Fjallraven Tone of Voice — Sustainable & Adventure
Tagline: "Nature is waiting"
Industry: Fashion & Apparel
Sector: Sports & Fitness
How Fjallraven Communicates
Fjällräven ties outdoor gear to a Swedish love of nature. "Nature is waiting" frames the brand — famous for its Kånken backpack — around durable, sustainable gear that draws people into the wild — sustainable, adventurous, Swedish. The voice is swedish-outdoor and inviting, selling a gentle pull toward the outdoors, positioning Fjällräven around long-lasting, nature-loving equipment and a Scandinavian ethos that treats getting out into nature as something waiting for everyone, whenever they are ready.
Tone Words
Fjallraven's brand voice is defined by the following tone words: Sustainable, Adventure, Swedish.
Communication Style
- Language Style: Swedish-outdoor
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
Fjallraven Brand Story
Founded in 1960 in Ornskoldsvik, Sweden by Ake Nordin, Fjallraven (Arctic Fox in Swedish) started when Nordin created a wooden-framed backpack. The Kanken backpack became iconic, and the brand became known for durable, sustainable outdoor gear including the G-1000 fabric.
Brand Message
Connect with nature through quality gear
Brand Mission
To enable and inspire more people to spend time in nature
Brand Positioning
Core Concept: Sustainable Swedish outdoor equipment
Central Tension: Urban vs. Wilderness
About Fjallraven
Fjällräven (Swedish for "the arctic fox"; pronounced [ˈfjɛ̂lːˌrɛːvɛn]) is a Swedish brand specialising in outdoor equipment—mostly clothing and luggage. The company was founded in 1960 by Åke Nordin (1936–2013) from Örnsköldsvik in Northern Sweden. The company went public in 1983 with an over-the-counter listing in Stockholm. Since 2014, it has been a subsidiary of Fenix Outdoor International AG, which is based in Switzerland and listed on the Stockholm Stock Exchange. The group also includes the companies Tierra, Primus, Hanwag, Brunton, and Royal Robbins. As of March 2018, the CEO of Fenix was Martin Nordin, the eldest son of Åke Nordin.
Frequently Asked Questions About Fjallraven
What is Fjallraven's tone of voice?
Fjallraven uses a sustainable, adventure, swedish tone of voice. Their communication is swedish-outdoor, typically using statement-style sentences in the present tense. Their tagline "Nature is waiting" exemplifies this voice.
How does Fjallraven communicate with customers?
Founded in 1960 in Ornskoldsvik, Sweden by Ake Nordin, Fjallraven (Arctic Fox in Swedish) started when Nordin created a wooden-framed backpack. The Kanken backpack became iconic, and the brand became known for durable, sustainable outdoor gear including the G-1000 fabric.
What is Fjallraven's brand message?
Fjallraven's core message: Connect with nature through quality gear Their mission: To enable and inspire more people to spend time in nature
What is Fjallraven's slogan?
Fjallraven's slogan is "Nature is waiting". It carries their sustainable, adventure, swedish voice.
What is Fjallraven's mission?
Fjallraven's mission: To enable and inspire more people to spend time in nature
What makes Fjallraven's brand voice unique?
Fjallraven stands out through their sustainable, adventure, swedish communication style. Their central brand tension, "Urban vs. Wilderness", shapes how they communicate across the Sports & Fitness sector.
What language style does Fjallraven use?
Fjallraven uses swedish-outdoor language, with imaginative messaging, in statement-style sentences, using the present tense.
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