FOUNDED IN 1960 - SWEDEN
In the 1950’s, 14 years old Åke Nordin from Örnsköldsvik in Northern Sweden spent more time outdoors than indoors. After many long treks in the mountains, Åke decided the backpacks at the time were unsatisfactory and took matters into his own hands by building a wooden frame. Åke’s innovation quickly caught on and in 1960 Fjällräven became the first to commercially make and distribute framed backpacks. Then in 1978, the company introduced the Kånken: a backpack to help prevent back problems amongst Swedish school children. The Kånken is now a worldwide classic!
Fjällräven means Arctic Fox in Swedish, honoring the small and highly adaptable predator that lives in the Swedish mountains under the harshest conditions.
With regards to sustainability & transparency, what are your core values that define how your brand operates?
Fjällräven is driven by a passion for nature and spending time outdoors. We make functional, timeless and long-lasting outdoor equipment – all in order to have the lowest negative impact on the environment possible. But our responsibility goes beyond our products and we try to make a positive contribution to the society where we can.
With regards to sustainability & transparency, what are the "hot topics" you are currently working on and try to improve yourself on?
As a member of Fenix Outdoor we are contributing to the overall
sustainability goals for the group. In order to fulfill our part in this,
we have developed a set of commitments we believe will take us
towards our common 2020 goals:
- 90% of all materials on Top level of preferred material list.
- Full control over animal derived products.
- All central suppliers engaged in our sustainability program-implemente Made By Fjällräven.
- 5 capacity building projects in the supply chain.
- Green energy in all own stores and facilities.
- Reduction of own co2 emissions from business travels.
- 5 projects on reducing water consumption in the supply chain.
- 5 projects on green energy in the supply chain.
- 5 projects on waste reduction project in packaging.
- Implement repair and end-of-use-system.
- Sustainability footprint information presented on all products.
- Train 1000 brand community members in sustainability.
- Provide sustainability training to all employees and retail partners.