Terms and Conditions  #yesfjallraven

We are thrilled every time we see our products out in nature on social media. Sometimes we may request to share these pictures or videos on our channels. If you grant us permission, your pictures or videos may then be published on our website and/or on one or more of our other channels, such as social media (Instagram, Facebook and similar), our digital newsletters and delivery notifications etc.

By responding to our request with the hashtag #yesfjallraven under your picture or video (hereinafter “Picture”), you agree to the following:

Rights of Use:

You grant Fjällräven International AB, Box 209, 891 25 Örnsköldsvik, Sweden (“Fjällräven”) and the companies associated with Fjällräven, an irrevocable, transferable, worldwide, temporally and locally unrestricted, royalty-free right to use the Picture for PR/marketing and/or advertising purposes in the course of trade and covering all methods of use, including the rights of use, distribution, reproduction, translation and modification of the Picture and any accompanying text for commercial purposes. This includes, but is not limited to, the use of the Picture without any content restrictions on our website, in our newsletters, on social media (Instagram, Facebook and similar).


You hereby release Fjällräven from all obligations to pay you for the use of the Picture. If you are under 18 years old, you confirm that you have your parents’ or guardians’ consent.

You also warrant and undertake that you are the legal and beneficial owner of all intellectual property rights in the Picture and that it is your own original work and does not infringe any third party rights. You hereby waive and agree not to assert any moral rights in or in connection with the photo.

You confirm that the Picture was taken with the subject’s consent (or for subjects under the age of 18 with their parents´ or guardian’s consent) and you have permission from any person appearing in the Picture (or this person´s parents or guardian) to grant Fjällärven the use of the Picture. Fjällräven reserves the right to require the written consent of any person appearing in the Picture (or that person’s parent or guardian). You confirm that the use of the Picture by Fjällärven will not violate any third-party rights or or the terms of this agreement. You agree that you will indemnify Fjällräven from any third-party claims that may arise in connection with such a violation.

Exclusion of liability for use outside of Fjällräven´s sphere:

You also agree that the Picture may be shared amongst other users/visitors of Fjällräven´s websites and social networks. The rights granted in this agreement do not provide Fjällräven with the right to sell, rent, lease or give away the Picture to any third party. Nonetheless, you acknowledge that Fjällräven has no control over third parties copying and reproducing pictures or videos from its channels. Fjällräven shall therefore not be responsible for any further use of the Picture on pages outside of Fjällräven´s channels, after they have been published on these channels.

Removal request:

If you afterwards wish to have your Picture removed from our, Fjällräven's, social media or website, please contact us by e-mail or phone and we will make sure that your content is removed. If you have any questions, please contact us here.

This agreement shall be governed by the substantive law of Sweden.

Data Protection Statement #yesfjallraven

This Data Protection Statement applies to the collection and processing of personal data in the context of the use of the Picture.

  1. Name and contact details of the responsible officer/data protection manager

The responsible officer pursuant to Article 4 (7) EU General Data Protection Regulation (GDPR) is Fjällärven International AB, Box 209, 891 25 Örnsköldsvik, Sweden hereinafter called the “Company”. You can contact the Company´s data protection manager here or at our postal address with the addition “Data Protection Manager”.

  1. Purpose of processing

When we use the Picture, we process the following data from you:

o Social Media Account Name

o Image Upload

Your Social Media Account name will solely be used in connection with obtaining your consent to use the Picture. The Picture will be used for marketing purposes as well as for informing about the Company´s activities.

  1. Legal basis

The processing of your personal data solely takes place on the basis of your consent, thus pursuant to Art. 6 (1) (a) GDPR. The publication of the Picture on the Company´s websites/Social Media accounts or similar is required for the public relations of the Company, for the marketing of its products and thus serves the legitimate interests of the parties concerned, Art. 6 (1) (f) GDPR.

  1. Recipient of the personal data

The Company may also share your information with other entities of the Fenix Outdoor group to be used in accordance with this Data Protection Information, in particular with its affiliate Fenix Outdoor ecom AB.

The legal basis for the Company sharing your information with other entities of the Fenix Outdoor group is Art. 6 (1) (f) GDPR. The Company has a legitimate interest in sharing your information for internal administrative purposes, in particular to centralize storage, optimize our processes, manage administrative tasks, as well as for marketing purposes.

  1. Duration of storage of personal data

The data will be deleted as soon as it is no longer required to achieve the purpose of the processing. This is the case if the Picture is no longer used for advertising purposes.

  1. Your rights

You have the following rights towards us with regard to your personal data:

– Right to information,

– Right to correction or deletion,

– Right to restriction of processing,

– Right to refusal of processing,

– Right to data portability

You also have the right to lodge a complaint about our processing of your personal data with a data protection regulatory body.

  1. Withdrawal

If you have agreed to the processing of your data, you can revoke this at any time. After you have pronounced it to us, the revocation influences the permissibility of processing your personal data.

If we base the processing of your personal information on consideration of interests, you can revoke your consent to processing. This is the case, in particular, if processing is not necessary for fulfilment of a contract with you, which is always outlined by us in the subsequent description of the functions. When exercising the right of revocation, we ask you to cite the reasons why we should not process your personal information as we have previously done. In the case of a justified revocation, we will examine the situation and either stop or adjust the data processing or convey to you our protection-worthy and necessary reasons for continuing the processing.

If you want to exercise your right of withdrawal or have any questions or concerns, please contact us here.