Fjallraven Brand Guide
Trust the Swedish to know a thing or two about excellent outdoor gear; with their naturally rough terrain and classically Scandinavian climate, plus the country’s traditional inclination towards a minimal aesthetic, they’re well-positioned to know exactly what to put into clothing to make it work without being overdesigned, and none have been doing it for longer and with more success than Fjällräven.
Named after the Swedish word for the arctic fox, the brand was first conceived in 1960 when a teenage Åke Nordin came up with the idea of a rucksack with an external frame to relieve back pressure. Working in his parents’ home, Nordin honed his idea until it was finally ready: utilising a lightweight aluminium frame, the body of the bag was made from tent material, which was both wind- and water-resistant and highly durable. Over time, the brand developed their own version of this fabric, dubbed G-1000: a 65/35 poly/cotton mix, the fabric refined the properties of the surplus tent fabric into something more supple and easy to wear. The first piece of clothing to use the newly-developed fabric was the now-iconic Fjällräven Greenland Jacket, which quickly became a hit among the fellwalkers, climbers and general outdoor enthusiasts across Europe for its simple, stylish design and utilitarian resistant properties, and was readily identifiable by its distinctive brown leather Arctic Fox patch sewn to the left arm.
Fast-forward to 1978 and Fjällräven has established itself as one of Europe’s go-to outdoor brands for both clothing and accessories. Responding to a report of a rise in back problems among Sweden’s schoolchildren, the brand goes back to its roots to design a better backpack for kids: the Kånken. With its distinctive rectangular shape and canvas Arctic Fox patch, the Kånken remains a hit with kids and adults alike for its comfortable wear, deceptively-spacious capacity and wide selection of colours.
Like many brands who focus on the outdoors, Fjällräven are keenly interested in protecting the environment they love so much: today’s G-1000 fabric utilises recycled polyester and organic cotton, the brand has recently eliminated PFC coatings from its whole range to mitigate any potential harm to the environment, while its supply chain is regulated by the Fair Labor Alliance (FLA), a global organisation to provide fair working conditions and wages across the world. Further, the brand has also donated to initiatives for conservation of its namesake arctic fox, which is under threat from climate change and hunting.
We’re proud to welcome Fjällräven to our selection of the world’s finest menswear brands here at Aphrodite Clothing, and whether you’re after a classic Greenland Jacket, a Kånken backpack or wardrobe essentials like flannel shirts and wool beanies, the leather Arctic Fox mark is your sign of hardwearing quality for years to come.