Haglöfs
Mija Nideborn has extensive experience in the fashion industry, with their most recent role being Chief Brand and Product Officer at Haglöfs since June 2023. Prior to that, they worked at Björn Borg as the Product & Sustainability Director from February 2016 to May 2023. Mija also held positions at Helly Hansen, where they served as the Design & Development Director from May 2013 to February 2016, and as the Head of Global Design from April 2005 to May 2013. Additionally, they worked at POC as a Consultant in 2007, and at Peak Performance in various roles including Head of Design, Designer, and Design Assistant from 1997 to 2005. Mija began their career as a Design Assistant at Benetton from August 1996 to March 1997.
Mija Nideborn completed their high school education in Economics at Ljungstedts Gymnasium from 1988 to 1991. Mija then pursued a Bachelor's degree in Fashion Design from University college Borås between 1993 and 1996.
Haglöfs
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Haglöfs comes from Sweden, a country of extreme weather and extensive landscape. Where rolling lowlands and running rivers give way to thick forests and snow-capped mountains. A place where the outdoors isn’t just a far-off place, it’s in the fabric of the brands culture and community. Haglöfs explore with curiosity and a commitment to creating gear that will support anyone, anywhere on their outdoor adventure - from walking through the forest to reaching the peak of a mountain. An attitude of innovation is at the core of Haglöfs’ history. The brand was founded in 1914 by Wiktor Haglöf, a visionary with a dream and a toolbox. A carpenter by trade, Wiktor was determined to create a backpack that would withstand the necessary journeys through the country, no matter the conditions. From humble beginnings, Haglöfs’ story evolved, and so did the offerings. Seeking constant progress, Haglöfs have ventured into new territory, creating technical designs that set a new standard in craftsmanship and committing to do what can be done to ensure that the outdoors will still be there for future generations to explore. The brand pioneered a new standard for perfection, but, like Wiktor, never stops innovating.