100 YEARS OF WORKWEAR.
For 100 years, Fristads has driven the evolution of workwear. From pioneering durable overalls for dock workers, to leading the charge on sustainability in the industry – this is our story.
For 100 years, Fristads has driven the evolution of workwear. From pioneering durable overalls for dock workers, to leading the charge on sustainability in the industry – this is our story.
Inspired by dock workers.
In the 1920s, industrialisation is well underway in Sweden but no one is wearing workwear. John Magnuson, a young entrepreneur from Håcksvik in western Sweden, senses an opportunity to enter an unexploited market. He starts to import workwear from America, where he has seen dock workers and farmers dressed in durable denim. But the imported clothes are expensive and too much of the cargo disappears in the ports. Instead, Magnuson decides to produce his workwear in Sweden. In 1925, he founds AB Skyddskläder and hires eight seamstresses and a supervisor. In the small town of Fristad, they start production in an old, abandoned factory that he rents for 800 Swedish kronor per year. Magnuson is in charge of purchasing, operations and sales all at once and the first two years he works for free, since the company doesn’t make any money. That would soon change. In 1928, just three years after the start, the company builds a brand new factory in Fristad, on land considered a dump by the locals. Everybody thinks Magnuson is out of his mind, but he sets out to prove them wrong.
Inspired by dock workers.
In the 1920s, industrialisation is well underway in Sweden but no one is wearing workwear. John Magnuson, a young entrepreneur from Håcksvik in western Sweden, senses an opportunity to enter an unexploited market. He starts to import workwear from America, where he has seen dock workers and farmers dressed in durable denim. But the imported clothes are expensive and too much of the cargo disappears in the ports. Instead, Magnuson decides to produce his workwear in Sweden. In 1925, he founds AB Skyddskläder and hires eight seamstresses and a supervisor. In the small town of Fristad, they start production in an old, abandoned factory that he rents for 800 Swedish kronor per year. Magnuson is in charge of purchasing, operations and sales all at once and the first two years he works for free, since the company doesn’t make any money. That would soon change. In 1928, just three years after the start, the company builds a brand new factory in Fristad, on land considered a dump by the locals. Everybody thinks Magnuson is out of his mind, but he sets out to prove them wrong.
Bucking the recession.
Despite the stock market crash and recession at the start of the 1930s, business for Fristads is booming. The factory in Fristad expands and employs 50 seamstresses at the start of the decade. To keep up with the growing production, local branches are started in several small towns in the Swedish countryside. Unlike some of his competitors, John Magnuson decides not to automate his production, since he thinks the assembly lines would only cause stress and wear out his workers. In the beginning, Fristads produces their signature heavy duty bib n’ brace trousers and work overalls but also leisure wear for outdoor recreation and gardening. The product range includes models for women and children.
Bucking the recession.
Despite the stock market crash and recession at the start of the 1930s, business for Fristads is booming. The factory in Fristad expands and employs 50 seamstresses at the start of the decade. To keep up with the growing production, local branches are started in several small towns in the Swedish countryside. Unlike some of his competitors, John Magnuson decides not to automate his production, since he thinks the assembly lines would only cause stress and wear out his workers. In the beginning, Fristads produces their signature heavy duty bib n’ brace trousers and work overalls but also leisure wear for outdoor recreation and gardening. The product range includes models for women and children.
The birth of FAS®.
During World War II, John Magnuson faces a fabric shortage, since weaving mills ration their supplies and imports are halted. He solves the issue by cooperating with a weaving mill in Borås to develop his own fabric. The result does not meet his quality standard, but he continues his quest. His son Bertil has learned how to operate looms in England and in 1949 his father commissions him to start a weaving mill in Tollarp in southern Sweden. At Tollarp, John finally develops Fristads’ groundbreaking – and now classic – FAS® 100 percent cotton fabric. Weighing in at 375 grams per square metre and weaved with long cotton fibres, the FAS® fabric is exceptionally dense and durable, making it well suited for workwear. To make sure the fabric lives up to his high quality standards, John Magnuson tests it in a machine that he has built himself.
