Fjallraven: this bag is made of plastic bottles
In a nutshell:
What do they sell? Outdoor wear & famous backpacks that are made to last.
Why are they so great? Fjallraven have a business ethos that aims to have the lowest negative impact on the world as possible, and also to give back. Their iconic backpack, the Kanken, is also available made from recycled plastic bottles.
Fjallraven make clothes for the great outdoors and have taken it upon themselves to leave it just as great as they found it. From stringent sustainability to rules, to projects that protect nature, to completely recycled backpacks, Fjallraven are a company with a conscience.
Photo credit: IG @tomaslangridge
The full story:
Who is Fjallraven?
Fjallraven is a Swedish company that makes products meant to last, that serve the people who use them and have the smallest impact on the world as possible. They take the famous outdoors motto ‘leave no trace’ to heart, and have developed a unique view on sustainability which they call The Fjallraven Way.
Because of its love of the outdoors, Fjallraven chooses materials and processes that have the smallest impact as possible and makes sure it also gives back. It is famous for the ‘Save the Arctic Fox’ campaign that aims to change the fate of this endangered animal. They also include the promotion of being out in nature as part of the sustainability manifesto (which may not seem shocking coming from a company who sells outdoor equipment…) because they believe that people who spend time in nature will feel more passionately about its protection. They run outdoor events like the Fjallraven Classic and Fjallraven Polar events, and support others like Green Team for children.
It’s not just the environment that Fjallraven are looking out for. Their most famous backpack, the Kanken, was designed because Swedes were experiencing and inordinate amount of back problems, which often stemmed from childhood. They designed the Kanken bag to combat and reduce back problems so that Swedes would grow up without so many related health problems. That is why a Swede may snigger at millennials obsession with what to them is a backpack designed specifically for kids… The wonderful Kanken is now available in Re-Kanken, which is made from 11 recycled plastic bottles.
Why is what they do important?
Fjallraven believe in making clothes that last in a way that allows the planet to last and be enjoyed by all. They make equipment and clothing that is meant to be bought once-in-a-lifetime, not once a season, which is both good for us and good for the planet.
Each product is also made following strict and thoughtful regulations. Outdoor clothing often needs to be water and dirt resistance, but unfortunately this can require the use of fluorocarbons which are not considered a friend of the environment. Fjallraven has invested in partnerships and R&D so that it can find a sustainable alternative. It is also doing what it can to promote good working conditions and animal welfare. It does, however, use materials like down. Recycling is big on the agenda too – from recycled wool to recycled water bottles. If it can be reused and recycled, Fjallraven is likely to be making great products out of it.
Last but not least, Fjallraven acts on the causes it holds dear to its heart. In its effort to protect the arctic fox, the company supported the work of researcher Anders Angerbjorn, donated equipment to expeditions and spread information to its wide network.
Where can I find them?
Explore their range here and while you’re at it, you might want to read about The Fjallraven Way.