Europe’s largest brand study on sustainability, the Sustainable Brand Index™ 2020, has announced that Fjällräven is an industry leader within sustainability in Sweden. Choosing between over 1 400 brands Swedish consumers voted for Fjällräven as the most sustainable brand from the “Clothing and Fashion Brand” industry.
“Sustainability is a deeply rooted value at Fjällräven and it remains at the core of everything we do. But we’re not as good at promoting it, as we are at trying to make a real difference through our actions. We’re extremely happy to see that consumers recognise Fjällräven as a sustainable brand and that they value our constant efforts to improve our materials, production processes and supply chains from a sustainability and traceability point of view”, says Christiane Dolva, Head of Sustainability at Fjällräven.
Fjällräven’s products are made with a strong focus on longevity, durability and sustainability, three parameters that are the backbone of all processes involved – from the drawing board to material choices, from production to what happens at the end of a product’s life.
“Products should be durable and long-lasting in the physical sense, but also in the emotional sense. After all, what good is a garment made with the world’s most durable fabric, if it feels outdated only a year after you buy it? For this reason, timeless design is a very high priority for us. And we’re delighted when we see our products handed down from one generation to the next because it means we have succeeded in creating a long-term relevance that helps make a more sustainable behaviour possible”
With regard to materials, the use of recycled, organic and renewable are always prioritized.This is made possible by actively applying the ***Higg Index criteria wherever possible. Fjällräven is also a member of the Sustainable Apparel Coalition and part of the UN Global Climate Action Initiative. Since 2015, all products have utilised fluorocarbon-free impregnation methods and the brand switched to the use of recycled polyester and organic cotton in all new G-1000 products. Animal welfare and social sustainability remain at the forefront of the brand’s work and production processes.
Fjällräven has also been recognised for their industry-leading, transparent and ethical, down production process (detailed in the ‘Fjällräven Down Promise’) and a comprehensive sustainable and traceable wool range. This is all part of the brand’s ongoing efforts to reduce their environmental impact and produce sustainably.
The Sustainable Brand Index™ is Europe's largest independent brand study on sustainability, including over 1 400 brands, 35+ industries and 58 000 consumers across 8 countries. Carried out annually since 2011, the study looks at how sustainable brands are perceived by their important stakeholders. Find out more at www.sb-index.com.
***Higg Index - Developed by the Sustainable Apparel Coalition, the Higg Index is a suite of tools that enables brands, retailers, and facilities of all sizes — at every stage in their sustainability journey — to accurately measure and score a company or product’s sustainability performance. The Higg Index delivers a holistic overview that empowers businesses to make meaningful improvements that protect the well-being of factory workers, local communities, and the environment.