The birth of FAS®.
During World War II, John Magnuson faces a fabric shortage, since weaving mills ration their supplies and imports are halted. He solves the issue by cooperating with a weaving mill in Borås to develop his own fabric. The result does not meet his quality standard, but he continues his quest. His son Bertil has learned how to operate looms in England and in 1949 his father commissions him to start a weaving mill in Tollarp in southern Sweden. At Tollarp, John finally develops Fristads’ groundbreaking – and now classic – FAS® 100 percent cotton fabric. Weighing in at 375 grams per square metre and weaved with long cotton fibres, the FAS® fabric is exceptionally dense and durable, making it well suited for workwear. To make sure the fabric lives up to his high quality standards, John Magnuson tests it in a machine that he has built himself.
Did you know?
Fristads’ founder John Magnuson was one of the first people to import denim jeans from America to Sweden in 1929. The venture was shortlived, since sales never really took off.
Did you know?
Fristads’ founder John Magnuson was one of the first people to import denim jeans from America to Sweden in 1929. The venture was shortlived, since sales never really took off.
The largest workwear company in Sweden.
John Magnuson stays true to his commitment to high quality and refuses to engage in price wars with his competitiors. In the 1950s, Fristads develops new products by incorporating nylon for extra strength, and the quality is an important selling point in marketing materials from the time. In one test, Fristads lets workers put their overalls to the test in the field and finds that they are “still fully functional” after 38 weeks and just as many washes. At this time, Fristads manufactures around 40 different products, and all the welders at Götaverken, the leading shipyard in Sweden at that time, wear Fristads’ workwear, due to its protective properties against welding fleas. The company goes through a growth spurt in the 1950s and once again expands the factory in Fristad. By the end of the decade, the company has 300 employees and 100 contract seamstresses. Fristads is now the largest workwear manufacturer in Sweden.
The birth of FAS®.
John Magnuson stays true to his commitment to high quality and refuses to engage in price wars with his competitiors. In the 1950s, Fristads develops new products by incorporating nylon for extra strength, and the quality is an important selling point in marketing materials from the time. In one test, Fristads lets workers put their overalls to the test in the field and finds that they are “still fully functional” after 38 weeks and just as many washes. At this time, Fristads manufactures around 40 different products, and all the welders at Götaverken, the leading shipyard in Sweden at that time, wear Fristads’ workwear, due to its protective properties against welding fleas. The company goes through a growth spurt in the 1950s and once again expands the factory in Fristad. By the end of the decade, the company has 300 employees and 100 contract seamstresses. Fristads is now the largest workwear manufacturer in Sweden.
Workwear for everybody.
At the end of the 1960s the Swedish industrial companies start to purchase workwear for their employees and many professional workers are offered workwear by their employers. This leads to an intense period of product development and broadening of the assortment. In 1968, John Magnuson’s oldest son, Bertil Magnuson, takes over as CEO of the company, while his youngest son, Birger Magnuson, becomes production manager. Under Bertil’s leadership, the business continues to grow and expand. The same year, Fristads is among the first Swedish textile companies to start production in Portugal, where the supply of labour is plentiful and wages more competitive than in Sweden. The move is necessary to counter competition from imports of cheap workwear from Asia. The factory employs around 100 seamstresses and would later be run by John Magnuson’s granddaughter, Agneta Bergqvist, and her husband Claes-Göran.
Workwear for everybody.
At the end of the 1960s the Swedish industrial companies start to purchase workwear for their employees and many professional workers are offered workwear by their employers. This leads to an intense period of product development and broadening of the assortment. In 1968, John Magnuson’s oldest son, Bertil Magnuson, takes over as CEO of the company, while his youngest son, Birger Magnuson, becomes production manager. Under Bertil’s leadership, the business continues to grow and expand. The same year, Fristads is among the first Swedish textile companies to start production in Portugal, where the supply of labour is plentiful and wages more competitive than in Sweden. The move is necessary to counter competition from imports of cheap workwear from Asia. The factory employs around 100 seamstresses and would later be run by John Magnuson’s granddaughter, Agneta Bergqvist, and her husband Claes-Göran.
