{"id":28381,"date":"2026-10-16T13:37:16","date_gmt":"2026-10-16T13:37:16","guid":{"rendered":"https:\/\/www.fjallravenshop.us\/?page_id=28381"},"modified":"2026-10-16T13:37:16","modified_gmt":"2026-10-16T13:37:16","slug":"about-us","status":"publish","type":"page","link":"https:\/\/www.fjallravenshop.us\/?page_id=28381","title":{"rendered":"About Us"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"428\" src=\"https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-1024x428.png\" alt=\"\" class=\"wp-image-28382\" srcset=\"https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-1024x428.png 1024w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-300x125.png 300w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-766x320.png 766w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-598x250.png 598w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image.png 1182w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Hailing from the small town of \u00d6rnsk\u00f6ldsvik in Sweden, a place where mountains and forest meet the sea, Fj\u00e4llr\u00e4ven is an outdoor clothing and equipment company that\u2019s committed to making nature more accessible. In true Swedish style, we focus on simplicity and practicality, and we have the utmost respect for the environment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is what we do:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Develop<\/strong>\u00a0functional, durable and timeless outdoor gear<\/li>\n\n\n\n<li><strong>Act<\/strong>\u00a0responsibly towards nature, animals and people<\/li>\n\n\n\n<li><strong>Inspire<\/strong>\u00a0and develop interest in outdoor life<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cWe\u2019ve been trekking for more than 50 years; I hope we never get there.\u201d<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"510\" src=\"https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-1.png\" alt=\"\" class=\"wp-image-28383\" srcset=\"https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-1.png 770w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-1-300x199.png 300w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-1-599x397.png 599w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-1-767x508.png 767w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Our core mission and driving force has always been, and always will be, to enable and inspire more people to spend time in nature. We want our products to help you feel secure and at home in the outdoors, now and in the future. We want them to be with you on your most memorable journeys and adventures. So we develop and create in a thoughtful manner and design for lifetimes of wear. We don\u2019t chase short-term goals, follow trends or compromise on quality. Our future and the future of nature are intertwined.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Being the best at outdoor equipment, in harmony with the environment, means we always look for more innovative and sustainable solutions. This includes using recycled and organic materials, PFC-free impregnation and developing products that can be worn and loved for generations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Forever Nature<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nature is forever in our hearts here at Fj\u00e4llr\u00e4ven. It\u2019s where we come from and it\u2019ll always be our destination. We don\u2019t conquer mountains, tame rivers or beat the weather. We go slowly. We tread carefully. We always cherish the visit and we leave longing to return.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"510\" src=\"https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-2.png\" alt=\"\" class=\"wp-image-28384\" srcset=\"https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-2.png 770w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-2-300x199.png 300w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-2-599x397.png 599w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-2-767x508.png 767w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Fj\u00e4llr\u00e4ven was born out of one man\u2019s vision: a vision to make nature accessible to more people.