Swedish brand celebrates 75 years
A retro ski sweater collection based on the styles of the 1980s is one of a series of small-scale celebratory clothing collections that Swedish outdoor clothing brand Ivanhoe will release this year to celebrate its seventy-fifth anniversary.
Founded in Gällstad in 1946 by Martin Göthager, the company is still run by his family. Its focus is on technical garments knitted almost entirely from wool. Approximately 90% of Ivanhoe garments are still knitted in Gällstad, a small town in the south-west of the country.
Current chief executive, Anders Göthager, the founder’s grandson, has explained that a traditional celebration of the anniversary with customers, partners and friends will be impossible because of covid-19. The company has decided instead to launch “unique birthday collections” in the course of the year instead.
He said a retro ski sweater collection would be one of these birthday collections and that styles from the 1980s would inspire it because ski sweaters were widely successful in that period.