The era of product development.
In 1970s, product development takes centre stage with the goal to adapt the workwear to meet different users’ needs, regardless of industry. In 1974, Fristads collaborates with the construction industry in a government-funded research project to develop five new garments. The goal is for the garments to protect against rain and cold but at the same time allow moisture to evaporate, to improve temperature control. More types of workwear are developed, including shorts, jackets and special garments for craftsmen and brick layers, some with new functions such as hanging pockets for tools and nails. Fristads also develops a new material, called polydex, which is made of 100 percent polyester and brushed on the inside for increased comfort. The product development and specialisation are driven by the fact that many companies start to provide their employees with workwear for free in the 1970s. During this time, the products have a life cycle of ten years.
The textile industry in Sweden goes through a crisis in the 1970s, but at a time when many companies go out of business, including Fristads main competitor Algots, Fristads bucks the trend. The company enters an expansive phase and nearly doubles the size of its production facilities in Fristad. At this time, Fristads has a 40 percent share of the Swedish workwear market.
The era of product development.
In 1970s, product development takes centre stage with the goal to adapt the workwear to meet different users’ needs, regardless of industry. In 1974, Fristads collaborates with the construction industry in a government-funded research project to develop five new garments. The goal is for the garments to protect against rain and cold but at the same time allow moisture to evaporate, to improve temperature control. More types of workwear are developed, including shorts, jackets and special garments for craftsmen and brick layers, some with new functions such as hanging pockets for tools and nails. Fristads also develops a new material, called polydex, which is made of 100 percent polyester and brushed on the inside for increased comfort. The product development and specialisation are driven by the fact that many companies start to provide their employees with workwear for free in the 1970s. During this time, the products have a life cycle of ten years.
The textile industry in Sweden goes through a crisis in the 1970s, but at a time when many companies go out of business, including Fristads main competitor Algots, Fristads bucks the trend. The company enters an expansive phase and nearly doubles the size of its production facilities in Fristad. At this time, Fristads has a 40 percent share of the Swedish workwear market.
Did you know?
From the start, Fristads offered as many as 34 sizes of each garment, while the main competitor only offered 5-6. This way, finding great-fitting workwear was easy, regardless of your size or shape, and saved the user from a trip to the tailor.
Did you know?
From the start, Fristads offered as many as 34 sizes of each garment, while the main competitor only offered 5-6. This way, finding great-fitting workwear was easy, regardless of your size or shape, and saved the user from a trip to the tailor.
Entering the world of service workwear.
At the beginning of the 1980s, an advertising campaign featuring wrestling world champion Frank Andersson in Fristads’ iconic work overalls attracts significant attention. At the same time, Fristads makes a push to increase exports of workwear, but the market is not ready. In the rest of Europe workers are still using corduroy trousers and vest at work.
In Sweden, Fristads seeks to capitalise on an increasing demand for workwear for healthcare workers. With the purchase of Hejco in 1983, Fristads enters the market for workwear for the service sector. Design and functionality are in focus during this time and Fristads launches garments in two colours. Still, most of the garments are made in navy blue and gray. A new type of rain gear made of a nylon knit fabric treated with waterproof polyurethane is also developed, bringing the total number of products available to 250. The year 1985 marks the end of an era, as the Magnuson family sells their company to Hexagon. The next year, the company officially changes names from AB Skyddskläder to Fristads. In 1989, Fristads purchases a 40-percent share of Snikki , the iconic Swedish maker of toolbelts.
Entering the world of service workwear.
At the beginning of the 1980s, an advertising campaign featuring wrestling world champion Frank Andersson in Fristads’ iconic work overalls attracts significant attention. At the same time, Fristads makes a push to increase exports of workwear, but the market is not ready. In the rest of Europe workers are still using corduroy trousers and vest at work.
