HAGLÖFS TIGHT
The TIGHT backpack marked the start of Haglöfs’ emergence as a modern outdoor brand. With over 1 million TIGHT backpacks sold, it is one of Haglöfs’ big success stories. A new chapter is now being written in this saga.
The history of TIGHT
The TIGHT backpack was introduced in 1993 after a long development phase. The backpack’s design and close fit were quite different than the other backpacks at that time, which either sat on a frame or hung loose and slapped against the back of the person wearing it. Together with an advertising agency, Haglöfs prepared a very detailed plan that included everything from the product name to the marketing and sales strategies.
TIGHT was developed to attract a new, young and modern user, and the product launch was in many ways innovative with pictures of mountain climbers, mountain bikers and “snowboard phantoms” as well as the tagline, “You should be moving – not your backpack”.
Haglöfs opted to size the backpacks as small, medium and large rather than the traditional litre measurements to make it easier for the backpack’s target group to choose the proper size. Haglöfs’ own logo was toned down to give more room for the product name. TIGHT became a big success and played a pivotal role in creating a modern Haglöfs.
Through the years, TIGHT has continued to be refined and new sizes and variations have come and gone. The classic TIGHT backpack, however, is more or less unchanged since it was introduced 20 years ago. Tear-shaped and with a low centre of gravity in order to stay in place and follow the body’s movements regardless of the activity; contoured and articulated shoulder straps; attachment for an ice pick and a chest strap, both of which are detachable. With over 1 million sold, this backpack is not just one of Haglöfs’ most popular products, but also perhaps the most tried and tested.
Classic backpack in new packaging
For spring/summer 2015 Haglöfs is introducing three new versions of the TIGHT backpack, which with new colours and materials offer exciting complements to the already classic versions.
TIGHT LEGEND plays with colours inspired by the era when the first TIGHT backpack saw the light of day. Strong colours in happy combinations that will remind people of their younger days and appeal to those who know that you only have one chance to make a first impression. TIGHT ICON is somewhat more subdued in its colour options but has a “pop” colour that stands out.
“TIGHT LEGEND and TIGHT ICON flirt with the 1980s and 1990s. We have gone back in time and looked at Haglöfs’ products, advertising and marketing as well as how colours were used in general back then. All of the backpacks have exactly the same properties as all TIGHT backpacks have had throughout the years - durable material and a close fit to make the backpack sit up against your back – but then we added festive colours in fun combinations,” says Viktor Wramdemark, Business Area Manager Hardware.
TIGHT RUGGED is the first TIGHT backpack in Haglöfs’ newest product concept, Outdoor Lifestyle. This line of products is intended to function in the border zone between nature and the urban environment and contains functional products that can handle every situation you meet during your everyday life. TIGHT RUGGED is made from a durable, waxed cotton canvas and unites a pure natural surface with the technical functions for which the TIGHT backpack is known. TIGHT RUGGED has also been equipped with a protective pocket for a laptop – not a lot of backpacks will offer this feature along with an attachment for an ice pick!
Text and images are available at www.haglofs.com/press
For more information please contact:
Sara Skogsberg Cuadras
Communication Manager
+ 46 8 584 400 14
sara.skogsberg-cuadras@haglofs.se
Haglöfs develops clothing, footwear and hardware for people who invest in an active outdoor lifestyle. From small-scale backpack manufacturing in 1914, Haglöfs has developed into one of the world’s leading suppliers of technical and sustainable outdoor products by means of modern product development and strategic distribution. The Haglöfs brand is primarily marketed to 25 European and Asian markets and the company employs some 200 people. Sales for 2014 amounted to SEK 766 million. Haglöfs is owned by ASICS Corporation since 2010. www.haglofs.com
CONTACTS:
Communication Manager: Sara Skogsberg Cuadras, sara.skogsberg-cuadras@haglofs.se
CEO: Peter Fabrin, peter.fabrin@haglofs.se
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