called Fjord
Norway. This is how Scandinavian outdoor
07 teNts up cLose
Scandinavian tent manufacturers flex their muscles.
companies support their retailers with
genuine know-how – by letting them use
10 sociaL support
Bergans and Klättermusen show how to be good corporate citizens.
the products in their natural environment.
This is also how winners of the Scan-
13 eNLigHteNed biKiNg dinavian Outdoor Award are decided. This
Silva sheds new light on the MTB trail. year’s winners, as well as the nominated
products, will be presented at the OutDoor
13 NeXt geNeratioN
Children’s apparel manufacturer Isbjörn awarded – again. fair. You can also learn more about them
on our website.
15 gear guide
Four product highlights for a great day outdoors in Scandinavia.
outdoor academy of Scandinavia is
16 rescuers’ cHoice
Acclaimed 66°North jacket is about to hit the market. Europe´s leading training event for the out-
door industry, where media, retailers and
17 cooKiNg NeWs
Primus saves weight and fuel with titanium.
tour operators are invited. Since its start
we have trained more than 1000 partici-
18 oNe Leap aHead
Ecco’s latest shoe takes running back to basics.
pants from 20 countries. OAS is arranged
four to five times per year in the Scandina-
20 iN store actioN
Fjällräven kicks off its largest campaign ever.
vian Wilderness. It lasts for one week and
the pedagogy is simple. Learning by doing!
22 a good seat
The Walkstool brings comfort into the wild.
OAS offers two levels of programs:
Explore and Experience. Each event is
24 iNNovative iNsuLatioN
The heat is on with new materials from Primaloft.
arranged as a cooperation between five to
six SOG member companies and, on the
Explore level, also with VisitSweden or Vis-
Scandinavian Presenting partner
Outdoor News
itNorway. Take the chance to experience
is made for the SOG by real outdoor life and real outdoor products
Scandinavian NORR in one of our academies.
Publishing AB.
For more information:
cover pHoto:
roger borgeLid / oas@scandinavianoutdoorgroup.com
JoHNer.se www.scandinavianoutdoorgroup.com
Sc aN diN aviaN O ut dO O r N ew S 3

4. SOG News
at the center of it all!
a bar is oNLy as good as it’s barteNder. For more The “bar” has existed for over ten years and each
than eight years, Caroline “Caro” Felder and her team year, something new happens. This year, two innova-
has made the Scandinavian Bar one of the most popular tive Scandinavian companies are offering a unique and
places at the outdoor fairs in Friedrichshafen and Munich. very “green” charging-service for all of you who hate
“The Scandinavian Bar is a very special place,” says running out of batteries on your mobile phone, laptop or
Caro. “It is the heart of the Scandinavian Village and even Ipad during the hectic days at the trade fair. MyFC and
the entire fair, as well as a place to just relax, meet or work HiNation are offering free charging of all such electronic
in a very friendly and non-prestigious atmosphere. For equipment with only the aid of water and sunlight.
me, its most important to find the right level of profession-
alism and service, without being “fancy” or pretentious.” come by and take a look for yourself, and don’t
The founding idea of the Scandinavian Outdoor forget to try a nice wild bite of scandinavia.
group is that “Together we are stronger”. This is espe-
cially true with the Scandinavian Bar. All companies go
in together and share the cost of the bar. They get a
better and more professional catering service and they
pay less for it individually. But the most important thing
is to offer an atmosphere that reflects the Scandina-
vian mentality. However, the bar has not always been
as “professional” as it is today. Caro tells us of a fond
memory from the first years:
“tHe very First time , the quick and dirty idea was
that all participating brands should contribute with their
own part of the bar,” tells Caro. “Hestra brought wine
and Silva brought hot dogs from Sweden etc. It was
a great idea, but no one had decided how much each
company should bring. To make a long story short,
when the trade fair closed, there was a mountain of
hot dogs left. There were so many that we had to bring
three shopping trolleys to a homeless shelter, since we
didn’t want to throw them away.”
Promising newcomers
iN tHe scaNdiNaviaN viLL age there are a few aLso WitHiN tHe HuNtiNg segment is
brands on their way to becoming full fledge Seeland, established in Denmark in 1976. The
members of SOG. One of them is the Swedish company provides clothing, footwear and ac-
company Härkila who, since 1987, has become cessories, all designed for outdoor enthusiastic
known for providing hunting clothing of the hunters. High functionality is at the core of
highest standards. The company has its roots everything Seeland produces, and in 2009,
in hunting and the breeding of hunting the company presented a range of quality
dogs, as well as a passion for de- rubber boots for heavy use and the
veloping highly technical garments toughest demands, with some models
from the best materials available. offering a temperature comfort range
In 2009, Härkila launched a down to - 80°C.
GTX footwear range
designed for a meet Härkila and seeland
wide range of in Hall a5, booth 313.
outdoor pur-
suits.
4 S ca N d i N a v i a N O u t d O O r N e w S

5. Welcome to
The Scandinavian Village &
THE SCANDINAVIAN BAR
in Hall A5:310
The latest Scandinavian
Here you will nd the leading brands on the Scandinavian innovations on display.
Presented by R&H.
outdoor-scene. More than 2000 years of gathered knowledge
and outdoor experience. In the bar you get a real Scandinavian
treat. We serve Scandinavian snack-food with good drinks,
great outdoor business, friendly people and lots of laughter!
The bar is open 9 am – 6 pm daily during OutDoor.
Environmental friendly
charging of your cellphone
or computer free of charge.
We proudly present our latest
village in the village.
2000 YEARS OF GATHERED EXPERIENCE
66°North Didriksons Haglöfs Houdini Lundhags Optimus Slakkline Viking Footwear
Aclima Ecco Helsport Isbjörn of Sweden MyFC Primus Tenson Walkstool
Bergans Fjällräven Hilleberg Klättermusen Nanok of Norway Seeland/Härkila Tentipi Woolpower
HiNation Light My Fire Norröna Silva Trangia

