Around the world: The Nordics

The Nordic people have long been known for their resilience, and this is reflected in their outdoor gear. With long, biting winters that offer barely a glimpse of the sun, the residents of these northern countries have had to develop clothing, equipment and a cheery disposition to help them navigate day-to-day life in these challenging conditions. This annual battle with nature has, in many ways, shaped the identity of Europe’s northernmost nations. 

For thousands of years, the Nordics have been experts in using local materials to stay protected from the elements. The semi-nomadic Sámi tribes of the European Arctic have traditionally used insulating fabrics, such as the coarse, dense, woollen felt-like material called wadmal, alongside reindeer skins. The Vikings also pioneered warm, durable clothing, quickly discovering that layering was key to surviving snow and ice. These savvy marauders crafted toasty woollen tunics and trousers as well as shoes and mittens made from animal skins, accessorised with great fur cloaks if the mercury really began to drop. 

National ethos 

In the 1850s, the Norwegian playwright Henrik Ibsen coined the term friluftsliv in one of his poems. Translated as “free air life”, the term has become something of a national ethos and relates to a lifestyle that is bound up in the freedom of nature and a spiritual connectedness between people and landscape. Norway, Sweden and Finland all have a long-established right of public access, much like Scotland’s right to roam, called allemansrätten — “everyman’s right”. This right allows people to access land, even private land, to walk, ride, swim, ski, forage, fish and even wild camp respectfully. This legislation has also helped shape the national attitude to the great outdoors. 

Friluftsliv, whether named or not, has always been integral to Nordic attitudes, evident in actions throughout history. The Icelandic sagas detail how Viking Leif Erikson landed on the outlying Canadian province of Newfoundland over 500 years before Christopher Columbus “discovered” the Americas. 

The great horse of a man Peter Freuchen, the 20th-century Danish explorer, mapped huge swathes of Greenland and established what was at the time the world’s most northerly trading post and settlement: Thule. The name Thule was later adopted by a Swedish company that makes rugged tents, hiking backpacks and roof racks. 

Demonstrating the Nordic spirit of adventure better than anyone was the great Norwegian polar explorer, Roald Amundsen. In 1911, Amundsen beat Captain Robert Scott to become the first person to reach the South Pole, and 15 years later became the first person to undisputedly reach the North Pole. Prior to that he had led the first successful transit by ship through the Northwest Passage. 

Unlike the doomed Scott, who sought more modern and less effective solutions to beat the cold, Amundsen looked to use the established wisdom of the Sámi and the Inuit to keep the chill at bay. He adopted the over-the-head wolfskin anorak of Inuit design as de rigueur. Its built-in hood avoided the ingress of wind and the long cape, as with stalking smocks today, kept wind from getting in behind. 

Amundsen also contrived garments similar to the Inuit’s that were loose-fitting for ventilation during exertion, which had the ability to be drawn in tight to the body in colder conditions or when at rest. Amundsen’s fur trousers, reindeer-skin mittens, dog-skin stockings and sealskin kamik boots stuffed with Arctic sedge leaves all offered lightweight, flexible insulation solutions. This approach continues to influence modern Nordic products manufactured for use in the wild. 

Heritage 

Perdie Reid, UK PR manager for Danish company Seeland and Swedish firm Härkila, explains that Nordic brands excel “because they blend heritage, innovation and functionality” and that their “design ethos prioritises simplicity, clean lines and practical solutions, which resonates with outdoor enthusiasts who value performance without unnecessary frills”. 

Perdie explains that the materials used by the Nordic countries in their outdoor products are carefully selected for durability and sustainability, reflecting a respect for nature that’s deeply rooted in their culture. 

She continues: “Härkila and Seeland have a long history of collaboration with hunters, which means the products are not just made for hunters but are often inspired by their direct feedback. In a crowded market, the ability to offer gear that balances style, performance and practicality, while staying true to a legacy of craftsmanship, gives Nordic brands a competitive edge. 

“Hunting is not just a sport but often a way of life, emphasising sustainability, conservation and a close relationship with the land. The Nordic approach is holistic; it’s about experiencing the outdoors as a whole, from the quality of the gear to the ethical sourcing of game.” 

True wilderness 

Andrew Hunter, managing director of Outwear, UK importer of Finnish and Swedish companies Sasta and Woolpower, says: “These brands understand the challenges of their environment better than anyone else. The heritage and traditions of Nordic brands are deeply rooted in the people who work there due to their growing up in a true wilderness. 

“Function over fashion is something we see time and time again in the brands we work with. True quality is key to Nordic brands, and garments are produced to last for many years of demanding use,” Andrew adds. 

Sasta claims its story is one of ingenuity and perseverance. Its website states: “What we call innovation today was simply the need of a young man in Nurmes, Finland, to have the best outfit for his hunting trips in the wilderness of Northern Karelia.” 

What else would you expect from a brand which is based in a country that has 13,000 trees for every citizen? 

Andrew also says he believes that Nordic brands are truer to their founding philosophies and that they cultivate a longer-term outlook for their business compared with many of their competitors around the world, who are often too focused on short-term profits. 

Woolpower, which produces all of its merino wool products entirely in Sweden, states: “Our goal is to manufacture products that last year and year after year in a responsible and sustainable way, with the people behind the garments in focus. This means that we have a long-term perspective on all decisions we make. The clothes should be timeless, functional and of very high quality in an effort to counteract wear and tear.” 

Profound respect 

Casström knives are manufactured deep in the boreal forests of Swedish Lapland. Leo Donkersley, Casström’s international sales manager, tells me, “Nordics view the outdoors as an integral part of life. It is deeply ingrained in Nordic culture, as reflected by the ‘right to roam’, which encourages venturing outside and cultivates a profound respect for nature. Nordic mentality is about embracing nature in all its forms, whether it be a multi-day trek through the mountains or a simple lunchtime walk in the forest.” 

Leo has really put his money where his mouth is after relocating permanently to Lapland from England in 2008. He says the landscape is absolutely central to the production process, adding: “Every tool is designed to balance reliable performance, durability, sustainability and ergonomics. From carving or splitting wood to processing game in the field, our products are rigorously tested in the northern wilderness so that we are confident they will withstand the extremes of weather and varied terrain types.” 

Echoing sentiments expressed by those at other Nordic brands, Leo highlights Casström’s emphasis on minimalist design, and says that the mantra of form following function is a concept by which much Nordic craftsmanship is governed. 

Bob McConnell, founder of Koolbox, UK wholesalers for Danish outdoor footwear firm Gateway1 Footgear, affirms that when consumers see a Nordic flag on a product, they “assume that the quality is there”. 

Longevity 

Andy Norris, sporting sales manager at Viking Arms, which distributes Finnish-made Lapua ammunition in the UK, says: “Nordics embrace the rugged terrain and all it has to throw at them. Their attention to the use of quality materials that achieve a longevity that surpasses others in the market is well appreciated. It is a world-renowned fact that Nordic brands are synonymous with uncompromising quality.” 

The same Nordic mindset that produces a disproportionate number of racing drivers, explorers and adventurers soaks through to the manufacturers of their equipment for use in the field. The harsh Nordic winters and forested, craggy terrain create a singular relationship between the residents and the outdoors, which translates to a deep understanding of the requirements of al-fresco kit. 

Nordic products have a well-earned reputation for true longevity through innovative design and high-quality craftsmanship with a tight focus on people and place, all of which deserve to be recognised as prominent cultural hallmarks