Magazine #1 2011 from Scandinavian Outdoor Group – the leading Outdoor Brands of Scandinavia. Including exclusive stories about: - Scandinavian Outdoor Summit - ISPO 2011 - Scandinavian Outdoor Award - Scandinavian Village - Nordic Highlights Welcome to Scandinavia!

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

2. WOR K DAY
Is it any wonder that sometimes, people just want to get away from it all? Away from
the daily routines, away from the monotonous repetitions. But freedom for one person,
like wide-open spaces and new experiences, can be the everyday work for another. The
most important thing, no matter what you work with, is that you have the right tools
for the job. And for some, clothing and footwear can be a vital tool. Take our Polar
Quest boots for example. They keep guide’s and search and rescue team member’s feet
warm in some of the most rugged and chilly workplaces. They will also keep your feet
warm when you set out into the cold, for example, in Anjan, Sweden this winter. Read
more about our boots and download our new winter catalog at lundhags.se.
POLA R QU E S T
w inter 2010
Full-grain leather shaft.Vibram® Traction sole. Our
absolute warmest boot. Perfect if you regularly
work or find yourself in severe cold. Removable
wool felt liner with built in heel grip through Heel
Fit Control ™, easy to remove and dry.
2

3. revealing the future
For a decade , SoG has provided great venues for business and com-
petence development through the Scandinavian Village at trade shows,
Outdoor Academies for retail staff, as well as other projects. Now that SOG
has turned 10, we feel the time is right to challenge ourselves further by
addressing the future of the Outdoor business.
The world is facing huge changes. Just one example: Soon masses of
people will rise into the middle class in Asia – how will this affect consump-
tion? What will the consequences be for our supply chains? How (and
where) will consumers make their purchase decisions? How will we man-
age our business’ impact on the environment?
To address these and other future challenges, SOG is organizing
Europe’s largest and most visionary meeting place for the future of outdoor
business – the Scandinavian Outdoor Summit – in Åre, Sweden, March
31st – April 1st, 2011. Read more about the summit, as well as news and
stories about our great member companies in this magazine.
Welcome to Scandinavia!
Martin Kössler, General Secretary
Staffan rönn, Chairman of the board Happy Hours!
For further questions aS SoG celebr ateS the 10-year an-
info@scandinavianoutdoorgroup.com niversary of the Scandinavian Village, new
records are being broken both in size and
presence. This year at ispo in Munich, 25
04 What´S up at SoG?
Summits, academies and awards. SOG members are participating and can
be found in Hall A6! Also, at OR in Salt
08 Nordic KNoW-hoW
News from Woolpower and Bergans.
Lake City, 8 brands will join forces, as well
as 14 at ispo China. And as always, mem-
bers, their clients and friends will gather to
11 a briGht Future
Silva advances with the headlamps on.
meet and socialize around the Scandina-
vian Bar located in the center of the village.
The birthplace of the Scandinavian Village
12 iNNovative & GreeN
Material awareness at Isbjörn and Devold. was at ispo in Munich and this year, the
celebration will be especially exciting. “We
13 75 yearS oF Glove MaKiNG
The family company Hestra got its start in 1936.
have upgraded with a special anniversary
gourmet-menu of Scandinavian delica-
cies,” explains a proud Caroline Felder,
14 a rich heritaGe
Fjällräven learns from the Sami people.
Scandinavian Bar Manager and Bar Crew
Leader since the beginning 10 years ago,
16 WiNNiNG braNd and still with the same feeling for customer
Klättermusen is collecting prizes and awards. service in her team.
18 icelaNdic coolNeSS
Meet Jan Davidsson, Chief Designer at 66°NORTH.
“ We Will repe at l aSt year’s success
with a Scandinavian fashion show on the
bar during happy hour every day between
20 WarM iNSide
Primaloft´s Jochen Lagemann gives inside information. 17:00 – 18:30. Then, beer and Scandina-
vian snacks will be handed out by students
22 Gear Guide from the Nordic Design School and Mid
14 top products from Scandinavia. Sweden University,” explains Felder with a
big smile.
Presenting partner Also, the ever more popular material
Scandinavian Outdoor News
is made for the SOG by
wool will be highlighted on the new “Wool-
Scandinavian NORR street”, where all Scandinavian specialist
Publishing AB. in wool will team up. They will present the
www.norrmagazin.de best of more than 1000 years of outdoor
cover photo by iStockphoto wool heritage in Scandinavia.
Sc aN diN aviaN O ut dO O r N ew S 3

4. SOG News
New Summit in Åre
For the FirSt tiMe , a Scandinavian contribute new, broad expertise,” explains
Outdoor Summit will be organized. Senior Jonas Hellentin, SOG’s Summit General.
representatives from the outdoor industry,
as well as other experts will meet up and Spe aKerS Will iNclude people like Mark
discuss future issues. Held, General Secretary of the European Out-
The Scandinavian Outdoor Summit will door Group (EOG), Mats Andersson, Supply
be held March 31 – April 1 in Åre, Sweden, Director for the Hultafors Group, as well as
at the design hotel Copperhill Mountain Thomas Lipke, Managing Director and stock-
Lodge. Behind the event is SOG, as well as holder of Globetrotter Ausrüstung. Topics to
the regional development foundation, Peak be discussed include the environment, brand-
Innovation. Participants will include supp- ing, production, trends, product development
liers and stores that cater to the outdoor and ownership in the outdoor business.
industry, but also the media, representa- “That we chose the town of Åre is no
tives from the capital market, environmental coincidence. Åre is increasingly emerging as
researchers, as well as many others. a central location within the Scandinavian
outdoor industry and is one of Scandinavia’s
“ We Will hold par allel sessions to most active regions for innovative business,”
Jonas Hellentin, enable companies to bring key people from concludes Hellentin.
Summit General different parts of their business, and thus www.outdoorsummit.se
And the winners are…
SiNce 2 0 0 8 , SOG has gathered journal- and South East Asia joining the team.
ists from the leading outdoor magazines Winter products for the 2011-2012 season
in Europe to award the best Scandinavian will be tested in the end of March, and
outdoor products. Hence, the competition summer products for 2012 in June; both in
is called the Scandinavian Outdoor Award. three categories: overall winner, sustaina-
Last summer, the jury met in Bohuslän, bility and apparel. All of the winners will be
on the west coast of Sweden, where they presented at the OutDoor-fair in Friedrichs-
tested the products hands on while trekking hafen, Germany.
and kayaking.
the NoMiNated productS and winners
“ We WaNt the jury not only to look and for this season are on display in the Scandi-
feel the different products, but to actually navian Village.
test them in a real, tough environment,” “The exhibition has been made together
says Matthias Assmann, project manager with our new sponsoring partner Rudholm &
for the Scandinavian Outdoor Award. Haak and it is really worth a visit when you
For 2011, the jury is growing even more are at ispo,” says Assmann.
international with journalists from the US www.scandinavianoutdooraward.com
WiNter 2010-2011 WiNNerS
Soa overall winner Soa Sustainability award Soa apparel award
EXA, the innovative skate for Expedition Shell Jacket / Isbjörn Trollveggen Pro Shell Jacket /
Nordic skating from Lundhags of Sweden Norrøna
4 S ca N d i N a v i a N O u t d O O r N e w S