6. SOG News
Summit Success
“with this forum, our aim
DrOzDz PiOtr
Susanna Campbell, Invest-
ment Director at Ratos.
is to get the entire outdoor
industry to realize what
is necessary for success in
the coming years.”
who was responsible for the Scandinavian Outdoor Sum-
mit in partnership with Peak Innovation. “With this forum,
our aim is to get the entire outdoor industry to realize
what is necessary for success in the coming years.”
And it was no coincidence that Åre was chosen to
host the meeting. Åre and the region of Jämtland have
tHe toWN oF Åre offered beautiful early spring weather become central to the Scandinavian outdoor industry.
during the Scandinavian Outdoor Summit, which came
to a close on Friday April 1st. Almost 300 participants “aN e veNt LiKe tHis means the world’s attention is fo-
from 15 countries had gathered at Copperhill Mountain cused on Åre and Jämtland, and that we are demonstrat-
Lodge to discuss future issues for the outdoor industry. ing that we want to be part of developing the outdoor
The Scandinavian Outdoor Summit was the first industry of the future,” explains Tomas Ekström of Peak
meeting of it’s kind in Scandinavia and targeted outdoor Innovation.
and sports companies, investors, retailers, researchers A short film of the event has been released on Youtube
and innovators. They spent two days discussing issues (Search for “Scandinavian Outdoor Summit”) and you can
relating to the outdoor industry, everything from e-com- also come by the bar and download the speaker’s presen-
merce and brand building to future tourism and climate tations on a USB Stick. It costs a small service fee of four
change. The speakers included Thomas Lipke, CEO Euros, but we’ll treat you to a Scandinavian Wild Bite while
and part-owner of Germany’s Globetrotter Ausrüstung, you’re waiting. A limited number of SOG USB sticks will
Chris Doyle, Vice President of the ATTA, Adventure Travel be on sale for those who didn’t bring one. All of the speak-
and Trade Association USA, and Mark Held, Secretary- ers’ half hour to one-hour seminars are also available for
General of the European Outdoor Group. order by sending an e-mail to info@scandinavianoutdoor-
“We spend over ten million Euros per year on outdoor group.com. The complete speaker list can be found at
activities, just within Sweden,” explains Jonas Hellentin, www.outdoorsummit.se
A Globetrotter
in Jämtland
tHomas LipKe , CEO and Partner at Globetrotter Aus-
rüstung, received an honorary award for his efforts as an
ambassador for the Swedish region of Jämtland at the
Scandinavian Outdoor Summit in Åre. The award was
handed out by Lars Lindqvist, CEO of Peak Innovation
in Jämtland (to the left in the image). Thomas Lipke (to
the right) has taken countless trips to the region, which
hosts one of Sweden’s most beautiful mountain regions
for trekking, canoeing, skiing and more. Often he travels
there together with his close personal friend, Bo Hilleberg,
founder and former CEO of Hilleberg the Tentmaker.
6 S ca N d i N a v i a N O u t d O O r N e w S

7. SOG News
a tent experience
Scandinavian tents follow their own robust among Scandinavians, but this is starting to change.
Now, dome tents are a common sight in the mountains
tradition. this year, SOG member com- and are popular among a growing number of kayakers
panies have created a special tent village who want tents that can stand on their own, such as on
where you can experience outdoor living, rocks where it is difficult to place stakes.
the Scandinavian way. tHe t ype oF teNt that might raise the most eyebrows
is the tipi or lavvu, as it is called in Norwegian. Portable
Sami and native housing is the inspiration.
sturdy, WiNd-stabLe and easy to set up – even in foul “The teepee is the basis for many tents. The design
weather. This is how one could summarize Scandina- has been around for several thousand years,” says Patrik
vian tents. For some, Nordic tent manufacturers create Rönnbo from Tentipi, which has production based in the
tents that differ slightly from other tents. And, in many Swedish Lapland. “Our Adventure Nordic teepees can
respects, they have been pioneers, with many innovative also be used for backpacking, as the weight per user
models and solutions. is low, but it is most common as a base camp and the
As an example, Norwegian Helsport launched the first perfect family tent.”
tunnel tent in 1970. And in 1973 came Hillebergs’ first tent The teepee-shape also provides a social way to camp.
model Keb, where the inner and outer tent could be erect- “Many use the lavvu for hunting and fishing, where
ed at the same time. This is absolutely necessary when it is common to gather inside the tent, and it is also
the rain is pouring down and you do not want the inner becoming more common among families with children,”
tent to get wet. Scandinavian mountain weather does not says Kjell Östbye from Norwegian Helsport with both
provide as many opportunities for “star gazing” as in other teepees and other models in its range.
locations, even if the light summer nights are alluring.
aNd maNuFacturers continue to develop their tents.
tHe Fact tHat the Nordic climate and geography plays In fact, it was in a lavvu that the idea for the award-win-
a major role in this functionality is quite clear. ning tent Wiglo from Bergans was born.
“When we talk about hiking, we often mean in the “A few of us were sitting there and thought it was a
mountains and above tree line. Here, tents are exposed pity that you could not pull up the sides of the tent to
to quite different strains than in the forest – which is see the beautiful evening outside. So we developed a
the outdoor environment that is most common in many tent model where you can,” explains Christoph Cent-
other countries,” says Bo Hilleberg, who started the mayer from Bergans.
Swedish family business and
is still the base for its develop-
ment department.
Tunnel tents have tradi-
tionally had a strong position
teN t viLL age
come and see the scandinavian
bi-
tents up close! the special exhi
tion in connection with the scandi-
a5.
navian village is located in Hall
Sc aN diN aviaN O ut dO O r N ew S 7

8. Developed for the
toughest category
in outdoor
- Perfect for all outdoor activities
Exhibition stand no. A5-313
Akka GTX® 9”

