Press Kit: Fjällräven Fall & Winter 2019

Date: 2019-01-22

Fall & Winter 2019 - Nature is waiting

Nights are punishingly long, days are fleetingly short. Snow falls silently, wind whistles loudly, sleet and rain drench the landscape. The lazy sun offers little warmth, but its precious light is treasured. This is winter in the north. Many escape it. They head south. They close their doors, preferring hibernation in cosy homes, venturing out only to scuttle to and from work, the supermarket, friends and family. But Fjällräven embraces winter. It longs for cold days to wrap up warm; to fill short days with adventure; to watch the landscape metamorphose as it’s blanketed in snow. Nature is always waiting, it is people that find excuses to not visit her. With Fjällräven’s 2019 fall and winter collection, the cold needn’t be one of them. 

It is in the north of Sweden that Fjällräven began its journey, more than 50 years ago. It all started with trekking. And, at Fjällräven, trekking is a year-round activity. Whether on dirt or snow, grass or rock Fjällräven founder, Åke Nordin, would layer up with wool, down and his then new G-1000 material. He merged nature’s own creations with those inspired by nature. And these tried and tested materials are still in use at Fjällräven today. Traditional yes, but no less innovative; Fjällräven has combined the latest construction methods and material blends to ensure time-honoured natural materials continue to find their place in today’s modern and demanding world. 

This season Fjällräven has listened to the wishes of its core customer: the true outdoor enthusiast – out there in any weather. It has revamped its classic Singi trekking collection using traditional materials in new ways – recovered wool padding is a case in point. Iconic items from the Greenland range have been given environmentally-friendly winter makeovers with traceable down, recycled wool and G-1000 Eco. And even the Övik and Kiruna collections are being brought up to date with new products and greener fabrics. Hardware, too, has moved closer to nature with a new range of recycled wool backpacks and bags. 

It’s clear that trusty natural materials, sourced ethically and manufactured sustainably are the future at Fjällräven. In this way, Fjällräven can ensure that nature will forever be its priority. 

Fjällräven combines traditional materials with innovative solutions to reinvigorate Singi Trekking Collection

For Fall and Winter 2019 Fjällräven revamped its traditional trekking range with recycled and organic materials and traceable wool. It’s succeeded in introducing innovative functional solutions without losing sight of the iconic aesthetic that’s made Singi, and Fjällräven in general, so popular. 

In the middle of a vast, seemingly never-ending valley, encased by some of Sweden’s highest mountains, the Singi valley lies at a cross roads – a junction of trails. North to south runs Kungsleden (The King’s Trail); to the east lies Kebnekaise and to the west Hukejaure. To Fjällräven this cross roads is symbolic: it represents a meeting of tradition and innovation. It was one of Fjällräven founder, Åke Nordin’s, favourite places to trek and it’s now a checkpoint on the outdoor brand’s growing trekking event Fjällräven Classic. No wonder Fjällräven has named its core, traditional trekking collection Singi. 

The juncture of heritage and innovation is perhaps best encompassed with the Singi Wool Padded Parka. The outer layer is made from G-1000 Lite Eco (organic cotton and recycled polyester), a durable fabric customisable to whatever the cold winter weather throws at it. It’s filled not with down, or fossil-fuel based synthetic insultation, but wool. Though this isn’t just any wool; it’s carefully selected surplus wool from a farm on the Swedish island of Gotland. Otherwise discarded, Fjällräven’s recovered wool is repurposed as insulation. It harnesses wool’s innate properties of offering warmth, even when damp and the ability to help you regulate your temperature by wicking away moisture. It’s also naturally resistant to odours and dirt. 

Recovered wool is also used as padding to give extra warmth and heft to the Canada Wool Padded Jacket. Additionally, the outer layer is soft-brushed flannel, made from recycled wool and polyester. 

Then there’s the Vidda Pro Jacket. Made from G-1000 Eco, this new – and long awaited – partner to the Vidda Pro Ventilated Trousers is durable, sustainable and reliably robust. It has ventilation where you need it; an engineered cut to fit how you want; reinforcements where they’re essential; seams placed to minimise the risk of chafing; and pockets for close-to-hand storage. 

The hardware department has been busy, too. It has created Singi 48 a new, versatile mid-sized trekking backpack that’s built to last. It features an fsc-certified wooden frame, adjustable carrying system and it’s compatible with Singi Side Pocket and Singi Gear Holder, allowing the user to carry fishing or bushcraft equipment. 

The newly updated Singi collection is ideal for those looking for timeless style, but who place high demands on their clothing and equipment. 

Greenland Collection takes a further step into recycled materials

Fjällräven has now expanded its use of ethical and sustainable materials across its entire range, with the Greenland Collection being one of the biggest benefactors. All new G-1000 Greenland items are now made using the more sustainable version of this cherished material, made from organic cotton and recycled polyester. In addition, Re-Wool, Fjällräven’s recycled wool – produced in Italy – now finds a home beyond shirts and sweaters, appearing in jackets, parkas, cardigans and even backpacks, too. 

