News - Scandinavian Outdoor Group

News 

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

After a Swedish 

climbing expe- 

dition to Greenland 

in 1966 it became obvious 

that the selection of outdoor 

clothing on the market was severely 

limited. 

Fjällräven’s founder, Åke Nordin, 

made a climbing jacket from an 

unusually durable fabric which 

he had found to be too heavy for 

lightweight tents. This was the 

first Fjällräven Jacket. 

Once the fabric was impregnated 

with a combination of beeswax and 

paraffin it proved itself to be perfect 

for outdoor clothing. 

The fabric was named g-1000 

By applying more wax, your g-1000 garment 

becomes even more durable, wind proof and water resistant. 

Less wax increases ventilation and gives you 

a cooler garment. 

Tested throughout decades of adventures 

(G for Greenland) and the wax was 

named Greenland Wax. 

Durable and versatile 

The combination of the fabric’s 

tight weave (65% polyester and 

35% cotton) and Greenland Wax 

makes the g-1000 fabric incredibly 

durable, well-ventilated and wind 

and water resistant. 

g-1000 is also mosquito proof 

and protects you from the sun’s 

alpha and beta rays. Perfect for 

discovering the great outdoors, 

without limitations. 

Adjustable 

Greenland Wax allows you to easily 

adjust the amount of impregnation 

for your g-1000 garment to suit 

different weather conditions and 

activity levels. More wax increases 

wind and rain resistance. Impreg- 

nation also increases the durability 

of the fabric. Less wax gives you a 

cooler garment with maximum 

ventilation. 

Read more about the advantages 

of g-1000 and how to use Green- 

land Wax on our website www. 

fjallraven.com. 

Learn all about g-1000 

and Grenland Wax in our booth. 

Hall a5, Booth 200. 

G-1000 ® probably the 

best outdoor material there is

“delirant isti Scandinavi!” 

Literature describes the typical “Scandinavian” as a person who 

honors equality, honesty and punctuality. Who lives by the law, always pays 

taxes and always wears a seat belt when driving. 

We are well organized, reserved, educated and never do anything impulsive. 

We work hard and obey the law until Friday comes. Then we let go of 

our Lutheran heritage and become a screaming mob of wild heathens. 

We take pride in knowing a little about everything. If we would buy a car, 

we would thoroughly investigate every model from Bugatti to Fiat and then 

still end up with a Volvo. 

Scandinavians have a very dry humor and we love British comedy. Scandinavian 

comedy, however, is unfortunately incomprehensible for anyone 

from the outside. 

Getting to know us is like peeling an onion with layers and layers of new 

revelations and insights. Not to mention all the tears in the process. 

If this guide doesn´t scare you off, you can meet us in person at OutDoor 

in Hall A5. The bar is open from 9 am to 6 pm daily. It’s a 

great starting point for exploring what the Scandinavians 

have cooked up this time. Also, this magazine will give you 

plenty of great information, so use it as a guide and a teaser. 

Jonas Hellentin, 

Executive Officer Marketing and Communication 

WHat’s up? 

04 News from the Scandinavian Outdoor Group. 

teNts up cLose 

07 Scandinavian tent manufacturers flex their muscles. 

sociaL support 

10 Bergans and Klättermusen show how to be good corporate citizens. 

eNLigHteNed biKiNg 

13 Silva sheds new light on the MTB trail. 

NeXt geNeratioN 

13 Children’s apparel manufacturer Isbjörn awarded – again. 

gear guide 

15 Four product highlights for a great day outdoors in Scandinavia. 

rescuers’ cHoice 

16 Acclaimed 66°North jacket is about to hit the market. 

cooKiNg NeWs 

17 Primus saves weight and fuel with titanium. 

oNe Leap aHead 

18 Ecco’s latest shoe takes running back to basics. 

iN store actioN 

20 Fjällräven kicks off its largest campaign ever. 

a good seat 

22 The Walkstool brings comfort into the wild. 

iNNovative iNsuLatioN 

24 The heat is on with new materials from Primaloft. 

Scandinavian 

Outdoor News 

is made for the SOG by 

Scandinavian NORR 

Publishing AB. 

cover pHoto: 

roger borgeLid / 

JoHNer.se 

Presenting partner 

SOG News 

tough testing! 

iN mid-JuNe, retailers and journalists 

from Europe’s leading outdoor stores and 

magazines arrived in the Norwegian town 

of Ålesund, to embark on a long hike. They 

took with them a hefty collection of clothing, 

shoes and equipment. The products 

were then tested hard during our five day 

long Outdoor Academy of Scandinavia 

(OAS), this time in the region called Fjord 

Norway. This is how Scandinavian outdoor 

companies support their retailers with 

genuine know-how – by letting them use 

the products in their natural environment. 

This is also how winners of the Scandinavian 

Outdoor Award are decided. This 

year’s winners, as well as the nominated 

products, will be presented at the OutDoor 

fair. You can also learn more about them 

on our website. 

outdoor academy of Scandinavia is 

Europe´s leading training event for the outdoor 

industry, where media, retailers and 

tour operators are invited. Since its start 

we have trained more than 1000 participants 

from 20 countries. OAS is arranged 

four to five times per year in the Scandinavian 

Wilderness. It lasts for one week and 

the pedagogy is simple. Learning by doing! 

OAS offers two levels of programs: 

Explore and Experience. Each event is 

arranged as a cooperation between five to 

six SOG member companies and, on the 

Explore level, also with VisitSweden or VisitNorway. 

Take the chance to experience 

real outdoor life and real outdoor products 

in one of our academies. 

For more information: 

oas@scandinavianoutdoorgroup.com 

www.scandinavianoutdoorgroup.com 

ScaNdiNaviaN OutdOOr NewS 3 

JOhaN BerGe/www.viSitNOrway.cOm


at the center of it all! 

a bar is oNLy as good as it’s barteNder. For more 

than eight years, Caroline “Caro” Felder and her team 

has made the Scandinavian Bar one of the most popular 

places at the outdoor fairs in Friedrichshafen and Munich. 

