The Story of Fjallraven

Ever since Åke Nordin founded this company in 1960, we have had a clear focus: to develop durable, timeless and functional outdoor equipment that stands the test of time. And to inspire to enjoy and appreciate the outdoors, on nature’s terms.

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In the 1950’s, 14 year-old Åke Nordin from Örnsköldsvik in Northern Sweden spent more time outdoors than indoors. After many long treks in the mountains, Åke decided the backpacks at the time were unsatisfactory and took matters into his own hands by building a wooden frame. This evenly distributed weight across his back so the pack did not end up uneven, pear-shaped, and uncomfortable. It also meant he could carry more weight with ease. Åke’s innovation quickly caught on and in 1960 Fjällräven became the first to commercially make and distribute framed backpacks. Fjällräven means Arctic Fox in Swedish, honoring the small and highly adaptable predator that lives in the Swedish mountains under the harshest conditions. From the small town of Örnsköldsvik, Fjällräven has now expanded to every corner in the world. The fundamental ideas remain the same; provide functional, durable, and timeless equipment to make the outdoors more enjoyable for all. We continue to find smart, innovative solutions to make every adventure an unforgettable one.

OUR PRINCIPLES

RULE 1: FUNCTIONALITY

We work hard to develop functional equipment by carefully considering everything from new smart solutions to improved material. Our goal is to offer outdoor equipment that allows you to spend more – and more enjoyable – time in nature.


RULE 2: DURABILITY

A Fjällräven product is a guarantee that you will not need to buy a new product for a long, long time. Our users know that our products live up to strict requirements and last for a long time. Many products last for generations. This long lifecycle depends on many factors - for example production experience, superior choice of material, product assembly and strict quality controls during the production process.

RULE 3: DEPENDABILITY

When we design our products, we choose material and solutions that combined give you a safe, dependable product you will be able to use outdoors. We are aware that our equipment might be used in situations where there is not a lot of room for error, which is why all of our products are tested by experienced test groups before being sent to our retailers.

See you on the Trail!

Why Chacos?

There are so many reasons to invest in Chaco, so let us help and name a few…

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Consumer Obsessed: When you buy Chaco, you’re also buying into the #ChacoNation, the community of life-loving explorers and adventurers from around the world.

All-Day Comfort- Arch Support: Every pair of footwear from our iconic sport sandals to our most boots they all share one fit, one feel and one ride with the LUVSEAT footbed. They are APMA certified footbeds and are recognized to promote healthy alignment and arch-support.

Innovative & Conscious Design: We’re constantly working towards more conscientious design, so there will be fewer parts and pieces while still having function and beauty in every element we produce.

Superior Service & Customer Support: We’re expert sales people, seasoned technical reps, and master storytellers who are always available to support you.

Got any questions? Just ask!

Journeys with Merrell

Merrell promises that they exist to give you all you really need to discover the simple yet profound power of the trail.

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You know what you can see from space

Blue. Green. Brown.

The Pacific. The Redwoods. The Andes

Places begging to be experienced

You know what you can’t see

Your phone. Your computer. Deadlines

All the materialistic stuff we get consumed by

A culture that says you need more, or you will be less

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What matters remains simple

Earned experiences over gathered possessions

The things you can see, hear, feel

The profound reward that nature offeres freely

To those who are curious about their next journey

Welcoming sweat. Dirft, altitude, sleet, or snow

Those willing to put in the effort to enjoy the reward

Alone or with the people we love

Modern life gets complicated

Nature remains essential. Majestic. Transformational

Those who know that when you have air in your lungs

And good shoes on your feet

You already have all that you need

To hit the trail

To reach your peak

To seize on every adventure

To live the real moments

That make a meaningful life

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The Golden Rule of the Trail: Don’t let the path determine the story, let the story find its path.

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