“We want to leave basecamp in better shape than we found it.” 

Nature is not a backdrop to our business; it's the reason we exist. It's where our products are tested, where our community gathers, and where our responsibility begins.

Our goal is to help more people feel at home outdoors. That means creating gear that performs in real conditions and lasts for years, not seasons. We design with intention, guided by experience rather than trends, and we take a long-term view in every decision.

Respect for nature also shapes how we operate. We don't approach the outdoors as something to conquer. We move thoughtfully, build responsibly, and measure our success by the impact we leave behind.

In practice, this means we:

• Assess and reduce our environmental impact across the value chain

• Design timeless, functional products built for longevity and repair

• Work to lower our CO₂ emissions and contribute to climate resilience

Nature sets the standard. We hold ourselves to it.

“Running a company is like keeping a campfire alive.”  

A campfire needs steady attention. Too much fuel at once, and it burns out. Too little, and it fades. Building a healthy business works the same way. Sustainable growth requires balance, discipline, and a long-term perspective.

Since the 1960s, we've focused on building a resilient company that can continue inspiring people to spend time in nature for generations to come. Financial strength allows us to reinvest in innovation, support our employees, strengthen our communities, and reduce our environmental impact.

We don't aim to be the biggest. We aim to be responsible, durable, and trusted. That means creating products that solve real needs, building lasting partnerships, and using our resources wisely.

In practice, we:

• Prioritize long-term partnerships with distributors and retailers who share our values

• Choose manufacturing partners based on quality, stability, and shared standards, not on short-term cost savings

• Invest in innovation, infrastructure, and systems that improve efficiency and reduce waste

• Put our users first, delivering products and experiences built on trust

A strong business is not an end in itself. It's what enables us to fulfill our mission, both today and in the future.

“Nature does not judge – in the outdoors, we are all equal.”  

We believe access to nature should be open to everyone. That belief extends to how we run our business and how we show up in the communities where we operate.

As a company, we are committed to contributing to well-functioning, inclusive communities. We apply the same principle wherever we do business: leave things better than we found them.

We work to create an environment (internally and externally) where people are treated with dignity and respect, where equal opportunity is not an aspiration but a standard. Inclusion, fairness, and accountability are essential to building trust with our employees, partners, and customers.

In practice, we:

• Foster inclusive workplaces and experiences where diverse perspectives are welcomed

• Work to expand access to outdoor experiences across different communities

• Expect fair, non-discriminatory practices throughout our supply chain

• Lead by example, communicating clearly where we stand and acting consistently with our values

Strong communities and responsible business go hand in hand. We aim to contribute to both.

Just as trekking together demonstrates unity, trust, and competence, so does working together.

Fjällräven is defined by the people who work here. Our shared mission only becomes real through individual contribution, collaboration, and accountability.

We believe high performance and well-being go hand in hand. A healthy workplace is one where expectations are clear, leadership provides direction and trust, and individuals understand how their work contributes to a larger purpose.

Like any successful expedition, progress requires capable leadership, mutual respect, and a commitment to continuous learning. We support each other, challenge each other, and value the diverse perspectives that strengthen our global teams.

In practice, we:

• Maintain safe, healthy workplaces where employees can grow and perform at their best

• Provide clear direction and foster leadership built on trust and accountability

• Offer equal opportunities for development and advancement

• Expect ownership and personal responsibility from every team member

• Encourage open communication across all levels of the organization

When people feel supported, challenged, and aligned around a common goal, we move forward together.