“The Scandinavian Bar is a very special place,” says 

Caro. “It is the heart of the Scandinavian Village and even 

the entire fair, as well as a place to just relax, meet or work 

in a very friendly and non-prestigious atmosphere. For 

me, its most important to find the right level of professionalism 

and service, without being “fancy” or pretentious.” 

The founding idea of the Scandinavian Outdoor 

group is that “Together we are stronger”. This is especially 

true with the Scandinavian Bar. All companies go 

in together and share the cost of the bar. They get a 

better and more professional catering service and they 

pay less for it individually. But the most important thing 

is to offer an atmosphere that reflects the Scandinavian 

mentality. However, the bar has not always been 

as “professional” as it is today. Caro tells us of a fond 

memory from the first years: 

“tHe very First time, the quick and dirty idea was 

that all participating brands should contribute with their 

own part of the bar,” tells Caro. “Hestra brought wine 

and Silva brought hot dogs from Sweden etc. It was 

a great idea, but no one had decided how much each 

company should bring. To make a long story short, 

when the trade fair closed, there was a mountain of 

hot dogs left. There were so many that we had to bring 

three shopping trolleys to a homeless shelter, since we 

didn’t want to throw them away.” 

Promising newcomers 

iN tHe scaNdiNaviaN viLLage there are a few 

brands on their way to becoming full fledge 

members of SOG. One of them is the Swedish 

company Härkila who, since 1987, has become 

known for providing hunting clothing of the 

highest standards. The company has its roots 

in hunting and the breeding of hunting 

dogs, as well as a passion for developing 

highly technical garments 

from the best materials available. 

In 2009, Härkila launched a 

GTX footwear range 

designed for a 

wide range of 

outdoor pursuits. 

4 

ScaNdiNaviaN OutdOOr NewS 

The “bar” has existed for over ten years and each 

year, something new happens. This year, two innovative 

Scandinavian companies are offering a unique and 

very “green” charging-service for all of you who hate 

running out of batteries on your mobile phone, laptop or 

Ipad during the hectic days at the trade fair. MyFC and 

HiNation are offering free charging of all such electronic 

equipment with only the aid of water and sunlight. 

come by and take a look for yourself, and don’t 

forget to try a nice wild bite of scandinavia. 

aLso WitHiN tHe HuNtiNg segment is 

Seeland, established in Denmark in 1976. The 

company provides clothing, footwear and accessories, 

all designed for outdoor enthusiastic 

hunters. High functionality is at the core of 

everything Seeland produces, and in 2009, 

the company presented a range of quality 

rubber boots for heavy use and the 

toughest demands, with some models 

offering a temperature comfort range 

down to - 80°C. 

meet Härkila and seeland 

in Hall a5, booth 313.

66°North 

Aclima 

Bergans 

Welcome to 

The Scandinavian Village & 

THE SCANDINAVIAN BAR 

in Hall A5:310 

Here you will �nd the leading brands on the Scandinavian 

outdoor-scene. More than 2000 years of gathered knowledge 

and outdoor experience. In the bar you get a real Scandinavian 

treat. We serve Scandinavian snack-food with good drinks, 

great outdoor business, friendly people and lots of laughter! 

The bar is open 9 am – 6 pm daily during OutDoor. 

Didriksons 

Ecco 

Fjällräven 

2000 YEARS OF GATHERED EXPERIENCE 

Haglöfs 

Helsport 

Hilleberg 

HiNation 

Houdini 

Isbjörn of Sweden 

Klättermusen 

Light My Fire 

Lundhags 

MyFC 

Nanok of Norway 

Norröna 

Optimus 

Primus 

Seeland/Härkila 

Silva 

The latest Scandinavian 

innovations on display. 

Presented by R&H. 

Environmental friendly 

charging of your cellphone 

or computer free of charge. 

We proudly present our latest 

village in the village. 

Slakkline 

Tenson 

Tentipi 

Trangia 

Viking Footwear 

Walkstool 

Woolpower


DrOzDz PiOtr 

Summit Success 

tHe toWN oF Åre offered beautiful early spring weather 

during the Scandinavian Outdoor Summit, which came 

to a close on Friday April 1st. Almost 300 participants 

from 15 countries had gathered at Copperhill Mountain 

Lodge to discuss future issues for the outdoor industry. 

The Scandinavian Outdoor Summit was the first 

meeting of it’s kind in Scandinavia and targeted outdoor 

and sports companies, investors, retailers, researchers 

and innovators. They spent two days discussing issues 

relating to the outdoor industry, everything from e-commerce 

and brand building to future tourism and climate 

change. The speakers included Thomas Lipke, CEO 

and part-owner of Germany’s Globetrotter Ausrüstung, 

Chris Doyle, Vice President of the ATTA, Adventure Travel 

and Trade Association USA, and Mark Held, Secretary- 

General of the European Outdoor Group. 

“We spend over ten million Euros per year on outdoor 

activities, just within Sweden,” explains Jonas Hellentin, 

A Globetrotter 

in Jämtland 

tHomas LipKe, CEO and Partner at Globetrotter Ausrüstung, 

received an honorary award for his efforts as an 

ambassador for the Swedish region of Jämtland at the 

Scandinavian Outdoor Summit in Åre. The award was 

handed out by Lars Lindqvist, CEO of Peak Innovation 

in Jämtland (to the left in the image). Thomas Lipke (to 

the right) has taken countless trips to the region, which 

hosts one of Sweden’s most beautiful mountain regions 

for trekking, canoeing, skiing and more. Often he travels 

there together with his close personal friend, Bo Hilleberg, 

founder and former CEO of Hilleberg the Tentmaker. 

6 


Susanna Campbell, Investment 

Director at Ratos. 

