In the outdoor industry, new seasons get all the attention. But alongside these, there are the brand stalwarts: The products that look the same, year after year. What makes these endure the test of time, and what are their benefits in terms of sustainability?
Every winter, tens of thousands of visitors gather at the ISPO international trade fair in Munich. The press, buyers and specialists all want to keep an eye on new technical and/or sustainable solutions and innovative materials. Here, several awards are presented, including the Scandinavian Outdoor Award. In December 2022, the winners were presented in the Scandinavian Bar at the fair – and many visitors were surprised. The main winner of the Scandinavian Outdoor Award was a well-used, black wool sweater from 2011, made by the Swedish brand Woolpower.
The Zip Turtleneck 200 is a model that has been on the market since the early 1980s. The jury explained their decision thus:
“By sending in an old and worn base layer sweater, Woolpower has taken a very bold step in changing the way we think about outdoor clothing. The looks with pilling are that of an older product, but after many years of use, the product still functions and performs to full content according to the jury.”
The sweater itself belongs to Eva Arnlund Eklöv (who still uses it today). She is the Export Sales Manager at Woolpower in Östersund, Sweden, and was the one who had the idea to send a product dating back to the 1980s to compete for the best outdoor products of the winter.
“The outdoor industry is good at developing increasingly sustainable products. But the elephant in the room is that new collections, colors and details every season tempt customers to buy more products than they need. We wanted to promote products that last year after year, like our wool garments. I figured that the most durable garment must be the one you already have in your wardrobe,” says Eva Arnlund Eklöv.
Long lifetime for both store and user
Frank Wacker is the equipment editor of the German magazine Outdoor Magazin. He chaired the jury that year, and today has this to say:
“That sweater was a game changer and is high on my list of icons. Woolpower developed a material and construction 40-50 years ago that is still among the most functional on the market. Unbelievable!”
If you visit an outdoor store, alongside the new items, there are many garments, boots and gadgets that looked pretty much the same ten years ago. Or fifty. Different countries have their own favorites, but a striking number are international celebrities.
For the customer, there are some obvious advantages. The quality is high, otherwise the products would not have been on the market for so long. Classics rarely go out of style, making them timeless. In addition, they are often repairable. And the longer the product is used, the lower its overall ecological footprint.
With thirty years of experience in testing and assessing outdoor gear, Frank Wacker sees a clear red thread:
“It’s often the simplicity and obvious solutions that allow a product to become a classic. It also helps if the brand dares to keep the same name on the product, even if details are improved.”

Manufacturing the classic Trangia stove in the factory in Trångsviken, Sweden, 1965. The stoves design remains nearly identical over 50 years later.
“Carry-overs” in industry jargon
There are also many advantages at the retail level. Naturkompaniet is Sweden’s largest outdoor retail chain, with high ambitions in sustainability. Purchasing Manager Jakob Broman explains:
“This is the most important thing we do! Products that we can trust and that we know will make the customer very happy. By knowing the product, we can provide extra good service, based on strong ecological roots. In addition, as a store, we can keep more in stock, as the product will continue to be relevant in the future.”
Jakob Broman gives several examples of classics in Naturkompaniet’s stores. Many are Swedish products, such as Trangia’s alcohol kitchen and Fjällräven’s Expedition down jacket, but also The North Face’s Basecamp duffel, the Nano Puff from Patagonia and Hanwag’s Tatra boot.
“The Trangia kitchen is pretty much the same since the 1960s! Fjällräven has made some classics, and some receive undeservedly little attention. I’d like to give a shout out to the Vidda pants, first released in 1999, which were an evolution of a series of classic Fjällräven pants. Not the most trendy, completely without stretch and thus exceptionally durable – we know that the customers are satisfied.”
In the industry, products that are the same as the year before are called “carry-overs.” Jakob Broman says that Naturkompaniet strives for a product range with 70-80 percent carry-overs – a completely different level compared to “fast fashion.” He prefers to see Naturkompaniet as a DIY store rather than a fashion store.
“You don’t need a new kind of screw every year. What you usually need is reliable functionality that solves a problem.”
Long-lasting products with relationships
Long-life products also have advantages in the supply chain. The design process is simplified, there are fewer samples, and the quality is more consistent. Jakob Broman is therefore surprised at how few suppliers invest in building icons and offering long-lasting products.
“Many brands are thinking more short-term these days. It’s a bit strange, as the predictability of classics is greater and you don’t have to take such big risks. You know roughly how much is needed and will be sold, whereas new products are very difficult to predict.”
This in turn means that long-lived models are rarely overproduced or go on sale – also an advantage from a sustainability perspective.
Jakob Broman says that many customers value their old classics. This means that they don’t throw it in the trash, but take good care of it and prefer to repair it rather than buy new.
“My dad’s old Fjällräven Greenland jacket from the 1980s is worth a lot to me, even though it doesn’t really fit that well anymore.”
Frank Wacker of Outside Magazin also wishes more suppliers and brands had the courage to be patient, trust their concept and let carry-overs live on in the market. He thinks that many very good products have disappeared far too soon.
“Users build a relationship with the brand and create memories with their gadgets the more they use them. Long-lasting products that people love to use are the best marketing a brand can get.”

