Fjällräven Press Room

Fjällräven Sustainability 2021

Date: 2020-12-08

As an outdoor company, we are acutely aware that everything we do has an impact on the world around us and the people and animals that inhabit it. This is why we do our utmost to keep our environmental footprint as small as possible. We consider the environmental impact when we design, choose one material
over another, and when deciding where to produce our clothing and equipment. But it’s not easy. We know we are by no means perfect. We have to make compromises, to sometimes say ‘no’ when we want to say ‘yes’. We have made, and will continue to make, mistakes. But we try to learn from them; we innovate and adapt. We are not the ones to settle. We never sit back and relax thinking what we are doing now is good enough. The term ‘room for improvement’ is ingrained in everyone at Fjällräven.

However, we have achieved quite a lot already. Our Down Promise covering animal welfare through 100% traceability has been in place since 2014. We have been pfc-free since 2015. By 2019, 61% of our materials were rated good and excellent – mostly because they are either organic, recycled or fully traceable. We are members of the Fair Labor Association and the UN Global Compact. And, of course, we have been designing for lifetimes of wear – the most important yet often less talked about aspect of sustainability – since 1960.

A well-worn jacket is ingrained with memories. It is also better for the environment. We design products to last – and with a little customer care – for a lifetime, hopefully several lifetimes. We use materials that are tough and durable. We create products that are easy to repair. And we design garments that don’t go out of fashion. We are guided by the beliefs of our founder, Åke Nordin, who said ‘there must be a way’. We are committed to moving forward and developing more sustainable outdoor clothing and equipment for people to enjoy for generations.

This press kit details how we are working with sustainability at Fjällräven.

Contents:

  • Introduction: Keeping nature in business forever
     
  • Fjällräven's approach to sustainable design: Designing for lifetimes of wear
  • Emotional durability: The Grandma Jacket
  • PFC-free: Balancing functionality with sustainability
  • Material choice: Material preference
  • Down traceability: Start at the beginning
  • Wool traceability: From down to wool
  • Waste & recycling: What goes around comes around
     
  • Fjällräven's approach to sustainable developemnt: Better together
  • Supplier relationships: common language
  • Industry collaboration: Collaboration not competition
  • Charitable work: The Arctic Fox Initiative
  • Events: Without nature we're nothing
     
  • Conclusion: Keep on trekking

Please find the full press kit available in English here and more languages for download below.


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