Magazine #2 2010 from Scandinavian Outdoor Group – the top ...

News
Magazine #2 2010 from Scandinavian Outdoor Group – the top Nordic outdoor companies

My favorite place.
About as far as you can get away
from baristas and mobile hot spots.
www.66north.com Keeping Iceland warm since 1926
a perfect 10
For the ScaNdiNaviaN outdoor Group (SoG), the 2010 OutDoor
trade show in Friedrichshafen is a milestone. SOG is turning ten years
old and has never been bigger, more diverse nor brought more experience
to the outdoor community than today.
SOG is now composed of 36 member companies, all producing
high quality outdoor gear developed in the world’s best R&D lab – the
Scandinavian Wilderness.
Within SOG, the members have nearly 1900 years of combined
experience in making outdoor gear that really works. We use this
experience not only to offer great products, but also to make life easier
and business more fun for retailers and the media. Our cooperation
model builds on the simple equation that 1+1=3, and it really works.
For instance, the Scandinavian Village is not only one of the busiest
areas of the trade show. It is also the place with the best atmosphere
and the friendliest bar. In addition, it’s a one-stop-shop for retailers
looking for new innovative products to sell and for the media to tell
their readers about. For all visitors, we provide an efficient venue to
facilitate their jobs.
So don’t forget to visit the Scandinavian village in hall A5 and share
the experience – It’s more fun to do business with Scandinavians. And
read more about different SOG projects in this magazine, as well as
all the hot news, innovative solutions and business stories from our
members.
Martin Kössler, General Secretary
Staffan rönn, Chairman of the board
For further questions
info@scandinavianoutdoors.com
press@scandinavianoutdoors.com
Presenting partner
Scandinavian Outdoor News is made for the SOG by
Scandinavian NORR Publishing AB. www.norrmagazin.de
22
In June, European outdoor journalists
tried out the best Scandinavian
outdoor products for 2011.
the test arena
What’S up? 4
News from the Scandinavian Outdoor Group.
braNd NeW Wool 7
Aclima takes merino wool one step further.
Give your vote 8
Which eco-projects should receive money?
eco cooKiNG 9
Primus has the recipes for sustainability.
GreeN jacKetS 10
Award winning new shell material from Fjällräven.
the top Five 12
The best Nordic summer adventures from NORR.
SucceSS StorieS 14
High quality tents and gloves sell more and more.
the Shoe GiaNt 15
Ecco’s wide range of shoes is getting even bigger.
export WiNNer 16
Meet Sweden’s fastest growing outdoor company.
touGh coNditioNS 18
The Icelandic 66°NORTH knows how to survive.
WiGlo’S SibliNG 20
The successful tent comes in a new version.
SportS SpeciFic 21
The R&D team at Craft continues to push limits.
the beSt SeatS 24
The Walkstool brings comfort out in the wild.
Gear Guide 26
Nine product highlights for hot days and cool
evenings in Scandinavia.
cover photo by CH / Innovation Norway
Trekking in Jotunheimen, Norway
2 ScaNdiNaviaN OutdOOr NewS 3
Katja Lehmann

news
the outdoor acadeMy of Scandinavia
(OAS) is a chance for retail
sales associates to test products,
experience the Scandinavian
outdoors and learn more about
outdoor life. Sara Wänseth from
Woolpower is the project manager.
clinics in the wild
What do you learn at the oaS?
– We have plenty of time to
experience, discuss and test
products, materials, learn how to
keep warm, navigation and much
more. Since we divide ourselves
into smaller groups, participants
get to know each other closely,
and even the leadership in the
group becomes an element in the
education. There are different levels
of knowledge for all involved, but
everyone learns something. There
are those who “hated the cold”
before attending OAS, but have
learned if not to love it, then to at
least appreciate it.
how has this year’s oaS gone
so far?
– They have been very successful.
To read the evaluations has
been incredibly fun. The first OAS
a warm welcome
at outdoor, three new members
of SOG are taking part. The Norwegian
merino wool-experts at aclima (read
more at page 23), point 65 Sweden, one of the fastest growing
kayak companies in the world and thule, with their wide range of racks, cargo
carriers and hitch solutions for different vehicles. Read more about these companies
and the other Scandinavian brands at OutDoor on the last page of this magazine.
Get updated
beFore iSpo, SOG re-launched it’s website. Here,
visitors can get news and press releases from
SOG and from the 36 member companies. Another
option is to subscribe to these via RSS Feeds.
Also, visitors can read about upcoming projects.
It’s the perfect place for an overview of what is
going on in the Scandinavian outdoor community!
www.scandinavianoutdoorgroup.com
this year, a journey to Rondane
in Norway, was very cold and
very beautiful, while the Swedish
Jämtland offered both sunshine
and bad weather – good from
a pedagogical perspective. We
have also arranged the OAS in the
Swedish Värmland in cooperation
with Visit Sweden.
Why is it such a success?
– I think the fact that instructors
come from SOG-businesses, and
are not hired guides, does a lot for
the atmosphere. All offer themselves
and you make friends for
life. It is also valuable to meet with
several suppliers at one time.
there will be two additional
oaS in the autumn of 2010.
read more at the SoG website.
New
on
board
peter carati FroM
berGaNS is a new
member of the SOG
board of directors.
Peter has held positions
in several SOG
member companies.
He is replacing Göran
Andersson who is
retiring after a long
career with Silva. Hats
off to Göran, who has
contributed to the
development of SOG
since day one.
Visit us in hall A7, 202
4 ScaNdiNaviaN OutdOOr NewS
5
Photo: Lodewijk Duijvesteijn

EXPLORE THE
GLOBAL SHOW
The annual summit of the outdoor industry.
With innovative side events for the business community.
July 15 – 18, 2010
Friedrichshafen, Germany www.outdoor-show.com
For trade visitors only
Norwegian aclima is a new member of
the SOG, but the company is based on
old Norse tradition. their warm thermal
underwear and mid layers have received
much praise, including the Scandinavian
Outdoor award.
award
winning
wool
the NorWeGiaNS have always used wool to stay
warm and the traditional knitted sweater, the lusekofta,
is almost a national symbol. It is from this tradition that
Aclima operates. For over 80 years they have developed
underwear specifically for cold climates and have even
supplied products to the Swedish and Norwegian armed
forces, among others. The Aclima factory can be found
at the foot of the Norefjell alpine ski center, where product
development also takes place.
– We work constantly to renew ourselves and want to
show that it is possible to make sports underwear that
is warm and soft, while still being breathable, says Lars
Eivind Johansen, Sales Manager and third generation
family member running the business.
acliMa iS oNe of the many companies who sing the
benefits of merino wool and an example of successful
product development is Aclima’s WoolNet, a net-underwear
made from merino wool. It works well on long
mountain trips and hunting expeditions, and is perfect for
varying levels of activeness.
– The holes in the material allow you to let out the
sweat, while at the same time, a warm layer of air is created
between the garments, says Lars Eivind.
iN receNt yearS, the company has been nominated for
several awards. An example is when the Aclima Woolnet
was voted Product of the Year 2009 in the Base Layer
category by Swedish Utemagasinet.
The company produces clothing for both adults and chil-
emma Simonsson on tour.
www.baffinbabes.com
dren. For the 2011 collection there are several new items,
including some products that are specifically designed
for alpine skiing. The hood sweater has a hood that can
be pulled over the head, which keeps out snow while
taking up very little space inside of a helmet. And new
knee-length long underwear is convenient when you are
wearing long ski socks and boots.
For those who refuse to freeze, there is another wool
creation: a one-piece, full body base layer made from
wool. With this all-in-one garment, you get wool from
head to toe – including the Superhero-look, if you like.
– You get a long johns top and bottom in one garment,
while eliminating the waist gap where snow can
enter into the trousers. Wearing the one piece guarantees
to keep you warm and comfortable, says Lars Eivind.
www.aclima.com
ScaNdiNaviaN OutdOOr NewS 7
news

