Lundhags x Crud - Gränsland
Lundhags x Crud - Gränsland is the result of a collaboration between Lundhags and Crud, two Swedish brands with a passion for craftsmanship and sustainability. The ambition has been simple - Zero compromises in terms of quality, materials and construction - Gränsland should be a counterbalance to all throwaway products that call for overconsumption.
Lundhags x Crud - Gränsland is the result of a collaboration between Lundhags and Crud, two Swedish brands with a passion for craftsmanship and sustainability. Gränsland is an exclusive and durable boot, the design is inspired by the classic alpine boot. The ambition has been simple - Zero compromises in terms of quality, materials and construction - Gränsland should be a counterbalance to all throwaway products that call for overconsumption.
Gränsland which mean borderline in Swedish, is a boot to love, to care for, to have for a really long time - it is suitable for both easier hiking in the mountains and use in everyday life – and everything in between.
Crud was created in 2015 by Alex Bechet who, after many years in the fashion industry, longed to create sustainable and outdoor inspired products that over time get a beautiful patina. Alex Bechet has built his brand through Social Media and has been mentioned several times as one of the most inspiring Instagram accounts in Europe.
"It was logical for me to contact Lundhags with my idea of making a durable good boot - we stand for the same values and have the same idea of sustainability." says Alex Bechet.
Since the collaboration with Crud started, Lundhag's shoe designer Niklas Karlsson and product manager Mats-Håkan Lundhag have been working on developing the prototype for Gränsland, every detail has been carefully considered and discussed.
“We wanted to create a unique product that tells a story about sustainability, craftsmanship and experiences both in the wilderness and in the park near the city - that's why it got its name; Gränsland. " says Niklas Karlsson, shoe designer Lundhags.
Lundhags x Crud - Gränsland will become a Boot-on-demand – it will be produced on demand in a limited edition and the pre-order site will be opened on April 20. Everything starts with a "teaser period" on Crud's and Lundhag's social media.
Making this an pre-order-product has been discussed for a while and it became even more relevant in the current situation with Corona.
“We don't want to produce a product that becomes a stock item, we want to be absolutely sure that there are customers who really want the boot. You will be able to order it for a period of time and then it will be produced and shipped in August-September - which is also a counterbalance to all requirements for fast deliveries. It's good to wait sometimes - we humans need to slow down and begin to live a more sustainable life. Carefully choose what we buy." says Mats-Håkan Lundhag.
Mats-Håkan continues: The boot is produced by hand in Portugal, out of a total of 54 hands to be more precise. It is made with so-called Goodyear welt - This very traditional construction provides a better protection against breakage and raise the level of reparability, by stitching the entire upper to the sole unit using a welt that goes all the way around the boot. In between the upper and sole unit there is a layer of insulating cork, thick leather and a shank to provide both cushioning, comfort and stability. These natural materials will shape to your foot and fit better the more you use them, adding beautiful patina with each step.
Mats-Håkan Lundhag, who is also the grand son of Jonas Lundhag who founded Lundhags 1932, visits the factory a couple of times a year to follow up and ensure production and quality.
The timeline - Gränsland:
April 6 - Sneak peek in social media.
20/4 - 30/5 - www.lundhags.com/crud opens for pre-order / purchase. Film will be launched.
25/4 - 30/5 - Confirmation by letter incl. keychain is sent out. June-July
The pre-ordered boots are produced
Aug-Sept - Gränsland will be shipped in exclusive box together with leather grease, extra laces and a Crud keychain in leather produced in Sweden.
Price for the boot: Euro 500 (freight not included)
Gränsland will be available for order at www.lundhags.com/crud the 20th of April.
A film about the history behind the Gränsland boot is launched when the site opens.
Link to high resolution pictures:
For interviews, pictures, inquiries please contact: Caroline Karlström, Head of Communications and Marketing [email protected]
Facts about CRUD
Crud was founded in 2015 by Alex Bechet who, after many years in the fashion industry, longed to create durable and long-term leather products that over time get a beautiful patina specific to each individual product and owner. Crud has built its brand through Social Media and has been mentioned several times as one of the most inspiring accounts in Europe. More info https://www.crudsweden.se/