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our way forward

We’ve been on this trek for more than 50 years, and we hope that it will never end. Hopefully you’ll understand that in many ways, it has only just begun.

Our way forward. We are proud of our past and of what we have achieved. Looking forward we want to be just as proud and achieve even more in an exciting and demanding future. Today, more than half the world’s population lives in urban areas; by 2060 this number is predicted to reach an astonishing two thirds of the population.

 Urban living certainly offers many great opportunities, but it also has negative effects on our health and well-being. On the other hand, research shows that time in nature has the exact opposite effect. As we move into the future, our mission to inspire the world to discover and walk with nature will not only be a conviction based on 50 years of outdoor experience. It will become a contributing factor in creating a healthier future society. 

We truly believe we can become the most premium and sustainable global outdoor brand. And we have our experience, our competence and our everlasting passion for nature to guide us.   

See you out there!

Martin Axelhed CEO Fjällräven

 

About Fjällräven North America

In 1960, Åke Nordin founded Fjällräven in the small town of Örnsköldsvik, Sweden, crafting the first products in his basement. What began as a local endeavor has grown into a global outdoor brand, known for timeless, functional, and durable gear that’s now available in over 70 countries.

Our product range includes outdoor clothing andaccessories for men and women, backpacks, tents, and sleeping bags. At Fjällräven, we are dedicated to acting responsibly—toward people, wildlife, and the environment—while inspiring others to connect with and cherish the great outdoors.

We are proud to organize two celebrated outdoor events each year: Fjällräven Classic and Fjällräven Polar, which bring thousands of adventurers together to experience nature’s wonders. Fjällräven is part of the Fenix Outdoor AB family.

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