The History Of Pinewood

A lot changes in a quarter of a century. Countries disappear, and new ones are formed. We modernise our values and our technologies. Children grow up. Memories become clearer and yet strangely fade at the same time. But some things never change – our amazement at nature, for one.

The planet isn’t as impressed with us, though. We are living at the planet’s limits, and over the last 25 years, it’s become clear that mankind is the villain in this unfolding drama. Our constant quest for more, faster and better breeds instability and conflict, melts the icecaps, desolates the forests, wipes out fish populations, eradicates species and causes extreme weather events. 

As a manufacturer of clothing, we are well aware of our role in all of this. Pinewood’s vision from the start has been to contribute to a healthier nature – by producing clothes that have as little effect on it as possible. Clothes that last so you don’t need to buy new ones. Timeless pieces that remain modern. Clothes that can be worn for anything, so you don’t need so many. Clothes without harmful chemicals. And above all, clothes made to be worn outdoors for a long time – that make us appreciate nature, and how we can protect it, even more.

It all began in 1994, with the now iconic Canada shirt. The all-purpose large-checked flannel garment that suits everyone. We could have probably settled for that, because with a Pinewood Canada shirt hanging on the porch, you’re ready for anything from hunting and fishing, to hiking, picking mushrooms, walking the dog, a work meeting, camping, bad weather, and naps in the hammock! But actually, this was just the beginning. In 1996, Pinewood was registered as a company and we were off. Then came Finnveden. Our classic pant that has become a treasured possession of over 100,000 nature lovers. We soon set up Nordic distribution, and Norway, Denmark and Finland have been onboard from day one. Our little company moves from mum’s basement to our first premises, at a whopping 35 m2.

For a few years we slowly upgrade, and in 2001, with 4 staff members, we move into a 95 m2 office. Turnover has by now snuck up to almost SEK 15 million, and we start our sales in Germany. In 2006, we inaugurate our very own 300 m2 offices and a 3200 m2 warehouse. Turnover doubles, as does the number of staff. Now it was time… for a website.

But it was also time to make sustainability an even larger part of Pinewood. So in 2008, we opened our own factory in China, with fair salaries and full control of the manufacturing process. A few years later, we joined amfori/BSCI, and in 2017, they carried out a successful inspection of our China factory. That same year, we stopped using perfluorocarbons (PFCs) in our garments. In 2019, our first t-shirt made from organic cotton was produced, and in the autumn of 2020, our first collection made from entirely recycled polyester was launched. 

But it’s this year that the most is happening. 25 years after we started, we’re launching our first ever t-shirt made entirely from waste from other textile production. We’re bringing out jackets and vests in synthetic down, made from recycled PET bottles. And on the home front, we’re installing solar panels at our head offices and warehouse, with the aim of becoming self-sufficient on solar energy. But the greatest breakthrough has been decided for the future. From the autumn of 2022, we’re aiming for 50% of all new Pinewood products to be produced using sustainable materials.

And even if there are now 30 of us, and our little basement office has grown into a modern industry – a walk-n-talk in the forest will always be more inviting to us than a sit-down in a conference room. Pinewood can be found in thousands of Swedish homes and cabins – not least in our own, as every garment is made to meet our own interests. For every shirt, jacket or pant that we develop, there’s a piece of reality sewn in. A moment where the clothes right there and then are completely right.

Not least for nature.