Sustainability
Everything we do has an impact on the
environment around us and the people and animals that
inhabit it. As an outdoor company, Fjällräven is
acutely aware of this impact, and they do their utmost to
keep their environmental footprint as small as possible.
Fjällräven considers nature in
everything they do; when they choose one material over
another, and when they decide where to produce their
clothing and equipment.
But it's not easy. Compromises do have to be
made. Sometimes they have to say "no" when they want to say
"yes". Fjällräven are honest, they have made, and
will continue to make, mistakes. But they try to learn from
them and use these lessons to innovate and adapt. They are
not ones to settle. They never sit back and relax, thinking
what we're doing now is good enough. At
Fjällräven, the term 'room for improvement' is
ingrained in everyone.
By producing on nature's terms; by developing
clothing and gear that lasts for generations; by placing
strict standards on themselves and their suppliers; and by
introducing more people to nature and its myriad benefits,
we should take a leaf out of Fjällrävens book and
try all leave our basecamp in better shape than we found it.