Fjällräven Press Room

Fjällräven Fall & Winter 2020
Innovation Built On Experience

Date: 2020-01-20

No matter how cold the wind blows, how deep the snow gets or what the chilly damp and misty days have in store for us – outdoors is where Fjällräven wants to be. Cross-country skiing along a winding winter trail in northern Sweden, trekking up a mountain in the majestic Alps region, or just venturing out to the nearest forest for a picnic with friends by the campfire.

There might be days when the weather is non-permitting, but generally, at Fjällräven, there is no such thing as ’off season’. In fact, this time of year, when days are shorter, the Swedish outdoor brand believes that it’s even more important to get out, breathe that fresh air and indulge with nature. Just be sure to come prepared. Fall and winter in the outdoors is a season when the gear you use will make all the difference. This is where 60 years of knowledge and experience comes in. Fjällräven knows how to keep you warm when everything around you is cold.

Trekking for as long as Fjällräven has, together with the constant drive to create functional, durable clothes and equipment that hold up to the rigors of the trail, has led to one or two innovations along the way. In the fall and winter season 2020, some of those iconic product innovations have inspired the brand to create new collections and solutions. Products that have carried the Fjällräven DNA throughout the world for over six decades are delicately updated with innovative functionality and materials and even spawn new family members.

This season the legendary Expedition Down Jacket from 1974 has given rise to a whole range of functional, timeless and sustainable insulation jackets. The new Expedition Long Down Parka, the Expedition Pack Down Hoodie and Expedition Lätt Hoodie, are all welcome complements to the original jacket. All down products are of course insulated with ethically produced, traceable down and live up to Fjällräven’s well known Down Promise.

Among other seasonal news you’ll find recycled and recovered wool playing an important role in the collection. The ever growing Kånken family, for example, makes good use of recycled wool. And the Vidda Pro Wool Padded Jacket is insulated with Swedish recovered wool. Recovered wool is wool that would otherwise have been discarded as useless waste, since it is a bit coarser than wool used for clothing. But as padding it is perfect and still shares the same excellent properties of any wool; a natural and durable material that is odour resistant and temperature regulating.

In other news for the season Fjällräven launches a new range of striking Vardag apparel, using organic cotton and its workhorse G-1000 Eco material (recycled polyester and organic cotton). The design is classic Fjällräven and makes it easy to slip away to enjoy the nearby outdoors, whenever the chance presents itself. And outdoors is exactly where Fjällräven wants to take you, even when temperatures sink below zero. That’s why the brand welcomes this season with functional, timeless and durable equipment that will last a long time. Just like the memories they help create.

Nature is waiting. See you out there!

Expedition Series: Legendary Expedition Down Jacket becomes a range

In the early 1970’s during an expedition, Åke Nordin, Fjällräven's founder had dug a bivouac, basically a pit in the snow, on the barren mountain plateau of Abisko in Sweden’s far north, enduring an unbearably cold and windy night. Bitter cold was Åke’s least favourite aspect of outdoor life, so he started thinking about the possibilty of inventing a jacket in which it would be impossible to feel cold. The result was the Expedition Down Jacket, made from two down jackets sewn together to minimise heat loss. This revolutionary piece of outdoor equipment was introduced in 1974 and quickly became an essential part of tough expeditions around the world - from the Himalayas to the Arctic Circle.

For the fall and winter season 2020, the iconic Expedition Down Jacket is joined by a series of innovative, functional and reliable insulation jackets and parkas that are direct descendants of that very first Fjällräven down jacket.

The new Expedition series, with items like the Expedition Long Down Parka, Expedition Pack Down Hoodie and Expedition Lätt Hoodie, comes with great features and functionality based on 60 years of trekking experience and offers an unmatched cold weather reliability that is absolutely necessary on winter expeditions like the Fjällräven Polar – Fjällräven’s annual dog sled event. The series features insulation jackets and parkas in different lengths, thicknesses and with synthetic or down insulation to cater for different situations and needs. The face fabric and lining are made from 100% recycled nylon and in the tradition of Fjällräven’s long established timeless and straightforward design, extra attention has been brought to repairability.

And then of course – there is the down, gifted with a natural insulation capacity that is hard to imitate and an exceptional warmth-to-weight ratio. When Fjällräven uses down in its products, it’s not just any down. Since 2014, when the Fjällräven Down Promise was set in place, all the down that is used is fully traceable and fulfils the highest standards on animal wellfare. This means no live plucking; Fjällräven knows exactly where the down comes from and that it is of the highest quality. And because this down is a by-product of the food industry, it’s also a way to reduce waste.

