As a Swede, who's spent A LOT of time outdoors, lives in a city literally 40 minutes from the mountains and who's actually known people working sat Fjällräven ( [Fjellræven] kinda, to you guys), I can cosign pretty much everything here. They have spoken up about things other than the Arctic foxes for decades before sustainability was trendy but I don't think anyone knows exactly what their practices are today. Also; before Fjällräven was poppin everywhere it's rumored to have been huge in Japan, South Korea and so on. And then it exploded even more here which travelled and is now ridiculously big in western societies. A bunch of other Swedish outdoor brands that make awesome stuff, some of who REALLY seem to care about the planet, are seemingly starting to make similar journeys. Klättermusen is tiny but amazing and they're getting into a lot of the "nicer" streetwear boutiques. Haglöfs does amazing product and they're getting big in the mainstream in Scandinavia. Lundhags is kinda similar to Fjällräven in their aesthetics and are like the stamp of approval for outdoorsy nerds. Houdini does really pretty, sustainable and hardcore adventurous gear and they're basically the Arcteryx over here. There are likely many more that I couldn't think of off the top but I think it could be interesting for you guys just as a phenomenon. Many are founded, developed/ designed or "inspired by" either Jämtland or Lappland and that seems to attract many people over here. And I'm guessing Norway and Finland have similar stories with brands like Norröna etc. Just a thought.

For us in Finland, Sweden is the 'USA of Scandinavia". While Norway is Canada, and Estonia is basically Mexico.

As a Scandinavian, listening to an American trying to pronounce swedish words stings in my ears Good video though

Pronouncing it like "Fjollruhven" instead of "Fjehllrheven" makes it sound like "Fjollröven" which in Swedish means "The sissy ass" instead of "Arctic fox". Swedish is hard.

Nice video! As a Swede I'm of course partial to our own brands. But we aren't perfect, conveniently our emissions which take place outside of our borders aren't taken into consideration when measuring said emissions. For example if I were to buy a jacket which isn't made in Sweden, well, my emissions aren't counted. This makes Sweden look better than we are. Oh, and his name is Åke, not Ake, huge difference :)

Didn't recognize the brand, but my son is an "adventurer" so I will be following this series to see if this would be a good choice for gifts for him!

In a few of your videos now you mention B Corps (mostly in relation to Patagonia, of course haha). I’d love to see you do a bit of a deep dive into just how much that independent certification matters-I.e. what it means and what it doesn’t mean but that people might expect.

I love my Fjallraven Nuuk Parka... heavy AF but it's the type of thing you'd want to be wearing in a snowstorm during a zombie apocalypse.

I'm really enjoying this channel. Nice work on the videos - the right combination of entertaining and informative.

With a name like “Hildebrand”, it’s perculiar that Levi can’t pronounce normal Scandinavian words 😅

It is very American to ask for typical American certifications. I have worked in the USA for 15 years, and I am working in Scandinavia now. Trust me. A Swedish company treats its workers way better. What is considered amazing in the USA, is barely minimum in Scandinavia. I understand this is an American channel, but Scandinavian countries treat their employees better by default. You do not need to brag with a certification to do that. (And yes I have worked with certifications of companies)

I’m a big fan of the Raven, especially their Keb series of mountaineering gear…. I honestly feel like they are leaps and bounds ahead of any competition when it comes to materials and thoughtful construction design. G1000 where you need it, lighter weight flexible materials elsewhere. In all honesty though, the little fox logo is so cool - and one of the biggest reasons I love their stuff 😭😭😭

Been waiting for this one for awhile. Literally this is one of the best channels on youtube, certainly one of the most deserving of 1mil subs. every single video is an instant classic.

Very fair points. I am in fact stoked you're doing a series on Fjallraven, as I am one of the folks that has been talking about it on the reddit for some time now. Great work!

Your writers are doing a great job matching your personality and style Levi!

So happy you’re making things series! I LOVE Fjällräven, so many quality items; Kånken, Greenland jacket not to mention their knitwear 😍 I also love that they do hikes in many countries, it goes along with “making the outdoors more accessible”!

Thank you for this! I had always been curious about them. Had never heard of the Sami people, sent me down a rabbit hole! haha Great work, looking forward to parts 2 and 3. 🙏

When I moved to a cold part of canada this was the brand with the only really high quality parka I could find that didn't have down or fur (even without the animal issues, I'm allergic to that stuff!). I used my excessively expensive parka about 6 months a year for the 5 years I lived in cold climates- it is still in perfect condition. I'm sorry to hear that there are questions about the legitimacy of their claims, but I do think a well made piece of clothing that lasts many years will almost always be a sustainability win.

Love the brand, originally bought the Kanken for my daughter to use at school but turned out to be to small. She now uses it as her ice skating bag.

A recent failure to get a backpack zipper replaced by their repair service has really changed my mind about the brand. Not being able to do basic repairs or have an alternative to me just putting a 4 year-old backpack in the trash is just unacceptable.

One of my favourite brands. I love their style and quality. Despite what people think, Fjallraven isn't all that expensive. Price wise, similar to Patagonia. A lot of my outdoor stuff is from Scandinavian brands. They make good kit.