environment
8
SiNce 2007, Swedish Klättermusen has been donating one
percent of their turnover to selected environmental projects.
Orangutans in Borneo
and schools in Nepal
eco-euros
up for grabs
have both benefited
from the donations.
For 2010, the sum
amounts to a remarkable
30 000 Euros.
– We invite our
customer’s to suggest environmental projects and vote for
where they think the money should go, says Klättermusen’s
Eva Askulv.
Klättermusen has received a number of prestigious
awards for its eco-conscious products, and the donations
are just another example of the company’s environmental
concern.
The nomination of projects is open until August 1st 2010,
and is done by filling out a form on the Klättermusen web
site. A jury will then nominate between two and five projects
to receive the grant. Starting in September, Klättermusen
customers can log on to the web site and vote for their
favourite project. The projects awarded the grant will be presented
in the beginning of 2011. www.klattermusen.se
When buying the lodur Shirt or any other Klättermusen
product, you can decide on which environmental
project your eco-percent will be spent.
There is something about the loops. Professionals who work outdoors know how to dress to stay warm when
it’s cold. Woolpower garments are made with Argentinean merino wool, a very fine and highly crimped wool that offers exceptional benefits.
Woolpower’s unique knit material, Ullfrotté Original, is made in Östersund, Sweden, and consists of a myriad of small, terry knit
loops that trap body heat. The combination of the merino wool’s natural properties and the knit loops make Woolpower garments
comfortably warm, itch free and moisture managing. Of course, you don’t have to be a fire fighter to wear Woolpower base
layers; you just have to prefer staying warm over being cold.
The secret is in our loops
www.woolpower.se
Fire drill, volunteer fire department from
Gäddede, Jämtland, Sweden
Swedish company Primus has been a part
of people’s adventures since 1892, with
high quality products for cooking, lighting,
and heating. annika Öhberg, Marketing
Manager of Primus, tells about the
strong history, the present and the future.
recipes for
sustainability
priMuS haS beeN arouNd for almost 120 years. How
does this long history link to what Primus is doing now,
with innovative, environmentally friendly products?
– We are well aware and very proud of our company’s
history – a history of innovation. Reliability and efficiency
are also closely linked with the name Primus. So for us, it
is not a new direction, rather new steps on the same road.
Today, we make sure that a lot of our R&D goes into sustainability,
resulting in ‘green products’ like our Eta stoves.
For a Stove that haS aN averaGe use and life of
ten years, production only represents ten percent of the
stove’s total energy consumption. How can Primus affect
the environmental impact of the individual users?
– With our new concept called ‘Eco Cooking‘, we
share our knowledge about efficiency and ecological use
of outdoor stoves. Primus is also contributing to a treeplanting
project via BaumInvest, to compensate for the
C02-emissions our Eta stoves do cause.
priMuS iS alSo active within Social Media. How important
are they for you?
– Social Media is getting increasingly important. With
priMuS 10 tipS For eco cooKiNG
new tools like YouTube,
Facebook, and Twitter, we
can communicate directly
with our customers in a
new way. We launched the
Primus Facebook website
last autumn and it is becoming
more popular day
by day. We see this as an
interactive communication
to invite people to share
annika Öhberg, primus
their outdoor adventures
and ideas for product development.
Highly appreciated by our R&D!
environment
1. Use a lid. A lid makes boiling quicker.
2. It is best to use an aluminium cooking pot with a heat
exchanger. Used together, they reduce boiling times and
fuel consumption by around one third.
3. Choose food that cooks quickly. Food like spaghetti or
other thin pastas.
4. Small pieces are better. It is faster to cook food that
has been divided into small pieces.
5. Do not cook the food completely. Let the food finish
cooking in the after-heat, which can be done in an insulation
bag.
6. Reduce the output. Use a maximum of around ¾
of the stove’s output, as this will make best use of the
energy.
7. Protect the stove from the wind. Shelter it from the
wind and use a windscreen.
8. Gas is good. Gas does not need any preheating and is
more efficient than liquid fuel.
9. Save heat. If you have any hot water left over, save it
in a thermos for your next meal.
10. The right combination gives the best effect. Do not
use a small pot on a large burner. It is best to make sure
that you have the right burner for the right size pot.
What iS the Major NeWS for Primus in 2011?
– We will show some more high-end outdoor products
made from Titanium. Our line of fashion colour accessories
will grow. We are also redesigning the packaging
of our outdoor products, so that retailers and consumers
can distinguish them. And we have just finished working
on our new brand manual. This work made us even more
aware of our strong heritage. www.primus.eu
ScaNdiNaviaN OutdOOr NewS 9

