Dust PR has been appointed to represent unisex Swedish technical brand Haglofs with immediate effect. The brand which celebrates 100 years this year was founded by Wiktor Haglof who started out making backpacks in 1914 from a small cabin on his family’s farm in Darlana. Today Haglofs which is best known for its climbing and hiking products also offers ranges for trail and ski. Full apparell collections are complimented by footwear and packs. Sustainability and ethical production are high on the brand’s agenda with 30% of clothing sold made using recycled fabric while 40% of the collections are made using fabrics approved by the voluntary Bluesign initiative. The collection is available at Ellis Brigham and independents throughout the UK. The agency’s remit also includes media relations, seeding and events. The new collections will be available to view at the agency’s press days this month – see Fashion Insight Events.

www.haglofs.com
@haglfs