Fjallraven  –  Örnsköldsvik, Sweden. Est. 1960

Brand Story

Fjallraven (“the Arctic Fox”) is one of the world’s most popular and widely respected outdoor brands for good reason. Their designs are so utilitarian and aesthetically understated that they appeal not only to avid adventurers, but also to the more casual everyday wearer who wants dependable gear.

The company began life in a Swedish basement at the start of the 1950s, when outdoorsman Ake Nordin DIY’d his own wooden-framed backpack because he couldn’t find anything on the market that was comfortable enough. Over the next two decades, Nordin kept pioneering and expanded his product range to include outerwear as well as serious equipment such as tents and sleeping bags. Fjallraven was soon a nationwide phenomenon, and then, by the late 1980s, a worldwide one.

The brand started using its famous G-1000 fabric (65% polyester to 35% cotton) since the late 1960s, and it still endures today – in stone-cold classics like the Greenland jacket and the ubiquitous Kanken backpack, to more modern innovations such as the Keb jacket and the Vidda trekking trousers. 

Durability and functionality aside, the thing about G-1000 (and Fjallraven generally) that really excites us here at Urban Industry is the emergence of G-1000 Eco as the new default version of the fabric – a more sustainable update on G-1000 Original. (Eco is made from recycled polyester and organic cotton, whereas Original was simply polyester and cotton.) As you’ll know if you’re a long-time visitor to our site, sustainability is a big deal to us, and it’s great to see huge brands like Fjallraven setting the example.


Browse our full Fjallraven collection below. Each season, we bring you a wide range of their newest jackets, shirts, T-shirts and more – as well as the timeless stuff that every good retailer should sell. If you need any sizing advice or have any other queries, just drop us a message on live chat or send us an email.