environment
a new
green trek
it’s no secret: environmentally friendly
shell materials have often been less
functional than those with fluorocarbons.
Now, Fjällräven has confronted
this “green” challenge. For the summer
of 2011, the company is launching the
Fjällräven eco-Shell with performance
equal to those of less environmentally
friendly alternatives.
iN 50 yearS, Fjällräven has achieved global recognition
for their classic Scandinavian designs and durable materials.
Their environmental philosophy has always been to
make timeless products that are so tough that they do not
need to be replaced as often. Now, they are turning up
their ambitions. In five years, the majority of their collections
will be made from environmentally friendly materials.
Today, Fjällräven uses organic cotton and recycled
polyester in many of its products. The challenge has been
in waterproof garments. Those who have followed the
10
ScaNdiNaviaN OutdOOr NewS
environmental debate in recent years have seen a growing
skepticism about certain chemical substances, so-called
fluorocarbons, in the membrane and impregnation, which
are common in the market. Fluorocarbons are believed to
affect the cell function and fertility in mammals and have
been traced all the way to polar bears up in the arctic.
Another problem with these garments is that they are difficult
to recycle.
- We are proud to present the Eco-Shell, which in
terms of performance, is comparable to existing high-tech
membranes on the market, says Fjällräven’s General
Manager Martin Axelhed and reveals that it has been a
long journey.
With Eco-Shell, you get a water- and windproof garment
with great breathability combined with a material that
can be completely recycled in a closed system. The fabric
is made of already recycled polyester, and there are no
fluorocarbons in either the membrane or impregnation. In
addition, Fjällräven climate-compensates for the production
and transportation of the garments.
iN the SuMMer oF 2011 the first collection will be
released. Three men’s jackets, two women’s jackets and
a trouser in unisex sizes. Prices will be in line with other
high-tech shell garments. The models have been designed
to fit like the company’s best selling models.
“For us it’s not just about
making an environmentally
friendly solution, but
also about doing something
that works and will
last for many years. ”
Martin axelhed, General Manager, Fjällräven.
- During the Fjällräven Classic race we have seen,
among other things, that many people use our base layers,
but choose jackets from other suppliers. We have simply
been too weak when it comes to waterproof shell jackets,
explains Martin Axelhed.
With eco-Shell there will be a difference, he says.
- You should know that with Eco-Shell we
have made a very big decision. For 15 years
we have developed our Hydratic, invested
in marketing and more. Now we have
decided to leave it. In the future, all of our
waterproof garments will be made from
Eco-Shell.
Is Eco-Shell, the most important
environmental initiative the company has
ever taken?
– It is one of the larger ones. Of course, we
made the largest decision when the company was
founded and we decided to make products that would last
a long time, but this is really big, says Donna Bruns, who is
Purchasing Manager at Fjällräven and has worked with the
company for seven years.
The development of Eco-Shell has taken place in close
cooperation with Japanese Teijin who with the Eco-Circle
system is the world leader within the recycling of polyester.
environment
– We have worked with Teijin for 30 years and they
came to us when they launched its recycling program
four years ago. We knew that we wanted to do more than
that, and pushed them to develop this fluorocarbon-free
impregnation that works with a shell material, says Bruns
and also take the opportunity to highlight the “green” version
of Fjällräven’s classic fabric, G-1000 Eco, as another
environmental achievement.
Things that are good for the environment
are often a real challenge for production.
As an example, Bruns explains how they
now have developed an environmentally
friendly treatment that is water resistant,
but is not resistant to oil and greasy dirt in
the same way that the traditional treatments
are.
However, it should be added, that the
development is progressing.
– With new technologies and processes, I believe
we can continue to improve our share of environmentally
friendly materials and methods of production. These
improvements will be visible during a five-year period
where step by step, we will make our collection even
greener without sacrificing our quality and durability, says
Fjällräven’s General Manager Martin Axelhed.
www.fjallraven.com
ScaNdiNaviaN OutdOOr NewS 11

environment
5 Nordic ecoadventures
12
ScaNdiNaviaN OutdOOr NewS
Sören anderSSon www.2See.Se
NOrr Magazin is the leading magazine
for environmentally friendly outdoor recreation
and travel in Scandinavia. in the latest
issue, NOrr has listed this summer’s 55
best eco-adventures. we asked the team
behind NORR to pick their five favorites.
SWedeN
Nordic penguins
The island of Stora Karlsö lies six kilometers off the west
coast of Sweden’s Gotland. It is the world’s secondoldest
natural protected area, after Yellowstone National
Park in the United States. On Stora Karlsö there is a
huge abundance of birds. Over 250 species have been
spotted over the years. Most famous are the Guillemots,
also called the Nordic penguin. Many visitors travel here
by boat for the day, but there are also opportunities to
stay overnight, for example, in the old lighthouse. Here,
humans are clearly a minority compared to the thousands
of birds!
“The most unique experience is to be there in June
when the young Guillemot chicks learn to fly. Every night,
hundreds of them throw themselves out of their nests up
in the cliffs and make a hard landing about ten feet further
down. This is when volunteers take the opportunity
to place tracking bands on them while they are stunned.
The chicks soon recover and then learn to fly.”
www.storakarlso.se
FiNlaNd
Wilderness paddling in inari
One of the most beautiful areas in the Finnish Lapland is
Lake Inari, located north of the town of Ivalo. The lake offers
magnificent scenery with crystal clear water, a small
archipelago of beautiful small islands and abundance of
wildlife, both on land and in the water. Lapland-adventures
is a small outfitter that specializes in customized
kayak and hiking trips to the region of Inari near the
Russian-Norwegian border.
“There are plenty of pristine environments, where
there are no visible traces of humans. Make sure the
same is true when you leave the area.”
www.lapland-adventures.com
environment
NorWay
philosophical hiking
Hardangervidda is one of Norway’s most extensive
mountain areas. Those who want help finding the
best trails can hire the eco-certified guiding company
Hardangervidda Fjellguiding. Trekking over the beautiful
mountain Hallingskarvet is combined with philosophical
discussions about life and nature.
“They include a hiking tour in the footsteps of the
famous Norwegian philosopher Arne Naess. He was a
pioneer who early on became involved in several environmental
issues, and gained many followers.”
www.fjellguiding.no
deNMarK
the island without co2
For friends of the environment, the Danish island of Samsø
is an ideal destination. In addition to locally grown vegetables,
long beaches and biking on narrow country roads in a
lush landscape, the island is completely CO2 neutral. Here,
the wind has been utilized for a long time. Today’s wind
turbines on land and at sea, along with other environmental
initiatives, have supplied the island’s energy without any
emissions. Samsø also sells its “green” electricity to other
regions, thereby reducing CO2 emissions even more. The
island has been called the cleanest place on Earth in several
newspapers.
“Visit Samsø. It will give you new hope for the future.”
www.samsoeturist.dk
icelaNd
Natural horsepower
Much of Iceland is better
suited for horses than
cars. One favorite trip is
to the Lake Mývatn area,
with its volcanic features,
green hills and beautiful
waterfalls. And don’t miss
a relaxing bath in the outdoor
bathing facility with
its hot geothermal waters
in Jarðböð.
“This tour was
nominated by The Sunday
Times as one of the 10
best in the world. And we
completely agree.”
NORR Magazin is published
in German four
times a year. Read more
at www.norrmagazin.de
ScaNdiNaviaN OutdOOr NewS 13

