Fjällräven’s Post

For the sixth year in a row, consumers in Sweden perceive Fjällräven as the country’s most sustainable brand in the category ‘Clothes and Fashion Brands’ in the 2025 Sustainable Brand Index.

 This is welcome recognition for us at Fjällräven of the importance we place on sustainability in our day-to-day work. As our Chief Sustainability Officer, Aiko Bode, says: “It certainly seems that Swedish consumers appreciate the sustainability efforts of the brands they buy, and we welcome the pressure they put on our industry to continuously improve in this respect. Even without this public scrutiny we would be engaging with science to develop new ways to lower our impact. Take our work to remove PFAS from our supply chains which started back in 2009, long before recent legislation has forced other brands to follow suit. We said no to these chemicals back then because it seemed the right thing to do. It’s encouraging to see Swedish consumers value this commitment”.

 So, keep pushing us and the outdoor industry as a whole to do better so that future generations have the same opportunities to experience nature the way we do.