A tribute to all Swedish hipsters with a huge beard and an encouragement to take the beard out in its natural environment: nature.

Steeped in Swedish engineering, Primus makes outdoor equipment with focus on stoves and cooking. They have kept the flame burning for adventurers from all over the world since 1892.

Here is a message to all the big-bearded guys out there. Those with the giant type of beard you’d see on a hiker lost in the mountains. Or on a man ready – at any given moment - to skin a bear with his bare hands. The kind of beard shaped by the forces of nature, framing a weather-beaten face that has clearly braved the elements - possibly for centuries.

But your beard was probably grown under different conditions – meticulously, cultivated and groomed on smooth skin. Each precious millimetre nursed with oils and balms, to finally reach its full glory. And in the centre of it all – a sweet boyish face.

But how is that big beard really doing? Isn’t it time to bring it back into its right element?

Picture your giant beard out at sea, how it flies freely in the breeze – vibrantly alive from roots to ends. How it fearlessly salutes nature like a flag of stiff bristles in the wind, as you narrow your eyes to gaze out on to the horizon.

Now picture your giant beard hiking the wilderness.  Where it dutifully protects your face, neck and torso against mosquitos. And fully blossoming at dusk, in the dim lights of a burning flame, with the lingering smell of food being cooked on a camping stove in the open air.

I’m not saying you need to abandon civilization just because you have a giant beard. Just saying that your beard would enjoy spending time in its natural environment every now and then. And our camping stoves, lanterns and thermos bottles could be a step in the right direction.

Primus outdoor equipment.

Keep the flame burning.