Being a surfer in Sweden is not like going skiing. You actually need to get wet in gelid temperatures. Hennes & Mauritz, commonly known as H&M, is a multinational retail clothing brand. In wintertime, the Swedish brand produces and sells warm clothes for men and women: hoodies, jackets and coats, sweatshirts, socks and scarves. Although H&M does not manufacture cold water wetsuits, it has brought Sweden’s first-ever pro surfer into the marketing plan. Meet Freddie Meadows, a man used to the frigid and uncrowded lineups of the Baltic Sea.

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For a Swedish surfer getting changed by the fire is a luxury

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