9-10 FEBRUARY 2020


Didriksons have a simple philosophy: they don’t challenge the elements, they adapt to them. Just like Julius and Hanna Didrikson did in 1913 when they began producing workwear for the fishermen in Grundsund, on the edge of Sweden’s west coast. For over a hundred years they have been faithful to these principles. Making functional clothing that keeps you dry and comfortable regardless of the weather.

Their kids collection is made for a world where everything is possible, in which imagination plays a huge role and boring obstacles like being wet and cold shouldn’t interrupt the fun. They have spoken to and been inspired by kids, to truly understand what is required from a garment in their world. They provide freedom for children to enjoy adventures in the great outdoors, whatever the weather.

They work constantly to reduce their environmental impact and leave as small a footprint as possible. They minimize the use of chemicals, say no to toxic substances, and use as little water, energy and transport as they can in their production. This is an endeavour that will never end, but they do it for the sake of the world we’ll be leaving to our children.