5. SNÆFELL
Jacket
Hood gives excellent
shelter and follows
your head movement
Adjustable draw Visor on hood that
strings in hood shelters from rain
around the face
and back of head
Dual slider
waterproof zipper
Seamless
shoulders
Stretch
for active
Articulated comfort
elbows
High
reach
sleeves
Pocket
on sleeve
for small
keeps
Adjustable
draw string Waterproof and blocks
in hem Highly breathable
99,9% of wind
two way air exchange
www.66north.com Keeping Iceland warm since 1926

6. SOG News
Sara Wänseth,
OAS Project Manager
oaS experieNce WiNter
JämtlaNd, SwedeN
activities: snowshoeing,
ski touring
SoG companies: hilleberg,
haglöfs, Klättermusen, Wool-
Learning by doing
power, primus, Silva
March 14-21
oaS explore WiNter
ÖSterSuNd/Åre, SwedeN
e veN thouGh iN-Store cliNic S “Our goal is to provide the
and workshops bring valuable best outdoor education program activities: skiing, snow-
shoeing, dog sledging,
product know-how to many retail- for retailers, and our approach is
nordic skating
ers, nothing can beat the real thing. very simple – learn by doing in the
SoG companies: hilleberg,
Since 2003, Scandinavian Outdoor classroom of the Scandinavian out-
lundhags, tenson, Klätter-
Group has been arranging the doors,” says Sara Wänseth, project
musen, Gränsfors
Outdoor Academies of Scandinavia manager of the OAS.
March 25-29
(OAS) in cooperation with partners
like Visit Sweden, Visit Norway For 2 011, retailerS aNd Media oaS explore treKKiNG
and SAS. Staff SOG-members from the US and Asia have been aaleSuNd/FJOrd NOrway
participate with their products and invited. activities: trekking, climbing,
knowledge and so far, more than “We have two main categories mountain biking, kayaking,
1000 retailers and outdoor journal- of academies. OAS Experience deep sea fishing
ists have participated. is for the more experienced, and SoG companies: aclima,
The OAS takes place three to here we spend five nights in tents devold of Norway, ecco,
five times every year in different and bivouacs. The less demanding Nanok, 66 North, tentipi
outdoor locations throughout Scan- academies, where we explore diffe- june 16-21
dinavia. Approximately 40 retailers rent outdoor activities and where
and outdoor journalists are invited press and tour operators are also oaS experieNce autuMN
for every event. The typical acad- invited, are called OAS Explore,” JämtlaNd, SwedeN
emy participant is an outdoor store explains Wänseth. activities: trekking tour
or dept manager or sales person. Retailers can find more informa- SoG companies: Fjällräven,
The training aims at helping them tion at www.scandinavianoutdoor- primus, aclima
support and advise their customers group.com or just ask for informa- September 5-12
back home in their store. tion at the Scandinavian Bar.
6 S ca N d i N a v i a N O u t d O O r N e w S

7. DEVOLD®
HERITAGE
Devold® has made high
quality wool apparels
since 1853. Our first
customers were fisher-
men 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 by
Norwegians
since 1853
www.devold.com

8. r&d
woolpower goes lite
SWediSh WoolpoWer has decided to get even closer to the skin
of its users. For over 40 years, the company has manufactured
insulating underwear, socks and accessories from their own wool
terry cloth. Now, a series in a plain knit fabric is being released,
Woolpower Lite.
Many have been asking for cooler garments that can be
used even in the summertime, explains Woolpower’s CEO Adam
Brånby. Therefore, Woolpower developed a ribbed knit made from
80 percent merino wool and 20 percent polyamide.
“Functionality is important, and just like the rest of our clothing,
we decided to mix the wool with synthetics to achieve a stronger,
more durable material,” explains Brånby.
WoolpoWer lite Still provide some warmth, but above all,
the Merino wool adapts to the temperature and activity level, so
that they work both during summer treks, as well as when used as
a base layer in the wintertime. The first collection will offer shirts,
short and long underwear, as well as hats. All come with a minimal
number of seams, but with a great fit thanks to the stretchy rib
characteristics. Furthermore, the new garments can be washed at
60 degrees, and they are manufactured entirely in Sweden.
Breathe easier! aNyoNe Who SpeNdS tiMe out in the harsh Norwegian
winter needs a fabric that not only protects against the
weather, but that is also comfortable to wear. And the
benchmark for measuring comfort is a fabric’s breath-
ability. This is how Bergans of Norway is raising the bar
even higher – by using the brand new Dermizax® NX
membrane.
With a change to the molecular structure, the Dermi-
zax® NX membrane’s permeability value for water vapor
has been increased, meaning a new level of breathability.
As an added bonus, there is also an approximately 90%
reduction in the amount of CO2 produced during the
manufacturing process.
aNd to Keep you FaShioNable , as well as comfortable,
Bergans has wrapped this high-performance material
with its well-known sense of style and is bringing back a
classic: the Isogaisa Jacket. The previous version helped
the Norwegian company break into the European market
some years ago and quickly became Bergans’ trademark.
The new Isogaisa Jacket utilizes the same asymmetrical
design, but in terms of technology, belongs to an entire
new generation.
Thanks to Dermizax® NX, the Isogaisa jacket not only
satisfies aesthetic demands, but also sets a new standard
in terms of breathability, while still maintaining the famous
Dermizax stretch factor. The result is all-round weather
protection with increased comfort.
8 S ca N d i N a v i a N O u t d O O r N e w S

