the fjällräven way
We want to conduct business the same way we spend time in nature
Develop durable, functional and timeless outdoor equipment.
Act responsibly towards nature, humans and animals
Inspire and encourage people to discover outdoor life
Our guiding principles
Conduct business the same way we spend time in nature
With respect, competence and by leaving basecamp in a better shape than we found it. We believe that business should, in every aspect of its operations, contribute to engaged and healthy people; strong communities; healthy and more resilient natural systems; and top financial performance
We lead by example
This means that we focus on what we can do ourselves to set the bar high in all areas of our core values. By focusing on leading by example, we are able to create credibility and, if needed, able to voice our opinions authentically, reflecting our ongoing business practices. We are proud of our achievements and humble towards all the challenges that navigating towards an ever more sustainable business practice might call for.
We are conscious advocates
Rather than using our external communication channels as a means for political or societal activism, we will create communication that is clearly rooted in our core values and readily able to advocate for what is important to us, thereby making what we stand for clear to anyone who meets our brand.