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If you’ve been to Sweden, you know that the outdoors is a big draw for both its residents and its visitors. Whether you’re craving the wilderness of trees, the reflective nature of the sea, or the chill of the arctic Swedish Lapland, Sweden is all about being outside. In fact, the Swedish Environmental Protection Agency website defines “outdoor life” as: “Being outdoors in natural and cultural landscapes for well-being and nature experiences without the expectation of competition.”
When I visited the country with Volvo Cars, made in Sweden, to test out their EX30, I quickly realized that I would need to upgrade my outdoor apparel to fend off the cold and keep me upright in the snow.
Thankfully, I’ve upgraded my outdoor apparel since then with these Swedish brands and recommendations. “In these regions, landscapes can quickly transition from serene to challenging, making reliable equipment [including apparel] essential for safety and comfort in remote environments,” says Katharina Sachs, Lead Exterior Designer for EX30, Volvo Cars. Check out the best Swedish outdoor brands below.
Houdini was launched in 1993 in Stockholm by a group of friends who loved to ski and climb. Their aim? To make great sportswear that didn’t harm the planet. Since then, they’ve innovated time and time again—from closed-loop garment recycling to circular use products, like using recycled polyester that reduced CO2-emissions by 60 percent and energy consumption by 60 percent compared to virgin polyester. More importantly? Their clothes are amazingly durable. “Houdini is a favored brand among many outdoor enthusiasts, and it’s not just about aesthetics,” says Sachs. “With its strong commitment to circularity, Houdini offers versatile performance and minimalist designs, making their clothing suitable for various activities.”
This Swedish footwear brand was founded in 2001 by a mother and son. They started the company for one reason and one reason only—to stop from slipping. Their dynamic steel studs for traction, combined with technology to keep feet warm and dry is their biggest selling point, and their grip technology has expanded since then, like with RB9X rubber on wet rocks, or tractor tread in mud. (I can attest, their boots saved me while in the Swedish Lapland, walking through the snow and ice.) They’re sustainably-minded as well, with a focus on getting people in the outdoors and helping to protect it while doing so.
This Swedish brand just recently made its U.S. debut after taking over the European market, and its focus is on making high-quality outdoor items that aren’t just made (and cut to fit) men. Founded in 2014, the brand’s outdoor pants were the launching pad to a full sportswear line that puts consumers (and the planet) first. We love the colors (a far cry from the often boring colors that are found in sportswear), and the fit.
Lundhags is not a new brand by any means—it was created by a shoemaker in 1932, inspired by the ruggedness (and need for navigating) the Swedish wilderness. It’s continued with its legacy today, with a focus on boots, bags, and clothing that can withstand the temps and terrain. Their gear also focuses on outdoor recreation, like Nordic skating and ski touring. Basically, if you need something that can handle the outdoors—and has the receipts to prove it—you found the brand.
Many Americans know the Fjällräven brand due to their colorful backpacks, but the brand is actually an outdoor gear go-to. “Fjällräven is also highly regarded for its long-lasting products that excel in all weather conditions,” says Sachs. “Their backpacks, in particular, are a popular choice for any big or small outdoor adventure due to their durability and functionality.”
