The
SAREK Eco-collection
“The Sarek collection is sprung from the passion of finding a sustainable outdoor lifestyle, the love of the river and the surrounding mountains, and our hope that it forever remains wild”
When we created the Sarek Collection we used inspiration from the classic ’70s mountain hiking lifestyle and made it as a tribute to the extreme wilderness of Sarek – designed in colors inspired by the shifting nuances of the Sarek spring and autumn landscape.
“The Sarek collection is sprung from the passion of finding a sustainable outdoor lifestyle, the love of the river and the surrounding mountains, and our hope that it forever remains wild”
Fredrik Ekström - Creative Director Tretorn
Brand Development & Conceptual Eco Collection
SAREK Brand Development Conceptual Eco Collection is a Portfolio work from when i worked as creative Director Europe at Tretorn.
The project was integrated teamwork with the team’s at Tretorn: product, design, sales, and marketing.
The Collection was a tribute to Tretorn long heritage from hiking in the extreme wilderness of Sarek. It was created to highlight the new brand position and act as a statement for sustainable innovation.
The project included category and product development, GoTo-market strategy, collaboration with Nigel Cabourn, new visual identity, PR and online marketing.
Extraction from LookBook. My responsibility was to set up content strategy, create narratives, write copy and lead production.
The Project
Category
Branding & Sustainability
Category Development
Product Development
Communication
Type of Work
Consumer Insights, Strategy, Branding, Concept, Product development, Activation, Collaborations
My role as Creative Director during the development of Sarek was to create an apparel concept that would fit into the Eco-Essentials Initiative. It should be based on an outdoor lifestyle born in Sarek during the 70's. The concept should attract a modern international target group and be used as brand symbol for sustainable innovation.
My work during the process was to create the concept, work with the design team to create logos, styles and assortments. Work with the marketing team to create a new visual identity photo shoots, write brand narratives and produce assets. Work with the sales team to define sales narratives, set up trade show's and participate in sales meetings.
During launch i also acted spokesperson in media regarding sustainability in general and the collection specifically.
Image Credit: Proper Magazine UK Article about Sarek
Image from Tretorn Public Look Book Distributed SS20. Photographer Alexander Källåker
Nigel Cabourn x Tretorn Sarek Collaboration
During the launch of SAREK we made two collaborations with designer Nigel Cabourn.
The collaborations was one summer collection and one winter collection.
The collaborations included jackets, bags, sneakers and boots.
My responsibility was to set up the collaboration. Write the narratives for collaboration and design direction. Work with the design team during design work in Newcastle. Create GoTo-market plan, assets for marketing and PR, trade shows and sales events.
Nigel Cabourn Sarek Collaboration
"Tretorn introduced me to Sarek in northern Sweden, one of Europe's last true wilderness areas, which I found very exciting and inspirational. The result is that each item in this collaboration has a sense of the place that inspires it and is made with care and respect to this natural environment underpinned by Tretorn’s credentials through the Eco Essentials initiative"
Nigel Cabourn.
Extraction from LookBook. My responsibility was to set up content strategy, create narratives, write copy and lead production.
Rapa Valley Print
As part of the traditional collection we made a camouflage pattern. It was made to highlight our love for the river that runs though the Rapa Valley.
"Rapa Valley Pattern" a camouflage pattern created by extracting forms and shapes from airial photos of the unique delta. The river is a 75 km long it runs through the Valley and forms the Laitaure Delta.
Visual Identity
For SAREK we created a new visual identity and set up for images.
We went with Gustaf Wiking to Sarek for a photo expedition where we created images for the new look. This was then incorporated in Look Books, brand images, Online, retail and PR.
Power up Brand Strategies through Sustainability and Eco-Decisions.
The collection was a great success both from brand a extension point of view but also as a way to visualise the brands strong commitment to a sustainable outdoor lifestyle.
I’m specialised in consumer centric sustainability and brand development. I help brands understand global drivers, value changes, and macro trends and how that could be defined into their strategic platform and turned into a roadmap of strategic and creative actions.
Let's Connect and Collaborate
I have some 20+ years of experience, working with brands, insights, and activations, both from agencies like PrimePR/UnitedMINDS and the brand side – including 6 years as Head of Marketing and Creative Director at Tretorn.
At Above The Clouds, I offer a freelance consulting service that allows you to leverage my in-depth expertise across a range of specialty areas, without having to increase your permanent staff or contract a full-size agency.
