- from Övik and out into the world
This is the story of how Fjällräven grew from its beginnings in Örnsköldsvik in 1960 to its current presence in approximately 20 countries around the world. The foundations for the company were laid even earlier in the 1950s when Åke Nordin made his first backpack frame before a trip into the mountains.
Fjällräven’s first years. Åke Nordin launches a backpack frame in aluminium, ‘the material of the future’, and condensation-free tents. The first outdoor garment is created, the Greenland Jacket, using the new G-1000 material. A law introducing four weeks of statutory holiday and the ‘Ut till naturen bilburen’ (Into the countryside by car) campaign by the Swedish Association of Promotion of Outdoor Life, Korpen and the Swedish Automobile Association both contribute to higher numbers of Swedes getting out into the countryside.
A small company grows. The cellar office is replaced by the company’s own factory and the legendary products such as the Greenland Trousers, Expedition Down Jacket, Gyro backpack and Kånken everyday backpack are created – the latter because Åke Nordin had read a concerning article about undue strain placed on school children’s backs.
A transitional period. Fjällräven is floated on the stock exchange and its new management invests in an ever-expanding range of products, with an eye on monoskiing fashions and neon coloured skiwear. The company loses focus on its core area, although one exciting innovation is the Silhuett sleeping bag launched in 1989. >>
Fjällräven gets a new start after restructuring. The Fält Jacket is developed in cooperation with the survival expert Lars Fält, and the Akka tent series sees the light of day. The first flagship store is opened on Kungsgatan in Stockholm and is soon followed by more. In order to increase interest in winter outdoor activities, a dog team competition is launched – Fjällräven Polar.
Innovation and expansion. Fjällräven releases its PAK 5 product range and the Kajka backpack, among other products. Åke Nordin is honoured and Svea Court of Appeal designates a Fjällräven jacket as a work of art. Premier for Fjällräven Classic – a 110 km long trekking celebration. Retail chains are acquired and a company group is established.
The trek continues. Now into its 50s, Fjällräven is in better shape than ever before, which can be illustrated by its leading position among Swedish brands. Keb Trousers, Eco-Shell and the Numbers collection are some exciting innovations with environmental characteristics.