“with this forum, our aim 

is to get the entire outdoor 

industry to realize what 

is necessary for success in 

the coming years.” 

who was responsible for the Scandinavian Outdoor Summit 

in partnership with Peak Innovation. “With this forum, 

our aim is to get the entire outdoor industry to realize 

what is necessary for success in the coming years.” 

And it was no coincidence that Åre was chosen to 

host the meeting. Åre and the region of Jämtland have 

become central to the Scandinavian outdoor industry. 

“aN eveNt LiKe tHis means the world’s attention is focused 

on Åre and Jämtland, and that we are demonstrating 

that we want to be part of developing the outdoor 

industry of the future,” explains Tomas Ekström of Peak 

Innovation. 

A short film of the event has been released on Youtube 

(Search for “Scandinavian Outdoor Summit”) and you can 

also come by the bar and download the speaker’s presentations 

on a USB Stick. It costs a small service fee of four 

Euros, but we’ll treat you to a Scandinavian Wild Bite while 

you’re waiting. A limited number of SOG USB sticks will 

be on sale for those who didn’t bring one. All of the speakers’ 

half hour to one-hour seminars are also available for 

order by sending an e-mail to info@scandinavianoutdoorgroup.com. 

The complete speaker list can be found at 

www.outdoorsummit.s e

a tent experience 

Scandinavian tents follow their own robust 

tradition. this year, SOG member companies 

have created a special tent village 

where you can experience outdoor living, 

the Scandinavian way. 

sturdy, WiNd-stabLe and easy to set up – even in foul 

weather. This is how one could summarize Scandinavian 

tents. For some, Nordic tent manufacturers create 

tents that differ slightly from other tents. And, in many 

respects, they have been pioneers, with many innovative 

models and solutions. 

As an example, Norwegian Helsport launched the first 

tunnel tent in 1970. And in 1973 came Hillebergs’ first tent 

model Keb, where the inner and outer tent could be erected 

at the same time. This is absolutely necessary when 

the rain is pouring down and you do not want the inner 

tent to get wet. Scandinavian mountain weather does not 

provide as many opportunities for “star gazing” as in other 

locations, even if the light summer nights are alluring. 

tHe Fact tHat the Nordic climate and geography plays 

a major role in this functionality is quite clear. 

“When we talk about hiking, we often mean in the 

mountains and above tree line. Here, tents are exposed 

to quite different strains than in the forest – which is 

the outdoor environment that is most common in many 

other countries,” says Bo Hilleberg, who started the 

Swedish family business and 

is still the base for its development 

department. 

Tunnel tents have traditionally 

had a strong position 

teNt viLLage 

come and see the scandinavian 

tents up close! the special exhibition 

in connection with the scandinavian 

village is located in Hall a5. 


among Scandinavians, but this is starting to change. 

Now, dome tents are a common sight in the mountains 

and are popular among a growing number of kayakers 

who want tents that can stand on their own, such as on 

rocks where it is difficult to place stakes. 

tHe type oF teNt that might raise the most eyebrows 

is the tipi or lavvu, as it is called in Norwegian. Portable 

Sami and native housing is the inspiration. 

“The teepee is the basis for many tents. The design 

has been around for several thousand years,” says Patrik 

Rönnbo from Tentipi, which has production based in the 

Swedish Lapland. “Our Adventure Nordic teepees can 

also be used for backpacking, as the weight per user 

is low, but it is most common as a base camp and the 

perfect family tent.” 

The teepee-shape also provides a social way to camp. 

“Many use the lavvu for hunting and fishing, where 

it is common to gather inside the tent, and it is also 

becoming more common among families with children,” 

says Kjell Östbye from Norwegian Helsport with both 

teepees and other models in its range. 

aNd maNuFacturers continue to develop their tents. 

In fact, it was in a lavvu that the idea for the award-winning 

tent Wiglo from Bergans was born. 

“A few of us were sitting there and thought it was a 

pity that you could not pull up the sides of the tent to 

see the beautiful evening outside. So we developed a 

tent model where you can,” explains Christoph Centmayer 

from Bergans. 

ScaNdiNaviaN OutdOOr NewS 7

Developed for the 

toughest category 

in outdoor 

- Perfect for all outdoor activities 

Exhibition stand no. A5-313 

Akka GTX® 9”

Winner of the IPC Magazine 

Footwear Product Award 

Pro Hunter GTX ® 12” 

Big Game GTX ® 8” 

Mountain Hunt GTX ® 10” L insulated 

Koarp GTX® 3” 

www.seeland.com

cSr & environment 

JOhNNy haGluND 

Bergans Supports 

Mountain People 

Above: A student in one of the Nepalese pre-schools. 

Below: Nagarjun Pre-School before the upgrade – and after. 

10 

t-shirts for Japan 

tHe sWedisH compaNy Klättermusen is known for 

their environmental stewardship and social responsibility. 

When the catastrophe in Japan occurred, the 

company was quick to launch a t-shirt, with all profits 

going to Japan. 

“Money can not solve all of the problems they 

face, but it can certainly help a lot of people build up 

their life again,” says Klättermusen’s Eva Askulv. 

you caN aLso maKe a diFFereNce: the t-shirt (made 

from organic cotton, of course) can be purchased at the 

Klättermusen booth in the Scandinavian Village. 


bergaNs oF NorWay has a 

long tradition in both polar and 

mountaineering exploration. And 

the company also wants to take 

responsibility for these environments. 

In a CSR project together 

with the NGO Mountain People, 

Bergans has helped to build kindergartens 

in Nepal. 

Mountain People was formed 

five years ago and Bergans has 

been a supporting partner from 

day one. The organization has 

school projects throughout Nepal 

and receives funds through 

lectures and donations. To date, 

they have built one school, one 

community and health center, 

as well as 23 kindergartens. The 

goal is to have built 50 kindergartens 

by 2015. 

