Fjallraven Tone of Voice — Sustainable & Adventure

Tagline: "Nature is waiting"

Industry: Fashion & Apparel

Sector: Sports & Fitness

How Fjallraven Communicates

Fjallraven communicates with a sustainable, adventure and swedish voice using inviting language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Nature is waiting", captures this voice. The central tension in Fjallraven's communication is urban vs. wilderness, which shapes every message they craft. Their mission is to enable and inspire more people to spend time in nature.

Tone Words

Fjallraven's brand voice is defined by the following tone words: Sustainable, Adventure, Swedish.

Communication Style

  • Language Style: Inviting
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Figurative

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 inviting, 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 inviting language, with figurative messaging, in statement-style sentences, using the present tense.

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