9. www.ispo.com
ispo –
the international
sports business
network
pics: salewa, hansi heckmair, michael müller
Messe München GmbH, Messegelände, 81823 München, Germany, phone +49 (0)89 949-11 3 88, fax +49 (0)89 949-11 3 89, info@ispo.com, www.ispo.com, for trade visitors only

10. Come to Europe’s largest and
most visionary meeting place for the
future in Outdoor business
> SUSTAINABILITY
> E-COMMERCE
> SUPPLY CHAIN
MANAGEMENT
> IP-STRATEGIES
Organizer Hosting Partner
> BUSINESS
INTELLIGENCE
> FINANCIAL
OWNERSHIP
> TREND & DESIGN
> RESEARCH &
Supporting partners Creative Partner
INNOVATION
www.outdoorsummit.se

11. r&d
a bright future
in headlamps
the well-known compass brand Silva has a The demand for light function varies for each type of
use. For high speed sports like XC skiing and running,
long history of producing products for navi- you need to be able to plan your route with strong long-
gation. However, their extensive experience distance light, but you also need flood light in order to
in the headlamp product category is lesser see the terrain close to you, without having to move your
head. For running, the weight of the headlamp and bat-
known to most people. tery is crucial. For long distance exercising like adventure
racing or ultra running, there is an increased importance
in battery-life. An outdoor user who enjoys kayaking
bacK iN 193 9, the first headlamp appeared in a Silva would probably like a headlamp that can be dropped
product catalog and since then, many orienteers have into water. Adapting light to every individual user is
used their halogen headlamps for night time training what Silva likes to call Intelligent Light.
sessions and competitions. Now in 2011, Silva’s range of
headlamps includes several award winning models, such the t Wo NeW productS for fall 2011
as the X-Trail and Ninox. are positioned at the top and bottom of
During the last few years, the focus on headlamps the price spectrum. Silva Sprint is a high-
has increased and it is now the most important product powered headlamp, which produces a light
category for Silva. Consumer demand for headlamps of 750 Lumen up to 140 meters for orienteer-
is increasing, as more and more people understand the ing, trail running, running, multisport and XC-skiing. One
benefits of better vision in the dark, as well as the safety version will include both a helmet and a bike attachment,
aspects of increased visibility. With the change from for use while biking and backcountry skiing. The Silva
halogen to LED light technology, there are endless pos- Tyto is a small, ultra-lightweight and small safety light for
sibilities for adapting light to every user, while making it improved visibility. It comes in either a white or red light,
optimal for every type of activity. Currently, Silva’s range and with a strobe mode for even better visibility. Put it on
of headlamps is focused on sports and the outdoors, with the backside of a headlamp, for instance, or on a bag or
a future goal of finding new channels for rugged, water- bike helmet to be safer in the dark. Together, they provide
proof utility headlamps for professional users. great vision combined with safety.
Sc aN diN aviaN O ut dO O r N ew S 11

12. r&d
eco award for the newcomer
iSbjörN oF SWedeN , makers of outdoor garments for the
next generation of outdoor enthusiasts, is one of the newest
members of the SOG. The company has already made a big
impression and was recently awarded the winter 2010/2011
SOA Sustainability Award for its children’s Expedition Shell
Jacket. Maria Frykman Forsberg and Camilla Schmidt founded
Isbjörn, or Nanook as it was first called, when they both had
children. They didn’t think that the children’s clothing on the
market passed the test.
“Children are outside and active every day. This is why we
have consistently invested in the best materials, with the best
water resistance and breathability,” says Frykman Forsberg,
who notices that an increasing number of outdoor parents are
placing high demands on equipment for their children.
dressed for rain
the eNviroNMeNtal FocuS goes hand in hand with the com- or shine. tough
pany’s quality policy, of which Frykman Forsberg states: “Use, dermizaxev ™
then throw away is not a modern practice today. “Although is the material
used in the chil-
Isbjörn lies within the premium segment in terms of price,
dren’s expedition
consumers can win in the long run with products that can be Shell jacket.
handed down to not only two children, but often three.
“This award is very important and shows that our thinking
has reached an international audience,” says Frykman Forsberg.
Wool without seams
a FeW yearS aGo, wool was con- wool. The garments are soft, elastic, has become a part of Norway’s
sidered outcompeted by synthetic fit snugly, and move with your body identity. Famous explorers, both
materials. Today, it is modern again, regardless of the activity level. historical like Amundsen and
thanks to its function and environ- Devold ® Pulse provides users with Nansen, and from recent times,
mental characteristics. Norwegian the benefits of a broad temperature such as Cecilie Skog and Borge
Devold is now taking wool one step regulation, natural odor-resistance, Ousland, all prefer Devold ® on their
further with its new Pulse-collection. support, and overall comfort. expeditions. With Pulse, adventur-
This new wool wonder from ers are equipped with seamless
Devold of Norway is seamless SiNce ole aNdre aS de vold thermal underwear that follows the
underwear, and one of the first on started the company in 1853, they body regardless of the activity level
the market to be made from merino have produced wool clothing that or time of year.
12 S ca N d i N a v i a N O u t d O O r N e w S

