This week, I checked in on the hair-tie brand keeping Erling Haaland’s signature blonde locks in place while the Norwegian striker lights up the World Cup. Additionally, L Catterton takes a minority stake in the hair-care brand Rōz, and Amouage lands on the West Coast. Norwegian soccer star Erling Haaland is making his World Cup debut. Kknekki hair ties are an essential part of his kit
It’s hard to miss Erling Haaland on the soccer field. With his 6-foot-five-inch frame and flowing blonde locks, the Norwegian striker cuts an imposing figure on the pitch. It helps that he’s a prolific goal scorer — during his World Cup debut in Norway’s opening game against Iraq on June 16, Haaland scored two goals to help the Vikings get off to a strong start in their first time at the international tournament since 1998.
Haaland made those two goals while sporting his signature slicked-back bun, held in place by a hair tie matching Norway’s bright red kit. That hair tie, and the ones he wears while competing for Premier League side Manchester City, come from just one place: hair-tie brand Kknekki.
“He has always worn Kknekki ever since he started growing his hair out. Really, for him, it’s a performance thing, because it’s the only hair tie that actually works when he’s doing what he does,” said Hedda Davidsen, marketing manager at Kknekki’s parent company, Bon Dep. The Norwegian accessories maker acquired the distribution rights for Kknekki, originally founded in South Korea in 1987, in 2015 before fully acquiring the brand in 2024.
