At our core is our mission to protect and preserve nature for future generations to enjoy. We believe that without nature, we’d be nothing. That’s why we’ve set up the Arctic Fox Initiative. Honouring our namesake (Fjällräven is arctic fox in Swedish), we aim to support projects that help conserve nature or enable more people to spend time enjoying it.
Money is raised via sales of our products marked with The Arctic Fox Initiative logo and through in-store and event activities.
Inspire people to spend more time in nature or help protect or preserve flora or fauna
Create public awareness around the issue or initiative
Save The Arctic Fox
Our first ever conservation project started in 1994 when we decided to support research into our threatened namesake, the Swedish arctic fox.