9. Winner of the IPC Magazine
Footwear Product Award
Pro Hunter GTX® 12” Mountain Hunt GTX® 10” L insulated
www.seeland.com
Big Game GTX® 8” Koarp GTX® 3”

10. cSr & environment
Bergans Supports
bergaNs oF NorWay has a
long tradition in both polar and
mountaineering exploration. And
Mountain People the company also wants to take
responsibility for these environ-
ments. In a CSR project together
with the NGO Mountain People,
JOhNNy haGluND
Bergans has helped to build kin-
dergartens in Nepal.
Mountain People was formed
five years ago and Bergans has
been a supporting partner from
day one. The organization has
school projects throughout Ne-
pal and receives funds through
lectures and donations. To date,
they have built one school, one
community and health center,
as well as 23 kindergartens. The
goal is to have built 50 kinder-
gartens by 2015.
“tHe Fact tHat bergaNs chose
to support Mountain People and
Nepal has a natural explanation,”
explains David Durkan at Bergans.
Above: A student in one of the Nepalese pre-schools.
For years, Bergans equipment has
Below: Nagarjun Pre-School before the upgrade – and after.
been used on expeditions in the
country, including in Hillary and
Tenzing’s first ascent of Everest
in 1953.
“Since we manufacture
mountain equipment for moun-
tain people, it is clear that we
want to support a mountainous
country like Nepal,” says Durkan.
www.mountain-people.org
t-shirts for Japan
tHe sWedisH compaNy Klättermusen is known for
their environmental stewardship and social respon-
sibility. When the catastrophe in Japan occurred, the
company was quick to launch a t-shirt, with all profits
going to Japan.
“Money can not solve all of the problems they
face, but it can certainly help a lot of people build up
their life again,” says Klättermusen’s Eva Askulv.
you caN aLso maKe a diFFereNce: the t-shirt (made
from organic cotton, of course) can be purchased at the
Klättermusen booth in the Scandinavian Village.
10 S ca N d i N a v i a N O u t d O O r N e w S

11. cSr & environment
Partners for
NOR R DAS
NOR R MAD
the forest
SKA NDIN AVIE
E IN SWE DEN
!
N–M AGA ZIN
siNce its iNceptioN in 2005, the DAS SK ANDI
ÖDE SHÖ G
NAVIEN M AG
AZIN
German-language NORR Magazin has Reise
Stockholms
actively worked to highlight environmen-
VEST ERÅ LEN
kleinste Oase
tal issues within the outdoor industry. Trend
Stockholm
As a part of this, NORR Magazin has Mit loase
KOP ENH AGE
Insedem Fahrrad
Skepps
auf der Überho holmen
offered the outdoor brands that have T
Drend
lspur
esig
Skandinavienn
Kolt, Joik und fährt Fahrrad
N HELS INKI
taken environmental thinking the furthest
Kultuhuhe
Schnabelsc
r
to join the NORR Green Partner project, Wisbei den Sami
Besuch
se
Walte Faktenn
TOP
Eisk is
STO RA ALVA
which has been a great success. One sen
am Kebnekaise
Meteorologen
important initiative within this project is !
Sptra
Exort
RET VAN SBR
to raise money for the Swedish Founda- Kampfgegen
Bergmaraton
das Wasser in Aabenra
tion Naturarvet, which works to preserve Schwedens
Aufs Wasser
O
GRÜNSTE RE
endangered forests in Sweden. ISE ZIELE
HAR ADS
For tHe summer oF 2 011, the following
E X TR EM O D
AUS GAB E 2/2
environmental pioneers are NORR Green
ER BEQ U EM
Partners: Devold, Fjällräven, Haglöfs, ? AUSGA BE 2/2011
PREIS € 4,90
011
Hilleberg, Isbjörn of Sweden, Lundhags,
Saltoluokta
Kristianstad Sig
Patagonia, Vaude and Woolpower. Read tuna Jukkasjärv
i Kolsva Rey
kjavík
more at www.norrmagazin.de.
1102_omslag.i
ndd 1
11-05-06 15.18.3
1
conceived and developed
in
Lena Conlan, www.crossinglatitudes.com
Keron
International award winner
T he ideal tent o ers a perfect balance of low weight,
strength, comfort, versatility, durability and longevity.
It is developed using 40 years of tentmaking experience.
W W W. H I L L E B E R G . S E

12. SNÆFELL
WINNER ISPO OUTDOOR AWARD 2011
Hood gives excellent
shelter and follows your
Adjustable draw head movement
strings in hood
around the face Visor on hood that
and back of head shelters from rain
Seamless
shoulders Dual slider
waterproof zipper
Articulated
elbows
Stretch for
active comfort
Waterproof
and blocks
99.9 % of
wind
High reach
sleeves
Highly
breathable
two way air
exchange
R 2011 Pocket on
WINNE sleeve for
small keeps
Adjustable draw string in hem
ENT:
TATEM e c®
c Polart ugh
JURY S al fabri ro
hnic th
hly tec ket convinces nge of
the hig c ra
“B a sed on e Snæfell Ja e for a broad as well
ell® th performanc workmanship t high -
,
NeoSh ding and rfec
tan on a pe
an outs ct constructi e the jacket road target
rfe ak b
use. Pe ice details m be used by a men”.
n n s
as very ncept that ca outdoor sport
end co up of active
gro
www.66north.com Keeping Iceland warm since 1926

