Fjällräven logotype

the fjällräven way

We want to conduct business the same way we spend time in nature

Our mission is to inspire the world to walk with nature

  • 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





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.

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