13. Business
double
celebration aN e x aMple oF thiS iS the Fourth GeN-
Hestra has two reasons to celebrate. er atioN of Magnussons – Anton, Jonas,
the glove manufacturer from Småland, Niklas and Jacob – that are also active in the
company. Right now, Anton and Niklas are completing an
Sweden, has just finished off yet another
education in glove making, with the aim of receiving their
record year. and this year also marks 75 apprentice certificates before the end of the summer. As
years since the family business was founded. graduated glove makers, Anton and Niklas will be able
to make gloves from exclusive peccary leather, for the
Hestra Classics collection, among others.
Ne ver beFore haS heStr a Sold aS MaNy GloveS
as they did last year, a total of 1,8 million pairs. The iN receNt ye arS, Hestra has also developed strongly in
company, which operates in over 20 markets, is run German speaking markets.
by brothers Svante and Claes Magnusson. Svante “Now, we are taking the plunge and opening a sub-
Magnusson explains: sidiary in Germany. It will be run by Bengt-Ole Tallbom,
“Of course, the cold winter in Sweden and abroad who has been responsible for Hestra in these markets
helps, but the positive growth is also a result of sticking for years. The office is located in the town of Nierstein, in
to our core values – thinking long-term, craftsmanship southwest Germany,” explains Claes.
and quality.” Even other parts of the business are developing in
order to keep up with the rapid growth.
the SecoNd re aSoN to celebrate is an anniversary. This “Within Hestra we want to control the entire process,
year marks 75 years since Svante and Claes’ grandfather, from design and development until the gloves are sent
Martin Magnusson, started the family business that would out to stores. Therefore, since 1993, we have manu-
become Hestra. He began making gloves for lumber- factured the gloves in our own factory in China. To meet
jacks in 1936. At the same time, ski tourism came to the the growing demand we have now acquired another
region of Småland, and the slopes in the village of Hestra factory in Pinghu, China. Even at home, in the town of
became extremely popular. Martin Magnusson realized Hestra, we are expanding the business with new offi­
that skiers also needed durable gloves that could stand ces, a warehouse, as well as a new testing laboratory,”
up to the cold. explains Svante.
“We’ve continue working based on this tradition, while Scandinavian Outdoor News predicts that Hestra will
also looking ahead,” says Claes. have more reasons to celebrate in the future.
Sc aN diN aviaN O ut dO O r N ew S 13

14. r&d
arctic
inspiration
tradition and innovation are not
opposites – at least not at Fjällräven.
the native Sami knowledge of the
arctic environment has inspired an
entirely new garment: the Fjällräven
Luhkka cape.
e ver SiNce Fjällr äveN was founded, the company
has had a tradition of developing equipment for mountain
and arctic environments. Each year, Fjällräven employees
venture out on a winter adventure to find new solutions
and improve existing ones. For example, it was in a
reindeer herding in Kiruna, Sweden. Minus
bivouac in the northern Sweden ski station of Abisko 26 degrees celsius calls for proper clothing.
that the idea for a jacket so warm it would be impossible
to freeze in was thought up by Fjällräven’s founder Åke
Nordin. Shortly thereafter, the Expedition Down Jacket ‘wow, this is interesting!’ Some time later one of our
saw the light of day. The year was 1974 and to this day, product developers and I made a trip up to Lapland to
the jacket is a favorite among many Scandinavians. meet Nils Anders and learn more about native-Sami
“On our outings, we often discover ‘room for improve- traditions and ways of dressing. It was really exciting,”
ments’, things that are missing, or solutions that can be explains Bruns.
improved,” explains Donna Bruns, Development Manager The result of the collaboration was the Luhkka Cape,
at Fjällräven. which will hit stores in the autumn of 2011. The idea
is that it will act as a covering garment for really cold
a NeW GarMeNt With aNcieNt aNceStorS days on top of normal winter clothing – just as the Sami
Sometimes the company turns to people with special traditionally used the luhkka when they skied with their
skills to develop products for a specific purpose. Other reindeer. The name luhkka means storm collar, which
times it’s more of a coincidence. A meeting with native- says a lot about its use.
Sami Nils Anders Blind, in the town of Kiruna was the “Together with Nils Anders, we have developed the
spark to an idea for a new kind of outdoor clothing – with Sami model, extended it slightly and put buttons on the
ancient ancestors. side to help keep out the wind. And our luhkka does not
“Nils Anders was wearing a traditional Sami luhkka have the pointed hood that the original garment used, so
when he met with our CEO, who immediately thought that the snow would slide off. We believe that today’s us-
14 S ca N d i N a v i a N O u t d O O r N e w S

15. “together with Nils
anders, we have
developed the Sami
model, extended it
slightly and put buttons
on the side to help keep
out the wind.”
Donna Bruns, Development Manager at Fjällräven
Kenth Fjellborg testing
the Fjällräven polar parka.
ers will feel more comfortable with a regular large hood,” As with previous events, Fjällräven has cooperated
explains Bruns. with seasoned dogsled driver Kenth Fjellborg in the
town of Poikkijärvi, in Lapland. Even Fjellborg has been
NeW Start For the Fjällr äveN pol ar involved in developing new products – the latest being
For nearly a decade, starting in 1997, Fjällräven organ- the Polar Parka, a down-anorak that is popular with
ized a dogsled race called the Fjällräven Polar. The idea dogsledders.
behind the event was to show how anyone with the right “A jacket that is pulled over the head is the most uni-
equipment and the right knowledge could experience this versal garment among indigenous people in the northern
great outdoor adventure. hemisphere,” says Fjellborg. “The absence of zippers
In the winter of 2012, the Fjällräven Polar will return in makes it a safer garment, as well as warmer because you
a slightly different form. Instead of racing, the focus will be can have more insulation in the front.”
on knowledge about outdoor recreation in the winter cold. When participants in the Fjällräven Polar ride out into
“We want more people to venture out and explore the the Lappish wilderness in February 2012, they will do
wilderness. This is partly why we organize the Fjällräven so while wearing the Polar Parka among others. It can
Classic,” says marketing manager Jerry Engström. “With be said that this is a direct consequence of a day in the
the Fjällräven Polar, we want to show how life outside in 1970s when Åke Nordin decided that he wouldn’t freeze
the wintertime can be both pleasant and safe.” any longer.
Sc aN diN aviaN O ut dO O r N ew S 15