Dude, I cannot express how much I love this channel. Incredibly well produced, written and edited. Charismatic and funny narrator AND informative content. Keep up the fantastic work. Hope you'll do an episode on Acronym and Errolson Hugh some day.

Really great video! Can’t wait for the next 2 parts! Video suggestion, PLEASE do Pangaia! Have looked a little into them and they seem very good, but curious on your take! Keep up the awesome work, can’t wait for your guys’ channel to grow 🙏🏽

Thanks for making this! Can’t wait to see the next videos in this series!!

After your Hyrod Flask video, I got myself a Klean Kanteen, and it's awesome! It'll serve me for many years to come, I hope.

As a lower-lower middle class Romanian, I discovered your main channel with the Birkenstocks video, meanwhile I got me some second hand Birks. Then you guys opened this new channel and it's just a perfect source of brand to be on the lookout while second hand shopping. I literally look for brands you speak of. But! The really good ones are hard to find in second hand stores, I am guessing because they are too good to let them go.

The green washing part of this video actually made me think of Ben and Jerry's ice cream. Would you be able to put a video together on them? I'd definitely love a break down 🙌🏻

Man, I love Fjallraven and they have really, REALLY good products. I'm excited about these videos 👀

I've had and used a lot of outdoor gear over the last decades, some of it quite expensive, but nothing beats Fjälräven in utility and quality

This is by far my favorite UKposts channel. Keep going 🧡

You’ve talked about North Face, Patagonia, and now Fjäll. I would really really appreciate an L.L.Bean video. Another great outdoors brand

These hands down is my favorite bags I own 😅 The wool beanies are amazing too. I’m glad y’all are doing this video

Fjällräven isn’t really a Swedish company anymore. It hasn’t been for quite some time. It’s actually own by a Swiss conglomerate that also owns Tierra (outdoor clothing), Primus (gasburners and more), Hanwag (hiking boots), Royal Robbins (Yvon Chuinards old friend’s name and brand) + four retail chains marketing all these brands. I would say that Fjällrävens innovative years are mostly behind them. For example the G-1000 fabric was invented decades ago and they no longer manufacture frame backpacks as far as I know. They are more or less milking the reputation of the brand dry. BUT I do think that they still make durable products that in some cases will be able to last for decades, it not a lifetime.

Absolutely killing it my guy! deserves more views

i've been wanting to get one of the kankens but i never did because it's sooo expensive and i have other bags already 😩 great info! will be following it for fun and knowledge :))

That moment when you asked us if we drank water and brushed your teeth! That is live! I reminded a room full of adults as they left our workout class to drink more water put on sunscreen and eat their vegetables! Your videos are fire, can't wait for part 2

As someone who works closely with Fjallraven, they are very strict in their outsourcing (and therefor high cost in products) they actually have a low profit margin on their products. As for labels, they are against it, most of these labels don’t mean anything companies just pay for them that’s it. Fjallraven studies the entire route of their product and tries to optimise for sustainability. Another fun fact is that one of the head of directors is also head of sustainability, he can cancel anything that is not sustainable enough.

I love this series! When you are done, I hope you can do one on Kathmandu (the Australian equivalent to Patagonia/Fjallraven)

Their down jackets are totally amazing. No goretex but I had one and I had t-shirt under it in 10F weather and then into a shop, didn’t freeze didn’t sweat. Simply good

Heyy!! LOVE your videos! they're so well planned and you guys explain everything really well! Anyway, I recently bought a new down jacket from a Finnish company called icepeak, it looks great and seems like it's pretty good quality! I tried to read a bit about the company but couldn't find much... Do you guys know anything about them? maybe worth a video? Anyway, thanks a lot for the great content!!

Hey Levi, You often mention ‘organic X’ in your videos as an impressive and great thing to aspire for. I’ve found that it’s often a non-standardised term used as a catch-all marketing term without any clear indication of what it actually means. I don’t know if this is an Australian-specific issue or not - supermarket ‘organic’ food sometimes feels like a cheap way to sell crappier produce for higher prices as a feel good here. I’d love if you guys did a deep dive into what it means and the benefits of it in different industries (clothing, food, etc)!

I just received a jacket along with every coworker at my shop for Christmas. And we had very high winds in -14°f this jacket cut through the wind perfectly. I really like how you can zip up from the bottom this makes putting on my work boots very easy. They have done a great job with the pocket layout. I am a big fan already. I have never heard of this brand before but I am sold so far.

5:07 Even in South Africa we get 21 days per year of paid leave. The US need to fix their labour laws.

Sweden is on 25 days of leave, + 9 national holidays for 34. EU minimum is 20 but most countries exceed that because of national holidays and longer term staff often earn more time off. The list of countries that are worse off than the US is... well. It's not big according to Wikipedia, it's six and at least one, Tonga is changing it. They're all micronations I think. Yes, that's right, US citizens get absolutely screwed over on this. There's a reason The Newsroom starts with that scene :D

ive been waiting and hoping for this video. thanks!

