For the fifth year in a row, consumers perceive Swedish brand FJÄLLRÄVEN to be the most sustainable brand in the category ‘Clothes and Fashion Brands’ in the 2024 Sustainable Brand Index. Founded in 1960, Fjällräven has built its global reputation on creating functional, durable and timeless products that are built to last for decades of use.
With the help of 80,000 consumers across eight countries, the Sustainable Brand Index measures and analyses nearly 1,600 brands across 36 industries on consumer perception of sustainability. Carried out annually since 2011, the independent study examines how consumers perceive sustainable brands.
“We’re extremely proud that Swedish consumers have once again recognised the efforts of the Fjällräven team,” said Martin Axelhed, Fjällräven CEO. “The journey isn’t always straightforward. Sustainability runs through every facet of the company and is constantly developing, whether it’s in the sourcing and traceability of materials or the elimination of forever chemicals.
“We’ve also recently recognised the need to communicate more directly with customers on our sustainability efforts, bringing them into the conversation and educating them on their own role in sustainability too, so we’re delighted that this work is having an impact.”
Fjällräven’s recent key focus has been on durability where educational content, in-store events and direct engagement with customers, through a recent and well-received CEO letter added to every product purchase, has highlighted the influence that users themselves can have on the lifecycle of a product.
According to the company, care, repair, reuse and making gear usable long-term are all key to generating one of the biggest environmental benefits. Fjällräven has led the way in driving SUSTAINABILITY INNOVATION and minimising its environmental impact through its focus on:
Saying no to harmful chemicals – the Fjällräven Chemical Guidelines help the company navigate the complicated world of hazardous and banned chemicals which it is constantly updating and revising based on new research.
Saying no to animal mistreatment – the animal welfare, land use practices and the economic viability of the farms Fjällräven sources from are crucial focus areas.
Saying no to resource-intense materials – Before Fjällräven decides on a material for a product, it evaluates its efficiency, functional qualities, chemical composition and the amount of material needed. It also continuously works to improve the materials already in use.
Saying no to short-term trends – all Fjällräven products are designed to last for decades of use, to be passed on to the next generation or sold on the second-hand market. That way, fewer products will be produced, less energy will be consumed and fewer products will end up as waste.
Fjällräven’s goal for 2025 is a 50% reduction in emissions per product produced with sub-targets such as having 30% of its core suppliers use renewable energy. By 2050, the company is committed to reaching net zero.