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Fjällräven is once again voted most sustainable brand in its industry

According to Sustainable Brand Index 2021 Fjällräven is Sweden"s most sustainable brand in the category

Date: 2021-03-11

For a second year in a row, the Sustainable Brand Index™ has rated Fjällräven Sweden’s most sustainable brand in the “Clothes & Fashion – Brand” industry. Fjällräven won the same designation in 2020, and sister-brand Naturkompaniet is again rated the most sustainable brand in the “Clothes & Fashion – Stores” industry. Both are part of the Fenix Outdoor Group.

The Sustainable Brand Index™ is Europe’s largest study about sustainability, with 58,000 consumers in eight countries evaluating over 1,400 brands in 35 industries. Carried out annu-ally since 2011, it looks at how sustainable brands are perceived by stakeholders.

Fjällräven Head of Sustainability, Christiane Dolva Törnberg, is encouraged to see that people continue to recognise the brand’s efforts: “We are delighted that Fjällräven is perceived as Sweden’s most sustainable brand in its industry. It gives a nice credit to the hard work we put into becoming better. Sustainability is not a separate concept for us, but a principle that is fully integrated into everything we do. We believe that actions speak louder than words, so it is rewarding to see that hard work and step-by-step actions are recognised by the consumer”.

With the vision to be the most sustainable and premium outdoor brand, Fjällräven produces durable, functional, and timeless outdoor equipment that encourages people to walk with nature. These parametres are the backbone of the brand’s approach to product development, including research, design, and manufacturing.

For example, Fjällräven prioritises the use of recycled, organic, and renewable materials, which is made possible by applying Higg Index criteria. The brand is also a member of the Sustainable Apparel Coalition and part of the UN Global Climate Action Initiative. Since 2015, all products utilise fluorocarbon-free impregnation methods, and the brand’s core fabric G-1000 is made with recycled polyester and organic cotton. Animal welfare and social sustainability are also at the forefront of processes, with the brand recognised for industry-leading, transparent, and ethical down production and a comprehensive sustainable wool range.

To learn more about sustainability, design standards and materials at Fjällräven, view the Sustainability Press Kit.

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