Åge andré KLefSÅSvoLd
Business
celebrate good times
Next year, Hilleberg the Tentmaker
turns 40. But there will be no 40year-old
crisis in the form of drastic
changes to appearance. “We will continue
doing what we do best – make
really good tents,” says Rolf Hilleberg,
President of Hilleberg.
The company is in a stable growth
phase, as during the last two years sales
have increased by 40 percent. Such
success draws eyes. Rolf Hilleberg
says that people outside the company
often wonder why the strong brand
doesn’t sell more products, everything
from backpacks to clothes. But Rolf, his
sister Petra, who operates the subsidiary
in the United States, and founder
and father Bo all agree: Hilleberg will
continue to be a family business and will
continue to only manufacture tents. The
financial crisis that started in 2008 is
proof that the strategy is correct.
“We have not noticed the recession.
14
ScaNdiNaviaN OutdOOr NewS
On the contrary, we continue to grow
in most markets, and we have recently
increased the number of employees at
the headquarters from 13 to 17 people.
Even the subsidiary in the U.S. is doing
well, which is quite unique among
European outdoor companies.
Many who turn 40 take one last opportunity
to change their lives in a more
youthful direction in the form of tattoos
or a Harley Davidsson. Hilleberg on the
other hand, will celebrate its 40th anniversary,
without any drama. The tents
will retain the classic Hilleberg-colors
of dark green and red, and the product
range will stay basically the same.
– However, that doesn’t mean that
we don’t want to renew ourselves.
Product development is a major part of
our business and we have ideas for the
future. But our philosophy will be the
same, even when we turn 40, says Rolf.
www.hilleberg.com
Gloves on
display
aS oF thiS WiNter, Swedish glovemaker
Hestra has new showrooms in
Åre and Innsbruck. The establishments
are a natural step in Hestra’s desire to
work closely with customers.
– Both towns have important trade
A winning
MTB-team
the Sport oF cycliNG is growing
and more and more cyclists are complementing
their personal protection
with biking gloves, in addition to helmets.
This Hestra has noticed, as its
broadened range of MTB gloves has
been received very positively. Sales
have grown by 30 percent during the
first half of 2010.
Even on the racing front, Hestra
gloves thrive. Hestra cooperates with
the Danish MTB Club, Team Holte,
whose elite riders have won numerous
prestigious events. Best of all, has
been for cross country cyclist, Annika
Langvad, who has the 14th place on
the world rankings. Annika is now
aiming to win the German Bundesliga,
which she leads with only one race
remaining. www.hestragloves.com
fairs and many of our skiing partners
are located here, says Claes Magnusson,
owner of Hestra togehter with
his brother Svante Magnusson. In
Innsbruck, Hestra has moved into the
ABC Business Park, a business hotel
hosting many prestigious sporting
brands and serving as a hub for sporting
goods buyers. The Åre showroom
lies only 500 meters from the ski
slopes, in the centre of the village.
www.hestragloves.com
adam hagLund
One step ahead
Healthy feet are the red threads that hold
together the shoe manufacturer ecco.
venturing into the outdoor segment and
making footwear for demanding uses, was
a natural step forward for the company.
a Shoe Should follow to the foot - not vice versa. With
this principle in mind, the almost 50-year-old Danish
Ecco has become a worldwide name for its unusually
comfortable shoes. Three years ago the company
released their first shoe collection made from yak-leather.
The durable material - three times stronger than cowhide
- has proven to fit perfectly for use in the outdoors.
– We were the first company to launch yak in a commercial
way. Yak has helped us to significantly grow our
sales and break into major outdoor accounts in Europe,
says Frank Lüttig, Head of Global Sales at Ecco Sport.
teStiNG NeW MaterialS and new production techniques
is part of the company’s culture. Ecco was
founded in 1963 when Birte and Karl Toosbuy sold everything
they owned and moved to the small Danish village
ecco’s landmark ‘the foot’
stands outside the danish
headquarter in tønder.
of Bredebro to begin making shoes. With the combination
of a high innovative pace, traditional craftsmanship
and a deep interest in the human foot and how it works,
Ecco shoes began to conquer the world. The company
produced remarkable best sellers – like the model Joke
in 1978 – and continued to develop its direct-injection
method for creating flexible, durable soles. Ecco also
decided on a different approach than most footwear companies
and chose not to outsource production.
– By owning and controlling the full value chain, we
can ensure high quality products and excellent working
conditions, says Lüttig.
yaK-leather becaMe the logical continuation of this
pioneering spirit. To refine the skins, Ecco’s tanning team
had to develop a new way of handling the leather - with
excellent results.
The first yak series was called X-Pedition and included
sturdy boots for high altitude trekking and climbing, and
others followed it. This year for OutDoor, a wide range of
sandals for different uses will be presented.
– The top of the line sandal is called Terra VG. It comes
with yak leather and our own EPR 4.0 outsole. It is a
phenomenal sandal with a great fit for outdoor adventures,
explains Lüttig. www.ecco.com
ScaNdiNaviaN OutdOOr NewS 15
Business

Business
in 2009, icebug had the largest export
sales increase of any Swedish sport
brand, a staggering 143 percent. it’s time
to discover this (no longer such well kept)
secret of Scandinavian outdoors.
it’S touGh to Start a new brand, particularly if you’re
small and independent and the competitors are the global
footwear giants. But this is exactly what Icebug decided to
do, equipped with what they claim to be the best traction
technology available on the market and the determination
to make staying active in slippery conditions fun.
Since its inception in 2001, this innovative company
from Gothenburg, Sweden has established itself in fifteen
countries. The company is strongest in Scandinavia,
but is steadily growing in Central Europe, North America
and Japan. When Sportfack, the leading Swedish trade
publication in the sports and outdoor industry, ranked the
fastest growing Swedish companies in 2009, Icebug found
itself on top of the podium.
According to Icebug’s CEO David Ekelund, the recipe
for success has been as simple as it has been unglamorous:
the right people, hard work and constant development.
“Being Scandinavian is also an important part of it. This
16
ScaNdiNaviaN OutdOOr NewS
Sweden’s
fastest
arch Flex System
Three different heights in
each size creates a perfect
fit. The dynamic support
for the arches strengthens
the foot’s own shock absorption,
without locking
natural movements.
is reflected in our clean and functional approach to design
and the love and respect for nature.”
at thiS poiNt, Icebug is evolving from being a favourite
among only a few people. As the first choice in the orienteering
community, more and more trail runners around
the world are discovering that what works for the authentic
Scandinavian form of off-trail running, is also excellent for
them.
“We are the leader in traction technologies, and once
real grip is experienced, there is no way of going back to
slipping again,” says David Ekelund.
What’S the MoSt excitiNG thing with being back at
OutDoor?
“For Icebug, it’s to see if the central European customers
will like our new trail running line as much as they do in
our own back yard.”
alSo, icebuG iS stepping into a new product category.
“Arch Flex System is our new brand for footbeds.
We have worked together with the leading Scandinavian
orthopedic lab, and have been able to make their supreme
functionality available over the counter. Arch Flex System
has been on the market in Sweden and Norway since last
November, and the feedback is really strong. Now the next
step is export.” www.icebug.se
KALL.
The Valley of Kall, just northeast of the village of Åre, in northern Sweden is
the perfect destination for those who are tired of the comfortable life. Here
you will find rugged mountain wilderness, impenetrable forests and
an extremely variable climate. But sometimes it’s nice to have to struggle
a bit. With a pair of durable pants already a classic on the hiking trails, you
can be sure of a good start to your adventure. Download our new catalog at
lundhags.se and be inspired!
T RAVE R SE PA N T S
Towards the Valley of Kall in a pair of durable pants
awarded for their comfort and fit. The fast-drying outer
fabric is a blend of polyester and organic cotton that
is both wind and water resistant. Stretch panels from
Schoeller ® Dynamic Extreme and reinforcements from
Cordura ® provide maximum freedom and durability.
THE VALLEY OF KALL SUMMER 2010

