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Why Haglöfs Backpacks From Sweden Are a Global Favorite
Blessed with abundant natural beauty, Sweden is one of Europe's most outdoorsy nations, a place where people enjoy outdoor activities and seasonal recreation all year long.
Among the Swedish people, there is a backpack that has been cherished for over 100 years: the Swedish-born brand Haglöfs. We sat down with Hayato Miura and Masanari Onda from RCT Japan Co., Ltd. for a deep dive into the brand's history and its product lineup, from hardcore mountaineering packs to backpacks perfect for daily use.
The Brand's Roots: A Backpack for Lumberjacks
To understand Haglöfs, we have to go back more than a century. Miura takes us through the brand's origin story."Haglöfs was founded in 1914 in the Dalarna region of Sweden. Its founder, Wiktor Haglöf, began by making backpacks for local lumberjacks to use in the mountains. At the time, the standard getup for a Swedish lumberjack was a wool jacket and a hat adorned with a hawk's feather—a pretty stylish look, even by today's standards.
So, Haglöfs sold not only backpacks for lumberjacks but also the hawk-feathered hats they loved. These backpacks featured a metal frame on the back, making them remarkably comfortable to wear. The craftsmanship is incredible for a pack that's over 100 years old."
Haglöfs Achieves 98% Brand Recognition in Sweden
Moving forward, we continue our chat with Miura as he shows us some pieces from the 1970s to the 1990s."By the 1970s, the brand's focus had shifted from professional work gear to backpacks designed for outdoor recreation and leisure. The piece we're looking at now is likely from that decade, with the material changing from canvas to nylon and the frame on the back made of aluminum."
"Then, in 1993, the 'TIGHT' backpack was released. It was an instant hit with backpackers, and the subsequent release of various styles and successor models cemented its status as one of Haglöfs' signature items.
The TIGHT continues to be updated, and while it's not sold in Japan, it remains a staple item in Sweden today. While Haglöfs wasn't available in many countries or regions during the '70s and '80s, the release of the TIGHT was a major turning point, and the brand appears to have expanded significantly after 1993.
This brings us to another interesting fact: Haglöfs is said to have 98% brand recognition in Sweden. Thanks to its wide range of sizes, the TIGHT sparked a massive trend, so much so that it became a common 'Swedish experience' for everyone to own one. This legacy continues to shape the brand today."
The L.I.M ZT II 30: A Technical Pack Representing Modern Haglöfs
Now, let's explore the Haglöfs of today. When you think of Haglöfs, many might picture a brand cherished by serious mountaineers. We'll kick things off with a highly technical item, introduced by Onda."Today's items feature what we call the 'Digital H' logo, which is different from the old one. Though we call it modern, this logo has actually been in use since 2000. The item I want to show you is the 'L.I.M ZT II 30,' a technical pack.
Let's start with the material, which is 'Dyneema.' To put it simply, it's a lightweight yet incredibly strong material that's 15 times stronger than steel. It's used in bulletproof vests, climbing ropes, and more recently, in high-altitude mountain tents.
The front section uses a different material called 'Spectra' in a ripstop construction. It has a grid-like weave, which prevents tears from spreading if the fabric is punctured.
The 'L.I.M' in the product name stands for Haglöfs' unique L.I.M series, an acronym for 'LESS IS MORE.' This series reflects a minimalist design philosophy, giving it a distinct Scandinavian feel. And 'ZT' stands for 'Zenith,' meaning the highest point. The name implies that this item represents the pinnacle of our design.
As for its features, you can access the main compartment not only from the top but also through a zipper on the back panel. A strap at the top of the back is for securing ropes, and the attachment for an ice axe uses a built-in magnet, allowing you to operate it even while wearing gloves. Every detail is thoughtfully designed.
The shoulder harness is a vest-style design that enhances usability, with pockets for a small water bottle or trail snacks. This pack is incredibly lightweight; everyone is amazed when they actually pick it up. And as you use it, you'll truly appreciate the strength of its material."
The 'Corker,' a Pack with a Strong Scandinavian Design Vibe
From Haglöfs' extensive backpack lineup, we're shown another item perfect for everyday use. We continue our conversation with Onda."A representative item I'd recommend for daily use is the 'Corker.' With its minimalistic design, it's an item everyone in Sweden knows. 'Corker' is English slang for 'something really good.' Its key features are its unique freestanding structure and side-opening design.
This side-opening system allows you to see everything inside. If you slip off the left shoulder strap and swing the pack to your front, it's incredibly easy to get things in and out. You'll appreciate its convenience every time you use it. The main compartment is partitioned by a laptop sleeve and a mesh pocket. There's a pocket on top and a drink holder on the opposite side.
The material is recycled polyester, and it's also a popular item known for being lightweight and comfortable to carry."
Miura tells us that Sweden is a place where the city and the forest are seamlessly connected, with plenty of natural areas just a short trip from urban centers. We hope this gives you a sense of the Swedish lifestyle and the appeal of Haglöfs, a brand built on concepts like the Scandinavian design of the L.I.M series.
Last September, Haglöfs opened a flagship store in Harajuku, where you can experience the brand's world firsthand. Whether you're an outdoor enthusiast or a city dweller, you're sure to find a Haglöfs backpack that perfectly suits your style.
101, 3-25-18 Jingumae, Shibuya-ku, Tokyo
Phone Number: 03-6455-4511
Business Hours: 11:00 AM - 8:00 PM
Closing days vary
PROFILE
Sou Miura
RCT Japan Inc.
General Manager
During his student years, he backpacked across America and has experience on an expedition to Mt. McKinley in Alaska. He also worked at Haglöfs headquarters in Sweden. Currently, he is involved in all Haglöfs-related operations at RCT Japan.
PROFILE
Masanari Onda
RCT Japan Inc.
PR
From Hamamatsu City. At RCT Japan, he handles public relations and manages the online store. Last year, he spent a month in Haglöfs' home country of Sweden, exploring trails in the region and neighboring countries. He has recently taken up trail running.
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