“tHe Fact tHat bergaNs chose 

to support Mountain People and 

Nepal has a natural explanation,” 

explains David Durkan at Bergans. 

For years, Bergans equipment has 

been used on expeditions in the 

country, including in Hillary and 

Tenzing’s first ascent of Everest 

in 1953. 

“Since we manufacture 

mountain equipment for mountain 

people, it is clear that we 

want to support a mountainous 

country like Nepal,” says Durkan. 

www.mountain-people.org

Partners for 

the forest 

siNce its iNceptioN in 2005, the 

German-language NORR Magazin has 

actively worked to highlight environmental 

issues within the outdoor industry. 

As a part of this, NORR Magazin has 

offered the outdoor brands that have 

taken environmental thinking the furthest 

to join the NORR Green Partner project, 

which has been a great success. One 

important initiative within this project is 

to raise money for the Swedish Foundation 

Naturarvet, which works to preserve 

endangered forests in Sweden. 

For tHe summer oF 2011, the following 

environmental pioneers are NORR Green 

Partners: Devold, Fjällräven, Haglöfs, 

Hilleberg, Isbjörn of Sweden, Lundhags, 

Patagonia, Vaude and Woolpower. Read 

more at www.norrmagazin.de. 

Keron 

International award winner 

WWW.HILLEBERG.SE 

AUSGABE 2/2011 

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PREIS € 4,90 

1102_omslag.indd 1 11-05-06 15.18.31 

conceived and developed 

in 

The ideal tent o�ers a perfect balance of low weight, 

strength, comfort, versatility, durability and longevity. 

It is developed using 40 years of tentmaking experience. 

cSr & environment 

Lena Conlan, www.crossinglatitudes.com

SNÆFELL 

WINNER ISPO OUTDOOR AWARD 2011 

Articulated 

elbows 

Waterproof 

and blocks 

99.9 % of 

wind 

Highly 

breathable 

two way air 

exchange 

Adjustable draw 

strings in hood 

around the face 

and back of head 

Seamless 

shoulders 

WINNER 2011 

JURY STATEMENT: 

“Based on the highly technical fabric Polartec® 

NeoShell®, the Snæfell Jacket convinces through 

an outstanding performance for a broad range of 

use. Perfect construction and workmanship as well 

as very nice details make the jacket a perfect highend 

concept that can be used by a broad target 

group of active outdoor sportsmen”. 

Hood gives excellent 

shelter and follows your 

head movement 

Visor on hood that 

shelters from rain 

Adjustable draw string in hem 

Dual slider 

waterproof zipper 

www.66north.com 

Keeping Iceland warm since 1926 

Stretch for 

active comfort 

High reach 

sleeves 

Pocket on 

sleeve for 

small keeps

Lights on for Singletrack 

WHeN it comes to visibiLity requirements, mountain 

biking is a completely different animal than running or hiking. 

Objects will appear and change more quickly in the 

dark, and the cyclist’s anticipation has to be on high alert. 

These were the challenges that the design team at 

Silva had to cope with when developing Singletrack, 

Award winning 

fleece – for kids 

isbJörN oF sWedeN may be one of the newer members 

of the SOG, however, the company is beginning to form 

a routine when it comes to taking home awards. Isbjörn 

was founded when owners Maria Frykman Forsberg and 

Camilla Schildt both had trouble finding outdoor wear for 

their own children. 

One of the garments they would have liked to dress 

their children in is the Wind Pro Jacket, which recently was 

awarded the European APEX Design Award from Polartec. 

Every year, the material manufacturer appoints a number 

the Swedish headlamp expert’s 

new premium lamp for advanced 

mountain biking. With an aggressive 

design that reflects the 

activity it’s built for, Singletrack 

prepares the cyclist for what’s 

coming and how to handle it. 

The output is 1030 true lumens 

with four light modes and the Silva Intelligent Light 

System, a lens system providing a unique combination of 

flood light and a longer-range spot/searchlight. The longlasting 

lithium battery delivers just as long as the athlete 

does – perfect for high-speed sessions in complete 

darkness. 

of winners that display exemplary uses of their technical 

fabrics in creating Outstanding Outdoor Equipment. 

”Incorporating styles and features typically found 

in gear designed for adults, Isbjörn made this hooded 

jacket from recycled Polartec Wind Pro with Hardface 

in prints to create a versatile, stretchy, breathable and 

comfortable jacket that provides year round comfort,” 

concluded the jury. 

And when seeing the garment, your kids will probably 

want one too. 


Design

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a great pack 

bergaNs oF NorWay has 

upgraded their backpack 

lineup with several new models. 

Amongst them is the Skarstind. 

Named after the 2373 meter high 

summit in Jotunheimen National 

Park, the backpack has a newly 

developed hip belt that transfers 

weight onto the hips, as well as a 

netting on the back that provides 

distance between the pack and 

the body for better ventilation. 

The Skarstind is available in four 

different volumes, from 22 to 40 

liters, with the largest also available 

in a women’s version. 

(H)eat smart 

aNyoNe WHo Has eateN freeze-dried 

meals out of the bag knows that the 

food often cools down fast – at least 

in Nordic conditions. At the same 

time, the bag itself can be a bit on the 

hot side for the fingers. With Optimus 

H(eat) pouch, this is no longer a problem. 

The insulating material keeps your 

food warm during the entire dinner and 

prevents burned fingers. The pouch 

also accommodates a small cooking 

pot (Approx. 1 liter capacity) and cold 

fingers can find cozy warmth via the 

side pockets. 

Get a grip 

Product News 

Mobilizing 

women 

it’s For WomeN – and for 

women on the go who like 

showing their feminine side, 

while still wanting full freedom 

of movement when climbing, 

hiking or being active in the 

outdoors. The Bejla Skort from 

Klättermusen is a skirt and 

shorts in one! Made from flexible 

material and with a hidden 

pocket for valuables, it’s a nice 

and simple summer garment for 

when the winds are light and 

the sun is out. 

viKiNg FootWear introduces the Vetti in 

bright new colors. This trekking boot, made 

from solid materials with leather reinforcements, 

has a medium high shaft offering both 

support and flexibility. Viking’s award winning 

sole technology, the Ultimate Grip Concept, 

provides good traction, even on wet surfaces, 

and is also lightweight. The toe piece is reinforced 

with rubber for durability and Gore-tex 

keeps the foot dry and comfortable. 