Business
halldór eyjólfsson, ceo of 66°North
icelaNdic 66°North sees the financial crises and
recent volcanic eruption as appropriate tests for a brand
that can survive just about anything.
The outdoor company 66°NORTH is one of Iceland’s
most well known brands – in every category. The
company has been around since 1926 and during its first
50 years, specialized in producing clothing for the harsh
working conditions found aboard Icelandic fishing boats.
Today, 66°NORTH products can be found not only in the
European markets but also in the USA and Canada.
Many of the performance demands of fisherman have
been kept over the years, but the company now works
primarily with a more general outdoor collection. Shells,
fleece garments and woollen products are all important
parts, but 66°NORTH still supplies work wear and
functional garments to industries and national agencies
like the Icelandic Police force and emergency services, to
name a few.
iN the SpriNG of 2006, Halldór Eyjólfsson became the
CEO of 66°NORTH. He took the job because he saw a
great potential for the development of the company and
has since devoted much of his time to strengthening the
company’s image. Halldór Eyjólfsson himself also really
enjoys the outdoor lifestyle and only a few days ago,
18
ScaNdiNaviaN OutdOOr NewS
returned home from a three-day tour in the mountains
with customers and members of the press.
In recent years the company has been expanding
in every sector; work wear, domestic market and in
export. The emphasis in export has been building a good
foundation and we have done that with agents that we
have good connection with and know the brand. Building
strong relationships takes time but we are sure that this
is the right approach for our company, explains Halldór.
When increasing awareness of the brand we haven’t
spent much money on advertising. Rather, we try to use
every opportunity to get the brand out and we use the
connection to Iceland a lot. When the eruption in Eyjaf-
“we were able to survive
the Icelandic financial crisis
thanks to our exports
and continuous focus on
the international market.”
ScaNdiNaviaN OutdOOr NewS 19
Business
Surviving at
66°NOrtH
Icelandic 66°North sees the financial crises and recent volcanic
eruption as appropriate tests for a brand that can survive just
about anything.
jallajökull started we saw this as an opportunity since
many reporters and camera crews came to Iceland. The
ability to see the potential in every situation and adapt to
changing environment is a part of the Icelandic culture.
Over the past five years 66°NORTH has increased its
sales by 25-30 percent annually, and for those wondering,
neither Iceland´s economic crises nor recent volcanic
eruptions have been able to halt the positive growth.
We were able to survive the Icelandic financial crisis
thanks to our exports and continuous focus on the international
market, says Halldór.
And we have already put the volcanic eruption and
ash behind us. We noticed a drop in sales during April,
as we did not have as many tourists here in Iceland, but
Icelanders are used to tough conditions and bounced
back quickly, he added with a laugh.
halldór eyjólFSSoN alSo views the fact that the
company is based on one of the most weather-exposed
location on earth, as one of the biggest advantages.
We work in a unique region and the extreme weather
conditions common here in Iceland are really good for us.
We can build an outdoor brand with great credibility and
really test everything to the max, he explains. Our location
is optimal. www.66north.com
This is Dýrafjörður.
The sea temperature is 5°C.
On a good day.
Reykjavík Capital Area: Bankastræti 5, Faxafen 12,
Kringlan, Smáralind, Miðhraun 11 Akureyri: Glerártorg
Kefl avík: Airport and retailers across Iceland
www.66north.com
Keeping Iceland warm since 1926
the long running marketing marketing campaign of
66° North has been an international success story.

& d
20
the new wiglo Craft goes sport specific
it’S biG brother won the famous Outdoor Industry
Award, the Scandinavian Outdoor Award,
and the Award for Design Excellence by the
Norwegian Design Council two years ago. Now
Bergans has extended the range of its unique
tent concept with a smaller version. This exciting
innovation brings us the large, spacious Wiglo in
a lightweight, four person version.
The tent features the same construction as the
larger models, with a traditional middle pole and
three poles that push the sides outwards. This
provides more space while still giving the option
to roll up the outer canvas of all three bows. In
warm climates this provides perfect ventilation,
comparable to the old tents of the Bedouins.
Additionally, the side bows assures great wind
stability. The tent can be used with just the outer
canvas or in combination with an inner tent.
www.bergans.com
Swedish sportswear specialist craft
offers a broad range of functional body
wear. with the new collection for the 2011
season, athletes can find sports specific underwear
that does the job 365 days a year.
it’S a SWeaty job to take care of athletes’ body
moisture, but someone has got to do it – and Craft’s
functional baselayers have been doing so for almost
four decades now. For 2011, the company continues to
broaden its assortment with a number of new products.
“Sport specific cuts and design elements are a highlight
in our new collection. Our aim is to offer the right
baselayer for every day of the year,” says Craft Brand
Manager Erik Abrahamsson.
it WaS bacK in the 1970’s when sports lover and knitwear
engineer Anders Bengtsson developed a material
with high-tech fibres in a unique knitting technique. The
result was a baselayer that effectively wicks moisture
from the skin, thus balancing the body’s temperature
while in action. Craft was born.
Ever since then, the company has been developing gear
that will beat the heat in the summer and offer the right balance
between ventilation and insulation in the winter.
Product news for the 2011 season includes a completely
revised range of sports bras with sport specific
pieces adapted to a women’s ergonomics and to different
sports. The Bike Bra, for example, is engineered particularly
for the cycling motion and position, and also comes
in a version with Windstopper front panels to protect
from wind on cooler days. And since foot movement and
pressure points vary between different sports, Craft is
launching a new sock collection that meets the specific
demands of runners, bikers and cross-country skiers.
”Ergonomics is one of the key factors we’re always
working on. This involves thorough research and detailed,
thought-through work,” says Abrahamson.
Other news for 2011 are additions to the Mesh Superlight
line, intended for workouts in really hot conditions.
For cooler days, CRAFT presents the Zero Extreme range
with tops, bottoms and accessories in a combination
of Coolmax and Thermolite fibres and with integrated,
body-mapped Windstopper protection. www.craft.se
r & d
21

