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Haglöfs Green Friday
Haglöfs Green Friday

Press release -


The Swedish outdoor brand Haglöfs has, since 2016, chosen to take a stand against the phenomenon of Black Friday where retailers hand out outrageous discounts on all kinds of consumer goods.

Instead of taking part in the worldwide discount day Haglöfs will double the price on all clothing and gear in their brand stores*. Any revenue from Haglöfs brand stores on this day will be donated to Naturskyddsföreningen** (the Swedish Society for Nature Conservation).

The brand will further close their global web-shop during November 29th. Haglöfs calls the day Green Friday.

“As an outdoor brand we are deeply concerned about nature, and we are aware buying things that you don’t need just because it is offered at a bargain price doesn’t do it any good. By choosing to act against Black Friday, we want to encourage our consumers to think twice before buying a new product” said Carsten Unbehaun, CEO for Haglöfs.

Elaine Gardiner, Haglöfs Head of Sustainability explains further:

“By increasing our prices, we want to draw attention to the problem of large-scale discounting to drive sales on days such as Black Friday. We ask consumers to think about who is really paying for a bargain when products start to costs less than the cost of production.”

This will be the 4th consecutive year that Haglöfs celebrates Green Friday instead of Black Friday.

*Haglöfs own brand stores are located in Stockholm, Gothenburg, Åre, Helsinki and Oslo.

** Read more about Naturskyddsföreningen on

For more information, please contact:
Sara Skogsberg Cuadras
Corporate & CSR Communications Manager
+ 46 8 584 40 014 



More than a century ago, Wiktor Haglöf designed a backpack for local workers in the small Swedish town of Torsång. The creation of this durable, practical backpack would mark the beginning of what has now become one of the world’s largest manufacturers of outdoor clothing, footwear and hardware. The Haglöfs brand is currently marketed to the Nordic region, Europe and Asia, and has been owned by ASICS Corporation since 2010. For more info, please visit

Press contacts

Lisa Grübb

Press contact PR & Sponsorship Specialist PR
Sophia Schlör

Sophia Schlör

Press contact PR Manager PR

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Welcome to Haglöfs!

We come from Sweden, a country of extreme weather and extensive landscape. A place where the outdoors isn’t just a far off place, it’s in the fabric of our culture and community. We are committed to creating gear that will support anyone, anywhere in their own outdoor adventure. We were founded in 1914 by Wiktor Haglöf, a visionary with a dream and a toolbox. Our story has evolved from humble beginnings, and we’ve ventured into new territory, creating technical designs that set a new standard in craftsmanship.

At Haglöfs, we are Outsiders by Nature. We draw outside the lines, think outside the box, and live outside our comfort zones. We encourage exploration both physically and mentally through embracing the outdoors. We believe that everyone can experience the outdoors, and do all we can to ensure that it will still be there for future generations to explore.

Henry Bergstens väg 3, Hus B
176 69 Järfälla