The Journey of Fjällräven: From a Swedish Dream to an Iconic Outdoor Brand

The Story of Fjällräven – How it began.

Fjällräven have been committed to supplying quality outdoors wear to fans of the brand since 1960. From the iconic Kånken backpack to their jackets and trousers, everything they make is of the highest quality and made to last. 

The story of Fjällräven begins with Åke Nordin, a 14-year-old boy in 1950 from the small town of Örnsköldsvik, on Sweden’s High Coast an area renown for it’s rolling hills, deep forests and sheltered coastline. 

Nordin was an outdoor enthusiast, who, frustrated by the bulky and uncomfortable backpacks of his time, set out to create something better. Using his mother’s sewing machine and wooden boards, he crafted in the basement a backpack with a rigid frame that distributed weight more effectively and comfortably on your back. And so began his interest in creating outdoor clothing and gear.  

Founding and Growing Fjällräven

In 1960, Åke officially founded Fjällräven (Swedish for “Arctic Fox”). His initial focus was on creating durable, functional backpacks now with aluminium frames for those who loved being outdoors. The brand’s product line quickly expanded during the 1960s and 70s, with tents, sleeping bags, jackets and trousers. The Greenland Jacket, the Expedition Down Jacket and the Kånken backpack proved to be defining products as a foundation to build the business.

Fjällräven was born with the vision to make nature more accessible to people, and Nordin spent his entire life trying to perfect the humble backpack so you could get from point A to point B with all of your essentials still intact with a strong emphasis on sustainability. From the outset, Fjällräven was inspired by the Swedish philosophy of “friluftsliv” (open-air life), which emphasises a deep connection with nature. This ethos translated into a commitment to sustainability. 

The 80s and 90s were more about geographical expansion of the business throughout Scandinavia, then further afield in Europe. But it wasn’t enough for Åke to just offer the clothing and equipment to get out in nature. His dream was to actually enable people to get out and experience nature, because the more people who experienced being outdoors, 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 Fjällräven Classic: a 110km-long trek through northern Sweden. 

Åke believed that for everything there must be a practical way, a view Fjällräven still holds today in their product lines. Fjallraven is at the forefront of innovation within the field creating technologies such as G-1000 fabric, used in many of its jackets and trousers. It is a versatile and durable material that can be adapted for different weather conditions by applying Greenland Wax.

The Timeless Kånken

Fjällräven products are designed to last and one of its best selling products is the Kånken backpack which has probably done the most to propel the brand’s recognition across the globe, and it all began back in 1978.

In the late 1970s, statistics showed that nearly 80 per cent of the Swedish population suffered from back pain at some point in their lives. Perhaps the most alarming aspect of this news was that back problems were starting to appear in childhood. The prevailing theory was the heavy shoulder bags popular with children at the time were causing the issue.

On a visit to Stockholm Åke Nordin was inspired to design a functional and comfortable square backpack just for children. It would have enough space for their schoolbooks and paper and would be made from the most durable fabric he could source. He decided to run the shoulder straps down the entire back of the bag so they would remain taut in the brackets. Finally, he included a detachable seat cushion. Stored in the interior back pocket, it prevented contents from rubbing against the back and was handy for when you needed to take a break and sit down.

The first Kånken backpack was produced just in time for the 1978 school year in cooperation with the Swedish Guide and Scout Association. And soon enough, Kånken became synonymous with experiencing nature, being outdoors, something parents were eager to introduce their children to. 

Initially the Kånken was only available in a few colours. In 2008, just in time for Kånken’s 30th birthday, a bold new spectrum of colours was introduced. 

The Fjällräven logo

Early sketches from Åke Nordin were sent to graphic designer Kjell Olsson, who developed the final design. The end result was a curled up Arctic fox, with a winking eye and only the head and tail showing. And this logo has remained pretty much unchanged over the life of the brand, with  market research suggesting that 95% of Swedes recognise it.

Evolution Under Different Owners

As Fjällräven grew, its ownership and management evolved. Åke Nordin ran the company independently for decades, expanding its reach across Sweden and Europe while remaining true to its core values. 

In the 1980s, Fjällräven was acquired by Brunogruppen, a Swedish outdoor equipment group. Under this new ownership, the brand experienced significant growth, establishing a foothold in international markets and expanding its product offerings.

In 2001, Fjällräven became part of Fenix Outdoor International AG, a company founded by Nordin himself. Fenix Outdoor, which also owns brands like Primus and Hanwag, provided Fjällräven with the capital and resources needed to grow even further. This period saw a heightened focus on sustainability and innovation, which played a key role in the brand’s global resurgence.

Fjällräven Today: A Global Icon

At the heart of Fjällräven’s design philosophy is simplicity. The brand’s products are known for their minimalist aesthetic, clean lines, and practical features. This approach not only appeals to outdoor enthusiasts but also to urban consumers looking for functional, stylish gear. 

How can NORDISK PREPPER Help You Buy Premium Outdoor Brands?

Today, the second-hand market for clothing and gear has transformed, with growing awareness of consumption habits encouraging many to shop more responsibly. Purchasing second-hand outdoor equipment not only makes high-quality brands accessible at a fraction of the new price but also allows you to allocate savings towards future adventures.

Fjällräven is a good example of a brand that focuses on quality, so if you look after your clothes you will be able to utilise them for a lifetime.

So, next time you’re gearing up for your next big outing, consider the benefits of second hand and become a regular, check out our Fjällräven stock when you get a moment.