Katja Lehmann
r & d
the jury goes west
Outdoor products should be tested in
their elements. this is why the jury for
the Scandinavian Outdoor award doesn’t
meet in a conference room – rather on a
kayak trip off the west coast of Sweden.
oN the 14th oF juNe, the jury arrives one by one in
Gothenburg, from Germany, the Netherlands, Sweden
and Austria. Each of them represents the leading outdoor
magazines in these countries. After a short journey north,
they are introduced to the challenges of sea kayaking
and set out from Ulebergshamn, near the village of Hunnebostrand.
Stunning scenery and almost no wind makes the
kayaking a memorable experience for all of the jury members.
As always, the equipment provided by SOG-member
companies comes in handy while being “on site”.
After a sunny day on the water, a homemade dinner
is prepared on the cliffs of a rocky island. While the sun
goes down and the campfire is burning, everyone begins
22
ScaNdiNaviaN OutdOOr NewS
sharing stories about life and work
back home – and memories from
last year’s meeting at the Kebnekaise
mountain lodge.
iN the jury:
NORR (D)
Outdoor Magazin (D)
Sport Fachhandel (D)
Land der Berge (A)
Utemagasinet (S)
Sportfack (S)
Op Pad Magazine (NL)
Every year, the Scandinavian Outdoor Award is decided
at a different location in Scandinavia, where both summer
and winter products are tested. And it is not only about the
award, as Martin Kössler, general secretary of the SOG,
puts it: “It is just as much about coming together and sharing
an authentic outdoor experience. And about establishing
lasting, good relationships with other journalists.”
After a night on the island, the official jury meeting
is scheduled for the afternoon. Back at the fishermen’s
village of Ulebergshamn, all products for winter 2010 and
summer 2011 are thoroughly examined in an old Herring
factory. Hardware, software, backpacks and shoes.
Deciding on the final winners is not always so easy to do.
There is a wide range of high-quality products that have
been entered to win this year’s award. But in the end,
the decisions are made and jury president Frank Wacker
from Outdoor Magazin, Germany, can at last announce
the winners to the SOG-staff that organized the trip.
Scandinavian Outdoor award
winners For Summer 2011
SuStaiNability aWard
FjÄllrÄveN: eco trail jacket
Highly technical shell garment that
not only keeps you warm and dry
in extreme weather conditions,
but also takes responsibility for
the environment. Eco-shell is an
environmentally friendly alternative
to other functional materials. It is
climate compensated and made
from recycled and recyclable polyester
free of fluorocarbons.
jury verdict: With this Jacket
Fjällräven takes one step ahead of
other environmental-friendly outdoor
companies. A truly sustainable
solution for an outdoor Jacket.
overall WiNNer
acliMa: WoolNet
Underwear with supreme sweat transporting
abilities, combined with great insulation from a
mesh construction made of merino wool. Suitable
for all outdoor activities. Extra reinforcements
on shoulders and elbows.
jury verdict: Excellent product improvement
in functionality. Innovative approach in terms of
material, form and durability.
alSo NoMiNated Were
Second layer
66 NORTH: Magni Jacket
ACLIMA: WarmWool
Weather protection
66 NORTH: Vatnajökull Softshell
Jacket
HAGLÖFS: P3 Zenith Jacket
HOUDINI: Velocity Windbreaker
KLÄTTERMUSEN: Allgrön
Jacket
LUNDHAGS: Ahke Jacket
trousers
FJÄLLRÄVEN: Keb Trouser
LUNDHAGS: Ahke Pants
backpacks
HAGLÖFS: Oxo Q 70
FJÄLLRÄVEN: Abisko 65L
KLÄTTERMUSEN: Hugin
Backpack
Shoes
VIKING FOOTWEAR: Trapeze
ScaNdiNaviaN OutdOOr NewS 23
r & d

& d
24
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 2006, the Swedish National Testing
and Research Institute received a different kind of task.
Normally, the institute works for the furniture industry,
conducting tests on everything from beds to bookcases.
But now, a series of three-legged stools with telescopic
legs stood in their testing room.
Walkstools are a Swedish invention from the mid-
1990s. Entrepreneur Lars Andersson had seen them
at a trade show and became so enthusiastic that he
and the inventor, Mats Gustafsson, started a company
called Scandinavian Touch. Now, almost ten years later,
Andersson and Gustafsson had a disagreement. Gustafsson
believed that the stools would only hold about 150
kilograms of weight. Andersson was sure they could take
much more than that and wanted to test them according
to standardized methods.
But even Andersson was amazed at the results. The
55 centimeter high model supported a 400 kilo load, before
its legs began to falter. Another test showed that the
stools withstood a 140 kilo load repeated at least 12 500
ScaNdiNaviaN OutdOOr NewS
times – the test was discontinued before failure. In a third
test, the stools were subjected to extreme variations in
temperature and humidity. After 168 hours the stools
were judged as “no problems detected”.
“Since then we have strengthened both the upper
and lower legs,” says a satisfied Lars Andersson, the
company’s CEO and owner.
today there are Six WalKStool models. Four of
them are manufactured in Scandinavian Touch’s own
factory in Lidköping, Sweden, and two simpler models in
China. They are patented in all major industrial countries.
“It is actually the only three-legged stool in the world
with telescopic legs that has patents and trademark
protections,” says Andersson.
Walkstool differs from most members of the Scandinavian
Outdoor Group. The product is aimed at many
more than just those in the outdoor community. It’s difficult
to stop Lars Andersson when he begins listing out
the different target audiences. Electricians not wanting to
“the 55 centimeter
high model
supported a
400 kilo load,
before it’s legs
began to falter.”
kneel all day, hunters, landscape artists, nature photographers,
and even foot masseuses – all can benefit from
the Walkstool.
“a coMMoN MiSuNderStaNdiNG is that the stools can
be used only in the extended position, but you can sit
just as well with the legs retracted if you want to avoid
standing or squatting on the knees. For example, around
an open fire,” explains Andersson and adds:
“When this tradeshow is over, we can continue on
to a fair for the construction industry, or a photo exhibition.”
An example of the broad range of use, as well as
the high quality, is that the U.S. army has begun buying
Walkstools for its various military bases around the world.
“They have tested them for three or four years now, even
in the Nevada desert, and we recently received the green
light,” says Andersson. www.walkstool.com
ScaNdiNaviaN OutdOOr NewS 25
r & d

gear guide
Go light
Whether you’re headiNG east or west, with
Go Vest from Houdini Sportswear you get an
ultra light and packable garment that can
be used both as outerwear and as a mid
layer. Featuring Primaloft One, a hightech
synthetic down, it is highly water
resistant, dries in no time and can
be compressed and stowed into
its’ own chest pocket. And as an
eco-bonus, Go Vest is made
from recycled fiber and is fully
recyclable.
cool
summer
26 ScaNdiNaviaN OutdOOr NewS
we have to admit: the sun
doesn’t always shine up
north. with the help of
Prima loft the Nordic evenings
will be much warmer.
Compact heat
the lyNGeN liGhtWeiGht touring jacket from
Norrøna is as stylish as it is practical. Wind resistant
and comfortable warmth makes it the perfect layer
in times of rest or low activity. Soft Primaloft One filling
provides instant warmth and weather protection.
When not using it the jacket stows into a packing
pocket as a reliable bundle of warmth.
always with you
So coMpreSSible that it will always be with you – The Isfjorden
Light insulated jacket from Bergan is equally perfect for hiking
in the mountains, as it is during a paddling holiday or evening
barbecue. Primaloft One filling gives a soft down-like feeling and
the high collar and extended back keeps you warm when the
wind starts to howl. Outer material made from Pertex Quantum
provides low weight and breathability. When you’re not using it,
store it conveniently in its own compression pocket.
For the
young ones
gear guide
a cozy baby is a happy baby. And with the Svanur
Overall from Icelandic 66°North, the little ones
stay happily warm even in brisk weather. Primaloft
microfibre insulation makes it incredibly soft, lightweight
and water repellent. Outer layer and lining in
rip stop nylon with DWR treatment. Elastic binding
at hem, sleeves and hood.
ScaNdiNaviaN OutdOOr NewS 27