Breaking 

the winds 

this year, 66°North won the ispo 

Outdoor awards with its Snæfell 

Jacket. Since then, a lot of outdoor 

people have been waiting for the 

jacket to hit the market. 

tHe sNæFeLL JacKet from Icelandic 66°North is a 

waterproof jacket with good breathability that eliminates 

the build-up of moisture on the inside. 

”Our aim was to create a softshell jacket that will 

always be the first choice when you’re on your way out 

in rough weather,” says 66°North’s Chief Designer Jan 

Davidsson. ”It’s a full out alternative to traditional three 

layer Gore-Tex-jackets.” 

Among the first to put on the jacket will be the Icelandic 

Search and Rescue teams, ICE-SAR. 

Recently, 66°North signed an agreement with ICE-SAR 

to specially produce the Snæfell jacket for its members. 

This means the rescuers will be equipped with an ergonomic 

jacket made from Polartec Neoshell, which is a new 

fabric that has the durability and stretch of a polyurethane 

film, plus the breathability of a micro 

porous structure. 

“its uNique construction allows 

positive air exchange to drive the 

release of moisture vapor while 

remaining completely waterproof,” 

says Davidsson. 

Other features include pre-shaped 

elbows, as well as seamless shoulders, 

ensuring an optimum range of 

motion. 

Snæfell’s performance will come 

in handy when the Search and Rescue 

teams perform their duties. Last 

winter the teams had 50 call-outs 

due to stormy weather. Sixty-four 

rescue teams participated in those 

call-outs and over 500 tasks were 

taken care of. 

16 


66°NORTH’s new waterproof 

shell jacket is named 

after the volcano Snæfell in 

Iceland. It’s 1833 meter high 

and situated 20 kilometers 

north east of Iceland’s largest 

glacier, Vatnajökull. 

Leifur Örn Svavarsson, one of Iceland’s most 

renown mountaineers, mountain guide and member 

of ICE-SAR, tested the Snæfell Jacket while he 

climbed a new route to Iceland highest peak, 

Hvannadals hnúkur in Vatnajökull glacier. 

66°NortH is oNe of Iceland’s oldest 

manufacturing companies and was 

founded in 1926. For the first 50 years, 

the company specialized in producing 

clothing for the harsh working conditions 

found aboard Icelandic fishing 

boats. Today, it works primarily with a 

more general outdoor collection; like 

shells, fleece garments and woolen 

products. 

However, 66°North still supplies 

work wear and functional garments to 

industries and national agencies like the 

Icelandic Police force, Fire department 

and the previously mentioned ICE-SAR. 

The cooperation with ICE-SAR, the 

largest volunteer search and rescue 

team in the world, has been going on 

for the last 40 years.

Primus goes lightweight 

and saves fuel with titanium 

Increased efficiency means less 

fuel consumption, less weight to 

carry along and a reduced environmental 

impact. 

No larger than the hand. OmniLite 

Ti measures 114 x 90 x 55 millimeters 

when packed. 

From the top of the world with the first 

team to summit everest in 1953, to the 

South Pole and everywhere in between, 

Primus has been there. Now, the company 

is taking their top of the line multi-fuel stove 

a step even further. 

tHe NeW LigHtWeigHt expedition stove OmniLite Ti is 

based on the same technology as the best-selling Omni- 

Fuel, but it packs smaller and, thanks to titanium, weighs 

significantly less. 

While the larger stove cooks for up to 4 people, the 

OmniLight Ti is suitable for 1-2 people. 

The development of OmniLite Ti started when Primus 

introduced its Eta pots, with a heat exchanger in the 

base. This resulted in the Eta pots saving around a third 

of the fuel and shortening cooking times. 

“But that also meant that OmniFuel became over-dimensioned 

for the modern pots,” says Urban Kihlström, 

head of R&D at Primus. “So, we made a smaller and 

lighter stove that had enough power for the new pots.” 

The result is a stove that weighs 239 grams – 100 

grams less than the larger stove. And because the burner 

is smaller, you don’t need as much fuel, which also 

decreases pack weight. 

OmniLite Ti is the latest product that derives from 


a research and development process that began just 

before the Swedish mountaineer Göran Kropp started his 

solo expedition of Mount Everest in 1995. 

Kropp realized that he was missing something important 

in his equipment. He wondered why there were no 

outdoor stoves that could run on any type of fuel? 

JoaKim gröNviK, aN eNgiNeer at Primus at that time, 

(then CEO for nine years) took on the challenge. After 

many attempts using different combinations of nozzles 

and different mixtures of air and fuel, he developed 

exactly what Göran Kropp was looking for: the Primus 

MultiFuel. 

With this stove in his backpack, Göran Kropp cycled 

from Sweden to the Himalayas, soloed Everest and became 

the first Scandinavian to climb the world’s highest 

mountain without supplemental oxygen. 

The new stove worked even better than expected and 

the prototype became a finished product. This was the 

inspiration for the continued development of what many 

people consider the world’s most advanced outdoor 

stove. Primus OmniFuel is the only outdoor stove that 

can burn liquid gas, gasoline/petrol, diesel, kerosene/ 

paraffin, and even aviation fuel. It was introduced on the 

market in 2001. 

In 2011, exactly ten years later, Primus has introduced 

the new Primus OmniLite Ti. 

“It has already been through extensive testing in 

Greenland and Svalbard and the performance has been 

just as good as the OmniFuel,” says Urban Kihlström. 



