2010 – Akka lauded
The Akka tent series is re-launched and Fjällräven receives recognition for its development efforts. Among the prizes won are ‘Best outdoor product’, which the Swedish Utemagasinet awards to the Akka Dome model.
2010 – Keb Trousers
The Keb walking trousers in G-1000 with stretch are launched and immediately awarded the Outdoor Industry Award for ‘Best outdoor trousers’. The jury praises the trousers for their durability, function and respect for the environment.
2010 – Top of the brand charts
Fjällräven comes in top during a survey of Sweden’s most popular brands carried out by TNS-SIFO 50. Fjällräven lies in first position in the ‘Clothes and equipment’ category, ahead of international giants such as Nike, Levi’s and Calvin Klein. 95 per cent of Sweden’s population recognise the Fjällräven brand, which makes it one of the most recognised in the country.
2011 – Eco-Shell
The Eco-Shell material is developed in cooperation with Japanese Teijin, and Fjällräven launches a new collection of waterproof shell garments with stringent requirements in terms of respect for the environment. Eco-Shell is made from recycled and recyclable polyester, fluorocarbon-free and also climate compensated.
The collection includes the Eco-Trail Jacket, which won several distinguished environmental awards before it even hit the shops, including the SOA Sustainability Award.
2011 – Luhkka
Luhkka is developed in cooperation with Sami reindeer herder Nils-Anders Blind, inspired by the traditional Sami garments of the same name (‘luhkka’ means storm collar).
2012 – Numbers
Fjällräven launches Numbers, a range of outdoor clothes designed to have an incredibly long lifespan and low environmental impact. The 13 garments are created with a system design and can be combined and adapted to fit other areas of use, seasons and climates.
2013 – Kajka with wooden frame
Fjällräven upgrades the favourite Kajka with a new, environmentally-friendly, exciting frame design. Laminated Finnish birch demonstrates the same strength as aluminium – and reduces the climate impact of the frame by 90 per cent.