13. Design
Lights on for Singletrack
the Swedish headlamp expert’s
new premium lamp for advanced
mountain biking. With an ag-
gressive design that reflects the
activity it’s built for, Singletrack
prepares the cyclist for what’s
coming and how to handle it.
The output is 1030 true lu-
WHeN it comes to visibiLit y requirements, mountain mens with four light modes and the Silva Intelligent Light
biking is a completely different animal than running or hik- System, a lens system providing a unique combination of
ing. Objects will appear and change more quickly in the flood light and a longer-range spot/searchlight. The long-
dark, and the cyclist’s anticipation has to be on high alert. lasting lithium battery delivers just as long as the athlete
These were the challenges that the design team at does – perfect for high-speed sessions in complete
Silva had to cope with when developing Singletrack, darkness.
Award winning
fleece – for kids
isbJörN oF sWedeN may be one of the newer members of winners that display exemplary uses of their technical
of the SOG, however, the company is beginning to form fabrics in creating Outstanding Outdoor Equipment.
a routine when it comes to taking home awards. Isbjörn ”Incorporating styles and features typically found
was founded when owners Maria Frykman Forsberg and in gear designed for adults, Isbjörn made this hooded
Camilla Schildt both had trouble finding outdoor wear for jacket from recycled Polartec Wind Pro with Hardface
their own children. in prints to create a versatile, stretchy, breathable and
One of the garments they would have liked to dress comfortable jacket that provides year round comfort,”
their children in is the Wind Pro Jacket, which recently was concluded the jury.
awarded the European APEX Design Award from Polartec. And when seeing the garment, your kids will probably
Every year, the material manufacturer appoints a number want one too.
Sc aN diN aviaN O ut dO O r N ew S 13

15. Product News
a great pack Mobilizing
bergaNs oF NorWay has
upgraded their backpack
women
lineup with several new models. it’s For WomeN – and for
Amongst them is the Skarstind. women on the go who like
Named after the 2373 meter high showing their feminine side,
summit in Jotunheimen National while still wanting full freedom
Park, the backpack has a newly of movement when climbing,
developed hip belt that transfers hiking or being active in the
weight onto the hips, as well as a outdoors. The Bejla Skort from
netting on the back that provides Klättermusen is a skirt and
distance between the pack and shorts in one! Made from flex-
the body for better ventilation. ible material and with a hidden
The Skarstind is available in four pocket for valuables, it’s a nice
different volumes, from 22 to 40 and simple summer garment for
liters, with the largest also avail- when the winds are light and
able in a women’s version. the sun is out.
(H)eat smart
aNyoNe WHo Has e ateN freeze-dried
meals out of the bag knows that the
food often cools down fast – at least
in Nordic conditions. At the same
time, the bag itself can be a bit on the
hot side for the fingers. With Optimus
H(eat) pouch, this is no longer a prob-
lem. The insulating material keeps your
food warm during the entire dinner and
prevents burned fingers. The pouch
also accommodates a small cooking
pot (Approx. 1 liter capacity) and cold
fingers can find cozy warmth via the
side pockets.
Get a grip
viKiNg Foot We ar introduces the Vetti in
bright new colors. This trekking boot, made
from solid materials with leather reinforce-
ments, has a medium high shaft offering both
support and flexibility. Viking’s award winning
sole technology, the Ultimate Grip Concept,
provides good traction, even on wet surfaces,
and is also lightweight. The toe piece is rein-
forced with rubber for durability and Gore-tex
keeps the foot dry and comfortable.
Sc aN diN aviaN O ut dO O r N ew S 15

16. Product News
Leifur Örn Svavarsson, one of Iceland’s most
renown mountaineers, mountain guide and member
of ICE-SAR, tested the Snæfell Jacket while he
climbed a new route to Iceland highest peak,
Hvannadalshnúkur in Vatnajökull glacier.
Breaking
the winds
this year, 66°North won the ispo
Outdoor awards with its Snæfell
Jacket. Since then, a lot of outdoor
people have been waiting for the
jacket to hit the market.
tHe sNæFeLL JacKet from Icelandic 66°North is a
waterproof jacket with good breathability that eliminates
the build-up of moisture on the inside.
”Our aim was to create a softshell jacket that will
always be the first choice when you’re on your way out
in rough weather,” says 66°North’s Chief Designer Jan
Davidsson. ”It’s a full out alternative to traditional three
layer Gore-Tex-jackets.”
Among the first to put on the jacket will be the Icelan-
dic Search and Rescue teams, ICE-SAR.
Recently, 66°North signed an agreement with ICE-SAR
to specially produce the Snæfell jacket for its members.
This means the rescuers will be equipped with an ergo-
nomic jacket made from Polartec Neoshell, which is a new
fabric that has the durability and stretch of a polyurethane
film, plus the breathability of a micro
porous structure. 6 6°NortH is oNe of Iceland’s oldest
manufacturing companies and was
“its uNique construction allows founded in 1926. For the first 50 years,
positive air exchange to drive the the company specialized in producing
release of moisture vapor while clothing for the harsh working condi-
remaining completely waterproof,” tions found aboard Icelandic fishing
says Davidsson. boats. Today, it works primarily with a
Other features include pre-shaped more general outdoor collection; like
elbows, as well as seamless shoul- shells, fleece garments and woolen
ders, ensuring an optimum range of products.
motion. However, 66°North still supplies
Snæfell’s performance will come work wear and functional garments to
in handy when the Search and Res- industries and national agencies like the
cue teams perform their duties. Last 66°NORTH’s new water- Icelandic Police force, Fire department
proof shell jacket is named
winter the teams had 50 call-outs and the previously mentioned ICE-SAR.
after the volcano Snæfell in
due to stormy weather. Sixty-four Iceland. It’s 1833 meter high The cooperation with ICE-SAR, the
rescue teams participated in those and situated 20 kilometers largest volunteer search and rescue
call-outs and over 500 tasks were north east of Iceland’s larg- team in the world, has been going on
taken care of. est glacier, Vatnajökull. for the last 40 years.
16 S ca N d i N a v i a N O u t d O O r N e w S