&nbsp;\u00c5ke Nordin was born in \u00d6rnsk\u00f6ldsvik, on Sweden\u2019s High Coast, in 1936. Combining rolling hills, deep forests and sheltered coastline it was the perfect playground for a young, curious \u00c5ke. And it was on one of his many adventures that the seed for Fj\u00e4llr\u00e4ven was planted, deep in \u00c5ke\u2019s mind.The idea arose out of necessity: to create a backpack that swallowed up gear, but sat comfortably on his back. \u00c5ke knew there must be a way. With his mother\u2019s sewing machine and his father\u2019s tools, \u00c5ke created a wooden-framed backpack in his basement. And with it, the seed was sewn. 10 years later, in 1960, in that same basement, \u00c5ke founded Fj\u00e4llr\u00e4ven and launched his first product for sale. Guess what is was? Yep, a backpack; this time with an aluminium frame. &nbsp;During the 1960s and 70s, fuelled by \u00c5ke\u2019s stubborn belief that there must always be a way \u2013 a practical solution \u2013the Fj\u00e4llr\u00e4ven product range expanded significantly, with tents, sleeping bags, jackets and trousers. The Greenland Jacket, the Expedition Down Jacket and the K\u00e5nken backpack proved to be defining products. Virtually every other Swede, from avid trekker to enthusiastic nature lover, wore and trusted Fj\u00e4llr\u00e4ven.<br><br><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.fjallraven.com\/495e0f\/contentassets\/1054cb5a7c054e0ab04742fe1a4cebae\/t04_cropped_our_history-12392-1.jpg\" alt=\"Old newspaper advertisement featuring Fjallraven tents\" width=\"1182\" height=\"300\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br>The 80s and 90s were more about geographical expansion. Trekking through nature, going slowly, carrying everything you need on your back while enjoying every step, shouldn\u2019t just be something for Swedes. First we expanded throughout Scandinavia, then further afield in Europe. But it wasn\u2019t enough for \u00c5ke to just offer the clothing and equipment to get out in nature. His dream was to actually enable people to get out there. He wanted more people to trek through the wilderness; because the more people experience nature, the more likely they are to care for it. And again, he knew there must be a way. His dream became a reality in 2005 with the launch of Fj\u00e4llr\u00e4ven Classic: a 110km-long trek through northern Sweden.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And with nature being so important to us, here at Fj\u00e4llr\u00e4ven, we\u2019ve placed more and more emphasis on sustainable development; to develop on nature\u2019s terms. Since the new millennium, we\u2019ve launched Eco-Shell, our Down Promise and the Fj\u00e4llr\u00e4ven Way \u2013 our Code of Conduct.<br><br><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.fjallraven.com\/495e24\/contentassets\/1054cb5a7c054e0ab04742fe1a4cebae\/imagezm0bv.png\" alt=\"Old newspaper advertisement featuring Fjallraven's Greenland Jacket\" width=\"1182\" height=\"300\"><br><br>Then in 2017 we became very nostalgic. We returned to where \u00c5ke first drew inspiration, the Swedish mountains, to create our mountaineering collection: Bergtagen. And in 2018, we revisited that first defining product, the Greenland Jacket and the collection it forged, to create Greenland Updated.<br><br>But whether we\u2019re looking forward, backwards or sideways for inspiration, we\u2019re always moving towards a common goal. Enabling and inspiring more people to experience nature was \u00c5ke\u2019s vision and we now make it our mission. Nature is in our DNA. We simply can\u2019t deviate from it. Without it, we\u2019d be nothing. It is our past, present and future. It\u2019s our forever.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"510\" src=\"https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-3.png\" alt=\"\" class=\"wp-image-28385\" srcset=\"https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-3.png 770w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-3-300x199.png 300w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-3-599x397.png 599w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-3-767x508.png 767w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">THE LONG-TERM PERSPECTIVE<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Everything we do has an impact on the environment around us and the people and animals that inhabit it. As an outdoor company, we\u2019re acutely aware of this impact and we do our utmost to keep our environmental footprint as small as possible. In parallel the products we develop are built to last for decades of use, to then be passed on to the next generation or be sold on the second hand market. That way, fewer products will be produced, less energy will be consumed and less products will end up as waste. But we can always do better. Sustainability is a special kind of trekking. There are many checkpoints, but no finish line.