gear guide
Get out
get back
28
a safe shelter
ScaNdiNaviaN OutdOOr NewS
every day is a test day for outdoor
products in Scandinavia.
briNG oN the StorM. The new Saitaris from Hilleberg features the
Swedish tent maestro’s Kerlon 1800 outer tent fabric, 10 millimetre
poles and a dome construction that makes it exceptionally robust,
even in the toughest conditions.
This mobile home has an innovative pole system with multiple
crossing points and one standard and one extended vestibule. The
overall strength and stability makes Saitaris a perfect choice for base
camp use, especially in high mountains and arctic environments.
vent some steam
a NeW additioN to 66°North’s
popular Vatnajökull series, this
softshell jacket weighs only 600
grams and packs extremely
well. Being 99 percent
windproof makes it the
right choice for physically
demanding and
highly active outdoor
pursuits. Created from
Polartec Power Shield
Pro, it is waterproof
and excep tionally rugged.
The specially cut
hood follows every head
movement and easily
fits over a helmet.
Four-way stretch and pre-shaped
elbows allow you the freedom to
roam.
walk on the
wild side
the MouNtaiNS surrounding the
Kungsleden trail in Sweden’s Lapland
is the ”home turf” for Fjällräven’s new
range of trekking trousers, all named
after places along the Fjällräven Classic
trek.
Both Abisko, Nikka and Keb are
made of durable G-1000 fabric that
can be impregnated with Greenland
Wax to further improve weather and
wind resistance. The trousers also
have stretch panels for improved flexibility
and reinforcements with double
layers of G-1000 in exposed areas.
Abisko for men and Nikka for women
are available in both full length
and zip-off versions. Keb has multiple
ventilation zippers and comes in a
men’s and women’s version.
For women
on the run
Colorful
compasses
gear guide
viKiNG FootWear’S new range of
women’s trail runners has the same
high technical specifications as all
other Viking Shoes. The new lady
Sphere is developed specifically for the
female foot and features a Gore-tex®
membrane that keeps it dry, even on
the wettest of trails. The shoe’s light
mesh upper material is also easy to
clean. Viking’s Ultimate Grip Concept
gives the natural rubber outsole a
steady grip on any surface, while the
shock absorbing EVA midsole assures
a comfortable journey.
uSiNG braNd values such as innovation and design,
Silva has renewed its range of compasses to make the
choice easier for both retailers and users.
The previous fifteen different compass models have
now been reduced to seven, each with a clear target
customer. With function and design in focus, the range
has been improved, featuring, for example, better color
contrast on the compass needle and a more secure
grip on the compass housing. The renewed design is
manifested by the Field compass, using the selfexplanatory
Silva 1-2-3-system
for finding the compass
bearing. New colors,
less information and
distinct guiding symbols
are sure to point
users in the right direction.
ScaNdiNaviaN OutdOOr NewS 29