17. Product News
Primus goes lightweight
and saves fuel with titanium
No larger than the hand. OmniLite
Ti measures 114 x 90 x 55 milli-
meters when packed.
Increased efficiency means less
fuel consumption, less weight to
carry along and a reduced envi-
ronmental impact.
a research and development process that began just
From the top of the world with the first
before the Swedish mountaineer Göran Kropp started his
team to summit everest in 1953, to the solo expedition of Mount Everest in 1995.
South Pole and everywhere in between, Kropp realized that he was missing something impor-
tant in his equipment. He wondered why there were no
Primus has been there. Now, the company outdoor stoves that could run on any type of fuel?
is taking their top of the line multi-fuel stove
a step even further. JoaKim gröNviK , aN eNgiNeer at Primus at that time,
(then CEO for nine years) took on the challenge. After
many attempts using different combinations of noz-
zles and different mixtures of air and fuel, he developed
tHe NeW LigHt WeigHt expedition stove OmniLite Ti is exactly what Göran Kropp was looking for: the Primus
based on the same technology as the best-selling Omni- MultiFuel.
Fuel, but it packs smaller and, thanks to titanium, weighs With this stove in his backpack, Göran Kropp cycled
significantly less. from Sweden to the Himalayas, soloed Everest and be-
While the larger stove cooks for up to 4 people, the came the first Scandinavian to climb the world’s highest
OmniLight Ti is suitable for 1-2 people. mountain without supplemental oxygen.
The development of OmniLite Ti started when Primus The new stove worked even better than expected and
introduced its Eta pots, with a heat exchanger in the the prototype became a finished product. This was the
base. This resulted in the Eta pots saving around a third inspiration for the continued development of what many
of the fuel and shortening cooking times. people consider the world’s most advanced outdoor
“But that also meant that OmniFuel became over-di- stove. Primus OmniFuel is the only outdoor stove that
mensioned for the modern pots,” says Urban Kihlström, can burn liquid gas, gasoline/petrol, diesel, kerosene/
head of R&D at Primus. “So, we made a smaller and paraffin, and even aviation fuel. It was introduced on the
lighter stove that had enough power for the new pots.” market in 2001.
The result is a stove that weighs 239 grams – 100 In 2011, exactly ten years later, Primus has introduced
grams less than the larger stove. And because the burner the new Primus OmniLite Ti.
is smaller, you don’t need as much fuel, which also “It has already been through extensive testing in
decreases pack weight. Greenland and Svalbard and the performance has been
OmniLite Ti is the latest product that derives from just as good as the OmniFuel,” says Urban Kihlström.
Sc aN diN aviaN O ut dO O r N ew S 17

18. Product News
Back to basics
ecco is launching a new shoe that takes running back to basics:
minimizing cushioning and focusing on your body’s natural ability to
balance when running or walking.
tHe NeW LigHt WeigHt sHoe Biom Lite features a leather shoe for daily casual wear and the second is a
super-thin outsole and an extremely flexible direct- breathable textile shoe for all kind of fitness activities.
injected midsole, which is very low to the ground. “The leather shoes will offer you a cool casual look,
It will be a direct competitor to minimalist footwear a sock-like fit and daily foot muscle training. The fitness
models from Vibram and Feelmax. shoes can be used in the gym or on very short runs as a
“Our aim is to provide less footwear for more foot ac- running style trainer, but can also be used as breathable
tivation. It is a little bit like going back in evolution, when summer sneakers,” says Nicolai.
humans were just wearing leather socks,” says Alexander
Nicolai, head of performance products at Ecco. aNd WHiLe ecco goes uLtr a LigHt and ultra thin, the
This philosophy is in line with the current trend of company has also released a shoe for off-road running.
barefoot running and running with thin soles that was Biom Trail is equipped with a rugged rubber outsole for
highlighted by the international best-selling book Born to grip in all kinds of terrain and an anatomically shaped
Run, written by Christopher Mc Dougall. midsole for full-length foot support.
“However, we’re actually ahead of the trend,” says “The sole unit is close to the ground for a natural
Nicolai. “We released our first running shoes based on running motion and a more stabile foot position,” says
this thinking in 2009, one year ahead of the book.” Nicolai. “It will activate your foot muscle and adapt to the
Now, the Lite-version will hit the market just as many uneven terrain with every step.”
runners are looking for this kind of footwear. Biom Lite The uppers are reinforced in the midfoot to help
comes in two different versions. One is a glove-like stabilize the foot with each step. And the forefoot is
18 S ca N d i N a v i a N O u t d O O r N e w S

19. “the sole unit The Biom Lite design is not based on
correcting perceived shortcomings
is close to the of the foot, rather on mimicking the
biomechanics of barefoot running.
ground for a
natural run-
ning motion.”
Biom Trail has a rugged rubber outsole with a The trail version of Biom is the latest creation in
specially designed traction pattern and uppers the five model Biom-series. It is made for all off
with a reinforced midfoot. road terrain with its rugged design.
reinforced with a protective layer for sharp stones With the Running-series, Ecco also openly acknowl-
and other obstacles. edged that traditional technologies, like cushioning,
“But you will feel the ground sufficiently to get a natu- motion control and stability, have been largely ineffective
ral running experience,” says Nicolai. in reducing the rates of injury among runners.
Just like the Biom Lite, the Biom Trail comes in two
versions: one made of yak leather for support/protection Ne X t oN tHe marKet was the Biom Walk, a shoe based
and a sock-like fit, as well as a second version made on the same principle as the running shoes, but with a
from textiles with a reinforced midfoot cage, for breath- focus on walking. Then came the Train, an all-around
ability and support. training shoe for all fitness-related activities, from running
to gym classes.
WitH biom Lite aNd tr aiL , Ecco now has a full line To promote the Biom-line, Ecco has two top Danish
of Biom performing shoes: athletes pounding the pavement in the company’s shoes
In 2009, Ecco introduced Running, which was design- – Iron Man-triathlete Rasmus Henning and ultra runner
ed as a natural running shoe and preserves the natural Jesper Olsen.
biomechanics of the foot and ankle as closely as possible. At the moment, Jesper Olsen is on his way from
The model was the culmination of nearly three South Africa to Newfoundland Canada, the north-western
years of design and production, so in many regards, tip of North America.
the company was way ahead of the current natural He aims to complete a distance of 40,000 km, making
motion movement. it the longest fully GPS-documented run in the world.
Sc aN diN aviaN O ut dO O r N ew S 19

