Fjällräven: the most sustainable brand for the fifth consecutive year
Fjällräven elected “most sustainable brand” for fifth consecutive year
For the fifth consecutive year, Fjällräven has been voted by Swedish consumers as the country’s most sustainable brand in the clothing and fashion category in the Sustainable Brand Index 2024.
This index, based on feedback from 80,000 consumers from eight countries, assesses the sustainability perceptions of nearly 1,600 brands in 36 sectors through an annual analysis that began in 2011. Martin Axelhed, CEO of Fjällräven, expressed pride and satisfaction at the recognition of the company’s continued efforts in sustainability. Materials management, elimination of harmful chemicals, and improved communication with customers about the company’s sustainable initiatives are Fjällräven’s commitments. Axelhed also stresses the importance of engaging and educating consumers about their role in sustainability.
Fjällräven’s Commitment and NOs.
Fjällräven is committed to maintaining an ethical and sustainable line in its production process by adopting several “NO” policies:
- No to harmful chemicals: through the Fjällräven Chemical Guidelines, the company is committed to avoiding the use of hazardous and banned chemicals, constantly updating its guidelines based on the latest research. A specific example is the refusal to use PFCs, which are environmentally harmful substances.
- No to animal mistreatment: Fjällräven pays close attention to animal welfare and sustainable practices on the farms it sources from, ensuring ethical practices in terms of animal husbandry and land use.
- No to resource-intensive materials: the company carefully evaluates the efficiency and environmental impact of the materials chosen for its products, working to improve those already in use. One example is the G-1000 fabric, whose environmental impact has been significantly reduced.
- No to short-term trends: Fjällräven designs durable products intended to be used for decades and passed from generation to generation, with the goal of reducing new garment production, energy consumption and waste generation.