Back to basics 

ecco is launching a new shoe that takes running back to basics: 

minimizing cushioning and focusing on your body’s natural ability to 

balance when running or walking. 

tHe NeW LigHtWeigHt sHoe Biom Lite features a 

super-thin outsole and an extremely flexible direct- 

injected midsole, which is very low to the ground. 

It will be a direct competitor to minimalist footwear 

models from Vibram and Feelmax. 

“Our aim is to provide less footwear for more foot activation. 

It is a little bit like going back in evolution, when 

humans were just wearing leather socks,” says Alexander 

Nicolai, head of performance products at Ecco. 

This philosophy is in line with the current trend of 

barefoot running and running with thin soles that was 

highlighted by the international best-selling book Born to 

Run, written by Christopher Mc Dougall. 

“However, we’re actually ahead of the trend,” says 

Nicolai. “We released our first running shoes based on 

this thinking in 2009, one year ahead of the book.” 

Now, the Lite-version will hit the market just as many 

runners are looking for this kind of footwear. Biom Lite 

comes in two different versions. One is a glove-like 

18 


leather shoe for daily casual wear and the second is a 

breathable textile shoe for all kind of fitness activities. 

“The leather shoes will offer you a cool casual look, 

a sock-like fit and daily foot muscle training. The fitness 

shoes can be used in the gym or on very short runs as a 

running style trainer, but can also be used as breathable 

summer sneakers,” says Nicolai. 

aNd WHiLe ecco goes uLtra LigHt and ultra thin, the 

company has also released a shoe for off-road running. 

Biom Trail is equipped with a rugged rubber outsole for 

grip in all kinds of terrain and an anatomically shaped 

midsole for full-length foot support. 

“The sole unit is close to the ground for a natural 

running motion and a more stabile foot position,” says 

Nicolai. “It will activate your foot muscle and adapt to the 

uneven terrain with every step.” 

The uppers are reinforced in the midfoot to help 

stabilize the foot with each step. And the forefoot is

“the sole unit 

is close to the 

ground for a 

natural running 

motion.” 

Biom Trail has a rugged rubber outsole with a 

specially designed traction pattern and uppers 

with a reinforced midfoot. 

reinforced with a protective layer for sharp stones 

and other obstacles. 

“But you will feel the ground sufficiently to get a natural 

running experience,” says Nicolai. 

Just like the Biom Lite, the Biom Trail comes in two 

versions: one made of yak leather for support/protection 

and a sock-like fit, as well as a second version made 

from textiles with a reinforced midfoot cage, for breathability 

and support. 

WitH biom Lite aNd traiL, Ecco now has a full line 

of Biom performing shoes: 

In 2009, Ecco introduced Running, which was designed 

as a natural running shoe and preserves the natural 

bio mechanics of the foot and ankle as closely as possible. 

The model was the culmination of nearly three 

years of design and production, so in many regards, 

the company was way ahead of the current natural 

motio n movement. 

The Biom Lite design is not based on 

correcting perceived shortcomings 

of the foot, rather on mimicking the 

biomechanics of barefoot running. 

The trail version of Biom is the latest creation in 

the five model Biom-series. It is made for all off 

road terrain with its rugged design. 

With the Running-series, Ecco also openly acknowledged 

that traditional technologies, like cushioning, 

motion control and stability, have been largely ineffective 

in reducing the rates of injury among runners. 

NeXt oN tHe marKet was the Biom Walk, a shoe based 

on the same principle as the running shoes, but with a 

focus on walking. Then came the Train, an all-around 

training shoe for all fitness-related activities, from running 

to gym classes. 

To promote the Biom-line, Ecco has two top Danish 

athletes pounding the pavement in the company’s shoes 

– Iron Man-triathlete Rasmus Henning and ultra runner 

Jesper Olsen. 

At the moment, Jesper Olsen is on his way from 

South Africa to Newfoundland Canada, the north-western 

tip of North America. 

He aims to complete a distance of 40,000 km, making 

it the longest fully GPS-documented run in the world. 


etail 

wax On 

In the spring of 2012 Fjällräven will kick off its biggest campaign ever. Through 

waxing stations at selected retailers, the company wants to teach user s how to 

increase the life span and performance of their outdoor garments. 

NoW it WiLL be eveN easier to increase the durability 

and performance of your Fjällräven outdoor clothing. 

Starting in the spring of 2012 users can get their clothing 

made from G-1000 waxed at selected retailers across 

Europe. 

“This is a way for us and our partners to show that we 

care about our users,” says Jerry Engström, Marketing 

Manager at Fjällräven. 

The Swedish outdoor company’s G-1000 fabric is 

a proven functional material that has been around for 

decades. However, many still do not take advantage of 

the benefits of strengthening their G-1000 garments. 

Waxing them with Greenland wax not only increases the 

water-and wind-repellent properties, but the garment 

also becomes even more durable and lasts longer. 

“In addition to sharing some of the practical outdoor 

knowledge, and showing how easy it is to wax, we also 

want to contribute to something that is interesting on the 

sales floor. We are convinced that this will not only attract 

visitors to stores, but will also create interesting dialogue 

between the store staff and visitors,” says Engström. 

NaturKompaNiet, sWedeN’s Largest outdoor equipment 

retail chain, has already decided to have waxing 

stations in their stores. 

“We see it as a way to increase service and to create 

closer contacts with our customers,” says Henrik 

20 


Hoffman, CEO of Naturkompaniet, which has 29 stores 

throughout Sweden. 

“By offering waxing, we bring customers into the 

stores. And while their garment is being treated, they can 

wander around and look at the collection, or discuss their 

experiences with the staff.“ 

to WaX or grease cLotHiNg in order to help them 

resist moisture is old knowledge. And yet it is surprisingly 

uncommon when it comes to outdoor clothing today. 

Maybe this is because we are used to “technical” materials 

and impregnation sprays. 