20. retail
wax On
In the spring of 2012 Fjällräven will kick off its biggest campaign ever. Through
waxing stations at selected retailers, the company wants to teach users how to
increase the life span and performance of their outdoor garments.
NoW it WiLL be e veN e asier to increase the durabil- Hoffman, CEO of Naturkompaniet, which has 29 stores
ity and performance of your Fjällräven outdoor clothing. throughout Sweden.
Starting in the spring of 2012 users can get their clothing “By offering waxing, we bring customers into the
made from G-1000 waxed at selected retailers across stores. And while their garment is being treated, they can
Europe. wander around and look at the collection, or discuss their
“This is a way for us and our partners to show that we experiences with the staff.“
care about our users,” says Jerry Engström, Marketing
Manager at Fjällräven. to Wa X or gre ase cLotHiNg in order to help them
The Swedish outdoor company’s G-1000 fabric is resist moisture is old knowledge. And yet it is surprisingly
a proven functional material that has been around for uncommon when it comes to outdoor clothing today.
decades. However, many still do not take advantage of Maybe this is because we are used to “technical” materi-
the benefits of strengthening their G-1000 garments. als and impregnation sprays.
Waxing them with Greenland wax not only increases the The G-1000 material was already in use back in the
water-and wind-repellent properties, but the garment 1960s. Participants in a Swedish climbing expedition to
also becomes even more durable and lasts longer. Greenland shared their experiences on outdoor clothing
“In addition to sharing some of the practical outdoor at the time, which they felt was too weak and impracti-
knowledge, and showing how easy it is to wax, we also cal, with Fjällräven’s founder Åke Nordin. He sketched
want to contribute to something that is interesting on the the foundations of a climbing jacket together with one
sales floor. We are convinced that this will not only attract member of the expedition. And even if the design was
visitors to stores, but will also create interesting dialogue tailored for climbers, they took a great leap forward with
between the store staff and visitors,” says Engström. the material itself, a very durable tent material, which was
too heavy for lightweight tents at the time.
NaturKompaNiet, sWedeN’s L argest outdoor equip- When Åke applied a mixture of beeswax and
ment retail chain, has already decided to have waxing paraffin, the material showed to be ideal for functional
stations in their stores. outdoor clothing. The material was named G-1000 (G
“We see it as a way to increase service and to cre- for the expedition to Greenland) and the wax was called
ate closer contacts with our customers,” says Henrik Greenland wax.
20 S ca N d i N a v i a N O u t d O O r N e w S

21. Hiking up the Tjäktja pass in
Swedish Lapland. Jerry Eng-
ström together with product
developer Henrik Andersson.
tHrougHout tHe ye ars, G-1000 has taken part and
shown its versatility and strength during many adventures a groWiNg outdoor FamiLy
and it has also won a number of awards. For example, The Vidda G-1000 pants were
at last year’s OutDoor fair the outdoor pants Keb, made launched back in 1999. With
from G-1000 and Nylon 6.6, received an award for the reinforcements on the knees and
Year’s Best Outdoor Pants. Such attention, of course, seat, they are a workhorse for
provides the people at Fjällräven with even more motiva- tough outdoor use and, of course,
tion to promote the benefits of wax. can be waxed for even greater
“Wax is environmentally friendly, which really fits durability.
these times, and it’s so incredibly versatile and adapt- Today, the Vidda pants and the
able. With more Greenland wax you get a tighter garment sister model Barents, are one of the
that resists rain and wind, and it also increases durability. world’s most popular hiking pants
Less wax provides a cooler garment with more ventila- with nearly a half million pairs sold.
tion,” says Donna Bruns, Product Manager at Fjällräven. In the spring of 2012, the series will
“We will set up a waxing station at our booth in the be extended with the Vidda Pro
Scandinavian Village at the OutDoor exhibition. There, and Barents Pro, with a new and
visitors can see for themselves how easy it is to wax more engineered cut.
G-1000 garments.”
Sc aN diN aviaN O ut dO O r N ew S 21

22. r&D
the walkstool with its three telescopic legs is a patented
Swedish invention. and it has been tested more rigorously
than most of the products at the Outdoor fair.
the stool
that walks
iN tHe spriNg oF 2 0 0 6, the Swedish National Testing
and Research Institute received a different kind of task.
times – the test was discontinued before failure. In a third
test, the stools were subjected to extreme variations in
Normally, the institute works for the furniture industry, temperature and humidity. After 168 hours the stools
conducting tests on everything from beds to bookcases. were judged as “no problems detected”.
But now, a series of three-legged stools with telescopic “Since then we have strengthened both the upper
legs stood in their testing room. and lower legs,” says a satisfied Lars Andersson, the
Walkstools are a Swedish invention from the mid- company’s CEO and owner.
1990s. Entrepreneur Lars Andersson had seen them
at a trade show and became so enthusiastic that he today tHere are siX WaLKstooL models. Four of
and the inventor, Mats Gustafsson, started a company them are manufactured in Scandinavian Touch’s own
called Scandinavian Touch. Now, almost ten years later, factory in Lidköping, Sweden, and two simpler models in
Andersson and Gustafsson had a disagreement. Gustafs- China. They are patented in all major industrial countries.
son believed that the stools would only hold about 150 “It is actually the only three-legged stool in the world
kilograms of weight. Andersson was sure they could take with telescopic legs that has patents and trademark
much more than that and wanted to test them according protections,” says Andersson.
to standardized methods. Walkstool differs from most members of the Scan-
But even Andersson was amazed at the results. The dinavian Outdoor Group. The product is aimed at many
55 centimeter high model supported a 400 kilo load, be- more than just those in the outdoor community. It’s dif-
fore its legs began to falter. Another test showed that the ficult to stop Lars Andersson when he begins listing out
stools withstood a 140 kilo load repeated at least 12 500 the different target audiences. Electricians not wanting to
22 S ca N d i N a v i a N O u t d O O r N e w S

