Freddie Meadows: ice water surfer | Photo: H&M

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.

"Staying hydrated and eating as much and as healthily as possible prior to and during is what keeps your body going without seizing up. Energy and warmth. A good wetsuit is key to keeping warm," reveals Meadows.

"When the water is really cold, five degrees Celsius or less, getting waves on the head can be torture. Holding your breath becomes a little harder. You just want to come up. But you can't conquer the cold; so I try to enjoy it."

For Freddie Meadows, "getting changed by the fire is a luxury." He believes the human body adjusts to adversity, even if he has to pour hot water in his boots to make it easier for his feet to retain heat.

Not cold enough? Discover the best cold water surf spots in the world. Get the right boots, gloves and hoods for winter surfing.