Craft launches the 2026 collection for Vätternrundan – a bold story where heritage and energy are in perfect harmony

The Swedish sports brand Craft is once again launching a collection for Vätternrundan – this time with a bold design language that combines the event’s classic heritage with a modern aesthetic. The result is a collection that feels dynamic, clean, and inspiring.

“Our goal was to modernize the collection while preserving Vätternrundan’s unique identity,” says designer Jack Maden-Wilkinson. “Among other things, we reinterpreted the name Vätternrundan using a bold typeface and introduced a sense of movement into the typography. By fragmenting letterforms and applying subtle effects, we’ve developed a visual language that captures speed and dynamism – as if a cyclist has just rushed past, leaving a pulsing rhythm behind.”

Graphic elements that highlight the heritage

He goes on to explain that the design language is complemented by circular motifs reminiscent of bicycle wheels, along with graphic elements that emphasize key aspects of Vätternrundan’s identity, such as its place within A Swedish Classic and its origin in 1966.

“The color palette draws inspiration from the visual world of road cycling. Black and white form the base, complemented by a sharp yellow accent that signals energy while also referencing visibility and safety on the road,” Jack concludes.

Growth among young women reflected in the collection

Vätternrundan’s sponsorship manager, Jessica Nilsson, is also pleased with the new collection. “We’re very happy with the new design direction. The starting point was to create something that stands apart from how the Vätternrundan collection has looked in the past,” she says. “We’ve drawn inspiration from the clear growth among young women and what they appreciate. The result is a collection you truly feel fresh and well-dressed in, even during coffee and lunch stops along the route. The collection is also lighter, which is important for visibility in traffic, but above all it feels vibrant and stylish – something we believe many participants will appreciate.”

In collaboration with Vätternrundan

As with previous editions, the Vätternrundan 2026 collection has been developed in collaboration with Vätternrundan and includes items such as cycling jerseys, bib shorts, socks, arm warmers, and caps. The garments will be available at craftsportswear.com, vatternrundan.se, and on-site at Craft’s event store in Motala in June.