EMELIE X KIRUNA

Hey Emelie! A trained Eivy eye will probably recognize you from our social channels — you’ve been part of several of our photoshoots up north in Sweden, and you’ve also created plenty of your own northern content for Eivy over the years. What is it that keeps bringing you in front of the camera up in the Riksgränsen and Kiruna area?
Hi everyone in the Eivy crew! Riksgränsen is my home mountain – I’ve spent every winter there since I was in my mother’s belly. With a dad who’s been running a business in Riksgränsen since 1989, it was pretty much impossible for me, growing up in Kiruna, not to spend all my free time up in those Swedish–Norwegian mountains. Even though I moved south to Åre in recent years to stretch the snowboard season, I always make sure to head back north and spend at least all of May in Riksgränsen to soak up that magical nostalgia that lives up there.

Fun fact: People from Kiruna always plan their vacation in spring — that’s when we want to be in the mountains and the forest, during the most magical time of year, instead of summer like many others in Sweden do.

Riksgränsen, Sweden’s northernmost ski resort, holds a special status among snow and outdoor lovers across Europe — not least for its midnight sun riding. Is it really as magical as people say?
There’s only one answer to that: Riksgränsen absolutely has to be experienced. Stories and photos are great, but nothing beats actually being there.
Riksgränsen has every kind of weather – often all at once ;) Storm closures happen because of wind and heavy snowfall, but that’s also exactly why the snow is so good all winter.

It’s incredibly beautiful in every condition, whether it’s dumping snow or the sun is glittering on the snow. But nothing compares to riding under the midnight sun, especially up there late in the season.

We’ve all seen you spend a lot of time on your snowboard, but what else draws you to the mountains and the outdoors?
As a born-and-raised Kiruna girl, it’s almost impossible not to inherit a love for nature and the outdoors. My roots always draw me back to nature. I love feeling free and grounded, and that’s exactly how I feel every time I’m outside in any form.

I love the shifts in color, texture, and temperature that the Swedish mountains offer – every season has its own charm. The Fjäll (Swedish mountain areas) is definitely my favorite environment because I can think more clearly there. Maybe it’s the eagle’s-view perspective one gets from the peaks 🦅

Without nature, I honestly wouldn’t be anything.

And finally, after seeing you rock Eivy gear for so many years, we have to ask — what are your must-have Eivy pieces for this winter season?
Base layers have always been my go-to from Eivy. I spend so much time in the Swedish mountains – where it’s cold, windy, and stormy – that I basically live in base layers. I’ve wished for Eivy wool base layers for years, so you can imagine how happy I was when they finally launched last winter! 😍 Now, they’re the only wool I wear, both in everyday life and on the coldest days in the mountains or on camping missions.

Other pieces I live in during winter are the Sherpa vests, and of course the wool balaclavas and the Beanie Sherpa Neckwarmer – which I mostly wear folded up as a beanie. And yes… I rotate between a lot of colors 🥰

See more of Emelie's adventures on Instagram here @kirru