16. r&d
Prized
pioneers
it seems that Swedish Klättermusen must subscribe
to prizes and awards. an active environmental pro-
gram is part of their recipe for success. and to always
go their own way is another.
thiNGS are GoiNG Well for Klättermusen. The Jämt- Outdoor Industry Award Gold
land, Sweden based company has recently been appoint- for the Einride jacket, as well
ed as a fast-growing “Gazelle-Business” by the leading as the Ispo Outdoor Award
Swedish business newspaper Dagens Industri. Qualifying 2010 – for the clothing category.
for this title requires, among other things, growth of at Many of the prices are indicative of the company’s com-
least 100 percent over three years, as well as turning a mitment to the environment, such as the sustainability
profit. Klättermusen has grown by 130 percent over the prize Klättermusen received in January this year from the
past three years. The number of employees has increased fashion magazine Elle.
from five to twenty since 2006. And now, the company has
just moved into a brand new, more spacious office in the he adStroNG ide aS
town of Åre. CEO and founder Peter Askulv’s office wall is Function and the environment have long been the com-
covered from floor to ceiling with a map of the mountains pany’s motto. “Don’t buy a jacket if you don’t need one”
in the Jämtland region. the company declared bluntly in a catalog a few years ago,
“It’s out there, while I’m sitting and belaying on the side which could be considered a bit of an odd thing to say
of a cliff, that I get my best ideas,” says Askulv and nods in sales material. But Klättermusen is a bit odd – they do
towards the mountains towering up outside the window. what they think.
In the past five years, the company has received no “We don’t do anything to stand out, it is not a goal that
less than 14 prestigious honors and awards. we have. On the other hand, we do have a design rule that
Some awarded this past summer were the prestigious says ‘if it looks like everyone else’s – Let Them Do It,’”
16 S ca N d i N a v i a N O u t d O O r N e w S

17. “in Japan, we
have suddenly
become highly
fashionable
and our prod-
ucts are sold in
boutiques.”
says Eva Askulv, colleague and wife to Peter Askulv, who alone in nagging the textile industry to produce fluorocar-
adds that, “Peter never looks at what others in the industry bon-free alternatives, and as a small manufacturer, the
are doing,” and that he has “many headstrong ideas.” response from suppliers was less than enthusiastic.
“We design for the mountains, not for the city,” states “Now, fluorocarbon­free has gained wide popularity
Peter. “And there I will say that we are pretty much alone across the industry, which is really funny. It feels like we
in doing so. Many others are making things that will work managed to set a track, as we finally managed to get our
in town as well. For example, we have completely opted ideas across,” says Peter who is a trained biologist – a
out of using waterproof zippers; they do not work when fact that has had a lot of importance to his career as an
there is ice in them.” entrepreneur and designer.
Peter gets his ideas from his own time spent outside
and – believe it or not - from sailing, which is another FuNctioN iS be autiFul
hobby. The combination of disciplines, like sailing and Today, Klättermusen sells its products in 19 countries
outdoor activities, provides new solutions. worldwide. One of the largest markets is Japan, where
“Sometimes I have to argue for my ideas with the Klättermusen recently received an unexpected boost. Two
design team,” says Peter with a grin. very popular performers, Montreaux-honored actress Eri
The award winning down sweater, Liv, is an example of Fukatsu and musician Kazunari Ninomiya, independently
a Klättermusen product that was in a completely different chose to be photographed while wearing Klättermusen
class when it was launched. Low weight, minimum pack products – Eri with a Frey T-shirt and Kazunari with a Gnå
volume and maximum warmth were the idea for the gar- Backpack. Suddenly, the Gnå pack sold out throughout
ment that has received a number of followers. Klätter- Japan, after bloggers commented on the idol’s selection.
musen was also the first company in the outdoor industry “In Japan, we have suddenly become highly fashion-
to use recycled nylon in their backpacks, and according to able and our products are sold in boutiques. Our retailers
themselves, are still the only company to make garments were buying a lot of Munin-jackets in the fall. The down
from polypropylene. And the fact is, that Klättermusen jacket sold out in a month,” says Eva Askulv and notes,
can take quite a bit of credit (and, of course, an award) for “function is beautiful.”
having ensured that today there are shell materials made The future will tell if more people allow themselves to
without the use of fluorocarbons. The company long was be enchanted by the beautiful.

18. People
designing
strength
at the 66°NOrtH factory, outdoor clothes are manufactured side by side
with fishermens’ garments and other work wear. Meet Chief Designer Jan
Davidsson, who has taken the fine art of tailoring to the wilderness of Iceland.
today, 66°North iS a SucceSSFul outdoor company background in tailoring, learning at Savile Row, London,
and one of Iceland’s most well-known brands. Could where everything was handmade. Having said that, I am
you describe the essence of 66°NORTH? obsessed with technology and mechanics.”
“What attracted me to the brand was its origins and “The agenda of business is to get to the gold quickly.
how it’s intertwined in the Icelandic life-force. Metaphori- Compromise is not necessarily wrong if it is done with
cally, I felt the old weather beaten fisherman was calling, the end consumer in mind. But I would say it’s walking
sitting on a bench in down town Reykjavik wearing a fine line. I would love it if folks from all spectrums of
66°NORTH rubber clothing long after he had quit the sea. society are able to buy the clothes we create. If that is a
Sensing the man’s stride, battling the waves of the Icy compromise, so be it.”
North Atlantic – for me this goes a long way in trying to As an outdoor designer you have to balance a
describe the 66°NORTH essence.” range of factors – looks, function, material and so
“The Icelandic fishermen are still provided with cloth- on. Is it just challenging and fun, or do you feel it is
ing produced in our own factories. Therefore it would be limiting?
true to say that 66°NORTH outdoor is strongly rooted in “Some new designs are effortless, entrenched by the
the very livelihood of this nation and its people. With this love of creation, visualising women and men or our kids
in mind, the decision to start designing for the brand was playing around, giving them a hand to protect them and
easy. The 66°NORTH outdoor range unfolded and suc- feeling good about themselves. Of course there are also
cess was in waiting. No doubt, the Icelandic people had challenges, no fire without friction.”
been waiting for it.” “I love to find and sense fabrics, imagining how it will
You have lived a long life as a designer in outdoor be shaped and how it drapes over the body, enhanc-
clothing. Is it challenging to create something that ing but not restricting. I see garment construction like
stands out from the rest as unique and different? sculpturing; I spend a lot of thought and work on the
“Ha-ha, please don’t remind me of my age! Every- construction.”
thing beautiful derives from a love of the work. Setting a What kind of challenges does an outdoor designer
goal to be unique is not productive in my opinion.” have to deal with that the average fashion designer
“But yes, as people around me would probably tes- doesn’t have?
tify, I am more competitive than I will admit.” “We have more in common than we differ. Being
Do you have to compromise a lot when it comes indoor or outdoor, driving a car, riding a horse – all
to moving the product from the “drawing table” to activities present you with some special needs. The only
actual production? way to identify with it is to really be doing the things
“Ask the guys around me. When it comes to produc- yourself. Designing ski-wear and not being a skier must
tion, compromise is not one of my characteristics. My be frustrating.”
basic attitude is everything can be produced. I have my As a Designer, where do you get your inspiration?
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 love for beautiful things, it’s a mystic calling. How long does it take from an idea is born, until
Making the world a nicer place? That sounds pretentious, the item is out on the street?
but to me it is a humble and introverted pursuit. Touch- “That’s sometimes the drawback in today’s world.
ing the finest fabrics, sensing the reverberations of the Some people in our industry often feel the value is lost
craftsmen’s passion through the ages.” as the product enters the stock-room, or even before,
“Still it’s the fisherman that has been wearing our hence respect for the craftsmanship is lost. And in such
clothing since the company was founded that is my a world no one is a winner and our planet suffers. To
prime energy source, not the film stars that now find it me the time factor isn’t a deciding issue. Good design
cool to dress in the label.” matures with time.”
Sc aN diN aviaN O ut dO O r N ew S 19

