Fjällräven claims fourth Sustainability Index award

Swedish outdoor and clothing brand Fjällräven has been voted as Sweden’s most sustainable brand in the Clothes and Fashion Brands category in the 2023 Sustainability Brand Index. The iconic brand, which also has a significant presence in the tent and camping market, won the title for the fourth year.

Martin Nordin, executive chairman at Fjällräven’s parent company Fenix Outdoor, said: “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.

“I’m proud that Fjällräven is not the only brand within the Fenix Outdoor group that ranked on top of its category. Naturkompaniet took the top spot, too. Acting responsibly towards nature has guided Fenix Outdoor since the very beginning, so this recognition for two brands in our group is important.”

Martin Axelhed, Fjällräven CEO, added: “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.

“Swedish consumers are known to place a particularly high value on sustainability, so to be acknowledged as an industry-leading brand in Sweden proves we’re going in the right direction.”

Some of Fjällräven’s most prominent sustainability activities include the development of its waterproof Eco-Shell that is made without harmful PFCs, its 100 per cent traceable and ethically sourced down, strict regulation and transparency on its wool sourcing, and creating limited edition lines made from leftover fabrics.

With the help of 80,000 consumers across 8 countries, the Sustainable Brand Index measures and analyses nearly 1,600 brands across 36 industries on their sustainability. Carried out annually since 2011, the independent study examines how sustainable brands are perceived by consumers.