An Evolving Mindset

For Tom-Oliver Hedvall, Swedish freeride skier, filmmaker and Haglöfs Brand Ambassador, the Haglöfs legacy feels very close to home. Raised in Funäsdalen, close to the Norwegian border, Tom was skiing before he could even spell the word. Alpine racing, moguls, freestyle – he’s done it all. By eighteen, Tom was winning freestyle and freeride competitions across Europe and making extreme freeriding movies with the legendary Free Radicals. Yet when injury reshaped his career and the mountains were no longer a backdrop, Tom began focusing on long-term projects rooted in authenticity and environmental awareness. For people like Tom, the process matters as much as the outcome. The fact that he is filming some of the most epic ski adventures of his life? He says it’s the proverbial dot over the i.

Shared Direction

Growing up in the mountains taught Tom the importance of gear that works in heavy snow, sharp winds, and long days far from shelter. It’s one of the reasons he became a Brand Ambassador and why his connection to Haglöfs is almost instinctive. Starting with the layers he trusts to work without fail, Tom’s loyalty to the brand runs from their functional designs and exclusive use of premium materials all the way to their unspoken respect for the environments we move through. “Often, the greatest journeys begin just around the corner,” he says. “Some of the most powerful moments in nature are found close to home. With my films and explorations, I hope to inspire others to see this possibility for themselves.”

Backed By Experience

More than a century after Wiktor Haglöf sourced raw materials and sewed backpacks, his innovative spirit and dedication to life outdoors continues to be passed on through generations. Framed backpacks were developed by Rolf Haglöf, Wiktor’s son, after traveling and hiking in France. Tents were created in collaboration with Swedish Guides and Scouts. Still today, Haglöfs designers and developers are hikers, skiers, climbers, and bikers who talk about fabric, fit and function in the context of everyday experience. Because Haglöfs represents a community of people passionate about the landscape that inspires them, and the mountains are still a fundamental part of their design philosophy.