Fjällräven was substantiated of one male’s vision: a vision to make nature obtainable to more individuals.
Åke Nordin was born in Örnsköldsvik, on Sweden’s High Shore, in 1936. Incorporating rolling hills, deep woodlands as well as protected shoreline it was the excellent play area for a young, curious Åke. And also it was on one of his several journeys that the seed for Fjällräven was grown, deep in Åke’s mind.
The suggestion emerged out of need: to create a knapsack that engulfed gear, yet sat conveniently on his back. Åke brand-new there should be a means. With his mommy’s sewing maker as well as his father’s devices, Åke developed a wooden-framed knapsack in his cellar. As well as with it, the seed was stitched. One decade later, in 1960, in that exact same cellar, Åke established Fjällräven as well as launched his first product available for sale. Think what is was? Yep, a knapsack; this moment with an aluminium frame.
Throughout the 1960s and also 70s, sustained by Åke’s persistent idea that there should constantly be a means– a practical solution– the Fjällräven item range increased substantially, with camping tents, sleeping bags, coats and trousers. The Greenland Jacket, the Expedition Down Jacket and the Kånken knapsack showed to be defining products. Practically every other Swede, from avid trekker to passionate nature fan, wore and also trusted Fjällräven.
The 80s as well as 90s were even more regarding geographical growth. Trekking with nature, going gradually, bring everything you require on your back while taking pleasure in every step, shouldn’t just be something for Swedes. First we expanded throughout Scandinavia, then additionally afield in Europe. Yet it wasn’t sufficient for Åke to simply supply the clothing and also tools to get out in nature. His dream was to really make it possible for people to get out there. He desired more individuals to trek with the wild; due to the fact that the more individuals experience nature, the more likely they are to take care of it. And again, he understood there must be a means. His desire became a reality in 2005 with the launch of Fjällräven Standard: a 110km-long trek via north Sweden.
And with nature being so essential to us, here at Fjällräven, we’ve placed an increasing number of emphasis on sustainable growth; to establish on nature’s terms. Because the new millennium, we’ve launched Eco-Shell, our Down Guarantee as well as the Fjällräven Method– our Code of Conduct.
After that in 2017 we became extremely nostalgic. We returned to where Åke first attracted motivation, the Swedish mountains, to develop our alpinism collection: Bergtagen. And currently, in 2018, we’re reviewing that very first specifying product, the Greenland Jacket and also the collection it created, to produce Greenland Updated.
But whether we’re looking forward, in reverse or sidewards for ideas, we’re always moving towards a common goal. Making it possible for and motivating even more individuals to experience nature was Åke’s vision as well as we now make it our objective. Nature is in our DNA. We just can not differ it. Without it, we ‘d be absolutely nothing. It is our past, existing and also future. It’s our for life.