Let’s put it simply: nature is everything and without it, we would be nothing. This is why at Fjällräven, we design our products to make people feel at home in nature. Additionally, we design with the intent that all product construction will last for the next generations. Our commitment is to increase the lifespan of the product with the least amount of environmental impact So, when it comes to development, experience in nature is our trusted compass. Design and innovation are paths we consider consciously and regard with absolute care.
Fjällräven is not here to conquer mountains, tame rivers or beat the weather. We are here to go slowly, to tread carefully and to cherish the visit. For us, the outdoor experience has never been a race to victory. Instead, it is an ongoing journey to create equipment and memories that last for generations to come.
Åke absolutely loved mountainous terrain and longed to be there all the time. He longed for the birch forests and the desolate fells, the clean, fresh air and the cool streams. Sleeping in his tent, he liked to wake early in the morning and watch the arctic fox peek out of its lair. The arctic fox – this cunning and inquisitive little predator – fascinated Åke.
The Arctic fox is one of the most ancient species on the Scandinavian Peninsula. Its ability to survive in the extreme arctic climate has inspired admiration in all those who spend time in these remote uplands. It is a creature with purpose-built to survive in desolate mountain terrain. In Sweden, an experienced walker or adventurer who traverses the great Scandinavian outdoors is known as “a true arctic fox”. A true arctic fox was what the young Åke Nordin wanted to be. That is how the name came to be, we are The Arctic Fox. We are Fjällräven.