Why clothing for photographers?

It was a mild spring day in April 2017 when adventure photographer Benjamin Jaworskyj was looking for functional clothing for his next photo trips in a large outdoor store in Berlin. It should be water repellent, breathable and visually appealing. As he brushed his way through the packed shelves, past neon green softshell jackets, baby blue fleece jumpers, and gray/yellow striped short-sleeved shirts, he paused and chuckled. "Who's wearing such clothes?" He wondered. The answer gave a glimpse of the other visitors in the shop. Either generation 50+, just before the campsite season at the Müritz, or category "trip on a cruise ship". To be fair, there were also some young visitors who, with their parents, were primarily looking for a backpack, probably just before a work and travel year.


When he finally discovered a jacket that appealed to him visually and in terms of material, the euphoria disappeared with a glance at the price tag.

600€ for a rain jacket? Are they mad?

After a quick glance at the price tag, the prices for the other jackets were also between 150€ and even 800€! And that's only for one jacket. What happens when it gets colder? Then you need a thicker jacket again.

He sullenly tried on the 600€ rain jacket in size XL and wondered how he might justify the purchase before the tax office as work clothes.

It actually fit quite well. Maybe a bit too tight, if you wanted to wear something underneath, like a fleece, but otherwise ok. Well, the two zip pockets on the front, one vertical on the chest and one inside pocket, were not great either, but they were ok.

"Do you have this jacket a size bigger?" He asked one of the sales assistants, who was just folding a dark blue jacket with poison green pockets.

"Unfortunately not", she shook her head.

He tried many more jackets that afternoon, but somehow the price-performance ratio was not right for him.

"Isn't there any outdoor clothing that looks normal, is reasonably priced and still functional?" His head started to rattle.

"Why is there no outdoor clothing for photographers?"


The first prototype for the Haukland Explorer 5-in-1 jacket for photographers

The idea was born.

Jaworskyj sat down at a table with a team of textile professionals to develop the first prototype of the Haukland Explorer 5-in-1 jacket for photographers. Not a project that you realize from one day to the next. One year passed from the first sketch to the first prototype prototype. The first prototype was tested in various outdoor conditions for several weeks and was then further optimized. Now, about 1.5 years after the first draft and another, second prototype, which was mainly tested in winter outdoor conditions, the final version is ready.


The first prototype for the Haukland Explorer 5-in-1 jacket for photographers

Where does the name Haukland come from?

Namesake is a sandy beach north of the Arctic Circle in Norway. The Hauklanda Stranda is not only a particularly beautiful beach on the Lofoten archipelago, it is also the beach where adventure photographer Benjamin Jaworskyj photographed polar lights for the first time in his life. An experience you won't forget. For Jaworskyj it is one of the most beautiful beaches in the world. Crystal clear, azure-shimmering water, a long sandy beach surrounded by a steep mountain panorama.

The mountain to the right of the beach with the small, offshore island is also the silhouette that can be recognized in the logo.


What is the goal of Haukland?

Haukland's first goal is to create apparel for photographers that

a) functional

b) where the price-performance ratio is right

c) looks good.

Haukland's second goal is to establish a brand to support future photography and video projects that are worth supporting, but which lack budget / sponsors.

Haukland's third goal is to produce sustainably. In doing so, we are already making sure that the high-quality products are manufactured by ISO-certified companies and ensure responsible action towards business partners and production countries. We support the development of improved working conditions and the promotion of the Öko-Tex standard. All our materials are already produced according to Ökotex100 standards and the factories undergo regular social audits such as BSCI and SEDEX.