Client
Friluftsfrämjandet, Patagonia, Stockholm Stad, Peak Performance
Year
On-going
Service
Brand Strategy,Community and Marketing Strategy, Activation, Creative Direction, Guides

In 2022 we launched a social club in Stockholm to bring people together and develop meaningful connections through shared outdoor experiences. 

Six years ago, Jeremy Asgari launched The Outsiders in New York. Amidst the ongoing global COVID-19 pandemic, discussions emerged about extending the Outsiders brand. This led to the decision to introduce Outsiders in Stockholm.

Today, OutsidersLab facilitates a community for third culture kids to share their first experience with nature together with like minded peers, challenging perceptions about the Swedish outdoor space and who belongs in it. 

Our focus is on representation and to empower a nurturing and non-judgemental community in their natural habitats and to create a space where they want to experience “nature” for themselves. 

OutsidersLab mission is driven by: to avoid growing public health problems, offer mental health support, build a supportive community and make “nature” an accessible place for everyone to participate in.