Bridging the gap from Singi trekkers to city slickers is the Greenland Collection. The coalescence of clean, simple designs with durable, functional materials means your Greenland Jacket, Trousers, Vest, Fleece or Sweater will get your comfortably from your urban home to your natural playground. This has always been true of the Greenland range of garments and gear. But with the greater use of recycled and organic materials, Fjällräven is playing its role in keeping that natural playground wild and free. 

The Greenland Re-Wool Jacket is proof that you can create a jacket that combines functionality, durability and sustainability with timeless style and classic simplicity. The iconic looks of the Greenland Jacket are blended with the age-old favourite of wool – with one difference. This wool is recycled. 

Known as Re-Wool at Fjällräven, this recycled wool comes from both pre- and post-consumer sources across the globe, manufactured for Fjällräven in Italy. It can be defined as old garments or spill wool from the wool industry that’s been colour-sorted, shredded and re-spun to make new garments. Fjällräven has been slowly expanding its use of Re-Wool in attempt to ‘use-up’ wool that would otherwise ‘go to waste’. 

“We try to use recycled materials whenever we can,” says Fjällräven’s sustainability manager Christiane Dolva. “This is simply because by using materials that are already out there we save energy and resources, rather than using more energy to extract new raw materials. Wool is such an amazing material, it’s too good to go to waste. We believe our Re-Wool is a good alternative to virgin wool, because it uses a material that’d otherwise be wasted.” 

To finish it all off, Fjällräven’s hardware team has developed a completely new collection of Re-Wool bags and backpacks. Recycled wool sits perfectly with leather details for a timeless, craftsman-like finish. The range includes Norrvåge Foldsack, Briefpack and Pocket. The two larger models have space for a 15" laptop and adjustable straps mean you have several carrying options. 

From Merino to Brattlands, recovered to recycled - Fjällräven explains its use of wool

The use of wool is nothing new for Fjällräven. It’s always believed in the power of natural materials, giving them priority on its so-called preferred materials list. What is changing, however, is the type and application of wool. For fall and winter 2019 Fjällräven is using ever more recycled wool, it’s expanding its use of traceable wool, it’s continuing its use of Swedish wool and adding recovered wool. All this is to help Fjällräven meet its goal of being the most sustainable brand in the outdoor industry. 

Why Wool?

Wool is a highly sophisticated natural fibre and arguably one of nature’s most functional materials: 

  • Durable and elastic 
  • Renewable and biodegradable 
  • Warming when it’s cold, pleasantly cooling when the weather is warm
  • Odour resistant while effectively wicking away moisture

Embracing difference

Different sheep have different wool. Some are bred for thickness, others for fineness, some for extra durability, others for increased softness. Fjällräven sources its wool from a variety of sources to create products that cover a plethora of applications. 

The bulk of Fjällräven’s wool, both merino and lamb’s wool, is traceable. It comes via New Zealand-based ZQ Wool. ZQ ensures the wool, from hand-selected farms in Australia and New Zealand, is traceable down to a collection of approved farms where the sheep graze. These farms are certified according to a number of criteria: animal welfare (based on the un’s Five Freedoms of Animals); environmental, social and economic sustainability; and wool fibre quality. This is truly outstanding wool, ethically, environmentally and functionally. 

Recycled wool is next. Known as Re-Wool at Fjällräven, this recycled wool comes from both pre- and post-consumer sources across the globe, manufactured for Fjällräven in Italy. It can be defined as old garments or spill wool from the wool industry that's been colour-sorted, shredded and re-spun to make new garments. It brings appealing colour nuances to Fjällräven’s Re-Wool sweaters and shirts. 

Recovered wool is similar to recycled wool, in so much as it’s taking otherwise discarded wool and repurposing it. There is a subtle difference however. This wool hasn’t been used to make a garment and is often a ‘waste’ product from the meat industry. But Fjällräven doesn’t see this as waste. It might not have the same quality as other, finer wool, but it is still a useful material, boasting all the same warming, wicking and odour-resistant properties. Fjällräven is using it in 2019 as insulation inside many of its new Singi and Greenland products and in 2018 it used it to create a moulded backplate for its Lappland Hike backpack. 

Last, but certainly not least, is Brattland’s wool. This is the result of a pilot project whereby Fjällräven partnered with Swedish farm, Brattlandsgården, to raise Swedish sheep to create Swedish wool sweaters. The results have been so successful that Fjällräven has now incorporated this project into its wider wool supply mix. This wool is, of course, completely traceable down to the individual farm, which practices a more environmentally-friendly wholistic way of farming. 

All the rest – sounds as though this would leave just the dregs of the world’s wool. But even Fjällräven’s regular wool is superb. Sourced from Australia and New Zealand, it’s mulesing-free, of outstanding quality and often blended with other materials to increase strength and/or durability, depending on usage. In this bracket, Fjällräven has everything from fine, merino wool used in base layers through to thicker, more durable wool used in shirts and sweaters. 

The future

Fjällräven plans to convert its entire wool supply chain to either traceable or recycled/recovered by 2020. It promises to keep you warm in wool for generations. 

 

Find out more about the new highlight products in the Fall & Winter 2019 Press Kit below:


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