Over 50 years ago, Mr. Åke Nordin, the founder of Fjällräven, was determined to make "returning to nature and enjoying the outdoors" a passion for more people. For over 50 years, the Fjällräven brand has continued to grow, but this ambitious goal has never changed, and it serves as the core around which the brand's three operating philosophies were developed:
Providing functional, durable, and classic outdoor clothing and gear
The core philosophy behind the Fjällräven brand is to provide functional outdoor equipment that allows people to enjoy their time in nature more comfortably. To achieve this, our research and development consistently focus on finding innovative solutions to improve fabric comfort and functionality, reduce product weight, and enhance the comfort and flexibility of our clothing. Fjällräven does not follow trends. All our products represent function and durability, standing the test of time.
Inspiring and encouraging a love for outdoor life
As early as the 1970s, Fjällräven led curious beginner outdoor enthusiasts into the embrace of Mother Nature through its "Fjällräven Week" event. As time passed, Fjällräven has inspired tens of thousands of people to experience the thrill and joy of various outdoor activities. Looking ahead, Fjällräven will continue to help people cultivate a love for nature. Every August, Fjällräven hosts its annual "Fjällräven Classic" long-distance trek in the Lapland mountains of northern Sweden. Launched in 2005, this event has become one of Europe’s most renowned long-distance treks, attracting over 2,000 outdoor enthusiasts from around the world in 2011. This outdoor trekking event, held in one of the world’s most beautiful mountain regions, is a reflection of our commitment.
Respecting wildlife and nature
"Enjoying outdoor time" means more than just having great gear—it also means caring for the wildlife and natural environment we share. We continually strive to do better in this regard. "Enjoying outdoor time" is an ongoing process: from creating durable equipment and selecting eco-friendly materials, to participating in climate compensation programs, and sponsoring and donating to environmental protection projects.