20. People
20 S ca N d i N a v i a N O u t d O O r N e w S

21. Prima time!
Scandinavian Outdoor News talks with Primaloft’s new sales and marketing
director Jochen Lagemann about the brand, its plans, products and strategies
for 2011. we also hear more about the strong relationship between Primaloft
and Scandinavian brands.
reGardiNG the deMaNd for warm clothing, you must Compared to down and other synthetic insulation this
really be happy about cold winters. Where in the is a clear advantage, which makes Primaloft a reliable
world does Primaloft sell best? fabric for all weather conditions.
Both our brand clients and retailers in the US and Are Primaloft products sustainable?
in Europe told us quite early this winter about sold-out Our products are already Bluesign­certified and
stock. North America is currently our strongest market, qualify for Öko-Tex. Our Eco products, for apparel and
but Europe and Asia show much stronger growth. shoes, are made from recycled fibers. We deliberately try
Many SOG-members such as Hestra, 66° North, to keep prices down in this segment because we really
Bergans and Haglöfs have established a successful want to help save the environment.
cooperation with Primaloft. What does Primaloft´s Do you have a personal goal as the new Sales &
future look like in Scandinavia? Marketing Director for Primaloft?
We are very happy about the current growth that we I would like to make Primaloft even more known
see in the Scandinavian market – regarding our long- among end-consumers in Europe, as well as to expand
term partners, as well as new cooperation. So, the future our network of marketing activities with brand clients and
looks good! retailers. And of course, we want to increase our growth
What kind of advantages does Primaloft have in in terms of clients, products and markets even more.
the rough climate of the Northern countries in com- Where will you show new Primaloft products at ISPO?
parison to other insulation materials? Many trends in the area of insulation have their origin
We want to be the best insulation – wet and dry. The in Scandinavia, so ISPO visitors will find a lot of new
degree of insulation in clothing equipped with Primaloft Primaloft-highlights for fall/winter 2011 at the Scandina-
stays almost the same no matter if the material is wet vian Village. At our own booth, we will show our brand
or dry. clients already new Primaloft products for Winter 2012.
priMaloFt
primaloft is a patented synthetic microfiber
thermal insulation used primarily in outdoor
clothing. it is breathable, water resistant and
keeps its insulation capability even when the
material gets wet. it has the highest warmth-
to-weight ratio of any synthetic insulation
currently on the market.
www.primaloft.com
Sc aN diN aviaN O ut dO O r N ew S 21

22. Gear Guide
Nordic
Highlights
at ispo, 25 SOG-members show their collections.
Here are some of the highlights – experience many
more in the Scandinavian village.
A game changer
the SNaeFell jacKet from 66°NORTH sets a new standard in outdoor
comfort. Made with Polartec® NeoShell®, the Snaefell is lighter, softer
and more supple than the competition and features a polyurethane
membrane with a tightly controlled range of pore sizes. This means
excellent breathability and total waterproof protection (10.000 mm) in a
jacket designed for optimal performance. An integrated dual adjust-
able swivel hood won’t block peripheral vision, while smart venting,
pre-shaped elbows and an elongated back keep you comfortable while
on the move.
Not your average ski jacket
For all t ypeS oF activitieS , on snow or dry land, the Hlíðarfjall Ski
Jacket keeps you warm, dry and stylish. This jacket from 66°NORTH is
insulated with a PrimaLoft microfiber blend that provides soft, light-
weight comfort. It comes equipped with two waterproof zip pockets, a
detachable hood and a high neck collar. And for ease on the mountain, it
features articulated sleeves and adjustable Velcro cuff tabs, while Recco
advanced rescue technology may help save you in times of trouble.
Work or play
oriGiNally iNSpired from work wear, but just as good for skiing and
other activities, the Vír Jacket from 66°NORTH is a fully taped, comfort-
able and easy to wear jacket for work or play. Made from 80% recycled
polyester and 20% organic cotton, it features plenty of pockets to hold
your belongings and convenient snap adjustments on the cuffs.
22 S ca N d i N a v i a N O u t d O O r N e w S

23. Gear Guide
Warm and
comfortable
the e xpeditioN hoodie is sure to keep you warm in
the extreme cold. A new model and part of the 2011
Devold®Expedition collection, this hoodie makes wool
underwear more exciting than ever. With built-in wrist
warmers, a snug hood that fits easily under your helmet
or cap and an aquaduct treatment that helps effectively
transport sweat away from your body, the Expedition
Hoodie ensures that you retain more of your body heat.
All while staying dry and comfortable. Just ask explorers
Cecilie Skog and Børge Ousland.
Wool for the wind
For WiNdy dayS when your core could use a little
extra protection, the Devold® Air vest feels just
right. This fantastic new product is made from
two layers of fine merino wool kept together by
a Polyurethane membrane that is windproof and
water-resistant. And to keep you regulated, it is also
highly breathable with great wicking characteristics.
In addition, the outer layer of merino wool is treated
with Teflon® for extra water repellency. Devold®
Air has several pockets, including a chest pocket
designed for a mobile phone or mp3-player.
A shirt with a history
WaNt a leiSure GarMeNt that provides unbeat-
able insulation for any season? Then look no further
than the Devold® Nature shirt. Based on a design
that dates back to the 1800s, this shirt feels soft
against your skin and features interlock knitting
that helps hold its shape. Smooth, comfortable and
fashionable – after all these years – Devold® Nature
is a shirt that can be used anywhere.
Sc aN diN aviaN O ut dO O r N ew S 23

