Swedish outdoor and clothing brand Fjällräven has been voted as Sweden’s most sustainable brand in the “Clothing and Fashion” category for Sustainability Brand Index 2023. The iconic brand, which also has a significant presence in the tent and camping market, won the title for the fourth year in its history.
Martin Nordin, executive chairman of the parent company Fenix Outdoor, said: “Strong outdoor brands cannot survive today without sound sustainability practices. It is extremely encouraging that the work Fjällräven is doing is seen and appreciated by consumers. I’m proud, however, that it’s not the only brand within the Fenix Outdoor group that has ranked at the top of its class. Naturkompaniet also took first place. Acting responsibly towards nature has guided Fenix Outdoor from the very beginning, so this recognition for two brands in our group is important”.
Martin Axelhed, CEO of Fjällräven, added: “Our vision is to be the most sustainable and premium outdoor brand in the world, so we are delighted that consumers trust the Fjällräven brand and our efforts to promote sustainable innovation and imposing strict regulations on ourselves to set new standards in sustainability. Swedish consumers are known to place a particularly high value on sustainability, so being recognized as an industry-leading brand in Sweden shows that we are heading in the right direction.”
Some of Fjällräven’s most notable sustainability activities include the development of the Eco-Shell raincoat made without harmful PFCs, its 100% traceable and ethically sourced down, strict regulation and transparency around the sourcing of wool, and the creation of limited edition lines made with leftover fabrics.
With the help of 80,000 consumers in 8 countries, the Sustainable Brand Index measures and analyzes the sustainability of nearly 1,600 brands across 36 industries. Conducted annually since 2011, the independent study examines how sustainable brands are perceived by consumers.
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