品牌故事. 04. 22.
Beyond Performance
Polartec X Haglöfs
In 1914, Wiktor Haglöf began making backpacks for local workers and foresters from a small cabin in Torsång, Dalarna. They needed equipment that could carry heavy loads across rough terrain and stand up to Scandinavia’s windy, rainy alpine conditions. Instead of compromise or excess, he focused on solving a practical problem for people who depended on their gear. Within two decades, that backpack evolved into a full range of outdoor equipment rooted in function-first practicality, an approach that continues to define the company to this day.
“The Swedish element reflects both our origins and our deep connection to nature, simplicity, honest design and purpose. In honoring our history, we actively shape the future of outdoor performance.” – Eva Weiss Head of Design at Haglöfs.
The Lasts Lifetimes Philosophy
At Haglöfs, responsibility begins long before production, with materials, construction and longevity meticulously defined during the early development phase. And within this careful balance of performance and progress, the company makes sure that innovation stays true to the core mission of crafting products that remain useful for as long as possible to effectively reduce environmental impact. In the words of Eva Weiss, Head of Design, “Our approach is performance driven. Function comes first and our products must enable people to perform in real conditions. But performance today also means longevity, responsible choices, and thoughtful refinement.”
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.
A Road to Records
Indeed, for riders pushing the limits of endurance, performance matters above everything else. Dr. Sarah Ruggins knows this better than most. One of the world’s leading endurance cyclists, she recently set the fastest ever time across the legendary LEJOGLE route. She was so fast…she even beat the men’s world record. In June, Sarah will attempt the overall Europe end-to-end world record. Her choice to ride in Kostüme kit, which includes the Polartec© gilet, is driven by performance and shared values rather than sponsorship budgets – proof that when the margins are reinvested into the product, the results speak for themselves.
Beyond The Ride
An inherent part of the Kostüme performance culture is an unwavering commitment to authenticity, innovation, and respect for the rider. From Sarah’s record-breaking endurance attempts to everyday adventures on two wheels, the brand’s mission remains the same as it did when Ed first founded the company: create exceptional cycling apparel that performs when it matters most and lasts far longer than a single season. Because when performance truly matters, longevity does too. This mindset also shapes the brand’s creative collaborations, including the new limited-edition gilet developed with acclaimed British artist Adam Ball – an initiative that connects to Ed’s early roots in London’s pop-up art world.
More Than Miles
Ed Bartlett’s connection to the cycling community runs deep. Through the brand’s More Than Miles rider support program, Kostüme backs cyclists whose journeys represent something bigger than results alone. Together with elite athletes like Sarah Ruggins, they reflect a community driven by curiosity, endurance, and a genuine love of the road less travelled. It’s a reminder that cycling isn’t just about speed or distance; it’s about all those stories that unfold along the way.
