Jöttnar – Creating, Producing and Selling a New Brand

Outdoor retail is changing. Or should I say it has changed? It’s been 15 years for me in this industry now and things are very different from how they were when it all started on the shop floor of a well known store in the north of England. The past 5 or 6 years have […]

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Haglofs Ryggsack No.1 – An Exercise In Brand Heritage

As Haglöfs approached their 100 year anniversary they wanted to celebrate with a special product that would best represent the company and its history. As the very first Haglöfs product was a rucksack designed by Wiktor Haglöf himself, it was clear to the current crop of Haglöfs designers that a pack was the way to […]

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