Fjällräven

  

A little boy with innovative ideas

  

The history of Fjällräven begins in 1950 in the small town of Örnsköldsvik in Sweden. This year, the 14-year-old Åke Nordin and a friend broke up on a hike and noticed that the backpack is not as comfortable as it should be.

Åke Nordin then decided to design his own model. The wooden frame ensures a better weight distribution and a better ventilation. The first interested persons were Sami reindeer owners. Since they are usually very long on the road, it was especially convenient for them that this backpack is comfortable to wear even under heavy loads. When Åke Nordin completed his compulsory military service, he realized that not even the country's leading elite federation had equipment that would satisfy the requirement. And so he decided, 10 years after his hike and the first ideas for backpacks, to found the company Fjällräven.

  

From the studio appartement to the stores of more than 20 countries

  

At the beginning the headquarter of the brand Fjällräven was a one-room apartment of the family in the suburb of Örnsköldsvik. Since then, many years have passed by, and Fjällräven has been successfully on the market for more than 50 years. The Swedish outdoor equipment manufacturer Fjällräven is still facing the same challenges: innovative and clever solutions, continuous improvement of materials, less weight and more freedom of movement and, above all, a easier life in nature. Fjällräven does not follow fleeting trends. The brand can be recognized by the small fox, its functionality, durability and the perfect fit, and it is designed for extremely long durability. Fjällräven's products are now sold in more than 20 countries. Some products such as the Greenland jacket, the Vidda trousers, the Kånken backpack and the down jacket Expedition have developed over the years into genuine classics in the outdoor world. The manufacturer is constantly working on the development of materials, solutions and designs for new favorites - especially in outdoor apparel: ski touring apparel, pullover & shirts and many more - which have been useful, loved and indestructible companions on countless outdoor adventures for many years.

  

The guiding principle of the brand

  

Fjällräven wants to develop outdoor equipment, which makes nature experience up close. Nature is an important point that marks the whole brand. For example, nature is the inspiration for the brand. Because when you are on the road in nature, you can see exactly what is missing or what can be improved and so the best ideas for new innovations come about. And if they do not have insufficient experience and knowledge, they ask the so-called "Fjällräven experts", people with a special know-how for help.

  

Pure nature

  

The nature also plays an important role in the production of their products. Protection of the environment is therefore an important issue, which the brand Fjällräven attaches very much to. In doing so, the company wants to keep the negative environmental impacts of its activities as low as possible. Only in this way others can enjoy the beauty of untouched nature. Fjällräven tries to select suitable raw materials and to reduce the consumption of water, energy and chemicals. Animal protection also plays an important role. And so the process of extracting down is one of the most rigorous of the outdoor industry.

In addition, Fjällräven introduced The Fjällräven Way in 2013. This is an initiative that sets guidelines for sustainability. The symbol of the initiative is a compass. In the same way as there are four cardinal points, the compass has four trading directions which are of great importance. The N stands for Nature & Environment, the E for Finance & Business Processes, the S for Social Responsibility and the V for Wellbeing. With the products of Fjällräven you are optimally equipped, you always get new and improved innovations and besides you are doing something good for the environment.