Fjällräven, a Swedish brand specializing in clothing and equipment for outdoor activities, best known for its iconic Kånken backpack, has finally arrived in Croatia and opened its first store in Zagreb’s Z Centar.
This beloved brand among nature enthusiasts comes from the small Swedish town of Örnsköldsvik and has been developing outdoor gear for more than half a century with one goal: to make nature more accessible to everyone. Fjällräven’s mission is simple, to enable and inspire people to spend as much time as possible in nature, with the aim of making their products reliable companions on the most memorable journeys and adventures.
On this occasion, Harald Heim, COO of Fenix Outdoor Emerging Markets EMEA, stated:
“Croatia is a country where we recorded almost the highest number of online orders among markets without a physical store, which was a clear sign of the brand’s recognition. Moreover, the fact that Croatia has long been popular not only for summer and the sea but also for its mountains and beautiful nature was a clear signal that Croatia was our next destination. The core of the Fjällräven brand is sustainability, and our clothing lasts for years. I always say that true sustainability comes from producing less, and that is our absolute priority. All of this together is what makes Fjällräven and who we truly are.”
This philosophy is deeply rooted in every aspect of the brand’s operations, as is the fact that their products are designed to last for generations. Instead of following short-lived trends, Fjällräven focuses on durability and thoughtful creation, because they believe that their future and the future of nature are inseparably linked.
The core of Fjällräven’s philosophy is embodied in the unique “Forever Nature” vision, which places nature at the center of everything they do. As they emphasize, with Fjällräven, the goal is not necessarily to conquer mountain peaks or to overcome weather conditions, the aim is to walk slowly and carefully through nature, leaving room to always want to return to it.
“It is truly a great responsibility to coordinate such a project, especially when it comes to the first opening in Croatia. I am proud of Fjällräven’s philosophy because this is not just about purchasing products, but also about the integrity that comes with them. I am delighted that we can tell Fjällräven’s story in Croatia,” said Barbara Matijašič, director of Outterra, Fjällräven’s Croatian partner company.
Fjällräven’s approach to sustainability is also based on an authentic connection with nature. Whenever possible, the brand uses materials directly from natural sources. Many of their materials are developed with the aim of minimizing environmental impact through the use of recycled and organic materials, as well as PFC-free impregnation.
It is important to note that since 2009, Fjällräven has been intensively focused on eliminating PFAS from its products and supply chain. According to Fjällräven, durability and sustainability go hand in hand, as do the ability to repair gear and timeless design. Simply put, the longer a garment stays in use, the smaller its environmental impact over time. Since its founding in 1960, the brand has invested in materials that can withstand extreme conditions. One material they are particularly proud of is the famous G-1000, a combination of cotton and polyester that can be treated with a special wax for additional protection against water and wind.
The opening was also attended by Mario Valentić and long-time Fjällräven ambassador Ana Soldo Dučić, both well-known enthusiasts of the Fjällräven lifestyle who fully share the brand’s values and devote much of their time to being in nature. Ana highlighted the durability of Fjällräven products and noted that their clothing and equipment have never failed her on any expedition. From Patagonia to Alaska, through rain, snow, wind, and sub-zero temperatures, Fjällräven has always been by her side.
Fjällräven is therefore much more than just an outdoor equipment brand. Fjällräven is an ambassador of a lifestyle that fosters a deeper connection with nature and responsible behavior toward the environment, complemented by the functionality and timeless design of the clothing and gear it offers.
