5 Scandinavian brands opting out of today’s shopping hysteria

Haglöfs pre-launches new second hand concept Restored today

In recent years, Haglöfs’ Green Friday initiatives have become well-known for taking a stand against the environmental and social perils of excessive consumption. The company has closed down shops and webstores on the most notorious shopping day of the year, and last year even increased its prices, while giving profits to environmental charities. 

This year is no different with the brand taking the opportunity to promote the option of second hand as the most responsible choice this Black Friday. The sale of new products is restricted by once again closing down its webstore and all of the Haglöfs brand stores apart from the one in Stockholm, which, however, doesn’t sell the regular product line. 

Instead, visitors to the latter will get a chance to try out and purchase the new second-hand collection, Haglöfs Restored, which also gets its digital debut on the company’s Instagram page. For the concept, Haglöfs has partnered up with The Renewal Workshop, a leading provider of circular solutions for apparel and textile brands. Products that still have life in them but would otherwise go to waste are cleaned, repaired, reproofed, and restored to the brand’s standards, before being added to the collection.

The message is simple: if you have to buy something today, take a stand and buy second-hand.

— This new collection is as functional and good-looking as our regular one but has an added environmental benefit. By restoring items which would otherwise be neglected or discarded — and giving them a new lease of life — we’re directly saving on waste, emissions, and water in the manufacturing process, and keeping still-premium materials out of landfill. We’re making the most of what we already have by providing second-hand gear for first-hand adventures, says Fredrik Ohlsson, CEO.

Haglöfs Restored will launch officially in FW21 and is part of a wider program of initiatives aimed at extending the useful life of the brand’s gear, to be presented to the consumer in 2021.

ASKET collaborates with photographer Jonathan Daniel Pryce to celebrate the power of timeless style

For the fourth year running, Swedish menswear brand ASKET will be closing their online store on Black Friday. Instead redirecting customers to their Garment Care Portal and encouraging them to take care of what they already have, rather than buying something new.

They’re also teaming up with award-winning fashion photographer Jonathan Daniel Pryce, who you might know as Garcon Jon, for a photo series. It’s focusing on the timeless essentials from ASKET’s Permanent Collection, to which the brand only adds 3 to 4 new pieces a year, as well as include subtle hints point to failings within the current fashion system.

— I like that ASKET works to restore the simplicity of garments, bringing them back to their very essence; quality, fit, and timeless design — there’s a beauty in that, says Pryce.

— Typically editorial shoots showcase the latest fashion trends and short-lived seasonal pieces, but in collaborating with Jonathan we wanted to challenge that notion, showcasing that fashion fades with the season but true style prevails. We want to inspire people to focus on fewer but quality belongings that they can rely on year in, year out, says August Bard-Bringéus, co-founder.

Organic Basics is lowering the prices for a good cause

The Danish basics brand is one of the leading sustainable-minded Scandinavian brands as of today. Launching today is the Regenerative Cotton Pilot Project, for which Organic Basics has partnered with WWF to give direct support to farmers in Büyük Menderes Basin, Turkey, wanting to make the switch to regenerative cotton.

Since the industrial revolution, Organic Basics shares, the way we produce food and clothing has been damaging our ecosystem, contributing up to a third of global carbon emissions. Deep-tilling and the use of harmful chemicals have turned the soil into useless dirt. To make matters worse, massive areas of land around the world have become barren. And these lands can no longer absorb carbon from our atmosphere.

Implementing regenerative farming practices can promote the growth and protection of healthy soil — and help draw more carbon down from the atmosphere.

For every order made during the brand’s 25% sale until Monday, they will donate €10. This €10 will enable 5m² of cotton fields to be converted to regenerative practices. The goal is to convert 30,000m² of land, to draw down over 800 tonnes of carbon back to where it belongs.

Filippa K highlights their Core Collection

Yes, today is truly a great opportunity to drive a movement of mindful consumption. Take Circular Monday, for an example. Since their beginnings in 1993, Filippa K has valued longevity and strived to create clothing in a — literally — timeless fashion. Their own consumer surveys have proven that it works, revealing that 83% of the pieces purchased by their customers through the past 20 years are still being used on a regular basis.

Instead of taking part in sales during this period, the brand will communicate their Core Collection of permanent pieces — a range that’s always available and never on sale. Each piece is timeless and seasonless, made in classic colours and quality materials. 

Good for the customers, good for the brand, good for the, struggling, retailers. And, needless to say, a better choice for the planet.

Lundhags launches pliking initiative to reduce overconsumption and environmental destruction

This weekend, Lundhags starts the initiative pliking (picking up litter and hiking) as a response to more and more litter ending up in nature.

— Nature and the wilderness are a fantastic source of recreation and recovery and we see how more and more people discover nature in these difficult times. Unfortunately, what we also see is increased wear and littering, which led us to start this initiative, says Caroline Karlström, marketing manager, continuing,

— We start the initiative on Black Friday as a way to ”disrupt” the unsustainable shopping hysteria. We hope to inspire people to go out and enjoy nature instead of shopping and at the same time bring a bag to fill with the litter you find.


6 essentials from the worlds of sports, outdoor, beauty, and tech

Bang & Olufsen’s new flagship headphones

Beoplay H95 is the Danish sound specialist’s finest wireless headphones yet, celebrating their 95th anniversary. Except for the highest quality both in sound and materials, it features long-lasting comfort thanks to the over-ear design with soft lambskin ear cushions, really effective noice reduction, and a completely revamped head-band design for a cleaner look. The earpad design fits nicely around the ears and is no bigger than necessary. This shape, formed in soft memory foam, also creates good contact to the skin, which is important to block the noise from outside.

Björn Borg’s reflective capsule

The Swedish sports fashion brand just released their Running from Daylight collection, a men’s and women’s limited edition for fall. Featuring reflective graphic prints with different sayings the brand strongly believes in, such as ”Advantage”, ”It comes from within”, ”Against any norm”, they hope to inspire people to reach their full potential. All while highlighting the importance of being seen in the dark when out training.

Haglöfs’ super-versatile trekking shoe

The new men’s and women’s silhouette Duality AT1 GT offers a combination of comfort, good support, and protection. It’s made of sustainable premium materials, by and for the outdoor enthusiasts. As the name suggests, it comes with not just one, but two pairs of midsoles — one for tough terrain and one for smoother surfaces — so you could basically describe it as two pairs of shoes in one. Or, simply put: next-level versatility.

Meraki’s organic face care

Does it get more Scandinavian than this? Developed and produced in Denmark, Meraki’s brand new face care series (also the top picture) offers mild and nourishing products that will keep your skin looking healthy and radiant. Each one of the seven organic products is rich in active ingredients that cleanse, nourish, and moisturize.

Babor’s instant energy for fatigued male skin

The leading German skincare brand is best known for their signature product as they were the first brand to introduce single-use ampoules, offering the highest concentration for instant results. Today, they sell 200 ampoules a minute on 70 markets across the world. This fall, as part of their relaunched Babor Men line, they introduce Instant Energy Ampoules, a powerful energy kick for male skin. For maximum result, use the seven ampoules in one box in the morning once a day during one week, after cleansing, before your day cream.

…and a little something for the weekend

If you happen’ to be in Stockholm, this weekend’s sale Club Vintage is a must. The recurring event, hosted by Shirtonomy’s Creative Director Tobias Skogquist, is a concept for those who appreciate the craftsmanship behind sartorial quality products as well as sustainable consumption, at an affordable price. Address: Jungfrugatan 29.