Put simply, we’d be nothing without nature. It’s there, open and vast, for us to get lost in. Its grandeur and beauty captivate us; its wildness fills us with respect. Nature, with its deep forests, high mountains and expansive oceans, has always been there, surrounding us. And we hope it will always be there, untamed.
At Fjällräven, we want our products to make people feel secure and at home in nature. We want them to help people find their way into woods, up mountains and along rivers. Now and in the future. So we develop and innovate in a thoughtful manner. We design for lifetimes of wear, always considering nature without ever resting on our laurels. Our future and the future of nature are interconnected. Being the best at outdoor equipment, in harmony with nature, means we always look for more innovative and sustainable solutions. This includes using recycled and organic materials, pfc-free impregnation and developing products that can be worn and loved for generations. This season we’ve chosen to look back at one of our most iconic pieces. A jacket that was created for adventures in the outdoors; a jacket that was born from a need to perform when it was wet, windy, warm, cold, dry. A jacket that was created to last. A jacket that has been worn and loved for generations. That jacket is the Greenland Jacket. And it was the starting point for an entire collection. For spring/summer 2018 we’re updating this classic and expanding the Greenland collection. After a lifetime in nature, Greenland is being reborn. It once inspired a generation to travel further into nature and, we hope, it will do so again.
We’ve travelled far, but sometimes we need to return to where it all started to really understand what we’ve achieved and what we still have left to do.
At Fjällräven, we don’t conquer mountains, tame rivers or beat the weather. We go slowly. We tread carefully. We always cherish the visit and we leave longing to return.
Fjällräven - Forever nature
Fjällräven continues to delve into its heritage in spring/summer 2018. To celebrate the half-century of its iconic Greenland Jacket, the outdoor brand is releasing an updated Greenland collection. It has adapted existing garments and introduced a whole host of new products under the Greenland name, but the stand out items include a Greenland Half Century Jacket, as well as a much anticipated Greenland Eco-Shell Jacket and a Greenland Kånken.
The original Greenland Jacket, developed after a Scandinavian expedition to Greenland, was a doit-all outdoor jacket. It was hardwearing, wind- and water-resistant and lightweight. And with the application or removal of Greenland Wax it could be adapted to suit a range of climates and weather situations. Because of this, the jacket became ubiquitous throughout Sweden. And as it spread globally it became a symbol of the outdoors, of taking all kinds of adventures into nature.
The new collection builds on this long-established legacy and goes a step further. The same time-honoured aesthetic remains, but it’s enhanced with sustainable material choices like G-1000 Eco and PFC-Free Eco-Shell, and clothing is designed to make at-home repairs easy. These are classic garments developed with the latest techniques for today’s adventures.
“The updated Greenland collection carries on the same vision that Åke Nordin had for the original Greenland Jacket. But we’ve widened the collection to offer a full range of durable, timeless garments and backpacks. And we’ve strived to use the most
sustainable solutions possible throughout the design process,” explains Greenland Updated product designer Sarah Isaksson.
The first and most recognisable is the updated Greenland Jacket. Fjällräven hasn’t tampered with the original style – the signature identity that has made it what it is. Instead it has updated the fit, worked with detailing that is kinder to the environment and added new colours. Fjällräven’s ever popular and environmentally friendly Eco-Shell material is now welcomed into the Greenland family with the Greenland Eco-Shell Jacket. This combines modern three-layer shell functionality with the ageless DNA of Greenland. But to really celebrate 50 years of this outstanding collection, Fjällräven is releasing the Greenland Half Century Jacket. An updated version of the Greenland No. 1 Jacket, this celebratory garment is made with nature-friendly G-1000 Eco and incorporates tapedseam technology, offering exceptional freedom of movement. Kånken is edging into the Greenland collection. A new special edition Kånken "Kånken Greenland" made from G-1000 Heavy Duty Eco is also being released.
With Greenland Updated, Fjällräven hopes to build on the enduring spirit of the first Greenland Jacket and inspire a whole new generation, whether in the city or the countryside, to enjoy nature on nature’s terms.
The new collection will be available in store and online in March 2018.
Download the lookbook and the full press kit as PDF with more product highlights and information below.