Europe’s largest brand study on sustainability, the Sustainable Brand Index™ 2020, announces Fjällräven as an industry leader within sustainability in Sweden. Choosing from over 1,400 brands, Swedish consumers voted for Fjällräven as the most sustainable brand from the “Clothing and Fashion Brand” industry.
Fjällräven products are made with a strong focus on longevity, durability and sustainability. These parameters are the backbone of all processes involved, from the drawing board to field testing, material choices to supply chain and production, repairability, and what happens at the end of a product’s life when it returns to the earth.
“Spanning dozens of industries, Sweden is influencing the globe with leading sustainability practices. The country’s recognition of Fjällräven’s industry-leading work in the apparel industry speaks volumes to our responsibility and commitment to protecting the environment,” says Fjällräven’s CEO of Americas and V.P. of Fenix Outdoor International AG, Nathan Dopp. “Making these practices a priority in every decision we make in the U.S. and globally is paramount to caring for our environment and inspiring more people to walk with nature.”
“Sustainability is a deeply rooted value at Fjällräven and it remains at the core of everything we do, but we are not as good at promoting it as we are at trying to make a real difference through our actions,” says Christiane Dolva, head of sustainability at Fjällräven. “We’re extremely happy to see that consumers recognize Fjällräven as a sustainable brand and that they value our constant efforts to improve our materials, production processes and supply chains from a sustainability and traceability point of view.”
The use of recycled, organic and renewable materials is always prioritized and made possible by applying the Higg Index criteria. Fjällräven is also a member of the Sustainable Apparel Coalition and part of the UN Global Climate Action Initiative. Since 2015, all products have used fluorocarbon-free impregnation methods and the brand switched to the use of recycled polyester and organic cotton in all new G-1000 products. Animal welfare and social sustainability stay at the forefront of the brand’s work and production processes.
“Products should be durable and long-lasting in the physical sense, but also in the emotional sense,” adds Dolva. “After all, what good is a garment made with the world’s most durable fabric if it feels outdated only a year after you buy it? For this reason, timeless design is a very high priority for us. And we’re delighted when we see our products handed down from one generation to the next because it means we have succeeded in creating a long-term relevance that helps make a more sustainable behavior possible.” Fjällräven has also been recognized for their transparent and ethical down production process (detailed in the Fjällräven Down Promise) and a comprehensive sustainable and traceable wool collection.
This is all part of the brand’s ongoing efforts to reduce their environmental impact and produce sustainably. The Sustainable Brand Index™ is Europe’s largest independent brand study on sustainability, including over 1,400 brands, more than 35 industries and 58,000 consumers across eight countries. Carried out annually since 2011, the study looks at how sustainable brands are perceived by their important stakeholders.
About Fjällräven: In 1960, Åke Nordin founded Fjällräven in his basement in the Swedish town of Örnsköldsvik. Since then, Fjällräven has made a commitment to quality and timeless design, while staying true to our mission of developing timeless, functional and durable outdoor equipment, acting responsibly towards people, animals and nature and inspiring people to get outside. Today the company has presence in over 70 countries worldwide.