I live in Sweden, and Fjällräven used to be synonymous with quality. You paid thousands of kronor for a product that was expected to last at least ten years — and many of the older ones easily went 20–40. You bought a jacket for life. But something has changed, and it’s changed drastically.I own over a dozen Fjällräven garments. The older pieces have held up fantastically: several survived five full winter seasons, and one jacket has lasted ten. But the trousers I bought last year only made it through a single season. They fit well, but the quality is nowhere near what it once was.When I pay a premium price, it’s for craftsmanship and durability — not branding. Fjällräven is not a fashion label. It’s supposed to be functional gear. People buy it for performance, not for showing off a logo.And here’s the thing: even your financial results reflect this decline. You’re losing momentum because you deliver a weaker product at a higher price — and it shows in your numbers. If you erode the trust that made you great, customers will walk away.I don’t know what happened over the last decade, but the difference is obvious. Thankfully, there are still Swedish competitors who stay true to their roots, no matter who sits in the boardroom. My money and loyalty are going to Lundhags instead.
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Hailing from the small town of Örnsköldsvik in Sweden, a place where mountains and forest meet the sea, Fjällräven is an outdoor clothing and equipment company that’s committed to making nature more accessible. In true Swedish style, we focus on simplicity and practicality, and we have the utmost respect for the environment.