The G-1000 material was already in use back in the 

1960s. Participants in a Swedish climbing expedition to 

Greenland shared their experiences on outdoor clothing 

at the time, which they felt was too weak and impractical, 

with Fjällräven’s founder Åke Nordin. He sketched 

the foundations of a climbing jacket together with one 

member of the expedition. And even if the design was 

tailored for climbers, they took a great leap forward with 

the material itself, a very durable tent material, which was 

too heavy for lightweight tents at the time. 

When Åke applied a mixture of beeswax and 

paraffin, the material showed to be ideal for functional 

outdoor clothing. The material was named G-1000 (G 

for the expedition to Greenland) and the wax was called 

Greenland wax.

tHrougHout tHe years, G-1000 has taken part and 

shown its versatility and strength during many adventures 

and it has also won a number of awards. For example, 

at last year’s OutDoor fair the outdoor pants Keb, made 

from G-1000 and Nylon 6.6, received an award for the 

Year’s Best Outdoor Pants. Such attention, of course, 

provides the people at Fjällräven with even more motivation 

to promote the benefits of wax. 

“Wax is environmentally friendly, which really fits 

these times, and it’s so incredibly versatile and adaptable. 

With more Greenland wax you get a tighter garment 

that resists rain and wind, and it also increases durability. 

Less wax provides a cooler garment with more ventilation,” 

says Donna Bruns, Product Manager at Fjällräven. 

“We will set up a waxing station at our booth in the 

Scandinavian Village at the OutDoor exhibition. There, 

visitors can see for themselves how easy it is to wax 

G-1000 garments.” 

a groWiNg outdoor FamiLy 

The Vidda G-1000 pants were 

launched back in 1999. With 

reinforcements on the knees and 

seat, they are a workhorse for 

tough outdoor use and, of course, 

can be waxed for even greater 

durability. 

Today, the Vidda pants and the 

sister model Barents, are one of the 

world’s most popular hiking pants 

with nearly a half million pairs sold. 

In the spring of 2012, the series will 

be extended with the Vidda Pro 

and Barents Pro, with a new and 

more engineered cut. 

Hiking up the Tjäktja pass in 

Swedish Lapland. Jerry Engström 

together with product 

developer Henrik Andersson. 


& D 

the walkstool with its three telescopic legs is a patented 

Swedish invention. and it has been tested more rigorously 

than most of the products at the Outdoor fair. 

the stool 

that walks 

iN tHe spriNg oF 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 

22 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. 


& D 

24 

primaloft yarn – how it works 

New steps 

by Primaloft 

at tHis year’s ispo fair, Primaloft introduced Primaloft 

Synergy, an insulation technology engineered for sleeping 

bags and jackets. 

Synergy is a further development of Primaloft’s 

Infinity-insulation. They are both high loft continuous filament 

insulations, which means that they are very ”fluffy” 

and don’t consist of many short fibers, rather one long 

fiber that ”snakes” like a rope inside of the fabric. 

“The advantage with Synergy is that it’s a little bit 

thicker and has more volume – higher loft – than Infinity. 

This increases the volume of the air pockets inside the 

insulation, which means that the material can hold more 

warm air,” says Jochen Lagemann, Sales and Marketing 

Director Europe at Primaloft. 

According to Primaloft, their products mimic the 

structure of down and has the advantages of down filling 

(lightweight, traps a lot of air and is highly compressible). 


down and wool are considered unbeatable by many 

outdoor enthusiasts. Now, Primaloft is challenging 

this notion with two new synthetic materials. 

“But our synthetic polyester filling also gives you better 

water-repellency and the capacity to retain heat even 

in extremely wet conditions,” says Lagemann. 

The new insulation also has more compressibility 

than similar materials. 

“It makes it very light and easy to carry around,” 

says Lagemann. “You can have it in a small backpack 

or attach e it to your harness when you climb.” 

at tHe same time, Primaloft is introducing Yarn in cooperation 

with the Swedish brand Röjk. The material is a 

50-50 mix of merino wool and synthetic fibers. 

“It combines the hydrophobic properties of Primalof t 

and the hydrophilic properties of wool to form a dynamic 

“force field” to pull moisture away from the skin and 

push it out,” says Lagemann. 

Yarn is used in Röjk’s midweight and lightweight ski

Thermally Efficient 

“the advantage with 

High Loft 

Synerg Water Resistant y is that it’s a 

Durable littl e bit thicker and has 

Soft and Compressible 

more Migration volume Resistant – higher 

loft – than 

Infinity. This 

increases the 

volume “PrimaLoft of the 

air pockets.” 

® 

SYNERGY insulation 

is soft to the hand and looks 

PrimaLoft ® SYNERGY 

Testimonial 

Thermally Efficient 

primaloft synergy 

Moisture Management 

Water Resistant 

High Loft 

loftier. You have a very good 

insulation here!” 

Multi-denier Continuous Filament 

Jochen Lagemann, Sales and Marketing Director Europe. 

–Andrew Li 

President & CEO 

socks and according to Tungsang Röjk, the International 

advantages are a sock 

with a great fit and high breathability, while keeping you 

warm and dry. 

Lagemann stresses that Primaloft Yarn creates less 

friction than pure wool and is much more robust with a 

longer lifecycle for the user. 

“We Have Had uLtraruNNers testing Yarn socks and 

they say it’s working great,” he adds. 

Apart from Röjk, Primaloft is cooperating with many 

leading brands from Scandinavia, like Haglöfs, Helly 

Hansen, Norröna, Hestra and Houdini. 

“We don’t want to be just a vendor of our product. 

We want to be a strategic partner in the whole process; 

from the development of a new product to the education 

of the salespeople and retailers and the marketing,” 

says Jochen Lagemann. 

Advanced Continuous Filament Insulation 

ENGINEERED FOR MAXIMUM 

LOFT AND SOFTNESS 

a hot jacket in your 

chestpocket 

PrimaLoft, 

Houdini Mr Dunfri is a lightweight 

jacket that is comfortable both 

as outerwear and as a midlayer. 