In Sweden, Fristads seeks to capitalise on an increasing demand for workwear for healthcare workers. With the purchase of Hejco in 1983, Fristads enters the market for workwear for the service sector. Design and functionality are in focus during this time and Fristads launches garments in two colours. Still, most of the garments are made in navy blue and gray. A new type of rain gear made of a nylon knit fabric treated with waterproof polyurethane is also developed, bringing the total number of products available to 250. The year 1985 marks the end of an era, as the Magnuson family sells their company to Hexagon. The next year, the company officially changes names from AB Skyddskläder to Fristads. In 1989, Fristads purchases a 40-percent share of Snikki , the iconic Swedish maker of toolbelts.
Systematic work to ensure quality.
Due to crises in the construction and industrial sectors, and the recession following the Kuwait war, the 1990s come off to a rough start for Fristads. To stay competitive, Fristads closes nine of its Swedish sewing factories and moves production abroad, mainly to Portugal and Eastern Europe, while the headquarters moves from Fristad to Borås. At the same time, the sales from exports outside the Nordic countries doubles as more European countries start to realise the benefits of workwear. The 1990s are characterised by several changes of owners and a brief stint on the Stockholm stock exchange, before Fristads is purchased by the Danish company Kansas in 1995.
At the end of the decade, Fristads starts to work systematically with improvements of the internal processes and products to increase customer satisfaction and becomes certified according to ISO 9001 in 1999. To strengthen the brand, Fristads profiles athletes like the wrestler Alexander Karelin and cross-country skier Tomas Wassberg in marketing campaigns.
Systematic work to ensure quality.
Due to crises in the construction and industrial sectors, and the recession following the Kuwait war, the 1990s come off to a rough start for Fristads. To stay competitive, Fristads closes nine of its Swedish sewing factories and moves production abroad, mainly to Portugal and Eastern Europe, while the headquarters moves from Fristad to Borås. At the same time, the sales from exports outside the Nordic countries doubles as more European countries start to realise the benefits of workwear. The 1990s are characterised by several changes of owners and a brief stint on the Stockholm stock exchange, before Fristads is purchased by the Danish company Kansas in 1995.
At the end of the decade, Fristads starts to work systematically with improvements of the internal processes and products to increase customer satisfaction and becomes certified according to ISO 9001 in 1999. To strengthen the brand, Fristads profiles athletes like the wrestler Alexander Karelin and cross-country skier Tomas Wassberg in marketing campaigns.
Did you know?
Fristads’ founder John Magnuson successfully lobbied to have the term ‘skyddskläder’ (protective clothing) listed in the official Swedish dictionary.
Did you know?
Fristads’ founder John Magnuson successfully lobbied to have the term ‘skyddskläder’ (protective clothing) listed in the official Swedish dictionary.
Responsible about chemicals.
In the 2000s, Fristads launches a series of TV commercials directed by the renowned Swedish comedian Felix Herngren, a bold move that pays off with widespread publicity as well as several industry awards. At this time, Fristads is the leader of the Swedish workwear market, with 40-45 percent of the market share. In 2001, Fristads establishes their own production in Ukraine at the factory Stritex , which is specialised in more advanced workwear such as multinorm garments and flame-retardant workwear.
In 2002, Fristads becomes certified according to ISO 14001, requiring the company to work diligently to minimise the environmental impact of the operations. In 2007, Fristads joins the Swedish Chemical Group, helping to enable the replacement of toxic chemicals in products and processes with less hazardous alternatives. In 2016, Fristads launches a Chemical Compliance Programme with the aim to educate suppliers on chemical management practices. The same year, the company develops a special pro bono collection of workwear for Stockholm’s homeless population.
Responsible about chemicals.
In the 2000s, Fristads launches a series of TV commercials directed by the renowned Swedish comedian Felix Herngren, a bold move that pays off with widespread publicity as well as several industry awards. At this time, Fristads is the leader of the Swedish workwear market, with 40-45 percent of the market share. In 2001, Fristads establishes their own production in Ukraine at the factory Stritex , which is specialised in more advanced workwear such as multinorm garments and flame-retardant workwear.
In 2002, Fristads becomes certified according to ISO 14001, requiring the company to work diligently to minimise the environmental impact of the operations. In 2007, Fristads joins the Swedish Chemical Group, helping to enable the replacement of toxic chemicals in products and processes with less hazardous alternatives. In 2016, Fristads launches a Chemical Compliance Programme with the aim to educate suppliers on chemical management practices. The same year, the company develops a special pro bono collection of workwear for Stockholm’s homeless population.
