Vargkläder
Vargkläder AB is a Swedish direct-to-consumer apparel brand designing Scandinavian outdoor and casual clothing — jackets, sweaters, base layers, swimwear, and accessories — for men, women, and children, shipping internationally to 25+ European countries plus Canada.
- Company typePrivate
- Founded2013
- HeadquartersAskim, Sweden
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Vargkläder does
Vargkläder AB is a Swedish private limited company that designs and retails Scandinavian-inspired outdoor and casual apparel under the consumer-facing brand "Varg." Founded in 2013 by Madeleine Magnusson, a former elite sailor and expedition participant, the company operates from its headquarters in Askim (near Gothenburg) with 1–10 employees and no external institutional investment or parent company. The product portfolio spans men's, women's, and children's apparel across jackets, coats, sweaters, hoodies, vests, shirts, t-shirts, pants, shorts, dresses, skirts, base layers, and swimwear, alongside accessories and garment-care products. Varg structures its assortment into nine named collections — Varg Classics, Light Outdoor, Timeless Casual, Beach, Light Wool Pile, Fat Wool Pile, Lightweight Down Anoraks, Online Exclusive, and a Sara Hector–curated capsule — emphasizing natural materials (wool, organic cotton), recycled fibers, and PFAS-free water-resistant treatments.
The company runs a direct-to-consumer e-commerce business through vargclothes.com, supported by a network of third-party physical retailers and a "Become a Retailer" B2B program, plus a contactless pickup point in Gothenburg. Pricing ranges from approximately $30 USD for accessories to $700 USD for premium down coats (e.g., Kiruna Down Coat 2.0), with unit-pricing per item and frequent 20–50% promotional discounts. The webshop supports multiple languages (English, Swedish, Norwegian), multiple currencies, and payment options including Klarna, PayPal, Stripe, Swish, iZettle, Visa, and Mastercard; Swedish fulfillment is handled through PostNord service points. The store ships to more than 25 European countries plus Canada, with no disclosed revenue, no external funding rounds, no subsidiaries, and no M&A activity.
Varg's competitive positioning rests on its Nordic design language, founder narrative, and a sustainability certification stack covering GOTS, OEKO-TEX Standard 100, RDS, GRS, Bluesign, REACH, RWS, and Woolmark. Supply-chain partners include Allied Feather + Down (RDS-certified down with TrackMyDown traceability), Bluesign-certified material suppliers, and OEKO-TEX-certified fabric manufacturers. The Re.Wear pre-owned resale program, operated in partnership with Ninyes (Northern Europe's secondhand clothing marketplace), allows customers to return Varg garments for up to 80% store credit. Complementary retail partnerships include OrganoTex (eco-friendly textile care) and Guppyfriend (microfiber-filter washing bags). The company is privately held by its founder with no patents, awards, or regulatory actions disclosed.
Vargkläder firmographics
Firmographics- Name
- Vargkläder
- Legal name
- Vargkläder AB
- Website
- https://vargclothes.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Vargkläder AB is a Swedish direct-to-consumer apparel brand designing Scandinavian outdoor and casual clothing — jackets, sweaters, base layers, swimwear, and accessories — for men, women, and children, shipping internationally to 25+ European countries plus Canada.
- Ownership category
- akta.pro rank
Vargkläder industry classification
Industry- Product category
- Outdoor Apparel
- NAICS
- Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Accessories and Other Apparel Manufacturing (31599)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Women's, Misses', And Juniors Outerwear (2330), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)
Keywords
Where Vargkläder is headquartered
LocationHeadquarters
- HQ city
- Askim
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Vargkläder business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Apparel Sales: One-time product sales of outdoor clothing and accessories through e-commerce and retail channels. Products include jackets, sweaters, pants, shirts, baselayers, accessories, and swimwear for men, women, and kids.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level accessories and baselayers |
| Unit Pricing | Pay-as-you-go | Mid-range clothing items |
| Unit Pricing | Pay-as-you-go | Premium outerwear and jackets |
| Unit Pricing | Pay-as-you-go | Ultra-premium down garments |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Vargkläder product offering
Product offeringCore offering
Vargkläder designs, produces, and sells Scandinavian-inspired outdoor and casual apparel for men, women, and children through its direct-to-consumer webshop (vargclothes.com) and a network of physical retailers. The product range includes jackets, coats, sweaters, hoodies, vests, shirts, t-shirts, pants, shorts, dresses, baselayers, swimwear, and accessories, emphasizing natural materials such as merino wool and organic cotton, with sustainability certifications across the supply chain.
Product overview
Vargkläder is a Scandinavian outdoor clothing brand offering functional garments for everyday life and outdoor adventures. The core offering spans women's, men's, and children's clothing across categories including jackets, coats, sweaters, hoodies, vests, shirts, t-shirts, pants, shorts, dresses, skirts, baselayers, and swimwear. Key sub-brands include the Varg Classics (timeless favorites), Light Outdoor (technical lightweight pieces), Timeless Casual (relaxed everyday wear), Beach Collection (towel ponchos and swimwear), Light Wool Pile and Fat Wool Pile (wool pile fabric collections), and Lightweight Down Anoraks. The brand also offers Accessories (beanies, headbands, mittens) and Garment Care Products. Varg Re.Wear is a circularity program for pre-owned garment resale. Products emphasize natural materials, recycled fibers, and sustainable production, with many items available exclusively online.
Differentiator
Problem solved
Functional benefit
Brands
- Varg Re.Wear: Pre-loved Varg garment resale program operated in partnership with Ninyes, allowing customers to resell their Varg garments and receive store credit.
