How Does Fjallraven's Sustainability Approach Differ from Other Outdoor Brands?

Question

What makes Fjallraven’s sustainability efforts different from other outdoor apparel companies?

Answer 1

Approaching sustainability in the Fjallraven sense involves taking a critical look at the environmental aspects of every function and every detail of their goods. Rather than superfluously over-engineering their goods, they concentrate on developing practical and ecologically conscious equipment – one that is not built to extremes that most of their target audience will never face.

Comments

I heard a story that an oil company in America recently ordered a load of jackets from The North Face for their staff. TNF refused to supply the oil company on the grounds that the company didn't align with their green credentials. The oil company then pointed out that the vast majority of TNF's products are made with fibres derived from petrochemicals. The local oil industry then presented TNF with an honorary award for services to the oil industry.
I really hope companies move away from synthetic materials but at the same time I wish they wouldn't make hollow marketing ploys about their love of the planet whilst doing nothing. All credit to the oil company for outing TNF as hypocrites.

---

Páramo is another excellent outdoor clothing company that doesn't use Goretex. Their Nikwax directional textiles which although heavier, are both significantly more comfortable and durable than the less environmentally friendly alternatives. Big in the UK and, to a lesser extent, mainland Europe, they sadly never seem to reached the major US retailers (although I'd love to be proved wrong on this).

---

I am not a Fjallraven user but I do tend toward a similar approach much of the time. I have one Ventile and two microfibre polyester smocks, none of which have membranes. Ventile is awesome and has incredible durability. Microfibre polyester when worn over a wicking material like wool or polyester fleece and treated with water repellancy works extremely well and similarly to the Buffalo and Paramo solutions.
Regarding Ventile, if you have a need for a garment of this quality and durablility that comes from a non-PFC and sustainable source then please buy it soon or ventile will simply die forever as more of the necessary European manufacturing processes close down.

---

Thanks for bringing in sustainability considerations in our choices of outdoor wear. The best decision we can make is to keep using our gear until the absolute end of its life rather than replacing it for something more fashionable or 5% better. Then when you finally really need a new one, consider the true cost including environmental impact. (Not saying I’m perfect in this regard but working on more conscious purchasing).

---

Great way for fjallraven to think but they are pricing themselves out of the market they want to improve. As I stated I love my G1000 trousers but they are a luxury at £140 here in the UK and my Berghaus goretex coat was £120 compared to the £260 fjallraven equivalent. Perhaps they should bring production back to Sweden for a start.

---

I'm definitely a Fjällräven fan. Unfortunately it took me many years to get here, but better late than never. I think the biggest problem with them though is price. Often their gear is even more expensive than Patagonia's, so normal people won't go for that.

---

I totally agree. A lot of brands through marketing make us all believe we need to buy the best Gore-Tex clothing, while in fact almost nobody actually need gear that is so extremely protective. If you think about it the outdoor clothing industry is kinda a paradox in a way. We love nature, so we go out in nature while wearing outdoor clothing that while being produced harmed nature itself. I really appreciate Fjällräven's way of thinking about this. More brands (in any industry really) should think like this.

---

“We need to evaluate every function to determine if it is worth the environmental impact”. Love it.

---

Thanks man. Great content. And I'm fully on board with the way Fjallraven looks at this. The nice thing about low-tech is that it last decades too, and that's the way I want to use my stuff.