Today Fjällräven has one of the outdoor industry’s most transparent down production chains and the Fjällräven Down Promise is currently regarded as the best in the industry by the animal welfare organization Four Paws.

Vardag Series: A new collection of timeless apparel for the daily escape into nature

Vardag, in swedish, is a word for ‘everyday life’. Fjällräven believes that everyone should have as much time in nature and the outdoors as possible. That’s why the products bearing this name will make the quick escape from the city – off to nearby nature – a smooth one.

This season, the bestselling Vardag series, with its simple design, everyday functionality and clear connection to Fjällräven heritage, is passed on to a distinct collection of apparel.

In the same style as the popular rucksacks and bags, these new anoraks, trousers and sweaters are made using tried-and-true materials like G-1000 Eco, the new G-1000 Lite Eco Stretch and organic cotton. And all are sporting the unmistakable, classic Fjällräven logo from the 70’s.

The anorak, a traditional garment in the Nordics, has the same simple but brilliant features as its predecessors: a half-way zipper to keep the cold out, a hood, one kangaroo pocket and two hand pockets. This timeless, long-lasting garment is suitable for a variety of outdoor activities, all year round – with a classic design that is perfect on the way to work or school.

Fjällräven’s heritage is also present in the materials used. The G-1000 fabric was the innovation of brand founder Åke Nordin, on his quest to create a durable, yet versatile and ventilating fabric that would last a long time and resist the wear and tear of outdoor activities. To further strengthen the material, make it more weather-resistant and versatile, he experimented with applying a mixture of beeswax and paraffin. Using the heat of his wife Elisabeth’s hair dryer, he applied the wax blend to the fabric. The result was a water-repellent yet breathable material with tremendous abrasion resistance . Åke named the fabric G-1000 and the impregnation Greenland Wax.

Since the first garment in 1968, the G-1000 fabric has lived on and evolved. Today, all new G-1000 products are made in sustainable G-1000 Eco, made from organic cotton and recycled polyester. With the new G-1000 Lite Eco Stretch used in the Vardag trousers Fjällräven also introduces a lighter and stretchier version. The classic look is for everyday life – but with hardwearing, versatile materials and a design made for movement, these products are ready for that little extra adventure around the corner. That’s what makes Vardag the easy way out.

Wool: Nature's most gifted material is used in new sweaters, jackets and even in Kånken

Durable yet soft to the touch. Warming when it’s cold, pleasantly cooling when the weather is warm. Odour resistant while effectively wicking away moisture, and of course – recyclable and sustainable. It should come as no surprise that wool is one of Fjällräven’s most preferred materials. Favoured with unmatched capabilities that make outdoor life easier and more comfortable, wool can be used in many more ways than most of us can imagine.

This season Fjällräven introduces new exciting examples of how different types of wool can be sourced with traceability in mind, produced with circular thinking and used to benefit from its natural properties. Fjällräven gets its wool from a variety of sources - from mulesing-free and traceable merino wool to Fjällrävens very own and holistic Swedish Wool from the Brattlandsgården farm in Åre, Sweden. But Fjällräven also gives discarded and leftover wool a new life.

What Fjällräven calls Re-wool is recycled wool from both pre- and post-consumer sources across the globe, manufactured for Fjällräven in Italy. This wool comes from old garments or spill wool from the wool industry, that’s been colour-sorted, shredded and re-spun to make new products. Re-wool is used in this season’s new sweater, the Greenland Re-Wool Pattern Knit. But also in the brand new Kånken Re-Wool, made in premium recycled wool reinforced and lined with G-1000 HeavyDuty Eco S.

Then there is Recovered wool. This wool has not yet been used to make garments and has traditionally been treated as a ‘waste’ product from the meat industry. But Fjällräven doesn’t see this wool as waste. It is coarser than wool used for making clothes, but it is still a useful material, boasting all the same warming, wicking and odour-resistant properties.

One of this season’s newcomers – the Vidda Pro Wool Padded Jacket, is made with G-1000 Eco, and insulated with recovered wool from Gotland. This Swedish island in the Baltic sea is home to rugged, yet beautiful, nature – and is also a traditional producer of lamb meat. Since it is a by-product of the meat industry, tonnes of wool are discarded every year. At least that was the case until Ullkontoret was established – a family owned wool laundry that buys wool from local farmers, separates it according to quality, washes it, and prepares it for the next step in becoming functional and sustainable wool padding in Fjällräven products.

 


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