Haglofs think of the weather as something to enjoy, rather than something to endure. This mindset is really what makes them unique. It helps them constantly come up with warmer, lighter and stronger gear and clothing. Not only for the ones already in love with the outdoors, but for everyone. This means that they have to be more than only a producer of high performing products only. They have to be a motivator, too. Especially for people who are yet to discover the beauty of staying dry in the raging rain, or warm in a beautiful blizzard. They have been shouldering this role since the start, back in 1914.
Haglöfs was founded by a man with both visions and dreams. Wiktor Haglöf, son of a forester, was a good old-fashioned carpenter, fully convinced that in order for something to be really good, you had to make it yourself. The outdoor lifestyle a century ago was far from the self-chosen pleasurable pastime it is made up to be today. At least in Wiktor’s world. It was rather a struggle, working in the woods, or journeying through rough landscapes in harsh weather just to get to school.
Wiktor Haglöf would base his company on the vision of easing the struggle, to improve life for those who had to endure the outdoors, not by choice, but to get by. We think this is solid ground for an outdoor brand. This means that everything we do has a purpose, every detail is made to make the outdoor lifestyle a little more enjoyable. When your gear and clothing are designed to be a reliable partner, helping you to get the work done – a shiny surface isn’t worth a thing. Only high-quality crafted goods make the cut.
Their company is built on a strong value-driven foundation; reliable, curious and proud. Reliability means that you can rely on your Haglöfs gear to be durable, functional and sustainable. Curiosity comes from constantly evaluating themselves to become even more innovative and relevant. And pride is about their true passion for everything they do – ensuring you look better, feel better and perform better with your Haglöfs gear. With this, their vision is as obvious as it is true: they want to inspire people to get out there. It’s important for them to be your partner in the outdoors, even if your outdoor experience is a camping weekend once a year – or if you’re out on polar expeditions. That one camping weekend is just as important; it’s a memory being created there and then.
So this may be where they differ slightly from their competitors in the outdoor industry. It is your expectations on quality, sustainability, function and design that decide if their products will be your outdoor partners. Not just if your adventure is aiming for a spot in the Guinness Book of World Records, but also for those everyday adventures playing in the park with your family.