Press release -
Haglöfs challenges consumers to buy nothing new this Black Friday
In recent years, Haglöfs' Green Friday initiative has become well-known for taking a stand against the environmental and social perils of excessive consumption. The company has closed down shops and webstores on the most notorious shopping day of the year, and last year even increased its prices, while giving profits to environmental charities. This year is no different with Haglöfs taking the opportunity to promote the option of second hand as the most responsible choice this Black Friday. The sale of new products will be restricted by closing down its webstore and all of the Haglöfs brand stores apart from the Stockholm store.
On Green Friday this year, visitors to the Haglöfs brand store in Stockholm will get a chance to try out and purchase the new second hand collection, Haglöfs Restored, as part of a strictly limited teaser*. The regular Haglöfs product line will not be sold in the store on that day. The Haglöfs Restored collection will also get its digital debut on the company's Instagram page.
Haglöfs’ message is simple: if you have to buy something on the most aggressively sales-focused day of the year, take a stand and buy second-hand.
Fredrik Ohlsson, CEO of Haglöfs, says: "Our new Haglöfs Restored collection is as functional and good-looking as our regular collection, but has an added environmental benefit. By restoring items which would otherwise be neglected or discarded – and giving them a new lease of life – we're directly saving on waste, emissions and water in the manufacturing process, and keeping still-premium materials out of landfill. We're making the most of what we already have by providing second hand gear for first hand adventures."
For the Haglöfs Restored concept, Haglöfs has partnered up with The Renewal Workshop, a leading provider of circular solutions for apparel and textile brands. Products which still have life in them but would otherwise go to waste are cleaned, repaired, reproofed and restored to Haglöfs standards, before being added to the Haglöfs Restored collection.
Haglöfs Restored will launch officially in FW21 and is part of a wider program of initiatives aimed at extending the useful life of Haglöfs gear, to be presented to the consumer in 2021.
For more information please contact:
Sara Skogsberg Cuadras
Corporate & CSR Communication Manager
+46 8 121 362 33
*Haglöfs is aware of the rapidly changing situation with regards to efforts to control the spread of Covid-19. They will keep up to date with the advice from authorities for the Stockholm area and if necessary, adjust the plans outlined above. Their priority will always be the safety of their employees and customers.
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.
Currently marketed to the Nordic region, Europe and Asia, and has been owned by ASICS Corporation since 2010. For more info, please visit www.haglofs.com.