Why the Arctic Fox?
“For us, the arctic fox has become the symbol for doing our bit to protect nature. We realised that we can do a lot, but together we can do more.”
Christiane Dolva, Head of Sustainability
Fjällräven means “arctic fox” in Swedish, so it is no surprise that the endangered species inspires us. In Scandinavia, arctic foxes have been on the brink of extinction for a century, and face increasing challenges today due to climate change.
As such, the arctic fox has become more than a conservation effort for Fjällräven. It is a symbol of our expanding efforts to protect nature, and to support initiatives that have the same goal. The first project that inspired the Arctic Fox Initiative is the Save the Arctic Fox Project with Stockholm University, and we continue to support it today. Learn more about the latest status.