A new generation. Years later, his children joined the team, giving Wiktor more time to pursue his passion for innovation. During this stage of the creative process, the offer increased to include a series of new backpacks and products such as a backpack that could be changed into a seat in one step, as well as a baby carrier.
Customer ambassadors and marketing. For the next few decades, Haglöfs backpacks were sold throughout Sweden, with the Swedish Armed Forces and a growing Scout movement among the company’s important clientele. Haglöfs began naming its backpacks, inspired by Nature or by outdoors activities —a tradition that Haglöfs has maintained to this day.
A time of change. During a stagnation period in the brand’s market positioning in the sector, it expanded to include outdoors products:sleeping bags, tents and some footwear.Shortly after, in 1989, the brand designed and launched its own clothing line.
The 2000s. If the 1990s was the decade in which Haglöfs built its brand, the following decade was when Haglöfs created value. Product concepts such as LIM (Less Is More) and Climatic came into existence. A hundred years later, hiking backpacks were followed by hiking boots, down outerwear, and even essential Gore-Tex jackets that Wiktor had never dreamed of. Haglöfs’ new products, especially clothing, had taken the lead as the driving force behind the brand’s development.
Currently, modern Haglöfs is available throughout the world, while maintaining the basic aspects that have always been a part of its core identity: detailed manufacturing, high quality and a focus on functional solutions. Through the continuous development of innovations in everything from new support systems to material options, Haglöfs has become a leading player in the Technical Outdoor area, and several of its products have been awarded international prizes and honors.
The brand, born in a cabin so long ago, has a rich heritage and has created its own modern history as well. Over time, new chapters are added to this story,such as a lifestyle line with various technical products that are both fully compatible and easy to wear in an urban environment.
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