Friluftsliv as Practice, Culture and Brand

The article revisits Kirsti Pedersen Gurholt’s Norwegian friluftsliv and ideals of becoming an ‘educated man’ (2008) – an investigation into masculine and hegemonic notions of Scandinavian outdoor life. We respond to the author’s call for critical dialogue in a three-part exploration, focusing on friluftsliv as a practice, culture, and brand. Each section takes one question from the editors’ call as its starting point. First, we examine changing practices by highlighting how friluftsliv has become less gendered, more urban and local, and more linked with health and wellbeing. Second, we address the question of whether theory has become more refined by employing Gurholt’s cultural analytical approach to discuss contemporary ambiguities of friluftsliv. Finally, we turn to the question about international expansion. Drawing inspiration from Gurholt’s critique of essentialism and nationalism, we explore how friluftsliv is promoted alongside other outdoor adventure brands on the international wellness and lifestyle market.