Business
Meet us at
OutDoor
a5-106 New member 2010
Point 65 Sweden is the leading kayak
brand in Northern Europe and one of the
fastest growing kayak companies in the
world. Nigel Foster, the world-renowned
paddling personality, heads the
company’s R&D-department. Point 65
offers 15 different models, from the innovative
take-a-part, sit on top Tequila
kayak and other affordable recreational
kayaks, to state of the art composite
touring kayaks. www.point65.com
a5-206
Houdini’s mission is what they call “core
comfort for body and soul”. This means
no compromises when it comes to
performance, sustainability and style.
For this season, the Swedish company
has created products made from 80
percent recycled fibers, and the even
better part is that every garment is
recyclable. This means you can dress
sustainably in Houdini – from underwear
to outerwear.
www.houdinisportswear.com
a5-305
For Ecco, it was a natural step forward
to enter the outdoor world. The Danish
footwear brand has succeeded in all
segments tested. The high quality
of every Ecco shoe is a result of the
entire manufacturing chain being
owned by the company – from design,
tanneries and factories, to their own
stores. Ecco outdoor footwear is available
in three categories: Mountain,
Terrain and Aqua. www.ecco.com
a5-200
Fjällräven, the classic Swedish
brand, has been delivering quality
time to people since 1960. The first
product was an innovative hand
made backpack for long treks
in the Swedish mountains – still
Fjällräven’s “heartland”. Since
then, the durable, timeless and
reliable equipment from Fjällräven
has won the hearts of outdoor
enthusiasts throughout the world.
www.fjallraven.com
a5-207
The Trangia stove can be called
a Swedish classic. Over 50 years
have passed since the first storm
kitchen was produced. It has been
refined and developed into more
products, but the original, ingenious
design is still the foundation of
today‘s models. The company
was founded in 1925, in the town
of Trångsviken, with the Jämtland
wilderness as the perfect testing
environment. www.trangia.se
a5-306
Lundhags makes boots fit for kings
– literally. The company is a Royal
Warrant Holder to the Swedish royal
family. Since 1932, the shoemaker
in Järpen, Sweden has made comfortable
and durable boots for all
kinds of outdoor pursuits. Today,
the company also sells clothing,
backpacks and other outdoor
equipment developed in the same
tradition. www.lundhags.com
a5-200
At age 115, Primus is one of the few
outdoor companies that can claim
a century in the saddle. Today, the
brand is still at the forefront of stove,
lantern and torch design. Primus
develops and sells innovative quality
mobile products for “cooking, lighting
and heating” within the outdoor
segments. www.primus.eu
a5-208
Woolpower produces underwear,
shirts, socks and accessories from the
highest quality Merino wool. As they
like to say: “We offer warmth, care,
function and a lot of knowledge about
the cold.” In addition to Woolpower
clothing being used by outdoor enthusiasts
and the military, it can also be
seen in a growing number of fashion
magazines! www.woolpower.com
a5-308
In 1970 Helsport launched the world´s
first tunnel tent, just one example of
the innovative products from this family
owned company. The brand focus
is on high quality and lightweight
mountaineering products. Helsport
was started in 1951 in Trondheim,
Norway and has since equipped
hundreds of expeditions all over
the world. www.helsport.com
a5-103
One of Scandinavia’s fastest growing
apparel companies is Didriksons.
From the beginning, the company
made clothing for fishermen on the
west coast of Sweden. Today, welldesigned
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
a5-201
Viking is an outdoor footwear specialist
from the world’s toughest test lab –
Norway. The company, which started
with rubber boots in 1920, is now the
leading supplier of outdoor footwear
to the Nordic countries. The company
sells more than two million pairs of
boots, shoes and other footwear each
year and is one of the biggest suppliers
of GORE-TEX®-footwear in the
world. www.vikingfootwear.com
a5-210
Based in Sweden, Light My Fire specializes
in outdoor accessories that
are as practical in the city as they are
in the wild. From making fires to eating
meals – Light My Fire’s innovative
products have been taken to heart
by both backyard adventurers and
backwoods survivalists all across
the world. www.lightmyfire.com
a5-309 New member 2010
For more than 80 years, Norwegian
Aclima has kept the heat turned up,
delivering sports underwear that
perform in cold climates. Being one
of the few clothing companies that
still makes its products in Norway,
Aclima develops its warm, soft and
breathable products just a snowball’s
throw from the famous Norefjell
ski resort. www.aclima.com
also members of SOG: Gränsfors Bruks, Hestra, devold, Sätila, dale of Norway, tenson, isbjörn of Sweden,
tentipi, Seger, Feelmax
30 ScaNdiNaviaN OutdOOr NewS
a5-104
Nanok was established in 2001
by a group of dedicated outdoor
enthusiasts from Norway. Their idea
was to simply make products that
they wanted for their own adventures.
Nanok’s design team knows firsthand
that their sleeping bags, jackets and
tents can stand up to the harshest
winter storms. www.nanok.no
a5-202
The three-legged telescopic
Walkstool is a Swedish innovation.
The name comes from the fact
that you can attach the Walkstool
to your belt or backpack and walk
hands free. Walkstool, from the
company Scandinavian Touch, is
manufactured mainly in Sweden
and comes in six models. All offer two
sitting positions – high and low – with
the strongest one able to support over
150 kilograms. www.walkstool.com
a5-300
Some people say: to survive in Iceland
you need to be brave, have a good
sense of humor and wear 66°North
clothing. The company has been
keeping Iceland warm since 1926.
The name reflects the latitude 66°N
– the Arctic Circle. Today, 66°North
produces a wide range of both
protective and street-smart clothing,
influenced by the fascinating Icelandic
environment. www.66north.com
a1-201, a7-202
One of the world’s most active
101-year-olds, Norway’s largest
outdoor company was born in 1908
when Ole F. Bergan invented a
backpack with an anatomical carry
system. Backpacks are still one of
Bergans of Norway’s trademarks,
but through tradition and innovation,
the company also manufactures
high-quality tents, sleeping bags
and clothing. www.bergans.com
a5-105
Anyone who has ever run on slippery
ground or snow understands why
Icebug shoes are needed. Icebug is
the market leader in providing traction
and solving the problem of slipping
while training, which they do through
a number of patented technologies.
Whether trail running, winter running
or winter walking – Icebug offers injury
prevention and the freedom to stay
active all year round. www.icebug.se
a5-203
Craft of Scandinavia is the pioneer
of function apparel. The Sweden
based company has devoted itself to
developing innovative clothing built
to withstand extreme requirements
in all conditions. Craft’s foundation
is a close cooperation with
its many sponsored athletes and
national teams competing in crosscountry
skiing, biking, orienteering
and more. www.craft.se
a5-302
Klättermusen’s designers are as
fearless as they are environmentally
conscious. The products they design
have unique solutions that follow the
Klättermusen motto “maximum safety
for you, minimum impact on nature.”
The product line consists of shell
jackets and trousers, wind-proof garments,
underwear, sleeping bags and
backpacks. www.klattermusen.se
a3-310
Optimus has indeed a burning passion
for what they do. The company
offer stoves and cooking equipment
that are safer and more userfriendly
than many others. Optimus
mission is that outdoor cooking
should be fun and relaxing – and
the result delicious. The company
was started in Stockholm already in
1899. www.optimusstoves.com
a5-105a New member 2010
Feelmax innovative shoes and soles
give users the unique feeling of
close contact with the ground. With
an average of 150 grams per shoe,
Feelmax makes some of the lightest
footwear on the market. They fit
like a sock, with models both for
running and walking. Feelmax
provides maximum comfort to
your feet. www.feelmax.com
a5-204
This tent manufacturer, with a
home address in the Swedish
Jämtland region, has cult status
among passionate outdoor people.
Time and time again, Hilleberg’s
green and red tents win the major
outdoor magazines tests. Classic
models that have existed for
decades alternate with new and
innovative tents - all with the same
high quality. www.hilleberg.com
a5-303
“Get out there” is the company motto
of Silva, based in northern Stockholm.
For more than 75 years, the company
has found inspiration in those who
orienteer, run, cycle, trek, paddle
or walk. Silva provides them
with compasses, pedometers,
headlamps, binoculars and other
products that make their outdoor life
safer and easier. www.silva.se
a7-300
Viktor Haglöfs made his first backpack
in 1914 and his company grew slowly
but surely until the year 2000, when
things really started to take off! Since
then, Haglöfs has established itself as
a highly respected player within the
international outdoor arena. Today,
Haglöfs makes nearly one million
quality products every year in the
hardware, footwear and clothing
segments. www.haglofs.com
ScaNdiNaviaN OutdOOr NewS 31
Business
a5-205
This Swedish company was started in
2006. Polygiene® is a breakthrough,
antimicrobial technology that employs
natural silver salt for active odor
control. When high-performance
materials for clothes and shoes
are treated with Polygiene, wearers
get a welcoming fresh-all-day
confidence. Perfect for active
people who demand long-lasting odor
protection. www.polygiene.com
a5-304 New member 2010
Thule is the world leader within
sports and utility transportation offering
accessories for active families,
outdoor enthusiasts and professionals
who want to transport their gear
safely, easily and in style. The product
portfolio comprises rooftop boxes,
roof rails, bike carriers, kayak carriers,
ski carriers, trailers and much more.
The company is headquartered in
Malmö, Sweden. www.thule.com
b5-300
This family-owned Norwegian
company makes high-end outdoor
clothing through a design approach
they call “loaded minimalism”. The
Norwegian heritage is clear. The stylish
and super-functional clothing speaks
of a long tradition of outdoor life in
Norway and Norwegian expeditions
around the world. www.norrona.com

Fit for adventure
ur new Keb trousers are developed
for the most challenging
excursions. Named after
Kebnekaise, the highest mountain
in Sweden, it is suitable for all sorts
of trekking where flexibility is as
important as durability.
Hardwearing with full exibility
Keb is made in hardwearing G-1000
Eco to resist wear and tear for many
years to come. For maximum mobility
we have put Nylon 6.6 stretch fabric
in the lower back, crotch and back of
knees, and pre-shaped the knees.
G-1000 may well be the most durable and
adaptable fabric in the outdoor world. Keb
is made of G-1000 Eco, a tightly woven
organic cotton and recycled polyester that
is impregnated with Greenland Wax.
You can easily apply more wax to provide
better protection from wind and rain.
Ventilation
A ventilation opening with a zipper
from the knee to the hip releases excess
heat, like the one along the calf that
”pumps” out hot air from your boots.
The fly is also extended to enable
extra ventilation.
KEB
TROUSERS
New!
Keb trousers in hardwearing
and adaptable G-1000 Eco.
Durable, comfortable and
packed with functionality
Extended fly to enable extra ventilation.
Reinforced with double fabric to
resist wear and tear on butt, leg front,
knees and bottom of leg inside.
Two leg pockets, one zippered, the
other has lid and interior mesh
pocket for small items.
Extra piece of fabric in the crotch
and the surface seams on the inside
of the legs minimize the risk of
chafing.
Ventilation opening with zipper from
knee to hip releases excess heat.
Rejustable strap and boothook
to attach to boot.
Ventilation opening at calves
releases hot air from boots
through “pump-effect”.