23. “the 55 centim-
eter high model
supported a
400 kilo load,
before it’s legs
began to falter.”
kneel all day, hunters, landscape artists, nature photog- “When this tradeshow is over, we can continue on
raphers, and even foot masseuses – all can benefit from to a fair for the construction industry, or a photo exhi-
the Walkstool. bition.”
An example of the broad range of use, as well as
“a commoN misuNderstaNdiNg is that the stools can the high quality, is that the U.S. army has begun buying
be used only in the extended position, but you can sit Walkstools for its various military bases around the world.
just as well with the legs retracted if you want to avoid “They have tested them for three or four years now, even
standing or squatting on the knees. For example, around in the Nevada desert, and we recently received the green
an open fire,” explains Andersson and adds: light,” says Andersson.
Sc aN diN aviaN O ut dO O r N ew S 23

24. r&D
primaloft yarn – how it works
New steps
by Primaloftdown and wool are considered unbeatable by many
outdoor enthusiasts. Now, Primaloft is challenging
this notion with two new synthetic materials.
at tHis ye ar’s ispo fair, Primaloft introduced Primaloft “But our synthetic polyester filling also gives you bet-
Synergy, an insulation technology engineered for sleep- ter water-repellency and the capacity to retain heat even
ing bags and jackets. in extremely wet conditions,” says Lagemann.
Synergy is a further development of Primaloft’s The new insulation also has more compressibility
Infinity-insulation. They are both high loft continuous fila- than similar materials.
ment insulations, which means that they are very ”fluffy” “It makes it very light and easy to carry around,”
and don’t consist of many short fibers, rather one long says Lagemann. “You can have it in a small backpack
fiber that ”snakes” like a rope inside of the fabric. or attache it to your harness when you climb.”
“The advantage with Synergy is that it’s a little bit
thicker and has more volume – higher loft – than Infinity. at tHe same time , Primaloft is introducing Yarn in co-
This increases the volume of the air pockets inside the operation with the Swedish brand Röjk. The material is a
insulation, which means that the material can hold more 50-50 mix of merino wool and synthetic fibers.
warm air,” says Jochen Lagemann, Sales and Marketing “It combines the hydrophobic properties of Primaloft
Director Europe at Primaloft. and the hydrophilic properties of wool to form a dyna-
According to Primaloft, their products mimic the mic “force field” to pull moisture away from the skin and
structure of down and has the advantages of down filling push it out,” says Lagemann.
(lightweight, traps a lot of air and is highly compressible). Yarn is used in Röjk’s midweight and lightweight ski
24 S ca N d i N a v i a N O u t d O O r N e w S

25. Advanced Continuous Filament Insulation
Moisture Management ENGINEERED FOR MAXIMUM
LOFT hot SOFTNESS your
a AND jacket in
chestpocket
PrimaLoft, the leaders in research and development
®
of high performance insulations and yarns, offer
PrimaLoft® SYNERGY, an advanced, multi-denier
Houdini Mr Dunfri is a lightweight
ontinuous continuous filament insulation engineered for superior
jacket that is comfortable both
ie r C F il
Water Resistant en warmth, softness and loft. PrimaLoft® SYNERGY
-d as outerwear and as a midlayer.
am
lt i
is constructed of both fine and ultra fine denier
It is water resistant, dries quickly
e
Mu
nt
continuous filament fibers. This fiber composition
and can be compressed and
High Loft
results in an insulation that raises the performance
stowed into the chestpocket. It’s
barinsulated with Primaloft insulations.
of continuous filament One, a
high-tech microfiber insulation.
PrimaLoft® SYNERGY treated with a
The face-fabric is insulation is recommended
for durable water repellent (DWR) finish, for wind and
use in sleeping bags and outerwear. PrimaLoft®
Thermally Efficient
SYNERGYresistance. Mr Dunfri is developed in partner-
water is highly durable and compressible, designed
to keep withuser warm and and mountain guide and
ship the Primaloft, dry the comfortable. PrimaLoft®
primaloft synergy Houdini-contributor Carl Lundberg.
SYNERGY is easy to work with as it does not require
scrim or quilting and is migration resistant.
“the Loftadvantage with
Thermally Efficient
it’s cold and lonely
PrimaLoft® SYNERGY
High
MULTI-DENIER PERFORMANCE
Synergy is that it’s a
Water Resistant at the top…
The ratio of small to large
littleand Compressible and has
Soft
bit thicker
Durable fibers is what makes
…but Norrøna’s men’s Lofoten
PrimaLoft® SYNERGY
more volume – higher
Gore-Tex Performance Shell
Migration Resistant a high loft, soft and is good protec-
Insulated Jacket
loft – than compressible insulation. mountain
tion against cold, harsh
winds when you’re freeriding.
Infinity. This
(200x magnification)
It’s light and flexible, warm and
waterproof. A helmet-compatible
increases the
THERMAL hood and zip-out powder
storm
PERFORMANCE
skirt help seal you off from the
volume of the insulation
“PrimaLoft SYNERGY
®
blowing snow, and underarm zip
Testimonial
vents dump excessive body heat.
air is soft to the handvery good
pockets.” and looks
loftier. You have a
Norrøna also added internal pockets for your ski
pass and MP3 player. Made of waterproof, breath-
Jochen Lagemann, here!” Marketing Director Europe.
insulation Sales and able Gore-Tex with Primaloft synthetic insulation.
.73 .62
–Andrew Li
President & CEO
socks and according to Röjk, theInternational are a sock
Tungsang advantages
with a great fit and high breathability, while keeping you
Barrier on the ridge
PrimaLoft® SYNERGY
warm and dry. The men’s Haglöfs Barrier Jacket
Lagemann stresses that Primaloft Yarn creates less is a warm, multi-purpose, light-
V1/11
friction than pure wool and is much more robust with a weight jacket with a clean de-
longer lifecycle for the user. sign. It has an easily adjustable
storm hood and can be packed
“ We Have Had uLtr aruNNers testing Yarn socks and away into its own pocket. The
they say it’s working great,” he adds. Primaloft fabric is highly breath-
Apart from Röjk, Primaloft is cooperating with many able, which lets moisture escape
leading brands from Scandinavia, like Haglöfs, Helly to keep your body dry. The
Hansen, Norröna, Hestra and Houdini. jacket is also highly wind resist-
“We don’t want to be just a vendor of our product. ant and treated with Durable Wa-
We want to be a strategic partner in the whole process; ter Repellent (DWR) to keep the
from the development of a new product to the educa- fabric dry longer. The Barrier Jacket uses Primaloft
tion of the salespeople and retailers and the marketing,” One, an ultrafine polyester microfibre insulation.
says Jochen Lagemann.
Sc aN diN aviaN O ut dO O r N ew S 25

