Responsible outdoor has a name: Fjällräven. For the sixth year in a row, the Swedish brand has confirmed its first place in the “Clothing and Fashion Brands” category in the Sustainable Brand Index 2025, the largest European study on the perception of sustainable brands.
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The survey, conducted among 80,000 consumers in eight countries, evaluated nearly 1,600 brands across 36 sectors, highlighting the growing importance of sustainability in purchasing decisions.
Un riconoscimento che premia l’impegno concreto
Founded in 1960, Fjällräven is synonymous with conscious adventure, with outdoor gear that is designed to last. “To be recognized for the sixth consecutive year is a great honor,” says Martin Axelhed, CEO of Fjällräven. “This achievement reflects our ongoing commitment to reducing our environmental impact. The real challenge today is not only to produce sustainably, but also to encourage consumers to care for and repair their garments, prolonging their life instead of replacing them every season.”
A 360° sustainable strategy
Fjällräven doesn’t just reduce its environmental impact in production, it takes a holistic approach that covers the entire product life cycle. The secret? Six key pillars:
Durable materials – Durable fabrics to reduce resource consumption. Timeless design – Evergreen style that never goes out of style. Targeted functionality – Each product is designed for a specific use. Repairability – Structures designed to be easily repairable. Fit and comfort – For an optimal outdoor experience. Maintenance and care – Practical tips to extend the life of your equipment.
Beyond trends, an ethical choice
According to Aiko Bode, Chief Sustainability Officer of Fenix Outdoor, the brand’s commitment goes beyond the fads of the moment. “We eliminated PFAS from our supply chain in 2009, well before the law required it. We simply knew it was the right choice.”
This visionary approach is what continues to make Fjällräven a point of reference for those who love nature and want to protect it.
Learn more about Fjällräven’s sustainability efforts fjallraven.com
