Shosho – a legend has returned
Haglöfs first introduced its Shosho backpack in 1986. Through the years it has been taken on a countless number of adventures – both near and far. Thanks to its simple construction, Shosho had a long life. After several variations, it was eventually replaced by other products, but the memory of Shosho lived on. In the spring/summer of 2013 Haglöfs will reintroduce Shosho – a legend that will return with a new appearance.
The first Shosho backpack was released almost 30 years ago and through the years it has become synonymous with the term "all-round". When Haglöfs reviewed its products in preparation for its development of the collection for the spring/summer of 2013, the company realized that it was missing a truly basic backpack. There was no plan at that time to develop a new Shosho, but as the development process progressed the backpack slowly emerged.
Haglöfs' development team wanted to put together a really simple all-round backpack; a backpack that could be used in both the summer and winter and that would be ideal for the commute to work and work-outs as well as mountain hikes and day trips into the forest. One of Haglöfs' designers, Henrik Björkman, determined that a
gym bag was the simplest design. Sure, it was extremely simple, but it was still extremely functional.
New Shosho is born
Henrik started to sketch a new backpack that prioritized simplicity and could be used more or less for any activity. If, against all odds, it would tear, the idea was that it would also be easy to repair. During the development process, Henrik and several others discovered that they recognized the backpack – and after a while it became increasingly clear that they were developing a new Shosho.
From the back of a storeroom Haglöfs dug out an apple-green Shosho 3000 from 1994 for comparison. The appearance of this apple-green backpack prompted both employees and visitors to the office to share anecdotes and stories about the experiences they had with their Shosho. Many unbelievable stories and a lot of laughs later, Haglöfs decided to welcome a dear old friend back into its fold. The development of the new Shosho became a fact.
Shosho – a legend with a new appearance
The new Shosho is a 30-liter backpack made from a bluesign®-approved fabric that is normally used in Haglöfs' most advanced skiing bags. Just like its predecessor, Shosho has a simple construction and few features – in order to last year after year.
Shosho primarily consists of three sections and has compression straps integrated into its thrifty seams. The back section has a simple but comfortable shoulder strap. The chest strap and hip belt can be detached to use the backpack in an urban environment.
Shosho has two handles, one of which is attached to the top of the bag making it possible to easily hold onto the lid as you put items into or remove items from the bag. Practical, simple and timeless.
For further information please contact:
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 2011 amounted to SEK 626 million and the company has over the last five years achieved an average growth of 10 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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