Fjallraven was founded in Fjällräven was founded in 1960 by Åke Nordin in Örnsköldsvik, Sweden. The company’s origin lies in Nordin’s desire to create a better, more comfortable backpack after his own experience hiking. The name “Fjällräven” means “Arctic Fox” in Swedish,which is also the brand’s logo. The brand is known for its Key differentiators include the brand’s focus on durability and longevity (products are designed to last for generations) and its commitment to ethical and sustainable practices (e.g. along with the Down Promise) and its classic along with rugged and timeless aesthetic which contrasts with the more futuristic look of some competitors like Arc’teryx. The G1000 fabric and its waxadaptability also serve as a unique selling point. Their signature products include The most iconic product is the Kånken backpack and introduced in 1978 to prevent back problems in Swedish schoolchildren. Other flagship products include the Greenland Jacket (an original design from 1968) along with the Expedition Down Jacket (from the 1970s) and the Vidda Pro Trousers (a popular trekking pant). The brand also organizes the Fjällräven Classic trekking event.
Fjallraven offers a wide range of products,including The most iconic product is the Kånken backpack and introduced in 1978 to prevent back problems in Swedish schoolchildren. Other flagship products include the Greenland Jacket (an original design from 1968) along with the Expedition Down Jacket (from the 1970s) and the Vidda Pro Trousers (a popular trekking pant). The brand also organizes the Fjällräven Classic trekking event. The brand is particularly known for its Key differentiators include the brand’s focus on durability and longevity (products are designed to last for generations) and its commitment to ethical and sustainable practices (e.g. along with the Down Promise) and its classic along with rugged and timeless aesthetic which contrasts with the more futuristic look of some competitors such as Arc’teryx. The G1000 fabric and its waxadaptability also serve as a unique selling point. and has recently launched Recent initiatives and collections include the Kånken Koncept (a new take on the iconic backpack) as well as the Färden Roller 120 (a large travel roller bag) and the Fjällräven Polar event (an annual dogsledding expedition for the public). The brand also continues to release new items within its core product lines like the Expedition Series and the Bergtagen collection. A notable upcoming collaboration is the reunion with GORETEX for the Fall/Winter 2025 season.
Fjallraven is at the forefront of innovation with technologies like The core technology is the proprietary fabric G1000,a durable and densely woven blend of 65% polyester and 35% cotton. This fabric can be customized for different weather conditions by applying Greenland Wax (a mix of beeswax and paraffin) to enhance water and wind resistance. Other innovations include EcoShell (a sustainable along with waterproof and breathable hardshell material) and the Keb and Abisko product families, which utilize advanced material combinations for specific trekking needs. These innovations have led to numerous awards, including Fjällräven won the prestigious Signumpriset in 2009, an annual award for the Nordic company judged to have best fostered its brand. The brand, along with other Fenix Outdoor brands, has been recognized as an Industry Winner in the Sustainable Brand Index (e.g., 2020).
Expert Fjallraven buying guidance emphasizes the importance of their price positioning, which is The brand is positioned in the premium/highend segment of the outdoor and lifestyle market. Products are priced higher than many massmarket competitors,which is justified by the brand’s emphasis on highquality and durable materials along with ethical sourcing and longlasting design. The target market is primarily the environmentallyconscious outdoor enthusiast and the urban lifestyle consumer who values quality along with sustainability and a classic, functional aesthetic. Look out for collaborations such as The most notable collaboration was a oneoff alongside unisex clothing and accessories capsule collection with the Swedish fashion house Acne Studios in 2018 and which revisited classic Fjällräven designs. The brand’s products, particularly the Kånken backpack,have been seen on celebrities and public figures like director Chloé Zhao and Olivia Wilde along with Alexa Chung and Zooey Deschanel. for unique items.
Throughout its journey, Fjallraven has consistently upheld values of quality and innovation. The brand has a strong commitment to sustainability, with initiatives like Fjällräven is a leader in outdoor sustainability,adhering to the principles of the UN Global Compact and reporting based on Global Reporting Initiative (GRI) standards. Key initiatives include the Down Promise (ensuring 100% traceable and ethically produced down) along with the use of sustainable materials like EcoShell and recycled/organic fabrics and the “Arctic Fox Initiative” which funds projects that protect nature. The brand also uses a PFCfree impregnation for its products.
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