Haglöfs sets its sustainability goals even higher

Haglöfs’ vision is to position the brand as the leader within Technical Outdoor and Sustainability on all important markets in the world. This is an ambitious vision and a journey filled with challenges. Haglöfs has today reached a point where its sustainability work is no longer a factor to take into consideration – but rather serves as the starting point for everything the company does.

Being aware and taking responsibility are long-established watchwords for Haglöfs. Topics such as environmental impact, working conditions and human rights have existed as parameters in Haglöfs’ development during modern times. Sustainability issues are currently fully integrated into its day-to-day activities, and the sustainability work is an ongoing process in which Haglöfs consistently searches for ways to improve.

Haglöfs’ sustainability work is aimed at the entire supply chain. During the idea phase, the company investigates environmental alternatives that can be used in the development of each product. With clear goals, membership in bluesign® and an ambition to use recycled and recyclable materials whenever possible, the work has a solid structure. In 2012 Haglöfs joined the Fair Wear Foundation, which means that the company now has a partner in its efforts to improve the working conditions at its manufacturers.

New sustainability goals for 2013
When Haglöfs reported on its previous sustainability goals in a recently published sustainability report, the company was able to announce that it had achieved all of its established product goals. Haglöfs therefore formulated new, more aggressive sustainability goals that will apply through 2015:

• 50% of all Clothing products sold will be made from recycled material.
• 80% of all Clothing products sold will be made from material approved by bluesign®.
• 50% of all Hardware products sold will be made from bluesign®-approved and/or recycled material.

With the spring/summer collection for 2014, which contains more bluesign® products than ever before, more recycled materials and t-shirts in organic cotton, Haglöfs is taking another step along the road to realising its vision.

Haglöfs stops anti-bacterial treatment
Leading up to the spring/summer collection of 2014, Haglöfs made a strategic decision to replace all of its anti-bacterial treatment. In all product areas, the previous treatment, a silver salt solution, was replaced by LAVA™. LAVA™ is a non-toxic, bluesign®-approved anti-odour treatment that consists of minerals, zeolites, which are microporous and have a small external surface area, but an extremely large total/inner area in the form of pores and holes. LAVA™ adsorbs the sweat particles (bacteria) that form when wearing a garment and ensures that they do not come into contact with other bacteria. As a result, they cannot grow and create bad odour. When a garment is washed, the adsorbed bacteria are rinsed out and the garment’s anti-odour function is regenerated.

Zeolites are naturally occurring minerals, but LAVA™ contains synthetic zeolites to achieve a high level of purity. Other areas where zeolites are used include water purification filters and particulate air filters.

Swapstories – a small contribution can make a big difference
Haglöfs sends a number of employees to The Sustainable Fashion Academy every year. This training course covers many different areas and aspects of the clothing industry. As part of the course, the students complete a final project. One of these projects led to the Swapstories concept, which was introduced in the autumn of 2012.

The idea is simple. A consumer turns in a used product to Haglöfs’ Brand Store in Stockholm with a short story about what experiences the product has been through – everything from the first excursion to the big expedition. The consumer then receives a 20 percent discount on a new product in the store in exchange for his/her contribution. The staff in the store put a price on the used product and mark it with a special Swapstories tag. The proceeds from the sale of these products are donated in its entirety to one of two charity projects that the new owner chooses between.

Since its start, the initiative has contributed, on average, SEK 10,000 a month distributed between Vi-skogen (an agroforestry project in Africa) and Projekt Åredalen (a Swedish volunteer organisation that works to improve the living conditions of poor families in Romania). A small contribution by a few that makes a big difference for many.

For further information please contact:

Lennart Ekberg
Director of Sustainability
+46 8 584 906 72
lennart.ekberg@haglofs.se

Sara Skogsberg Cuadras
PR & Media Manager
+46 8 584 40 014
sara.skogsberg-cuadras@haglofs.se

Haglöfs is one of the world’s leading outdoor suppliers and offers a responsible brand that meets modern day demands for products with a high level of functionality, good design and value for money to people who invest in an active outdoor lifestyle. Sales for 2012 amounted to SEK 690 million and the company has over the last five years achieved an average growth of 9 percent. Haglöfs is owned by ASICS Corporation since 2010. www.haglofs.se

CONTACTS:
PR & Media Manager: Sara Skogsberg Cuadras, sara.skogsberg-cuadras@haglofs.se
CEO: Nicolas Warchalowski, nicolas.warchalowski@haglofs.se

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