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The Fjällräven Way

"The more time we spend in nature, the more we grow appreciation, love and respect for it."

Our Mission: Inspiring the World to Walk with Nature

Nature brings out something essential in all of us. Time outdoors can make us healthier, grounded, and more aware of the world around us. At Fjällräven, the campfire is how we work. It reflects our vision to be the most premium and sustainable global outdoor brand, our promise to create outdoor equipment and memories that last for generations, and our mission to inspire the world to walk with nature. Every conversation, decision, and collaboration happens here, where curiosity meets purpose. 

We invite everyone who joins Fjällräven to pull up a seat, share ideas, learn from others, and help people connect with nature. This philosophy comes to life in three core values keeping our campfire alive. 

  • Develop

    Develop durable, functional and timeless outdoor equipment.

  • Act

    Act responsibly towards nature, humans and animals.

  • Inspire

    Inspire and encourage people to discover outdoor life.

Our compass

At Fjällräven, every decision is guided by our compass: Nature, Economy, Society, and Wellbeing. These four dimensions help us stay true to our purpose and make choices that are responsible, sustainable, and meaningful. 

  • Nature: From preservation to regeneration and access. We protect and respect the environment in everything we do. 

  • Economy: From profit to purposeful value creation. We build a sustainable business that lasts for generations. 

  • Society: From responsibility to partnership and inclusion. We create inclusive workplaces and contribute positively to communities. 

  • Wellbeing: From safety to holistic human development. We support the health, growth, and curiosity of our people. 

 

Our compass ensures that every decision, product, and collaboration reflects what we stand for and helps us move together toward our vision. 

About Fjällräven

In 1960, Åke Nordin founded Fjällräven in his basement in the town of Örnsköldsvik in northern Sweden. Today the company’s timeless, functional and durable outdoor equipment enjoys a global presence and can be found in over 70 countries.

Fjällräven’s product range comprises outdoor clothing and accessories for men and women as well as backpacks, tents and sleeping bags. As a company, Fjällräven makes every effort to act responsibly towards people, wildlife and the environment and to encourage people to take an interest in outdoor life.

The company is the initiator of two popular outdoor events, Fjällräven Classic and Fjällräven Polar, which attract thousands of participants every year. Fjällräven is part of Fenix Outdoor AB.

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