Fjallraven Kanken
In the past year or so I’ve noticed a kitschy little backpack strapped to the backs of countless cool urban adventurers in New York. The odd name , catchy colors, and clean design made it more apparent this was a brand of those that knew what’s up. Simply put, Fjallraven does outerwear design better. Keeping up with the Swedish gold standard of design, everything is clean and balanced with enough pop to give the products personality. Even with my ignorance to the Scandinavian powerhouse, The Fjallraven logo is certainly iconic at first glance. You couldn’t forget that Red Fox if you tried to.
With further education I learned Fjallraven carries the same careful construction responsibility ethos throughout the entire business process. They believe overall they are empowered to be “A good step towards real change”. Going the distance with Product responsibility, Environmental responsibility, Responsibility towards animals, Social responsibility, and Responsibility towards their employees. Which are all amazing practices, but even more fascinating are the actionable initiatives like the “Save the Arctic Fox” program, or their committment to climate compensation; a process that works to offset the emissions impacting the environment that are generated by production.
Fjallraven is a cool company. They make outerwear for cool weather. They do cool stuff for the betterment of the world. And cool gals/guys seem to really like it. Thats cool with me.
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