&nbsp;&nbsp;&nbsp;<a><\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"783\" height=\"500\" src=\"https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-4.png\" alt=\"\" class=\"wp-image-28386\" srcset=\"https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-4.png 783w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-4-300x192.png 300w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-4-600x383.png 600w, https:\/\/www.fjallravenshop.us\/wp-content\/uploads\/2026\/10\/image-4-767x490.png 767w\" sizes=\"auto, (max-width: 783px) 100vw, 783px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Nature is our constant source of inspiration here at Fj\u00e4llr\u00e4ven. And this extends to our material choice. Whenever possible we source materials directly from the environment around us. Materials like wool, cotton, and down. Failing this, we draw on ideas from nature to create synthetic materials to provide a specific solution to a unique challenge. Many of our materials are developed in-house, others with some of the best suppliers in the industry.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Fj\u00e4llr\u00e4ven, it\u2019s not just about creating products that live up to your expectations; it\u2019s also about developing materials that stand up to the rigors of the trail, while keeping our impact on the environment as small as possible. You can learn about how we work with sustainable materials.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Core Materials<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><em>The foundations Fj\u00e4llr\u00e4ven is built on<\/em><a href=\"https:\/\/www.fjallraven.com\/us\/en-us\/about\/our-materials\/eco-shell\/\"><\/a><\/p>\n\n\n\n<figure class=\"wp-block-image\"><a class=\"banner--root   gtm-block-wrapper\" href=\"https:\/\/www.fjallraven.com\/us\/en-us\/about\/our-materials\/eco-shell\/\"><img decoding=\"async\" src=\"https:\/\/www.fjallraven.com\/4aef30\/globalassets\/t07_grid_eco_shell_our_materials-13432-1.jpg?width=1920&amp;rmode=Min&amp;bgcolor=fff&amp;quality=100\" alt=\"closeup picture of eco-shell jacket with fjallraven emblem\"\/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.fjallraven.com\/us\/en-us\/about\/our-materials\/eco-shell\/\"><\/a><a href=\"https:\/\/www.fjallraven.com\/us\/en-us\/about\/our-materials\/eco-shell\/\"><\/a><a href=\"https:\/\/www.fjallraven.com\/us\/en-us\/about\/our-materials\/g1000\/\"><img decoding=\"async\" src=\"https:\/\/www.fjallraven.com\/4a63fa\/globalassets\/fjallraven\/eu\/material-pages\/g1000-hero.jpg?width=1920&amp;rmode=Min&amp;bgcolor=fff&amp;quality=100\" alt=\"\"><\/a><a href=\"https:\/\/www.fjallraven.com\/us\/en-us\/about\/sustainability\/our-promises\/wool-promise\/\"><img decoding=\"async\" src=\"https:\/\/www.fjallraven.com\/4a6460\/globalassets\/fjallraven\/eu\/material-pages\/wool-hero.jpg?width=1920&amp;rmode=Min&amp;bgcolor=fff&amp;quality=100\" alt=\"\"><\/a><a href=\"https:\/\/www.fjallraven.com\/us\/en-us\/about\/our-materials\/down\/\"><img decoding=\"async\" src=\"https:\/\/www.fjallraven.com\/4a6435\/globalassets\/fjallraven\/eu\/material-pages\/down-hero.jpg?width=1920&amp;rmode=Min&amp;bgcolor=fff&amp;quality=100\" alt=\"\"><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hailing from the small town of \u00d6rnsk\u00f6ldsvik in Sweden, a place where mountains and forest meet the sea, Fj\u00e4llr\u00e4ven is an outdoor clothing and equipment company that\u2019s committed to making &hellip; <a href=\"https:\/\/www.fjallravenshop.us\/?page_id=28381\" class=\"more-link\">Read More<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-28381","page","type-page","status-publish","hentry","entry"],"_links":{"self":[{"href":"https:\/\/www.fjallravenshop.us\/index.php?rest_route=\/wp\/v2\/pages\/28381","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.fjallravenshop.us\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.fjallravenshop.us\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.fjallravenshop.us\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fjallravenshop.us\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=28381"}],"version-history":[{"count":1,"href":"https:\/\/www.fjallravenshop.us\/index.php?rest_route=\/wp\/v2\/pages\/28381\/revisions"}],"predecessor-version":[{"id":28387,"href":"https:\/\/www.fjallravenshop.us\/index.php?rest_route=\/wp\/v2\/pages\/28381\/revisions\/28387"}],"wp:attachment":[{"href":"https:\/\/www.fjallravenshop.us\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=28381"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}