Fjällräven outdoor jacket

Fjällräven is a Swedish company specializing in outdoor equipment—mostly upscale clothing and backpacks. It was founded in 1960 by Åke Nordin in Örnsköldsvik, Sweden. The brand is iconic for its fox logo and durable G-1000 fabric.

While the brand maintains its Swedish heritage and design headquarters in Solna, production is global. Manufacturing typically occurs in China, Vietnam, and South Korea, though some specialized items or heritage collections may still involve European production. The brand is now the cornerstone of Fenix Outdoor International AG, a group listed on the Stockholm Stock Exchange but headquartered in Switzerland for corporate operations.