Haglöfs was founded by a man with both visions and dreams. Wiktor Haglöf, son of a forester, was a good old-fashioned carpenter, fully convinced that in order for something to be really good, you had to make it yourself. The outdoor lifestyle a century ago was far from the self-chosen pleasurable pastime it is made up to be today. At least in Wiktor’s world. It was rather a struggle, working in the woods, or long journeys through rough landscapes in harsh weather just to get to school. So Wiktor Haglöf would base his company on the vision of easing the struggle, to improve life for those who had to endure the outdoors, not by choice, but to get by. We think this is solid ground for an outdoor brand. This means that everything Haglöfs does has purpose, every detail is made to make the outdoor lifestyle a little more enjoyable. When your gear and clothing are designed to be a reliable partner, helping you to get the work done – a shiny surface isn’t worth a thing. Only high-quality crafted goods make the cut.