Chapter 1

The beginning

1960

Nestled among rolling hills, dense forests, and a serene coastline, the picturesque town of Örnsköldsvik served as the ideal playground for a young and inquisitive Åke Nordin, the visionary founder of Fjällräven. It was during one of his many adventures in this enchanting landscape that the seed for Fjällräven was sown deep in Åke's mind.

The town where Fjällräven is from, Örnsköldsvik, is located on the High Coast which is where the mountains and forests meet the sea. This area is a protected World Heritage Site, which helps you to understand why a place like that would inspire Åke Nordin to create Fjällräven to inspire more people to walk with nature.

The idea arose out of necessity: to create a backpack that swallowed up gear, but sat comfortably on his back. Åke knew there must be a way. With his mother’s sewing machine and his father’s tools, Åke created a wooden-framed backpack in his basement.

10 years later, in 1960, in that same basement, Åke founded Fjällräven and launched his first product for sale. Guess what it was?

Yep, you guessed it. This time, a backpack with an aluminium frame. 

Chapter 2

Fjällräven's Early Innovations

1968 - 1978

Åke's vision kept growing and he wanted to create outdoor gear that could withstand the harshest of Scandinavian conditions. During this time, it was thought that cotton was the ideal material for outdoor clothing. But, Åke had different ideas and believed that there had to be a better way to stay warm and dry in the wilderness.

After a lot of ideations and prototyping, Åke Nordin had a brilliant idea of repurposing a rejected tent material to create on all-weather jacket. This fabric was so ideal for outdoor living that it remains virtually unchanged, and unchallenged by alternatives, for over 40 years. The fabric material was called G-1000 , and it debuted in 1968 as the primary material in the Greenland Jacket, one of Fjällräven’s most iconic products.

The Legendary

Expedition Down Jacket

In 1974, the Expedition Down Jacket was created because Åke Nordin never wanted to feel cold again. The first prototype created was two down jackets sewn together. This gave rise to the overlapping baffles, which decreases wind penetration. This iconic jacket has given rise to an entire series of insulated jackets.

Chapter 3

The Kånken Backpack

1978

In the late 1970s, Fjällräven took another significant step forward with the creation of the Kånken backpack. This iconic piece of outdoor gear was designed to address the growing problem of back pain in Swedish schoolchildren. 

Åke Nordin, ever the problem solver, created a backpack with a simple yet ingenious solution: wide, adjustable shoulder straps and a supportive foam panel.

The Kånken was born. The word “Kånken” is a play on the word “kånka”, which means to carry with you in Swedish!

The country’s tradition of skogsmulle - an outdoor nature-based curriculum - encouraged Swedish youth to play outside. Consequently, Åke Nordin designed his Kånken backpack with a removable foam back panel cushion that doubled as a comfy seat pad when the child sat in the woods or on a wet bus stop bench. The Kånken backpack became a beloved Swedish icon, a model of Scandinavian efficiency and practicality.

Chapter 4

Global Expansion

1980s - 1990s

The 80s and 90s were more about geographical expansion. Trekking through nature, while carrying everything you need on your back, and enjoying every step, shouldn't just be for Swedes. Fjallraven expanded throughout Scandinavia and then into greater Europe.

With their expansion, Fjallraven expanded their products...

The Fjällräven Classic was started by Åke Nordin to make multi-day trekking more accessible to people. Fjällräven Classic is in its 20th year with 7 destinations of which Chile is the newest destination. The other destinations being Sweden, Denmark, Germany, the UK, South Korea, and the USA.

It stands as a celebration of outdoor adventure and a testament to Fjällräven's enduring commitment to fostering a love for the outdoors.

Chapter 5

Commitment to Sustainability

Fast-forward to the 21st century, and Fjällräven not only upholds its reputation for high-quality gear but also champions a strong commitment to sustainability. In an era where outdoor brands face scrutiny for their environmental impact, Fjällräven stands out as a leader in responsible business practices.

The brand's dedication is exemplified by the Arctic Fox Initiative, a project focused on preserving the Arctic fox and supporting global nature conservation efforts. Beyond being a brand, being a "true Arctic fox" symbolizes an experienced walker or adventurer, reflecting Åke Nordin's initial aspiration, now supporting causes beyond the brand itself.

Did You Know?

Did you know?

Fjallraven Classic

The Fjällräven Classic was started by Åke Nordin to make multi-day trekking more accessible to people. Fjällräven Classic is in its 20th year with 7 destinations of which Chile is the newest destination. The other destinations being Sweden, Denmark, Germany, the UK, South Korea, and the USA.

Did you know?

Fjallraven Kånken

The word “Kånken” is a play on the word “kånka”, which means to carry with you in Swedish. 

Did you know?

Swedish Inspired

Fjällräven pulls a lot of inspiration from locations in Sweden. Several product family names are places or names of certain features in nature, for example Abisko is the name for Sweden’s largest national park.