Press Center

Spring / Summer 2017

Didriksons

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Welcome to Didriksons Press Center!

Here you will find press information about Didriksons for journalists and a selection from our latest collections. For press enquiries, please contact: ulrika.nilsdotter@didriksons.com or tel. +46 (0)737‑464 122.

You can download images here and borrow samples for photography purposes. Contact customercare‑se@didriksons.com or tel. +46 (0)33 10 19 13.

Text and images may be published freely in editorial contexts and on blogs, but please respect that Didriksons together with the product name and consumer contact must always be displayed (www.didriksons.com/tel. +46 (0)33‑10 19 13). Information on availability in< store is indicated below each product.

Spring / Summer 2017 – Didriksons. 9 MARS 2017
For downloadable images – scroll down in the document.

Slaghöken – a timeless classic

Dragon boats first appeared in a regular Olympic sailing class during the 1948 summer games in London. Slaghöken, the Swedish boat, competed in this class. Then, sponsorship was not a very well-known concept in sports. But Didriksons, a world-leading rainwear company, donated three sets of rain gear that the crew wore when the weather turned rough. The crew put up a great fight against Norway but “only” received a silver medal.

Second best wasn’t enough. At the 1956 games in Melbourne, Australia, they competed with Slaghöken II. This time, they won the gold! They won the last race against the Danes, and ended up with exactly the same points (5723). But Slaghöken II, and Sweden had three victories, and Denmark had only two. The gold came home to Sweden’s west coast.

Of course the garments worn during the competition had the same name as the boats. Legend has it that the garments’ great quality and the collection’s name inspired them to name the boats. Or maybe it was the other way around ... We’re not sure. But one thing we’re sure about: the garments performed for the Olympic winners.