Haglöfs Unveils New High-Tech Jumpsuits

Haglöfs will be responsible for the design and production of the competition suits for the alpine skiing and ski cross disciplines at the Milano Cortina 2026 Winter Olympics. This announcement strengthens and expands the collaboration between the Swedish brand and the Swedish Olympic Committee (SOK), which until now had focused on accessories and thermal clothing, and takes a step forward by incorporating the most technologically demanding piece of Olympic equipment.

The concept behind these suits goes beyond a mere aesthetic decision, articulated around a concept of national identity linked to the landscape and geographical conditions of Sweden. The design team drew inspiration from the low light of Scandinavian winters, as well as typical Nordic elements. The color palette and graphic motifs are conceived to evoke the technical gesture of skiing as it cuts through snow, while ensuring high visibility of the athlete against the white backdrop of the slopes—a key aspect for both technical evaluation and proper television broadcasting.

The final validations of the suit and accessories will be carried out within the Alpine Ski World Cup circuit prior to the Olympic Games, allowing for final pattern adjustments based on the actual performance of the equipment in competition. For the Swedish team, having a national supplier that combines design, technological innovation, and sustainability criteria represents both an operational advantage and a reaffirmation of its sporting identity in the international context.

The official debut of the definitive model is scheduled for February 2026 at the venues of Cortina d’Ampezzo and Bormio, thus marking a new era for Swedish skiing on the path to the Olympic event.