2023-04-18 06:00Press release

Fristads launches new style concepts

Intensifying the work on swapping to more sustainable materials

The workwear manufacturer Fristads now takes a new approach to their assortment of workwear by launching style concepts especially developed for retail. The new concepts are based on the company’s best-selling work trousers which have been combined with matching tops and jackets to simplify the customer’s choice of style at work. An important part of the work with developing the new concepts has been to include more sustainable products within each concept.

“Our goal with the new concepts has been to develop matching solutions for users within building and construction as well as service and industry to make it easier to find a head-to-toe solution matching the customers’ preferences,” says Lena Bay Højland, Product Director at Fristads.

In Fristads’ latest customer survey, customers expressed a wish for a more “modern” assortment, and Fristads’ product department listened and acted. Each one of the new concepts includes work trousers, tops and jackets – all which have an updated design so that the end users can find their favourite style – also at work.

Concepts rooted in Scandinavian nature
To embrace Fristads’ Swedish heritage the concepts bear the names of Swedish nature preserves, from Tyresta in the middle of Sweden to Haverdal on the west coast and Trofta in the south. The concepts that are launched consist of: four concepts within building & construction, two concepts within high-visibility clothing and one concept within service & industry. Some of the concepts are familiar from before, while others are completely new.

”We have identified a number of ‘styles’ based on preferences such as fit, price and material which together create a broad palette of options to choose from. Those who prefer stretch and a tighter fit will not be disappointed – but there are also options for those who prefer a more classic style,” says Anastasios Lappas, Head of Design at Fristads.

Workwear in more sustainable materials
An important part of the work with developing the new concepts has been to include more sustainable products within each concept – something which Fristads will continue to work with going forward.

”We are constantly working to update our materials to more environmentally sustainable versions, without compromising the quality of the products. When we launch our new concepts, the plan is that all of them will include products with at least 50 percent more sustainable materials, such as recycled or bio-based material or material developed with more sustainable techniques,” says Lena Bay Højland, Product Director at Fristads.

Fristads has worked on updating the assortment to become more environmentally sustainable for many years. In 2019 they launched the clothing industry’s first garments with an Environmental Product Declaration, EPD, and since then they have also swapped to more environmentally sustainable materials on several of the best sellers to lower their climate impact.

The new concepts in short

The flexible all-round concept featuring lightweight garments for everyday use. The range is available in black and blue with discrete reflective details and high-quality zippers and durable details.

The comfortable and reliable choice. Durable and functional garments for every day use for professional users in building and construction. Available in black, grey and blue with discreet reflective details.

Workwear that follows your every move. Innovation combined with advanced materials for professional workers who want the best. Contrasting hi-vis details, tone in tone stitching and reflective details.

A colour-matching concept for everybody, that strengthen the team spirit. Works for a wide range of uses – industry, service and construction. Most garments are approved for industrial laundry. ​​​​​​​

Twice the comfort and a smaller environmental footprint than regular high-visibility workwear. Printed reflective materials for increased freedom of movement. Garments in the GSTP material have an EPD.

A safe choice for light-weight comfort. It’s great functionality, durability and fit made in organic cotton and recycled polyester. The garments in the GPLU material have an EPD.

The original look and feel of workwear. Reliable, classic and functional garment for everyday use. Garment that are closely associated with how workwear once looked.

Read more about the concepts here.

About Fristads

Fristads has challenged and driven the development of durable and functional workwear since 1925, always with professional workers in mind and with innovation and sustainability as drivers. Our range of clothing includes classic as well as contemporary garments for a wide range of industries and our garments are made to meet the highest standards when it comes to quality, safety and comfort. Fristads is part of Hultafors Group, which is owned by Investment Latour AB and offers a broad portfolio of products and brands catering to professional craftsmen. Read more about Fristads at www.fristads.com.


Sofia Bennegård
PR and Communications Manager
Sofia Bennegård