/ Hestra

Fashion and craftsmanship begin a passionate glove affair

In 1936, a farmer by the name of Mats Magnusson moved to Hestra, a village deep in the forests of southern Sweden. He turns his hand to a new trade, producing workgloves for the local lumberjacks. Hestra the glove manufacturer was born. Over the decades, the brand has become not only a stylish – and essential – garment for skiiers and outdoor people, but also a fashion accessory. Today, Hestra produces some two million gloves each year – with sales in over 30 countries.

Direction

Hestra’s products cover a wide range of styles and price points, but the brand is primarily associated with sports. To expand perceptions, a stronger presence was needed in the high-end segment – with clearer sub-categories and greater emphasis on fashion.

There are only two active glove-cutters in Sweden. Guess where they both work.

Creation

To support Hestra’s entry into the world of fashion, a fresh concept was introduced – Dress Gloves – complemented by a new visual identity. Linked by a common wordmark, three new sub-categories (Table Cut, Collection and Sport Classic) make it easier for discerning customers to find what their hands are looking for.

Activation

The new concept has not only simplified communication with buyers, but also increased interest in the brand at fashion shows and other industry events. With the help of storytelling, sleekly designed catalogues, packaging and hang-tags, the consumer is given a rare glimpse of an ancient craft. And the customers clearly approve – as evidenced by a 20% increase in sales following the launch.