24. Gear Guide
a greener
shell
a WiNter verSioN of
Fjällräven’s new “greener”
three-layer shell garments
made from Eco-Shell, where
a mesh lining provides
slightly more warmth and a
removable powder skirt and
gaiters block cold surprises.
The Eco-Tour Jacket and
Eco-Tour Trouser are sewn
from recycled polyester,
have been climate compen-
sated and are completely
For your polar quest fluorocarbon­free. The jacket
also has a large storm hood
de veloped toGether with one of Sweden’s most with a detachable fur brim
experienced dogsled drivers, the Polar Parka is obvi- and the pants have full-
ously perfect for a journey on a dogsled, but is an length ventilation openings
equally rugged garment for spending long hours in the on the sides.
extreme cold. The G-1000 panel in the front protects
against rough use and cold winds, as well as covers
carry your seat
hand warmer pockets and a large kangaroo pocket for
tools. Filled with high­quality down with a fillpower of
700 cuin, featuring reflective details, as well as a hefty
storm hood, it will keep you warm all the way to the With the StubbeN bacKpacK , a good rest
North Pole, and back. is never far away. An integrated aluminum
frame provides carrying
comfort and the foam-
padded seat lets you
Sami smartness take a rest when
hunting, fishing,
the luhKK a provided shelter bird watching or
against snow, sleet and harsh winds just enjoying the
when skiing with the reindeers. outdoors. The
Inspired by the traditional Sami main compartment
garment, Fjällräven created the holds everything you
Luhkka Cape from lightly need for a long daytrip
insulated G-1000. The cape and the contents are
has a storm hood with easily accessible
a synthetic fur brim from both the top lid
and can be used as an and via an opening
extra layer of insula- on the front. Heavy
tion over normal winter canvas and leather de-
clothing – as the Samis use tails make for a robust
it – or as a sole outer garment pack that will only look
on cold autumn days. better with use.
24 S ca N d i N a v i a N O u t d O O r N e w S

25. Gear Guide
upgraded New model
viking shoes from the pro
viKiNG Foot We ar iS iNtroduciNG a new, For the 2 011-2 012 season, Hestra has
improved version of the successful Viking developed a new Pro Model together with
Anaconda II – the Anaconda III. This new shoe is one of the world’s best
equipped with upgraded Boa® technology where freeskiers, Henrik
the tightening system is connected to a webbing Windstedt. Hestra
construction that creates a much better grip on has worked with
the heel. This translates to better stability and Henrik for many
improved comfort. Furthermore, the GORE-TEX® years and his exist-
Extended Comfort membrane keeps your feet ing Pro Model has
dry and happy, while Viking’s UGC™ Trail soles become a modern
provide great grip, flex and cushioning when on classic. The new
the trails. www.vikingfootwear.com model, Henrik
Leather Pro Model,
is made from cow-
hide. It has a retro,
square-quilt pattern
on the outside, a short
leather cuff and an
internal snow cuff on
the wrist that is made
from Lycra. In parallel, the
Henrik Windstedt Pro Model
will remain in the collection.
www.hestragloves.se
inside Out
the SaStruGi doWN jacKet is particularly
sophisticated, as it can be worn inside out.
This is made possible by the light yet robust
outer materials of Pertex® Endurance and
Pertex® Quantum that protect the lofty goose
down inside. Thanks to these lightweight
materials, the Sastrugi Jacket weighs a mere
730g (Mens L) in spite of its high thermal rat-
ing. With its wavy cut, the Sastrugi is inspired
by the arctic deposits of snow with the same
name that are a beautiful, yet challenging
obstacle for many polar explorers.
Sc aN diN aviaN O ut dO O r N ew S 25

26. Business
Meet us at
a6-111
One of Scandinavia’s fastest growing
apparel companies is Didriksons.
From the beginning, the company
made clothing for fishermen on the
Ispo 2011
west coast of Sweden. Today, well-
designed and functional clothing
are the company’s main focus.
Didriksons’ clothing is characterized
by a consistent and modern look, the
result of close cooperation between
the company’s fashion and technical
designers. www.didriksons.com
a6-110 a6-201 a6-201 a6-107
Isbjörn of Sweden has set a new Fjällräven, the classic Swedish At age 115, Primus is one of the few Viking is an outdoor footwear special-
standard in outdoor clothing for kids. brand, has been delivering quality outdoor companies that can claim ist from the world’s toughest test lab –
With a design and quality comparable time to people since 1960. The first a century in the saddle. Today, the Norway. The company, which started
to the best of outdoor wear for adults, product was an innovative hand brand is still at the forefront of stove, with rubber boots in 1920, is now the
Isbjörn of Sweden is keeping more made backpack for long treks lantern and torch design. Primus leading supplier of outdoor footwear
and more kids warm and dry in all in the Swedish mountains – still develops and sells innovative quality to the Nordic countries. The company
weather conditions. The company Fjällräven’s “heartland”. Since mobile products for “cooking, light- sells more than two million pairs of
also has a strong commitment to then, the durable, timeless and ing and heating” within the outdoor boots, shoes and other footwear each
the environment. And the name reliable equipment from Fjällräven segments. www.primus.eu year and is one of the biggest suppli-
Isbjörn? It is Swedish for polar bear. has won the hearts of outdoor ers of GORE-TEX®-footwear in the
www.isbjornofsweden.com enthusiasts throughout the world. world. www.vikingfootwear.com
www.fjallraven.com
a6-106 a4-102 a6-118 a6-128
Houdini’s mission is what they call “core Thule is the world leader within Woolpower produces underwear, Based in Sweden, Light My Fire spe-
comfort for body and soul”. This means sports and utility transportation of- shirts, socks and accessories from the cializes in outdoor accessories that
no compromises when it comes to fering accessories for active families, highest quality Merino wool. As they are as practical in the city as they are
performance, sustainability and style. outdoor enthusiasts and profession- like to say: “We offer warmth, care, in the wild. From making fires to eat-
For this season, the Swedish company als who want to transport their gear function and a lot of knowledge about ing meals – Light My Fire’s innovative
has created products made from 80 safely, easily and in style. The product the cold.” In addition to Woolpower products have been taken to heart
percent recycled fibers, and the even portfolio comprises rooftop boxes, clothing being used by outdoor enthu- by both backyard adventurers and
better part is that every garment is roof rails, bike carriers, kayak carriers, siasts and the military, it can also be backwoods survivalists all across
recyclable. This means you can dress ski carriers, trailers and much more. seen in a growing number of fashion the world. www.lightmyfire.com
sustainably in Houdini – from under- The company is headquartered in magazines! www.woolpower.com
wear to outerwear. Malmö, Sweden. www.thule.com
www.houdinisportswear.com
a6-121 a6-219 a6-101 a6-126
Many cold regions of the world have Lundhags makes boots fit for kings This family-owned Norwegian For more than 80 years, Norwegian
been explored by people wearing – literally. The company is a Royal company makes high-end outdoor Aclima has kept the heat turned up,
underwear from Devold of Norway. Warrant Holder to the Swedish royal clothing through a design approach delivering sports underwear that
The company has supported Norwe- family. Since 1932, the shoemaker they call “loaded minimalism”. The perform in cold climates. Being one
gian polar and climbing expeditions in Järpen, Sweden has made com- Norwegian heritage is clear. The stylish of the few clothing companies that
for over 100 years, but the company fortable and durable boots for all and super-functional clothing speaks still makes its products in Norway,
is even older. It was started in 1853. kinds of outdoor pursuits. Today, of a long tradition of outdoor life in Aclima develops its warm, soft and
Still today, Devold manufactures high the company also sells clothing, Norway and Norwegian expeditions breathable products just a snow-
quality underwear, shirts, jackets and backpacks and other outdoor around the world. www.norrona.com ball’s throw from the famous Norefjell
socks from the finest Merino wool. equipment developed in the same ski resort. www.aclima.com
www.devold.com tradition. www.lundhags.com
also members of SOG: Gränsfors Bruks, tentipi, Seger, Feelmax, Helsport, Hilleberg, Optimus, Nanok,
walkstool, ecco, Point65, trangia
26 S ca N d i N a v i a N O u t d O O r N e w S

