Haglöfs: Outsiders by nature: farther, wilder and freer

By Malin Norman | Photos: Hans Johansson

Rooted in Swedish heritage and sustainability, Haglöfs is a progressive outdoor performance brand with its eyes firmly set on the future. Thinking outside the box, drawing outside the lines, living outside the comfort zone – outsiders by nature. This season sees exciting new initiatives, including a new black standard. Scan Magazine catches up with the pioneers to hear more.

Haglöfs, one of the oldest outdoor brands in the world, has over 100 years of heritage defined by quality and durability. Founded by carpenter and visionary Wiktor Haglöf in 1914, it has developed into a progressive outdoor performance brand dedicated to pushing the boundaries of the dreaded comfort zone.

“From humble beginnings, our story has since evolved, and so has our offering,” says Victor Adler, chief marketing director. “Seeking constant progress, we’ve ventured into new territory, creating technical designs that set a new standard in craftsmanship and committing to do all we can to ensure that the outdoors will still be there for future generations to explore.”

Haglöfs: Outsiders by nature: farther, wilder and freer

The brand’s journey into more technical performance equipment includes sponsoring expeditions to Nepal in the 1970s, as well as Swedish mountaineer Göran Kropp’s adventures in the 1990s. This is also when the L.I.M Series was introduced, with lightweight, packable and versatile outdoor essentials. “In a world obsessed with excess, our design process leads to a clean and minimalist aesthetic,” says Adler. “Our L.I.M Series challenges every gram, to maximise the feeling of freedom outdoors. It’s built around the idea that if you head out with less, you’ll be free to experience more.”

Victor Adler, chief marketing director.

A new pre-dyed standard for black

In collaboration with Polartec, a new initiative has been introduced by Haglöfs this spring. Standard Issue Black™ is a shared pre-dyed black standard designed to simplify sourcing and reduce the environmental footprint associated with fabric dyeing and colour development.

“Black is the most used colour in outdoor apparel, yet it’s rarely the same shade from one fabric to another,” explains Adler. “Across the industry, countless versions of black are developed and dyed separately, creating unnecessary complexity and impact. We aim for long-lasting gear, lower-impact materials, and industry collaboration to reduce unnecessary variation in the outdoor industry and support more responsible product development.”

This is demonstrated through Black Capsule, a limited edition collection created using existing Polartec leftover fabrics in multiple black shades. Rather than creating something new, the capsule brings these variations together to make the implications of today’s fragmented approach to black visible, and to set the context for a shared standard going forward.

Alex Hackel, new brand ambassador.

Olympic race suit and L.I.M Horizon

The technical expertise of Haglöfs extends not only to expeditions and new standards, but also to the Olympics. As an official partner of the Swedish Olympic Committee (SOK), Haglöfs was entrusted with designing the official race suit for Sweden’s alpine skiing disciplines and ski cross at the 2026 Winter Olympics in Milano Cortina.

Haglöfs: Outsiders by nature: farther, wilder and freer

The L.I.M Series, which was launched in the late 1990s, has also evolved over the years and this spring sees the addition of the new L.I.M Horizon collection of footwear that is thinner, lighter and free of anything that is not absolutely necessary for performance. Engineered for comfort and freedom, L.I.M Horizon includes four lightweight shoe models for a wide range of activities, terrains and weather conditions, featuring the latest technologies from Vibram and GORE-TEX.

More forward-thinking collections are in the pipeline from the Haglöfs innovation lab, such as apparel and backpacks for ski touring. In the meantime, check out the Vassi series, for pushing boundaries on the mountain, and the Latnja collection, for losing yourself in moments of adventure.

Haglöfs: Outsiders by nature: farther, wilder and freer

Adventurous Haglöfs ambassadors

“At Haglöfs, we see ourselves as outsiders by nature, combining a true love for the outdoors with a spirit of being progressive and to always challenge the status quo,” elaborates the marketing director. “This also extends to our ambassador team, who really embody the outsiders by nature spirit.”

Professional skier Alex Hackel from Boston is the newest ambassador for the brand. Known for redefining modern freeskiing through creativity, authenticity and community-driven storytelling, Hackel represents a new generation of athletes who push boundaries both on and off the mountain.

“Alex embodies what it means to be an outsider by nature,” adds Adler. “He moves beyond traditional competition formats and brings creativity, individuality, and purpose to everything he does. That mindset mirrors Haglöfs own heritage, rooted in Scandinavian nature and driven by innovation.”

Haglöfs: Outsiders by nature: farther, wilder and freer