Products and services
- Men's Clothing Men's outdoor clothing collection including jackets, sweaters, hoodies, vests, shirts, t-shirts, pants, shorts, baselayers, and swimwear designed for everyday life and outdoor activities.
- Women's Clothing
Quantifiable outcome
- Products free from fluorocarbons (PFAS-free)
- +4 more outcomes
Companies that use Vargkläder
Customer profileSegments4 records
Ideal customer profiles3 records
Vargkläder technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Vargkläder partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- NinyescoreNorthern Europe's leading marketplace for responsibly produced secondhand clothing. Varg's official resale partner for the Re.Wear program. Customers can resell pre-loved Varg garments through Ninyes and receive up to 80% of resale value in store credit. Ninyes handles authentication, processing, and fulfillment of second-hand Varg items.
- Allied Feather + DowncoreLeading insulation supplier providing responsibly sourced down with full supply chain transparency. Varg uses RDS-certified down from Allied for insulation in down jackets and anoraks. Allied provides TrackMyDown.com traceability platform for consumers.
- BluesigncoreTextile certification system ensuring safer, more sustainable manufacturing. Varg uses Bluesign-certified materials in many products, particularly recycled synthetics, ensuring minimal environmental impact in production.
- OEKO-TEXcoreInternational certification system testing textiles for harmful substances. Varg's suppliers hold OEKO-TEX Standard 100 certification, ensuring products are free from harmful chemicals and meet high safety standards.
- Responsible Wool Standard (RWS)coreCertification ensuring welfare of sheep and health of land they graze on. Varg uses RWS-certified merino wool in base layers, guaranteeing mulesing-free sourcing.
- GOTS (Global Organic Textile Standard)coreInternational certification for organic cotton ensuring social and environmental responsibility. Varg uses GOTS-certified organic cotton in products like towel ponchos.
- Global Recycled Standard (GRS)coreInternational certification verifying recycled content and promoting responsible practices. Varg uses GRS-certified recycled polyester and nylon, with many products containing 100% recycled fibers.
- Responsible Down Standard (RDS)coreCertification ensuring down comes from farms with monitored animal welfare, no force-feeding or live-plucking. Varg uses RDS-certified down in all down-filled products.
- WoolmarkcoreWool certification ensuring quality merino wool. Varg's merino wool in base layers is Woolmark certified and guaranteed mulesing-free.
- KlarnaminorPayment solution provider offering buy-now-pay-later options. Varg accepts Klarna as a payment method on their e-commerce platform.
- PayPalminorPayment solution provider. Varg accepts PayPal as a payment method on their e-commerce platform.
- StripeminorPayment processing platform. Varg uses Stripe for credit card transactions on their e-commerce platform.
- PostNordminorNordic logistics and postal service. Varg uses PostNord for shipments within Sweden, providing QR code-based service point pickup.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
Vargkläder competitors and assessment
Company assessmentDirect peers
- Houdini Sportswear: Swedish outdoor apparel brand built on circularity, recyclability, and minimal environmental impact. Closely mirrors Varg's sustainability-first positioning, product layering concept, and direct-to-consumer model in the Nordics.
- Norrøna: Norwegian premium outdoor brand with strong Scandinavian design identity and direct-to-consumer focus. Comparable across technical outerwear, wool/natural materials, and DTC-led growth strategy.
- Klättermusen: Swedish technical outdoor apparel brand with distinctive design and strong sustainability standards. Comparable as a Scandinavian peer competing for the same design-aware outdoor consumer with premium pricing.
- Fjällräven: Swedish outdoor and lifestyle apparel brand with strong sustainability credentials and a classic Nordic design language. Directly comparable on Scandinavian outdoor positioning, wool and natural material emphasis, and DTC-plus-wholesale GTM.
- Peak Performance: Swedish-origin outdoor and active lifestyle apparel brand owned by H&M Group. Highly relevant as a Scandinavian brand bridging urban and outdoor wear, with broader scale and similar product categories to Varg.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Vargkläder social profiles
Digital presenceVargkläder compliance and trust
Trust signalCompliance9 records
Vargkläder financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vargkläder leadership team
Management profileNumber of profiles
Profiles1 record
Vargkläder funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vargkläder M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vargkläder
What does Vargkläder do?
Vargkläder designs, produces, and sells Scandinavian-inspired outdoor and casual apparel for men, women, and children through its direct-to-consumer webshop (vargclothes.com) and a network of physical retailers. The product range includes jackets, coats, sweaters, hoodies, vests, shirts, t-shirts, pants, shorts, dresses, baselayers, swimwear, and accessories, emphasizing natural materials such as merino wool and organic cotton, with sustainability certifications across the supply chain.
Is Vargkläder a public or private company?
Vargkläder is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Vargkläder founded?
Vargkläder was founded in 2013. It employs 1 to 10 people.
Where is Vargkläder based?
Vargkläder is headquartered in Askim, Sweden, in the Europe region.
How does Vargkläder make money?
One revenue line is on record: apparel Sales.
Who are Vargkläder's main competitors?
Direct peers on record are Houdini Sportswear, Norrøna, Klättermusen, Fjällräven and Peak Performance.
Does Vargkläder have an API?
No public API is recorded for Vargkläder.
What industry is Vargkläder in?
Vargkläder's product category is Outdoor Apparel. Its primary akta.pro industry code is CRAAAAAI, Outerwear & Cold-Weather Apparel Manufacturers. Its NAICS code is 315 and its SIC code is 2300.