Fjällräven is, and has been for the last four decades, the leading outdoor company in Scandinavia with a strong heritage as the foremost innovative brand among users in the Swedish mountain world. The name fjällräven/arctic fox derives from the founder Åke Nordin’s deep admiration for the small predator which lives in the Swedish mountains in the harshest of climates. The Arctic fox is a very smart animal, equipped with the best possible fur for survival. They still see a strong connection between their products and the Arctic Fox.