Selma Jakobsson is the Head of Sustainability and Quality at Peak Performance, where she leads the company’s sustainability strategy across product impact, supply‑chain environmental performance, social responsibility and circular business development. Today, her strategic focus centres on advancing circularity at both product and organisational levels, accelerating emission reductions, and deepening the brand’s social impact across its global value chain.
Selma brings a uniquely hands‑on perspective to the role, shaped by earlier positions as Sustainability Manager, Production Manager, Product Developer and Buyer. Having lived and worked for several years in production hubs across Bangladesh and China, she gained first‑hand insight into the realities, challenges and opportunities within global supply chains, shaping her practical, human‑centred approach to sustainable transformation.
A specialist in circularity, stakeholder engagement and ESG strategy, she has already driven significant progress at Peak Performance – most notably guiding the company to become one of the first ski and outdoor brands to bring verified circular products to consumers.
Rooted in the values she grew up with – less is more, quality over quantity and care for what you own – Selma is driven by a lifelong pursuit for style with sustainability. She is committed to pushing the fashion and outdoor industry toward meaningful, lasting change.
