JOE Experience – Jamtland, Sweden

Five iconic brands, all sponsors of JOE, command attention well past the Swedish borders and each brings a story that supports another lesson (the third) garnered in a trip to Jamtland County. “Excel to exchange, share to survive,” whether in knowledge or material goods. Even a quick summary of their approach demonstrates an abiding belief that everything in the kit must prevail through weather fair and foul. And that learning transcends generations.

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