For Salming the ancient powers of the Laplandic
culture and mysticism are the essence of who he
is and always will be – the backbone of his heart,
mind and soul. It is within this scenery his herit-
age lies; this is where the wind is blowing like it
has ever blown before and this is where Salming
finds his freedom. The woods and a tiny cottage
are his sanctuary, his escape from the city’s fre-
netic activity. We who have watched Salming
from afar see the Laplander that conquered the
world of Ice Hockey and became a Hall Of Famer…
We’ve all been rookies
”During his very first days in Gävle, Sweden, in the early
70’s, as a rookie playing for Brynäs IF, his team mates went
on a biking odyssey on the countryside. The team made a
practical joke; they gave rookie Salming a different route to
bike – a route that was 100 kilometers longer than the one
the other guys biked. No questions asked; Salming took that
trip. He got back to the locker room. He did not say a word,
just took a shower. The very next day, Salming took the
same trip again. Alone. Voluntarily…”
You play and you play hard
The Sami culture has always found energy and a peace of
mind in living close to the wild and untamed nature. The
Sami have embraced all the difficulties and survived – to
quit or surrender was never an option. This is the culture
from which Salming descends. Players all over the world
who have encountered him on the ice could feel his Sami
heritage in his attitude. You play and you play hard. No non-
sense! Salming was never an average-Joe on the ice. His
heritage taught him to always deliver and never to quit - no
matter the cost. Even at the cost of more than 500 stitches
and a 50% loss of eyesight on one of his eyes; you go in
there, cover that shot and get right back to it to make your
team win. It is a survivor mentality. A one in a million at-
titude, yet a tangible brand value of a Sami-descendant…
Only one way to go
It all started back home in Kiruna, a small town above the
Arctic Circle in Sweden. Named after an arctic bird, Kiruna is
famous for its iron ore mines between the mountains Luos-
savaara and Kiirunavaara. This is where Salming started to
play hockey and followed in the steps of his older brother
Stig. This is where the Salming brothers made huge impres-
sions on bigger hockey clubs that took them to the Swed-
ish Elite League. Salming signed with Brynäs IF in 1970 and
won the league championship in 1971 and 1972. In the midst
of this success, the Swedish national team also called for
the services of the future Hall of Famer. Later that year, at
Christmas time, Salming was approached by Maple Leafs’
scout Gerry McNamara. He thought that the only league for
Salming to play in was the National Hockey League. Börje
said yes to that convincing scout that later would be the
general manager of the Toronto Maple Leafs. Until this day,
Mr. McNamaras quote still reminds us of what yet to come:
”We did not realize until he got here how special Salming
was…”
A Laplandic power symbol
The rest is history. The Laplander faced all the challenges he
met during his 17 years with the NHL. Salming bridged ways
for upcoming European hockey players. He had shown the
Canadians the Sami-mentality over and over again, stating
”if it doesn’t kill you, it hardens you”. In Canada Cup 1976,
the crowd gave him a standing ovation that lasted a life-
time. Back in Sweden, people were in awe over what they
had just witnessed on the television. Salming became the
symbol of the power of the Laplandic culture and mysticism.
When Salming summed up his career in 1992 the list was
very long. He played at the highest possible level during the
70’s, 80’s and early 90’s. 1148 regular NHL-games rendered
150 goals and 637 assists, giving a total of 787 points and
six NHL All-Star Team appearances. In Canada Cup in 1976 he
was elected an all-star. In Albertville Olympics in 1992, at the
age of 41, he scored the most points in the Swedish national
team and the most points of all defense players of all the
countries playing. In 1996, as the first Swedish player, Salm-
ing got initiated in the Hockey Hall of Fame. A long journey
came to closure; from Lapland to the Hockey Hall of Fame
headquarters in Toronto. From the small backyard rinks of
Kiruna, Sweden, to the greatest arena in the world for a
hockey player…
No nonsense.
Today, as a businessman, Salming still makes use of his her-
itage and of his experience from 17 seasons in the toughest
league of them all, NHL, with values that he was brought
up to stand by and live with. That is who he is. Quality not
served on a silver platter, but on a Sami wood tray carved in
with sweat and blood. The essence of pure nature quality
lies within all Salming products. As a hockey player he took
all the low shots with his body and left the high shots for
Maple Leafs goalies. That is who he was on the ice. That in-
stinct, that drive, that power of Sami heritage made Salming
the ”go-to guy” when the tough got going, and a legend in
Canada and Sweden from here to eternity…
This is who we are
/ our heritage / our roots...
SALMING 2015
MAN
Authentic – Spring/Summer
04
Authentic – Autumn/Winter
14
Performance
24
No Nonsense
28
Exclusive
31
Swimwear
32
WOMAN
Authentic – Autumn/Winter
38
Performance
40
No Nonsense
44
Swimwear
46
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