Everyone has a favorite brand of clothes, backpacks, shoes, sunglasses, electronics, anything practically. While it can certainly be true that there are many brands that become popular solely because they are endorsed by celebrities or for being a one-shot type of brand, there are others with a well-deserved reputation and loyal customer base.
Renowned outdoor clothing brands are often of the latter type, because it is thanks to the quality and performance of their products that they become popular and beloved.
In our efforts to find and select great brands, we have looked at numerous ones over the years. At times we have focused more on the products, while other times our attention was more on their history and the reasons behind their popularity.
Today’s piece is another one that focuses on brand popularity and the factors that influence it. So far, we have gone through a few brands in this regard, such as Canada Goose or Arc’teryx, and we will proceed with a European brand (here are some European ski jackets brands) this time, Fjällräven.
We have looked into Fjällräven a couple of times so far (for example here and here) and have also included a number of their products in our selections, the most recent one being the G-1000 fabrics.
Let’s now proceed with today’s topic of exploring some of the reasons behind Fjällräven being such a popular brand despite its high prices.
Fjällräven – The Brand
Founded in 1960, Fjällräven is a Swedish company (here are some other brands from Sweden) that takes its name after the arctic fox, which is the brand’s representative logo as well.
Originally an outdoor gear company, Fjällräven started out as a venture to provide better backpack options than those available at the time.
Åke Nordin, the founder of the brand, was in search of a backpack that provided better support and carried heavier loads easier, but, due to his unsuccessful search, he went on to design one such backpack himself.
That is how the brand started out, but nowadays Fjällräven has expanded its product range to include clothing and accessories, too.
Although it is a brand renowned worldwide, Fjällräven’s popularity and major customer base resides in Europe.
Why Are Fjällräven Jackets and Backpacks so Expensive?
Slightly different from our previous similar pieces, our focus for today will not only be in the brand’s jackets and materials used for them, but on their backpacks as well, seeing that Fjällräven is quite renowned for them, in particular the Kånken design, which we will look at further below.
Now we will explore some of the reasons why Fjällräven jackets and backpacks are so highly priced and then look at the factors behind the brand’s popularity.
Materials and Performance
As we mentioned in the beginning, there is a reason why outdoor clothing brands become popular, and it mainly comes down to the performance of their products and their quality.
If there is one thing that those who have owned Fjällräven backpacks or jackets will tell you is that they last for a long time and, in particular the backpacks, hold their shape commendably over time.
A versatile and widely-used fabric in their products, the G-1000 Materials provide outdoor protection against the elements and environmental conditions. We looked at them quite in-depth last week and highly advise you to check that piece out if you want to learn more.
These fabrics make Fjällräven jackets and other clothing very versatile and also highly breathable, which is an essential feature for outdoor performance clothing. These are very durable and long-lasting fabrics, which is one of the reasons that the price tag is not the most buyer-friendly.
But when you consider the time, materials and effort put into such a product, it is self-explanatory as to why the brand’s products cost that much.
Being a Swedish company run by those who are well-acquainted with Nordic winters and freezing temperatures, Fjällräven down jackets and winter jackets are another product that comes at a high price but which are quite popular among Swedes in particular, due to their warmth and great comfort.
Down is rarely cheap and when it is, you can rest assured that something is missing. That is not the case for Fjällräven however, who take great measures to ensure that the down they use is ethically sourced and fully traceable.
Not only that, but in the Cruelty-free Down Challenge, Fjällräven is among the brands that score the highest for their ethical down sourcing by conducting on-site visits to geese and duck farms and making sure that the birds are humanely treated throughout their lives and are part of the meat industry, thus not solely raised for down.
Another fabric that bears mentioning is the Eco-Shell, an environmentally-friendly material made from recycled polyester and designed to be lightweight and weather-resistant.
Its water-resistant qualities are thanks to the DWR PFC-free coating, which is a much more eco-friendly product than traditional DWR treatments, as PFCs don’t break down in nature and affect all living organisms they come into contact with.