Although Fjällräven needs no introduction globally, the 52-year-old Swedish brand has somehow maintained a limited U.S. presence. Expect that to change. For those that need to brush up on their Nordic tongues, the name Fjällräven means arctic fox, honoring the small endangered predator that lives in the harshest of Scandinavian climates. But don’t worry, you can rock the new Fall/Winter 2013 collection from the street to the slopes.
After chatting with the team and perusing the range, I was amazed to learn that in addition to being fashionably conscious for an outdoor wilderness brand, they’re environmentally conscious as well. Last March, Fjällräven named Aiko Bode as their Chief Sustainability Officer, a former Program Officer at the United Nations. So while you might be buying a jacket because it looks good, know that the patches are made from reclaimed leather taken from their belt and boot factories.
While everyone has seen Fjällräven’s signature Kånken backpack at one time or another, I chose three pieces that stood out to me from the new collection – the Woods Sweater, Barents Wool Fleece and Övik Lite Jacket – and enlisted the help of Sandbox Studio to get them shot exclusively for the site.
While the Fall/Winter 2013 collection doesn’t drop until later this year, the Fall/Winter 2012 collection is available now at select stockists worldwide.