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The Fjällräven Way

"The more time we spend in nature, the more we grow appreciation, love and respect for it."

Our Mission: Inspiring the World to Walk with Nature

Nature brings out something essential in all of us. Time outdoors can make us healthier, grounded, and more aware of the world around us. At Fjällräven, the campfire is how we work. It reflects our vision to be the most premium and sustainable global outdoor brand, our promise to create outdoor equipment and memories that last for generations, and our mission to inspire the world to walk with nature. Every conversation, decision, and collaboration happens here, where curiosity meets purpose. 

We invite everyone who joins Fjällräven to pull up a seat, share ideas, learn from others, and help people connect with nature. This philosophy comes to life in three core values keeping our campfire alive. 

  • Develop

    Develop durable, functional and timeless outdoor equipment.

  • Act

    Act responsibly towards nature, humans and animals.

  • Inspire

    Inspire and encourage people to discover outdoor life.

Our compass

At Fjällräven, every decision is guided by our compass: Nature, Economy, Society, and Wellbeing. These four dimensions help us stay true to our purpose and make choices that are responsible, sustainable, and meaningful. 

  • Nature: From preservation to regeneration and access. We protect and respect the environment in everything we do. 

  • Economy: From profit to purposeful value creation. We build a sustainable business that lasts for generations. 

  • Society: From responsibility to partnership and inclusion. We create inclusive workplaces and contribute positively to communities. 

  • Wellbeing: From safety to holistic human development. We support the health, growth, and curiosity of our people. 

 

Our compass ensures that every decision, product, and collaboration reflects what we stand for and helps us move together toward our vision. 

Our guiding principles

  • brown dirt road between green grass and trees during daytime

    Conduct business the way we move through nature

    We approach business with respect, competence, and long-term responsibility. Our decisions should strengthen engaged and healthy people, resilient natural systems, responsible communities, and sustainable financial performance. We aim to leave every place and every partnership better than we found it.

  • Lead by example


    We focus first on what we can improve within our own operations. Setting high standards in our work builds credibility and trust. We communicate transparently about both our progress and our challenges, recognizing that continuous improvement is part of responsible leadership.

  • Be conscious advocates

    Our voice is grounded in our core values. We use our platforms to share what we stand for and actions we take, not to follow trends or amplify noise. By staying clear and consistent, we ensure that anyone who encounters Fjällräven understands our commitments and the principles behind them.

About Fjällräven North America

In 1960, Åke Nordin founded Fjällräven in his basement in the town of Örnsköldsvik in northern Sweden. Today, the company’s timeless, functional, and durable outdoor equipment enjoys a global presence and can be found in over 70 countries.

Fjällräven’s product range includes outdoor clothing and accessories for men and women as well as backpacks, tents, and sleeping bags. As a company, Fjällräven makes every effort to act responsibly towards people, wildlife, and the environment and to encourage people to take an interest in outdoor life.

The company hosts two popular outdoor events, Fjällräven Classic and Fjällräven Polar, which attract thousands of participants every year. Fjällräven is part of Fenix Outdoor AB.

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