26. Business
Meet us at
a5-113
Optimus has indeed a burning passion
for what they do. The company offers
stoves and cooking equipment that are
safer and more userfriendly than many
OutDoor
others. The Optimus mission is that
outdoor cooking should be fun and
relaxing – and the result delicious. The
company was started in Stockholm
in 1899. www.optimusstoves.com
25 leading outdoor brands from Scandinavia look forward to your visit.
a5-300 a5-301 a5-302 a5-303
Viktor Haglöfs made his first backpack One of the world’s most active Klättermusen’s designers are as Woolpower produces underwear,
in 1914 and his company grew slowly 103-year-olds, Norway’s largest fearless as they are environmentally shirts, socks and accessories
but surely until the year 2000, when outdoor company was born in 1908 conscious. The products they design from the highest quality Merino
things really started to take off! Since when Ole F. Bergan invented a have unique solutions that follow the wool. As they like to say: “We offer
then, Haglöfs has established itself as backpack with an anatomical carry Klättermusen motto “maximum safety warmth, care, function and a lot
a highly respected player within the system. Backpacks are still one of for you, minimum impact on nature.” of knowledge about the cold.” In
international outdoor arena. Today, Bergans of Norway’s trademarks, The product line consists of shell addition to Woolpower clothing
Haglöfs makes nearly one million but through tradition and innovation, jackets and trousers, wind-proof gar- being used by outdoor enthusiasts
quality products every year in the the company also manufactures ments, underwear, sleeping bags and and the military, it can also be seen
hardware, footwear and clothing high-quality tents, sleeping bags backpacks. www.klattermusen.se in a growing number of fashion
segments. www.haglofs.com and clothing. www.bergans.com magazines! www.woolpower.com
a5-307 a5-308 a5-309 a5-311
For more than 80 years, Norwegian In recent years this renowned Swedish In 1970 Helsport launched the world´s Nanok was established in 2001 by a
Aclima has kept the heat turned up, company has become more of an first tunnel tent, just one example group of dedicated outdoor enthu-
delivering sports underwear that urban brand. Now, the modern look of the innovative products from this siasts from Norway. Their idea was
perform in cold climates. Being one has been preserved, but functional- family owned company. The brand to simply make products that they
of the few clothing companies that ity has returned to Tenson’s roots focus is on high quality and lightweight wanted for their own adventures. Na-
still makes its products in Norway, – the outdoors, skiing and marine mountaineering products. Helsport nok’s design team knows firsthand
Aclima develops its warm, soft and activities. Tenson’s new design was started in 1951 in Trondheim, that their sleeping bags, jackets and
breathable products just a snowball’s team has managed to combine Norway and has since equipped tents can stand up to the harshest
throw from the famous Norefjell comfort, style and quality into the hundreds of expeditions all over winter storms. www.nanok.no
ski resort. www.aclima.com new collection. www.tenson.com the world. www.helsport.com
a5-401 a5-402 a5-403 a5-404
Some people say: to survive in For Ecco, it was a natural step forward Viking is an outdoor footwear special- Houdini’s mission is what they call
Iceland you need to be brave, have to enter the outdoor world. The Danish ist from the world’s toughest test lab “core comfort for body and soul”.
a good sense of humor and wear footwear brand has succeeded in all – Norway. The company, which started This means no compromises when
66°North clothing. The company segments tested. The high quality with rubber boots in 1920, is now the it comes to performance, sustain-
has been keeping Iceland warm of every Ecco shoe is a result of the leading supplier of outdoor footwear ability and style. For this season,
since 1926. The name reflects the entire manufacturing chain being to the Nordic countries. The company the Swedish company has created
latitude 66°N; the Arctic Circle. owned by the company – from design, sells more than two million pairs of products made from 80 percent
Today, 66°North produces a wide tanneries and factories, to their own boots, shoes and other footwear each recycled fibers, and every garment
range of both protective and street- stores. Ecco outdoor footwear is avail- year and is one of the biggest suppli- is recyclable. This means you can
smart clothing, influenced by the able in three categories: Mountain, ers of GORE-TEX®-footwear in the dress sustainably in Houdini – from
fascinating Icelandic environ- Terrain and Aqua. www.ecco.com world. www.vikingfootwear.com underwear to outerwear.
ment. www.66north.com www.houdinisportswear.com
also members of SOG: Gränsfors Bruks, tretorn, Seger, Polygiene, Hestra, devold, Sätila, dale of Norway,
craft, icebug, Point 65, thule
26 S ca N d i N a v i a N O u t d O O r N e w S