It is water resistant, dries quickly 

and can be compressed and 

stowed into the chestpocket. It’s 

insulated with Primaloft One, a 

high-tech microfiber insulation. 

The face-fabric is treated with a 

durable water repellent (DWR) finish, for wind and 

water resistance. Mr Dunfri is developed in partnership 

with Primaloft, and the mountain guide and 

Houdini-contributor Carl Lundberg. 

® the leaders in research and development 

of high performance insulations and yarns, offer 

PrimaLoft ® SYNERGY, an advanced, multi-denier 

continuous filament insulation engineered for superior 

warmth, softness and loft. PrimaLoft ® SYNERGY 

is constructed of both fine and ultra fine denier 

continuous filament fibers. This fiber composition 

results in an insulation that raises the performance 

bar of continuous filament insulations. 

PrimaLoft ® SYNERGY insulation is recommended 

for use in sleeping bags and outerwear. PrimaLoft ® 

SYNERGY is highly durable and compressible, designed 

to keep the user warm dry and comfortable. PrimaLoft ® 

SYNERGY is easy to work with as it does not require 

scrim or quilting and is migration resistant. 

it’s cold and lonely 

at the top… 

MULTI-DENIER PERFORMANCE 

The ratio of small to large 

fibers …but is what Norrøna’s makes men’s Lofoten 

PrimaLoft Gore-Tex Performance Shell 

Insulated Jacket is good protection 

against cold, harsh mountain 

winds when you’re freeriding. 

It’s light and flexible, warm and 

waterproof. A helmet-compatible 

storm hood and zip-out powder 

skirt help seal you off from the 

blowing snow, and underarm zip 

vents dump excessive body heat. 

Norrøna also added internal pockets for your ski 

pass and MP3 player. Made of waterproof, breathable 

Gore-Tex with Primaloft synthetic insulation. 

® SYNERGY 

a high loft, soft and 

compressible insulation. 

(200x magnification) 

THERMAL PERFORMANCE 

.73 .62 

Barrier on the ridge 

PrimaLoft ® SYNERGY 

The men’s Haglöfs Barrier Jacket 

is a warm, multi-purpose, lightweight 

jacket with a clean design. 

It has an easily adjustable 

storm hood and can be packed 

away into its own pocket. The 

Primaloft fabric is highly breathable, 

which lets moisture escape 

to keep your body dry. The 

jacket is also highly wind resistant 

and treated with Durable Water 

Repellent (DWR) to keep the 

fabric dry longer. The Barrier Jacket uses Primaloft 

One, an ultrafine polyester microfibre insulation. 

V1/11 


Business 

Meet us at 

OutDoor 

25 leading outdoor brands from Scandinavia look forward to your visit. 

a5-300 

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 

a5-307 

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 

a5-401 

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 streetsmart 

clothing, influenced by the 

fascinating Icelandic environment. 

www.66north.com 

a5-301 

One of the world’s most active 

103-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 

a5-308 

In recent years this renowned Swedish 

company has become more of an 

urban brand. Now, the modern look 

has been preserved, but functionality 

has returned to Tenson’s roots 

– the outdoors, skiing and marine 

activities. Tenson’s new design 

team has managed to combine 

comfort, style and quality into the 

new collection. www.tenson.com 

a5-402 

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 

a5-302 

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 

a5-309 

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 

a5-403 

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 

a5-113 

Optimus has indeed a burning passion 

for what they do. The company offers 

stoves and cooking equipment that are 

safer and more userfriendly than many 

others. The Optimus mission is that 

outdoor cooking should be fun and 

relaxing – and the result delicious. The 

company was started in Stockholm 

in 1899. www.optimusstoves.com 

a5-303 

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 

a5-311 

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 

a5-404 

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 every garment 

is recyclable. This means you can 

dress sustainably in Houdini – from 

underwear to outerwear. 

www.houdinisportswear.com 

also members of SOG: Gränsfors Bruks, tretorn, Seger, Polygiene, Hestra, devold, Sätila, dale of Norway, 

craft, icebug, Point 65, thule 

26 ScaNdiNaviaN OutdOOr NewS

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 

a5-304 

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 

a5-312 

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 

a5-405 

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 119, 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 

a5-305 

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 

400 kilograms. www.walkstool.com 

a5-315 

Living in a Nordic tipi is an outstanding 

way of living with nature, as did the 

Sami people and the Indians. Since 

1989, Tentipi manufactures Nordic 

tipis in Swedish Lapland. They are 

truly portable, comfortable and 

secure and suit all kinds of outdoor 

pursuit enthusiasts. They are a home 

from home, letting you embrace 

the elements. www.tentipi.com 

a5-406 

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 

a5-206 

“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 

a5-306 

Isbjörn of Sweden has set a new standard 

in outdoor clothing for kids. With a 

design and quality comparable to the 

best of outdoor wear for adults, Isbjörn 

of Sweden is keeping more and more 

kids warm and dry in all weather conditions. 

The company also has a strong 

commitment to the environment. And 

the name Isbjörn? It is Swedish for polar 

bear. www.isbjornofsweden.com 

a5-400 

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 

a5-408 

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 

www.scandinavianoutdoorgroup.com 


Business 

The Scandinavian Outdoor 

Group (SOG) was founded in 

2000 as an industry initiative 

to serve outdoor retailers 

and media in export markets. 

It unites well-respected 

outdoor gear manufacturers 

from all five Nordic countries: 

Norway, Sweden, Finland, 

Denmark and Iceland.

Photo: Fredrik Schenholm 

Skarstind 40L Lady 

See our new and updated 

backpack range! 

Hall A5 Stand 301 

Bergans of Norway has contributed to set the standard for 

the world’s most advanced outdoor equipment 

for more than a 100 years. 

www.bergans.com

News - Scandinavian Outdoor Group

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