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A
fter two years in development, Sweden-based
outdoor company Haglöfs has unveiled its first
outdoor sandal collection, adding to its trekking,
hiking and off-road footwear ranges for men and women.
Although the company has been developing its footwear
range for several years, this is the first time it has competed
in the outdoor sandal segment alongside more established
outdoor footwear brands such as Teva and Merrell. The
unique selling point of the sandals, according to Haglöfs, is
the footbed technology they feature. The company believes
it is the first to have mouldable footbeds from Sole as
standard in all its footwear. The three models it is launching
– the Röse, Kobbe and Sele – all feature an “anatomically
designed and integrated footbed based on Sole technology,”
says Haglöfs. “The combination of a deep heel cup, an
anatomically correctly designed arch section and support for
the front arch of the foot stabilises the entire foot and creates
direct contact with the terrain”.
This, according to Haglöfs, means that the sandals are
suitable for casual walking as well as serious trekking. The
sandals also represent the launch of Haglöfs’ own outsole,
Watagrip. “The sole’s tread compound and construction give
the same good grip on flat, wet surfaces or rocky and muddy
mountain trails,” Haglöfs says.
Stepping forward
In the last three years, Haglöfs as a company has grown
by almost 50%. In July 2010, its owners, Swedish investment
fund Ratos AB, sold the company to Asics Corporation of
Japan for approximately $128.7 million. The deal makes
Haglöfs a wholly-owned Asics subsidiary and part of the
Asics family. “Joining Asics enables Haglöfs to become a true
worldwide leading outdoor brand,” Mats Hedblom, CEO of
Haglöfs, said at the time of the deal. “The business rationale
FASHION & CONSUMER DEMAND
WF
Swedish brand Haglöfs has created a new series of outdoor sandals featuring
mouldable footbeds from Sole; a development which it claims places it ahead of
the competition.
Sandals with soul
Haglöfs sandals feature the company’s
new outsole, Watagrip, which provides
good grip on flat, wet surfaces as well as
rocky and muddy mountain trails.
ALL CREDITS: HAGLÖFS