Fjällräven Press Room

This Way Outdoors!
For fall & winter 2020 Fjällräven is introducing Vardag: A collection of timeless apparel for daily escapes into nature

Date: 2020-05-28

Vardag, in Swedish, is a word for ‘everyday life’. This season, outdoor brand Fjällräven’s bestselling Vardag series, with its simple designs, everyday functionality and clear connection to Fjällräven’s heritage, has become a distinct collection of apparel. In the same style as the popular backpacks and bags, Vardag’s new anoraks, trousers and sweaters are made using tried-and-tested, sustainable materials such as G-1000 Eco, Fjällräven’s new G-1000 Lite Eco Stretch and organic cotton. And all Vardag products sport the unmistakable, classic Fjällräven logo from the 70s. Read more about Vardag’s design philosophy, the extremely durable materials it uses and the longevity of Fjällräven apparel below. To get a full overview of Fjällräven’s highlights of the fall & winter 2020 season, check out the Press Kit or download the Lookbook.

Unfashionable by Design - to enhance the garment’s lifecycle

Many outdoor companies know how to create durable clothing and equipment. But how sustainable are these products if they feel outdated after a year and end up in the closet? Not very sustainable at all if you ask Christiane Dolva Törnberg, Head of Sustainability at Fjällräven: “What good is a garment made with the world’s most durable fabric, if it feels outdated a year after you buy it? The carbon footprint it took to produce it is in no way compensated for by the number of times it was used. It needs emotional durability to be a garment you want to keep and use for a long time, perhaps even pass on to the next generation.”
A recently published study by Mistra, The Swedish Foundation for Strategic Environmental Research, did some serious number crunching regarding the correlation between a garment’s lifecycle and the carbon footprint of its production. Among other things, it confirmed that a design policy with longevity at its core, something that Fjällräven has been applying since the early 1960s, has a major effect when it comes to the sustainability of a garment. “If you measure the carbon footprint of, say, an average jacket, and state that the average jacket comes with a carbon footprint of approximately 20kg CO2 eq., you can divide that sum by the number of times that jacket is worn to get a measurement of how that carbon footprint came to good use. According to Mistra’s research, the average Swedish person uses an average jacket about 140 times. So that’s its lifecycle. But if that person uses the jacket twice as much, the carbon footprint is almost halved. This confirms the value of what we do at Fjällräven, and why we strive to create products that become long time favourites,” concludes Christiane. Check out this story on Fjällräven's Foxtrail blog with Fjällräven user Lars-Erik talking about his long time favourite: An old Fjällräven Anorak from the 80s that he still uses today and that has definitely been worn more than just an average jacket.

G-1000 - then and now

Fjällräven’s G-1000 fabric was the innovation of the brand’s founder Åke Nordin, who went on a quest to create a durable, yet versatile and ventilating fabric that would last a long time and resist the wear and tear of outdoor activities. To further strengthen the material and make it more weather-resistant and
versatile, he experimented by applying a mixture of beeswax and paraffin. Using his wife Elisabeth’s hair dryer, he applied the wax blend onto the fabric. The result was a water-repellent yet breathable material with tremendous abrasion resistance. Åke named the fabric G-1000 and the impregnation Greenland Wax. Since the first garment was made in 1968, G-1000 has lived on and undergone continuous development. Today, all new G-1000 products are made from sustainable G-1000 Eco, in organic cotton and recycled polyester. With the new G-1000 Lite Eco Stretch used in Vardag trousers, Fjällräven is now introducing a lighter and stretchier version. The classic look is for everyday life – but with hardwearing, versatile materials and designs made for movement, these product are ready for that little extra adventure around the corner. That’s what makes Vardag an easy choice.

Vardag – timeless and functional products for everyday use

Fjällräven believes that everyone should spend as much time in nature and the outdoors as possible. That’s why Vardag products are designed to make the quick escape from the city – out into nature – a smooth one. “The idea with this collection is to build a bridge between the city and the outdoors. These clothes
should work just as well on the way to school or work as on a nature outing,” says Sarah Isaksson, designer at Fjällräven and one of the creators behind the collection. The Vardag family of products has previously included a daypack and a tote bag and for the fall and winter of 2020, these have been complemented
with a number of garments. One favorite is the anorak, a traditional garment in the Nordic regions. It has the same simple but brilliant features as its predecessors: a half-length zipper to keep the cold out, a hood, a big kangaroo pocket and two hand pockets. This timeless, long-lasting garment is suitable for a variety of outdoor activities, all year round – and its classic design is perfect for getting to work or school as well. Wear it with a multifunctional sweater and outdoor trousers to complete the outfit.


Downloads

FW20_PR_Vardag_Fjällräven_Everyday_Outdoor_News PDF-file (3 MB)

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FJR_PressRelease_FW20_EN PDF-file (6 MB)

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FJR_Lookbook_FW20 PDF-file (22 MB)

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