Fjällräven appoints All Conditions Media as its new UK PR agency

All Conditions Media has, with immediate effect, taken the UK media and influencer reins for Sweden’s timeproof outdoor clothing and equipment company, Fjällräven.

Fjällräven is the latest global outdoor brand to join the ACM client list, alongside the likes of Finisterre, YETI, Danner, Arc’teryx, Vibram, and GORE-TEX Brand, and just a month after the fully integrated creative comms agency announced a new PR and creative partnership with Peak Performance.

Paul Griffiths, Fjällräven’s Managing Director for UK and IRE said of the new relationship:

“The ACM team has been incredibly successful in communicating and amplifying brand stories in the outdoor space through their passion and understanding of the market and their commitment to the brands it represents. This is why we’ve decided to partner with them, and why, over the next few seasons, ACM will bring Fjällräven’s DNA to the forefront of conversations across the UK.”

Fjällräven has a uniquely long-term approach to product development that sets it apart from other brands. It is an enduring effort to create functional clothing and equipment built to last for decades of outdoor use and produce them with as little impact on the environment as possible. This method has not gone unnoticed in the outdoor community.

Building widespread awareness about Fjällräven’s values in a global context, however, takes time. In Sweden, the most mature market, Fjällräven is the most sought-after outdoor brand in the country’s largest second- hand market, Tradera. Countless Swedes who bought Fjällräven products in the 1960s, ‘70s and ‘80s are still using them today. This localised proof that Fjällräven’s approach to durable, functional and timeless design is helping to further expand its well-earned reputation. More and more people understand that forthcoming Fjällräven products will share the same sustainability focused qualities and accompany them on their own adventures for years to come.

The Fall & Winter 2024 season marks the 50th anniversary of the Expedition Down Jacket, developed by Fjällräven founder, Åke Nordin, in 1974. Remaining true to its original construction and design with only a few adjustments along the way it is a compelling example of Fjällräven’s focus on longevity.

It is crucial to acknowledge that the concept of “lasting forever” is not universally positive, especially concerning the category of “forever chemicals” known as PFCs. For Fjällräven, the ongoing journey of saying no to PFCs began in 2009 and is a constantly evolving process that requires significant investment in research and development and close collaboration with suppliers to find suitable alternatives. As a result, this Fall & Winter 2024, Fjällräven is proud to grow its line of sustainably made waterproof shell garments that are produced without the use of PFCs.