Keron has been one of Hilleberg’s best-known tent models since 1980.
How to create a classic?
Many outdoor enthusiasts have a close relationship with tent manufacturer Hilleberg’s classic Keron model. A tent that founder Bo Hilleberg began experimenting with back in the 1970s and which is probably Hilleberg’s most well-known tent.
“Tunnel tents were already on the market before, but then the poles were the limitation,” recalls Bo Hilleberg.
“We managed to combine a functional tunnel tent with a completely new design where the inner and outer tents were connected, but could also be taken apart.”
Keron was a success. Thanks to its spaciousness, double sidedness and easy handling and set-up.
“On the one hand, we developed a simple set-up, and on the other hand, we wanted to create the maximum space per ground surface. The most space would be a box, so we developed almost vertical walls and three bars of exactly the same length. Simplicity is important to create a long-lasting product.”
Keron has had more successors, such as the Nammatj, Kaitum and Helags models, but remains the number one original for expeditions and more professional use.
“The original model and the first idea are often the best,” says Bo Hilleberg.

In 1978, Fjällräven released the backpack Kånken – it quickly became a favorite.
Is everything already done?
Another classic is Hanwag’s Alaska boot, developed in 1996 by Adam Weger. Today, Christoph Führbrenner is Hanwag’s Head of Research & Development, and he believes that the company still benefits greatly from a model like the Alaska.
“Our customers love the timelessness manifested in our classics, with their minimalist design lines. We see a lot of interest in these ‘old’ boots, especially from a younger generation, but also from the fashion world. The Alaska XC and the re-release of even older models prove that classics are still relevant, thanks to the excellent craftsmanship and design.”
Does the fact that there are so many “stalwarts” in the outdoor industry mean that further product development and innovation is unnecessary? No, says Adam Weger.
“We only make a few new products from season to season, with the hope of creating new classics. This is also a question of ‘shoemaker’s honor.’ I believe that every era has its challenges. In the past, there may have been technical limitations. Today, the challenge lies more in choosing the right technical possibilities.”
Sustainability aspects are also important in product development going forward. Not everything was better in the past, for example, the leather industry has made great strides in its chemicals management. But the focus on long-term perspectives allows a brand like Hanwag to avoid the mayflies in the sustainability discussion.
“Hanwag is not a brand that jumps on fast trends. When we do something, we do it with conviction and vigor. One example is that 100% of our manufacturing is still done in Europe.”
10 Classic Icons
Frank Wacker, Gear Editor at Outside Magazine, shares his favorite classics.
- Norrøna, Trollveggen: “First Gore-Tex Jacket in Europe, the current Trollveggen Pro Light is the best all-round model that I have tested in the last 30 years.”
- Woolpower, Zip Turtleneck 200. “As said in the article!”
- Arc’teryx, Alpha. “Changed the way hardshells were constructed and looked – as a look that is even fashion now.”
- Hilleberg, Keron. “Continues to be the best winter tent for Nordic adventures.”
- Hanwag, Alaska GTX. “Has been the benchmark for long-lasting, super stable backpacking boots ever since it came to market in the mid-90s.”
- Lowa, Renegade. “The mother of all modern lightweight hiking boots. Lowa came up with a new way to add the sole to the shoe which has become the industry standard in this segment.”
- Primus, Omnifuel. “THE multifuel stove.”
- Trangia, Stove. “This is a legend!”
- Exped, Downmat. “Broke the ground for the development of lightweight, packable, and warm airfilled mats.”
- Ortlieb, Bike panniers. “Waterproof, super durable, very thought through and made in Germany – they are the most functional ones on the market.”
Photo: From the brand archives
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