It started with a graduation project – now Eva designs for one of the world’s toughest environments

What did you think of the Master's programme in Fashion Design?

“What I really appreciated about the programme was its focus on performance wear and sports – which matched my personal interests perfectly. That fascination was a strong thread throughout the Master’s, and I think Clemens played a big role in shaping that direction. The studies helped me discover my passion for the outdoor industry, and that path has stayed with me ever since. I’ve never regretted choosing it.”

What is your role at Haglöfs and what does it involve?

“As Head of Design at Haglöfs, I lead the creative direction and ensure our products stay true to the brand’s identity, combining performance, innovation, and contemporary design. My role spans from driving the overall design strategy to being hands-on in processes like colour development and product testing. We work closely with athletes and our internal experts to make sure our gear performs in the toughest conditions, while also making it relevant for today’s consumer.

A big part of my focus is also on fostering a strong, creative, and collaborative team environment where inspiration flows, ideas are shared, and everyone feels part of shaping the future of the brand. I believe that good design starts with a motivated team and a clear purpose.”

In what way has your education been useful in your current job?

“During my Master’s at the University of Borås, I had the opportunity to collaborate with the Norwegian brand Helly Hansen for my final project. This experience allowed me to stay creative while also getting a first taste of the commercial realities of the industry. It taught me how to strike a balance between bold, creative ideas and designing products that are commercially viable, something that’s been incredibly valuable in my career.

I also really appreciated the access to the university’s labs. The realistic setup, which mirrors what you later encounter in actual factories, gave me a unique chance to experiment, prototype, and think both big and practical.”

What did you think of your time as a student at the University of Borås?

“Looking back at my time as a student at the University of Borås, I really appreciated the close-knit and familiar atmosphere. I was still studying in the old building, where everything was a bit small and tight, but that also created a great sense of community among students and staff. I’ve heard that the new facilities are much more spacious and creatively inspiring, which is fantastic for future students.

As a foreigner, I was imagining this idyllic Swedish small town before I arrived, which wasn’t exactly the case with Borås. It took me some time to connect with the city itself, but the university provided a strong creative environment that made the experience worthwhile and helped me grow a lot, both personally and professionally.”

Read more about Master Programme in Textile and Fashion Design, Specialisation in Performance Wear