The history of Lundhags

Lundhags was founded in 1932 by the shoemaker Jonas Lundhag. He started out making boots that he peddled to local outdoorsmen in Jämtland, Sweden.

Ever since then, knowledge and traditions have been passed on from generation to generation. We still strive towards the same goal in what we do and view function and durability as most important.

We don’t know if it is has to with the climate. Or if it simply is in the blood. But one thing is certain, there is something special with the mentality in Jämtland. That we are a very stubborn people is no cliché. When we do something, we don’t give up until we have gone all the way.

Lundhags boots soon became synonymous with comfort, functionality and quality. We still remain true to the same guiding principles. Each Lundhags product stems from a passion for fostering the tradition of manufacturing quality products for the Nordic outdoors. This is why, 86 years on, Lundhags is still an icon.

Our heritage is essential and together with our values; autentic, nordic, sustainable and functional this creates a foundation to build a solid and strong brand. In all branding and communication, we want the Lundhags brand to come across homogeneously, and as a uniform brand. Which is quite a challenge since the world of marketing is constantly changing, due to social media, automated ad tech and audience analytics. Brands need to stay on top of these changes to successfully reach their audiences, especially as consumers become savvier and more skeptical to what the brands are saying and listen more to peers and influencers.

Our aim is to deserve a place in our customers mind and heart through our communication. We will create more valuable content, develop fruitful partnerships and telling stories to inspire and educate our customers. We believe we can make a positive impact on people's lives through the outdoor products and experiences we create. At the same time our impact on the environment shall be minimized through all our processes. Our aim is to inspire and engage others do the same.