Fjällräven is growing and constantly moving into new markets. This makes it all the more important for Fjällräven to take responsibility for every decision taken, whether in Örnsköldsvik in northern Sweden or another corner of the world. One of the most important aspects of this is brand's responsibility toward everyone that works in the development and production of Fjällräven equipment.
Fjällräven consider it a basic right that their employees, wherever they are in the world, should be able to work in a healthy and safe environment, which in turn leads to an enjoyable and efficient workplace. Fjällräven also consider respect for a person's integrity to be as basic a right as the promotion of equality, regardless of gender, ethnic background, age, beliefs and sexual orientation.
Fjällräven is convinced that when people spend more time in nature, the more inclined they will be to advocate its preservation. This is why Fjällräven is doing their best to spark and maintain an interest in nature in as many people as possible.
The reason Fjällräven is fighting for this is simple. Nature is where we spend our free time and we want children and their grandchildren to be able to enjoy nature the same way as the past.
To realize this dream, Fjällräven arranges not only a trek, Fjällräven Classic, but also family activities such as Out in Nature (Ut i Naturen). Fjällräven also supports organisations that plan activities for children, such as Green Team. Fjällräven believe that these activities contribute in their own way to a better society and increase interest in protecting our natural environment.
The following is a summary of the Fjällräven pledges:
- Fjällräven does not sell real fur, whether as clothes, accessories or other products. Fjällräven has signed the international Retailer Commitment Against Fur, instead Fjällräven use synthetic alternative known as Arctic Fur.
- Fjällräven does not approve of mulesing, the surgical procedure carried out on merino sheep in Australia to make them less attractive for blowflies, and therefore have decided to shift our purchases to suppliers that can guarantee mulesing-free merino wool.
- Fjällräven does not accept the plucking of live geese. Fjällräven only use high-quality down that comes from contracted farms where the geese are slaughtered for food. Fjällräven received an honourable mention in 2010 for the control of the down process.
- Fjällräven support the endangered arctic fox by donating money to supplement the food supply close to inhabited dens and by increasing the general public's knowledge about the plight of the arctic fox. This project is conducted in cooperation with Stockholm University.
- Fjällräven is constantly on the hunt for materials and methods of production that are less harmful to the environment but do not compromise the quality of products. For Fjällräven, quality is not just how well a product works and how long it lasts, but also how it has been produced.
- Fjällräven is proud of what they are doing, but they are far from finished. Fjällräven are constantly weighing advantages against disadvantages, conducting research and trying to make improvements. Every little step Fjällräven take, in a number of different areas, is part of a journey toward something big - and noticeable.