THE SPIRIT OF HAGLOFS SKI CLOTHING
Many of the characteristics found in a modern Haglofs ski clothing date back principles set by founder Wiktor Haglöf. Based in Sweden Haglof has dedicated itself to creating products with great attention to detail hidden within the initial image of simplicity. A closer look reveals the quality of material and durable seam constructions that separates Haflofs from its competitors.
THE HAGLÖFS LOGO
Haglofs Ski Clothing logo was based on Wiktor Haglöfs’ monogram drawn by the founder himself. Over the early years several variations of the monogram have been produced. Since incorporating in 1955 a logo designed by an artist in Borlänge was used until recently. Adapting a more technological edge in 2000 the current logo was revealed after several years of preparation – this logo, which continues to be used today, projects Haglofs as a technologically advanced company with its seemingly digitized letter ‘H’ .
Founder Wiktor Haglöf was born in 1886 in the rural village Torsång, Dalarna, Sweden. Growing up on a farm, Tjösgården, in Dalvik next to the beautiful lake Runn clearly taught him the value of authenticity. What exactly prompted Wiktor to start a backpack manufacturing operation remains unknown. His technical abilities were gifted by his father. Gustaf Haglöf, had invented his own compass to better navigate the treacherous lake Runn on his many rowing trips to Falun. Perhaps as a way to excape from the hard physical labor of farming and forestry work in those days Wiktor set about to create a product that the people needed.
From1990 Haglöfs extended its product line to clothing, a natural progression for a sporting goods maker. After several years of trial and error the line was launched. As part of a new generation, Mats and Lennart started to work on developing Haglöfs’ business concept and strategies into something that was more in line with their thoughts and ambitions. The business concept they created is still Haglöfs’ business concept today.
THE TIGHT BACKPACK
1993 saw the release of the Tight backpack, which would play a key role in the modernization of Haglöfs. Research led to a development process that would set Haglof’s designs apart both aesthetically and technically. The Tight backpack was developed to target a younger market than Haglöfs traditionally served. One deviation from the market standard Hagloff tried was to offer small, medium and large sizes instead of the traditional liter measurements found in backpacks. A cleaner design evolved in part by the downsizing of Haglöfs’ logo so that the focus was on the product’s form. The backpack became a huge success for the company, expanding its market to other Scandinavian major cities.
The advertising firm Strix helped coin a new slogan to go with the Tight backpack – “You should be moving – not your backpack”. This represented an evolution in Haglöfs’ marketing that would eventually allow it grow into the world class company it is today. As is often the case, sound early principles set forth by a passionate owner grow over time as each new generation layers in their expertise into the company’s DNA. Eventually a wonderful synergy develops allowing the company to scale markets at an increasingly competent rate.
Haglöfs has boldly acknowledged that the garment industry has historically not acted in the most environmentally friendly way and so it has made concerted efforts towards reducing the impact of its production processes. This began by joining Bluesign® and the Fair Wear Foundation, setting and meeting stringent real-world goals of recycling and toxicity reduction as well as fair labor practices – something that many multinationals still ignore.
Take Care is our watchword and our symbol. It’s now at the heart of all we do, integral to our entire process. From increasing the percentage of recycled materials to developing a brand-new fluorocarbon-free Durable Water Resistance treatment, we are continually improving our entire product line, not just a select few products.
We’re not perfect, and there is much work yet to be done. But we have made great strides, met difficult goals, and set the next set of bars even higher. We believe that sustainability is essential, and we look at every part of our business for opportunities to improve. On our journey into the future, we wish to leave behind nothing but footprints.
In 2015, the Swedish trade magazine Sportfack awarded Haglöfs as the Sustainability Brand of the Year. The award was presented to Haglöfs during Swesport, the Swedish outdoor and sports trade show held in Stockholm.
A NEW PARENT LEADS TO INNOVATIVE COLLABORATIONS
In 2010 Haglöfs was acquired by the Japanese sports shoe company ASICS. Building on a new found synergy with ASICS, Haglöfs began an expansive phase with a focus on extending their marketplace globally. Combining expertise Haglöfs and ASICS began creating running shoes that combined their respective expertise. The collaboration has produced advanced types of footwear across a range of sports. Of these it is the Gram Comp line most exemplifies the winning combination of technical, functional and aesthetic attributes. No matter your brand loyalty these shoes will make you take notice. Their technical brilliance will make you consider buying a pair.