Heritage & Responsibility
Making adventure last since 1960
In the 1950’s, 14 year-old Åke Nordin from Örnsköldsvik in Northern Sweden spent more time outdoors than indoors. After many long treks in the mountains, Åke decided the backpacks at the time were unsatisfactory and took matters into his own hands by building a wooden frame. This evenly distributed weight across his back so the pack did not end up uneven, pear-shaped, and uncomfortable. It also meant he could carry more weight with ease. Åke’s innovation quickly caught on and in 1960 Fjällräven became the first to commercially make and distribute framed backpacks. Fjällräven means Arctic Fox in Swedish, honoring the small and highly adaptable predator that lives in the Swedish mountains under the harshest conditions. From the small town of Örnsköldsvik, Fjällräven has now expanded to every corner in the world. The fundamental ideas remain the same; provide functional, durable, and timeless equipment to make the outdoors more enjoyable for all. We continue to find smart, innovative solutions to make every adventure an unforgettable one.
Rule 1: Functionality
We work hard to develop functional equipment by carefully considering everything from new smart solutions to improved material. Our goal is to offer outdoor equipment that allows you to spend more – and more enjoyable – time in nature.
Rule 2: Durability
A Fjällräven product is a guarantee that you will not need to buy a new product for a long, long time. Our users know that our products live up to strict requirements and last for a long time. Many products last for generations. This long lifecycle depends on many factors - for example production experience, superior choice of material, product assembly and strict quality controls during the production process.
Rule 3: Dependability
When we design our products, we choose material and solutions that combined give you a safe, dependable product you will be able to use outdoors. We are aware that our equipment might be used in situations where there is not a lot of room for error, which is why all of our products are tested by experienced test groups before being sent to our retailers.
Fjällräven is growing and constantly moving into new markets. This makes it all the more important for us to take responsibility for every decision we make, whether we are in our home in Örnsköldsvik in northern Sweden or another corner of the world. One of the most important aspects of this is our responsibility toward everyone that works in the development and production of our equipment.