27. Business
a6-217 a6-120 a6-113
A Hestra glove is composed of 109 parts Anyone who has ever run on slippery Textile know-how combined with
and assembled with the highest level of ground or snow understands why a harsh Swedish climate encouraged
precision. While some brands introduce Icebug shoes are needed. Icebug is Johannes Nilsson to start a hat factory
many different products over the years, the market leader in providing traction in Sätila, Sweden, in 1896. Since then,
Hestra has remained a glove manufac- and solving the problem of slipping Sätila has knitted all types of headwear
turer since it was established back in while training, which they do through for people who value excellence,
1936. And rather than develop different a number of patented technologies. comfort and style. The collection
products, Hestra focuses on making Whether trail running, winter running ranges from fashionable to functional
theirs better and better every year. To- or winter walking – Icebug offers injury and embraces an eco-friendly ap-
day, Hestra is one of the world’s leading prevention and the freedom to stay proach to fabrics and production.
glove manufacturers for the outdoors. active all year round. www.icebug.se www.satila.com
www.hestragloves.com
a6-127 b3-302 a6-213
Dale of Norway recommends you Craft of Scandinavia is the pioneer In recent years this renowned Swedish
stay close to nature. The company of function apparel. The Sweden company has become more of an
itself has been doing so since it was based company has devoted itself to urban brand. Now, the modern look
established in the picturesque village developing innovative clothing built has been preserved, but functionality
of Dale, in 1879. Dale of Norway is to withstand extreme requirements has returned to Tenson’s roots – the
the largest producer of traditional in all conditions. Craft’s founda- outdoors, skiing and marine activities.
wool knitwear, and its modern sports tion is a close cooperation with Tenson’s new design team has
collection proves that wool is its many sponsored athletes and managed to combine comfort, style
equal to – some would say better national teams competing in cross- and quality into the new collection.
than – high-tech materials. country skiing, biking, orienteer- www.tenson.com
www.dale.no ing and more. www.craft.se
a6-112 a6-205 a6-227
Some people say: to survive in Iceland Klättermusen’s designers are as “Get out there” is the company motto
you need to be brave, have a good fearless as they are environmentally of Silva, based in northern Stockholm.
sense of humor and wear 66°North conscious. The products they design For more than 75 years, the company
clothing. The company has been have unique solutions that follow the has found inspiration in those who
keeping Iceland warm since 1926. Klättermusen motto “maximum safety orienteer, run, cycle, trek, paddle
The name reflects the latitude 66°N for you, minimum impact on nature.” or walk. Silva provides them
– the Arctic Circle. Today, 66°North The product line consists of shell with compasses, pedometers,
produces a wide range of both jackets and trousers, wind-proof gar- headlamps, binoculars and other
protective and street-smart clothing, ments, underwear, sleeping bags and products that make their outdoor life
influenced by the fascinating Icelandic backpacks. www.klattermusen.se safer and easier. www.silva.se
environment. www.66north.com
a6-105 a6-108 a6-207
One of the world’s most active This Swedish company was started in Viktor Haglöfs made his first backpack
101-year-olds, Norway’s largest 2006. Polygiene® is a breakthrough, in 1914 and his company grew slowly
outdoor company was born in 1908 antimicrobial technology that employs but surely until the year 2000, when
when Ole F. Bergan invented a natural silver salt for active odor things really started to take off! Since
backpack with an anatomical carry control. When high-performance then, Haglöfs has established itself as
system. Backpacks are still one of materials for clothes and shoes a highly respected player within the
Bergans of Norway’s trademarks, are treated with Polygiene, wear- international outdoor arena. Today,
but through tradition and innovation, ers get a welcoming fresh-all-day Haglöfs makes nearly one million
the company also manufactures confidence. Perfect for active quality products every year in the
high-quality tents, sleeping bags people who demand long-lasting odor hardware, footwear and clothing
and clothing. www.bergans.com protection. www.polygiene.com segments. www.haglofs.com
Sc aN diN aviaN O ut dO O r N ew S 27

28. P :F S www.bergans.com
Bergans of Norway has contributed to set the standard for
the world’s most advanced outdoor equipment
for more than a 100 years.