News - Scandinavian Outdoor Group

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
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ScaNdiNaviaN OutdOOr NewS
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.