Conscious Hunting defines Fjällräven’s approach to hunting, one that’s about balance in nature, not trophies or sport. It is a genuine game conserving activity that requires unconditional respect for nature, animals and the ecosystem they create together. Mental, emotional and physical preparation are as important as the right equipment. Regardless of what type of hunting you undertake, nothing should disturb your focus.
For this reason, Fjällräven has been producing clothing and equipment especially developed for hunting since the 1980s. But creating functional and durable outdoor equipment goes back two decades further. And this long acquired knowledge has been incorporated into Fjällräven’s new Fall & Winter season 2020.
The Fall & Winter 2020 hunting range expands further with new garments like the Värmland Wool Jacket and Trousers made from nature’s most gifted material – wool. A perfect material when it comes to staying warm and moving silently through the forest while being at the forefront of sustainability. Fjällräven’s recycled wool or Re-Wool is leftover wool that comes from both pre- and post-consumer sources and that’s been colour-sorted, shredded and re-spun to make new garments optimized for hunting.
The unique Fjällräven camouflage pattern that was introduced for Fall & Winter 2019 is now available in a new colour and in new products - the soft, light and silent Lappland Fleece, the hardwearing and ventilating Värmland G-1000 Shirt and in the new Lappland Camo Cap.
The new Forest Hybrid Jacket is designed for the active hunt. It is available for men and women and provides a great combination of simplicity, protection and freedom of movement. Made from durable and weather resistant G-1000 Silent Eco and stretch fabric for great freedom of movement during long days on the move.
Find more information about the new conscious hunting products, Fjällräven's materials and conscious hunting product families in the Press Kit.