Come rain or shine, Swedes love spending time outdoors. There’s even a proverb that scorns those who’d rather stay in on a gloomy day: “There’s no such thing as bad weather, just bad clothes.” Small wonder, then, that outdoor equipment is big business in Sweden.
Who likes sweat? Keeping people dry is one of Swedish clothing company Houdini’s main targets. Photo: Houdini
Haglöfs, Fjällräven, Tierra and Houdini are some of the Swedish outdoor equipment companies that have found a market in developing clothing to help people keep dry and comfortable, whether for climbing a mountain, or making a midwinter trip to the shops. All of the companies were founded by enthusiasts who started by designing products for their own needs.
All weather conditions welcome
The Haglöfs story begun in Torsång, a small village in the Swedish county of Dalarna, in 1914. That's when the company’s founder, Victor Haglöf, had his first backpacks made. Ninety-three years later, innovation and technology are keywords for the company, and its products are sold not only in Sweden, but in many other European countries and also in Japan.
Kristin Lundmark, sales and marketing, Haglöfs, says: “We’re interested in how new production methods can be used to improve function and usability of our products for customers.”
The company’s work has gained industry notice. Haglöfs received the ISPO Outdoor Innovation Textile Award 2007 at ISPO Munich, an international trade show for sports fashion and equipment, held annually in Munich, Germany.
Swedish Haglöfs owes its ISPO Outdoor Award 2007 to this jacket. Photo: Haglöfs
Clothing for the urban jungle
Some traditional outdoor clothing companies have started to find new customers far from the great outdoors. American rapper Coolio reportedly went on a recent shopping spree in Stockholm, buying countless items from Fjällräven. He found their logo of the arctic fox to be particularly hip.
Things have come a long way since the company was founded in 1950 by Åke Nordin, who started with one product: a wooden backpack frame that allowed trekkers to carry heavier loads when hiking.
Today Fjällräven sells products for the trekking market in numerous countries worldwide. The company has achieved cult status in Sweden and beyond, in part thanks to its classic backpack series Kånken, which has sold nearly three million pieces since its launch, making it the world’s most sold backpack.
Backpacks have always been central to Fjällräven. The extremely popular Kånken (right) was launched in 1978. Photo: Fjällräven
Interest in the company’s products from rappers and other youth culture personalities might be signaling a change.
Ulrika Lydén, marketing, Fjällräven, says: “Our typical customer has followed the company for many years, and is older. The test for Fjällräven is to keep providing the same quality and range of products that our older customers have become accustomed to, all the while continuing to patent and produce innovations that can attract new and younger customers.”
Extreme sports off the beaten track
Tierra, founded in 1983, focuses on products for alpine and climbing enthusiasts who often endure the most severe elements of nature.
Bad weather doesn’t deter Stefan Mayer, brand manager at Tierra. Photo: Tomas Johansson
Stefan Mayer, brand manager at the company, says: “Our products are developed for a different market from many of our competitors. We are known as the brand that takes extreme adventures very seriously.”
Tierra participated in the first ever all-Swedish expedition to Mount Everest in 1991. Since then, the company has had its products used in other professional expeditions as well as on amateur climbs.
“Tierra makes clothes that are used by people that aren’t afraid of bad weather; they embrace it, accept it — and keep climbing,” Mayer says. “We pride ourselves on being able to develop and deliver clothing that is made for these kinds of situations.”
It’s windy at the top. Tierra has found its niche in extreme adventures. Photo: Niklas Blom
An ecological approach
During a climbing trip in New Zealand in the late 1980s, the founders of what would later become Houdini Sportswear received a sample of a new material: stretch fleece. They began developing undergarments for themselves and a few of their friends who were also extreme sport enthusiasts. Word of mouth meant that requests for the products grew. Thus, 15 years ago Houdini Sportswear became a brand.
The company still specializes in "base layer clothing" worn closest to the skin and "secondary insulation clothing." Houdini is also working to protect the environment. The company has replaced new polyester with recycled polyester in all garments in one product range, reducing carbon dioxide emissions and energy consumption.
Fredrik Elfving, sales manager at Houdini, says: “Nearly 25 percent of our clothing range is made from recycled fibers or recyclable fabrics, and we’re continuing to find new ways to minimize our impact on the environment.”
International trend watchers believe that global interest in the environment coupled with renewed interest in outdoor pursuits means that the outdoors is now “in.” If this forecast is correct, these Swedish outdoor clothing companies are ready and able to dress the masses.
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Tsemaye has been a camper since elementary school. Starting out in her backyard, she has since camped in Lapland, as well as in East and Southern Africa. Her backpack always contains a pair of long underwear, a toothbrush, mosquito repellent and a harmonica.
The author alone is responsible for the opinions expressed in this article.
Classification: A217EN
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