With a cult following, they’re the staple in every hipster’s wardrobe, the bag that fuses function with a sense of casual cool, but that’s not the only reason Swedish outdoor equipment brand Fjallraven are making waves with their classic unisex backpacks.
You’ve probably come across the ‘Kranken’ style before, (now available at ASOS). Maybe you own a particular colour yourself, but because of their popularity and distinct aesthetic, many miss that Fjallraven (which translates to ‘arctic fox’), is actually one of the most sustainable brands out there.
“Fjällräven makes functional, timeless and long-lasting outdoor equipment – all in order to have the lowest negative impact on the environment as possible”
As animal rights supporters, the Fjallaven team have signed the international Retailer Commitment Against fur and have shown continuous support for their native animal, the arctic fox, who’s livelihood is under great threat. Since the brand was established by Åke Nordin (pictured above left), in 1960, it has been working with Arctic fox researcher Anders Angerbjorn, funding the professor’s research and helping spread information.
Find out more about Fjallraven’s sustainable policies here.