Fjallraven North America Joins The Conservation Alliance

Fjällräven North America, the Swedish heritage outdoor brand known for producing high-quality, sustainable outerwear, apparel and gear since 1960, announces its membership in The Conservation Alliance, a collective of like-minded businesses whose combined contributions support grassroots environmental organizations and their efforts to protect wild places where outdoor enthusiasts recreate.

“Our mission is to be an inclusive outdoor brand. We want to welcome people into the outdoors, whether they are new to trekking, backpacking and camping or have a lifetime of memories attached to the outdoors,” says Nathan Dopp, president of Fjällräven North America. “Fjällräven’s mission comes with a responsibility to protect the special, wild places that give us all a respite from our fast-paced lives, which is why we joined The Conservation Alliance.”

Fjällräven prides itself on being an innovator and leader in environmental impact mitigation and wildlife conservation initiatives. The brand went PFC-free in 2015 and uses materials like recycled polyester to significantly reduce carbon footprint. Since the early 1990s, Fjällräven has been actively working with researchers in conservation efforts to save the artic fox. This includes spreading public awareness, supplying equipment and funds to research projects and creating the Save The Artic Fox edition of the Kånken, where a portion of the sales from each backpack are donated to conservation research.

“We are overjoyed to welcome Fjällräven into Conservation Alliance membership,” says John Sterling, executive director of The Conservation Alliance. “For more than 50 years, Fjällräven has shown unwavering commitment to respecting nature and the environment. By joining our membership, Fjällräven’s commitment to its employees, customers and our natural playground is only strengthened. We are excited to include Fjällräven’s voice in our collective commitment to conservation.”

In 1960, Åke Nordin founded Fjällräven in his basement in the Swedish town of Örnsköldsvik. Since then, Fjällräven has made a commitment to high-quality and high-end design,