Swedish outdoor and clothing brand Fjällräven has once again been crowned as Sweden’s most sustainable brand in the Clothes and Fashion Brands category for the fourth consecutive year, according to the 2023 Sustainability Brand Index.
Known for its premium outdoor gear and strong presence in the tent and camping market, Fjällräven continues to set a high standard in sustainable innovation, according to a report by Camping Trade World.
“Strong outdoor brands cannot survive today without solid sustainability practices. It’s extremely encouraging that the work Fjällräven is doing is seen and valued by consumers,” said Martin Nordin, executive chairman at Fjällräven’s parent company Fenix Outdoor, who expressed pride in the recognition.
Nordin also highlighted that Fenix Outdoor’s brand Naturkompaniet took the top spot in its category, proving the company’s commitment to responsible environmental practices.
“Our vision is to be the most sustainable and premium outdoor brand in the world, so we’re delighted that consumers trust the Fjällräven brand and our efforts in driving sustainable innovation and placing strict regulations on ourselves to set new sustainability standards,” said Fjällräven CEO Martin Axelhed, sharing his enthusiasm for the recognition.
Swedish consumers, known for their strong focus on sustainability, have given their seal of approval to Fjällräven’s various eco-friendly initiatives.
Some of the brand’s notable achievements include the development of Eco-Shell, a waterproof material made without harmful PFCs, the sourcing of 100% traceable and ethically sourced down, stringent regulations and transparency in wool sourcing, and the creation of limited edition lines made from leftover fabrics.
The Sustainable Brand Index, conducted annually since 2011, is an independent study that evaluates nearly 1,600 brands across 36 industries in 8 countries, with input from 80,000 consumers.
The index examines consumer perceptions of brand sustainability. Fjällräven’s continued success in the rankings is a testament to its dedication to responsible and eco-friendly practices in the outdoor and clothing market.