Thursday, November 14, 2013

Protect and Conserve the Nature We Love - The Fjällräven Way

You can tell outdoor clothing companies that are committed to sustainability and serious in their efforts to reduce the environmental footprint they have. They produce a durable product, make use of recycled materials and will only use organic cotton for example. They will have a named person in charge of something like Corporate Social Responsibility or Sustainability and will have a mission statement which includes measurable targets to achieve. They will produce an annual report on their progress in achieving these targets.

Patagonia comes to mind as a pioneer in this area, as a market leader setting sustainability standards.

Fjällräven ( the name means artic fox)  is a Swedish company, specialising in outdoor equipment. In 2013 they launched The Fjällräven Way, a document that acts as a guide for their sustainability work. It contains four areas of activity linked to the cardinal points of the compass - the universal tool for way-finding.

N stands for Nature & Environment
E for Economy & Business Processes
S for Social Responsibility
W for Wellbeing.

"Our goal is a healthier outdoor life, now and for future generations."  Aiko Bode, Fjällräven's Chief Sustainability Officer, explains how they work with sustainability throughout the entire company.

I found their video inspirational

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