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Blåkläder to raise profile in UK

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World Cement,

Blåkläder workwear is launching a new marketing campaign to raise its profile in the UK and Ireland, using the slogan ‘Go to the extreme with Blåkläder’.

“Blåkläder is the top selling workwear in Sweden,’ says Keith LaRoche, Managing Director UK & Ireland. ‘If we can be market leaders in our home country, where extreme conditions are the norm, then I’m excited about what our workwear can do for construction workers in the UK and Ireland."

The company’s increased focus on construction is shown through recent additions to the product line up, such as new variants in the craftsman series of trousers which are now available in a range of shorts, and in a smart new black version.

“These hardwearing trousers are also very lightweight,” says Keith. “But they still offer some great features, like triple stitched seams, reinforced nail pockets, high breathability and Cordura on the knees and back pockets. They’re excellent value for money and perfect for warmer spring and summer days.”

The craftsman series also demonstrates Blåkläder’s commitment to quality in every aspect of their workwear. They look closely at how their clothes are worn in the real world so they can engineer them to be the very best for the job in hand.

Keith LaRoche gave us a small example to prove the bigger point: “Take the reinforced rule pocket. We’ve left the bottom corner so it’s free to move. This means when you bend your knee the rule doesn’t stick into your thigh but moves away instead. This gives greater safety and comfort. We could sew it down like other trousers, which would be simpler and cheaper, but what would workers prefer?”?

Blåkläder are so confident in their craftsman series that, like all their clothing, they offer a lifetime seam guarantee. Now that’s what you call ‘going to the extreme.’

Adapted from press release by

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