In reply to graycj: I've had one of their basic synth ones as my summer bag for some years. It's OK, if nothing too special. The finish isn't too great though, in that some of the baffle stitching started to run.
Haglöf make some very nice gear, but I wouldn't buy them just on name alone. Find out about the specific model and see if that is any good. I have some gear by Haglöf that is indestructible and as good as anything I've ever owned, and then some things with flawed original designs and where the stitching in particular hasn't been too well done.
They are cleverly creating an image of being very niche and top quality in the UK with a limited range. But across Scandinavia they are sold in most high street sport shops and have plenty of mass market products as well as the specialist stuff.
