A part of Swedish textile history

It was 1947 and Sweden had just recovered from the war. Gunnar Segerqvist was only 16 years old but had both the will and the knowledge to start up what is today Seger Europe AB. In Röshult, in the middle of textile Sweden, Gunnar started up his first hosiery machines on his parents' farm, in an outbuilding that had previously housed sheep. The rest is Swedish textile history.

In 1947, Gunnar Segerqvist started his business on his parents' farm. An outbuilding, the laundry room and part of the stables were the first knitting rooms and warehouses. The company car was a Renault and the collection consisted of socks, knitted sweaters, cardigans and hockey gaiters.

In the early 1960s, Gunnar began developing socks together with Sweden's most successful skier, Sixten Jernberg. This was one of the first development collaborations Seger made with an elite athlete.

Sixten Jernberg required socks that were not only durable and comfortable, but also extra long so that they went above the knees.

Sixten wasn't the only one interested in Seger's socks. Egil Nielsen, Denmark's national team goalkeeper during the 1940s and 1950s, also wanted Seger to develop socks for him as he had sensitive feet.

During the 60s, 70s and 80s, Seger socks were an obvious part of Swedish football. Many Allsvenskan teams played in socks from Röshult – and Seger was behind countless goals. One of the players was Tommy Svensson, who, long before he led the national team to bronze at the World Cup in the USA in 1994, made sure his feet felt good in Seger socks back in the 70s.

1972 was the first year that Seger was an Olympic sponsor, supplying the Swedish Olympic team with hats and socks. The collaboration with the Swedish Olympians continued until 1984.

One of Sweden's most successful football goalkeepers of all time became interested in the products and became one of our ambassadors. And it didn't stop there. Thomas Wassberg became good friends with Gunnar and has worn our hats and socks both when he won World Cup and Olympic medals.

Torbjörn Nilsson, one of Sweden's famous sports figures, became one of Seger's ambassadors. He was also involved in inaugurating the rebuilt factory after the unfortunate fire that occurred in 1984.

We have also had our national downhill team on the podium more times than we can count at this point. We delivered the first hats and socks to them back in 1998, and it became a 15-year partnership. Seger was the only thing that mattered to them.

Seger has collaborated with some of Sweden's best downhill skiers of all time. The same dedication and perfection they showed on the piste also applied to the development of the special collections of socks and hats.