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The history of Haglöfs

Haglöfs is a brand that embraces the weather. Their view is that you should take it as it comes. And enjoy it!


The philosophy chimes with the old Swedish saying – ‘There’s no such thing as bad weather, only bad clothes.’ Accordingly, Haglöfs make equipment and clothes for people who get out there, whatever the weather. Today the company is one of the world’s largest suppliers of outdoor equipment. Their audience enjoys the pleasure of staying dry in a pouring thunder storm or keeping warm in the icy hug of a powerful blizzard. Founded in 1914 by Wiktor Haglöf, a real-deal outdoorsman, Haglöfs was born out of necessity. The outdoor lifestyle a century ago was not about enjoying nature in your free time – it could be a tough struggle, working in the woods through extreme conditions or journeying across rough terrain in biting low temperatures just to get to school. Wiktor Haglöf was the son of a forester and as a talented carpenter he knew that for something to be really good, he had to make it for himself. This led to his company being founded on the vision of easing the struggle – improving life for those who experienced the outdoors regularly, not merely for fun, but as a way of life. All these years later and Haglöfs continue to conceive and create uniquely tough and effective outdoor gear and clothing. And the audience has grown – Haglöfs are not only for people with a passion for outdoors, but for everyone. The brand produces high-performing products and motivates people to get out and use them. Haglöfs’ products embody purpose, every detail is there for a reason – to enhance the experience of being outdoors. When your gear and clothing are designed to be a reliable partner, then you are empowered and can go almost anywhere on the planet. Haglöfs is built on a strong value-driven foundation – the brand characteristics are reliable, curious and proud. Haglöfs equipment is durable, functional and sustainable. Curiosity comes from the brand’s constant evaluation to become even more innovative and relevant. Haglöfs take a real sense of pride in making sure their customers look, feel and perform better. The vision is as obvious as it is true: to inspire people to get out there. That competition win is important, but that camping weekend is of vital importance too; both are about being in the present and building memories. Whether your adventure is aiming for a spot in the Guinness Book of World Records, or an everyday adventure with your family, Haglöfs have got you covered. •