Changing the world of workwear.
Fristads is now a part of the Kwintet group, the largest workwear company in Europe, and changes names to Fristads Kansas in 2012. Out of the ten brands in the group, Fristads Kansas is the largest and most influential. In 2017, Fristads Kansas rebrands as Fristads, returning to its roots. Two years later, Fristads becomes the first company in the world to develop an Environmental Product Declaration (EPD) for clothes, and that same year the company launches their first environmentally declared workwear, called Fristads Green. Thanks to the EPD, the environmental impact of a garment can be measured through a lifecycle assessment and minimised in every step of the value chain. Fristads’ inaugural Green collection garners multiple prestigious design awards, solidifying the company’s position as a leader in sustainability and innovation within the workwear industry. Also in 2019, Fristads launches the FASG trousers – made of an updated version of the classic FAS fabric, with stretch.
Changing the world of workwear.
Fristads is now a part of the Kwintet group, the largest workwear company in Europe, and changes names to Fristads Kansas in 2012. Out of the ten brands in the group, Fristads Kansas is the largest and most influential. In 2017, Fristads Kansas rebrands as Fristads, returning to its roots. Two years later, Fristads becomes the first company in the world to develop an Environmental Product Declaration (EPD) for clothes, and that same year the company launches their first environmentally declared workwear, called Fristads Green. Thanks to the EPD, the environmental impact of a garment can be measured through a lifecycle assessment and minimised in every step of the value chain. Fristads’ inaugural Green collection garners multiple prestigious design awards, solidifying the company’s position as a leader in sustainability and innovation within the workwear industry. Also in 2019, Fristads launches the FASG trousers – made of an updated version of the classic FAS fabric, with stretch.
The future of workwear is circular.
Leisure wear has been a part of Fristads’ assortment off and on over the years, but in 2020 the Fristads Outdoor collection is launched, establishing the company in the outdoor industry. In 2021, Fristads is purchased by Hultafors Group, a global company with the strongest PPE offering in Europe. As a part of Hultafors Group, our longstanding tradition of innovation is not only continuing, but thriving. We are evolving with the times, adapting our assortment to meet the needs of the users of today, and fulfilling our vision of dressing every professional user for a sustainable performance.
The climate crisis and environmental degradation have emerged as the greatest challenges of our time and at Fristads we have made it our mission to lead the workwear industry towards change. With sustainability and innovation as our drivers, we are constantly working to reduce the environmental footprint of our products and operations. In 2024, we made a major breakthrough as we launched our first product created partly from recycled workwear. The same year, we launched Sustainability as a service, an offering that we developed together with some of our biggest customers and which helps extend the life of workwear through repairs, reuse and recycling.
We have been changemakers in the world of workwear for one hundred years and at this pace, we are poised to lead for a hundred more.
The future of workwear is circular.
Leisure wear has been a part of Fristads’ assortment off and on over the years, but in 2020 the Fristads Outdoor collection is launched, establishing the company in the outdoor industry. In 2021, Fristads is purchased by Hultafors Group, a global company with the strongest PPE offering in Europe. As a part of Hultafors Group, our longstanding tradition of innovation is not only continuing, but thriving. We are evolving with the times, adapting our assortment to meet the needs of the users of today, and fulfilling our vision of dressing every professional user for a sustainable performance.
The climate crisis and environmental degradation have emerged as the greatest challenges of our time and at Fristads we have made it our mission to lead the workwear industry towards change. With sustainability and innovation as our drivers, we are constantly working to reduce the environmental footprint of our products and operations. In 2024, we made a major breakthrough as we launched our first product created partly from recycled workwear. The same year, we launched Sustainability as a service, an offering that we developed together with some of our biggest customers and which helps extend the life of workwear through repairs, reuse and recycling.
We have been changemakers in the world of workwear for one hundred years and at this pace, we are poised to lead for a hundred more.