I'm ready for Part 2 :-)

i would love to see you talk about Doc martens, a brand that ive been loving for years but i just cant shake the feeling that their quality dipped hard in the last few years

Im a fjallräven fan and now a subscriber too😂😂 please do a video about meindl too.

It's very interesting what you are saying. I am based in Cambridge UK. I have been using a lot of this clothing and packs for many years. I have now stopped. I still have many of my oldest clothes, but I find all the newest items don't last. My current trousers are about two and half years old. The pockets have holes, the knee pads on one side is split. More so, the overall fabric seems to be wearing badly.

Best outdoor pants...but have trouble finding the extra size small in jackets! The small should be a medium...well, you get my point!

I love my Fjallraven products. They all feel very high quality and have timeless look that I am planning to use for many years. Their lack of third party certification does raise questions though. I am biased, but I want to believe that it is part of the Swedish culture of lacking bureaucracy that makes them feel like they don’t need validation from third parties.

If you’re looking for more outdoor companies to look into, I’ve always been curious about Snow Peak, a Japanese company that sells very expensive camping equipment. I have to confess I have a few of their products because they seem so beautiful and trendy!

Great video as per usual :)

With a bit of care and thought most reasonably built things will last longer. I don't have any Fjällräven products, but i have a "cheap" ESSL Backpack i bought 23 years ago. (It has an aluminium frame, fits 90Liters of stuff, and the carryingpart can be size adjusted pretty far for the size of the user.) As i said, it's working for me for 23 years now. Sure it's not water resistant anymore, but nothing broke. Most of my clothing is more than 10 years old. I have t-shirts over 20 years old, and they have no holes and are still good enough to not be ashamed to wear them. Fashion is what tells people they need new styles of clothing every season... (->I don't care about fashion)

the best quality and design respect.

I bought my Kånken second hand after they've used it for over 20 years, then I kept using it for another 20 years before the zipper broke. I guess I could've changed the zipper to keep it for a couple of more years, but the fabric was a bit thin at some parts of the backpack. None of my other backpacks has lasted this long, ever. So i decided to get a new Kånken and I will keep it for years to come on my hikes and when I'm out in the woods foreging mushrooms, berries and more.

all of my gear is fjallraven. I've been adventuring throughout the American north west my entire life. no matter the weather or terrain fjallraven gear has met all my needs. most people don't even know about this manufacturer. such a shame... this company has carried on the tradition of its originator.. best gear I've ever purchased. although it's extremely expensive it's totally worth it. I love you fjallraven!

I own two pairs of the Abisko Trekking Tights and they're awesome for backpacking and cold weather biking. Would be into covering another Swedish clothing brand called Odlo?

One of my most treasured possessions is my Opa's 1970s/1980s Fjallraven Greenland jacket, which I took as my keepsake from their house after he passed away.

I'm thinking of buy one either this year or the next one, honestly. I clean the national park and almost evers second person has that brand's backpack, it look's pretty pratical too

I'm an archaeology student and their Vidda Pro trousers + kneepads are heaven sent when digging!!

Badgers are scary for real. The weird Swedish rumor is that you should put hardbread in you boot when near badgers so that they will be tricked to believing that they have cracked your bones and release your foot. The scary part is that it is pretty easy to step into their burrow and scare them when you walk in the forest. They are tanky as hell and can fuck you up.

I work in biodiversity conservation in the field and put my gear through a *lot* of abuse, so I'm pretty picky about getting gear that is comfortable and holds up well. Fjällräven has become by go-to for certain things, especially their G-1000 long-sleeved shirts. Despite not being in Europe I wind up being part of quite a few documentaries produced by folks from Europe and it's kind of a running joke among these folks how popular Fjällräven gear, especially clothing, is among those of us doing nature-based fieldwork.

Loved the video, keep it up man! PS: Åke is pronounced as O-kay right? The Å is an O sound instead of a A sound. Im not a native Swede, so pls, correct me if I'm wrong.

Worth every dime!

I don't wear Fjallraven much but their stuff does appear to be well made. It just feels a bit heavy and traditional for me when I'm hiking or climbing. My favourite brands are Haglofs (another Swedish brand), Scarpa shoes and Mammut (Swiss climbing brand). For less sporty use I like Barbour. I have a 22 year old Barbour wax jacket that just gets better with age. Their UK made stuff is "buy it for life". The factory still maintains decades old coats for customers who just can't part with their favourite piece of clothing and why should they if it can be maintained. Other brands to check out are Jack Wolfskin which is a very large German brand that's huge around Europe. Another brand to check out is Houdini which offers a rental model. The idea is that many of us will add clothes specifically for a tour, hike or some transient use while those clothes may have little purpose for our daily lives. For example that arctic grade coat you want for a trip to alaska that you won't ever wear in California. Houdini lets you rent the stuff you don't typically use.

I love the Fjallraven kit I have, from my Kankens through to my hiking gear for Army Cadet activity. While it is pricey I have found it lasts and lasts which is a big thing for me, if you're spending that kind of money you want it to last. I would like to see it certify the credentials it claims it has for certian and I would like to see the gear made under more ethical conditions, but the fact Fjallraven's gear lasts so long is a start in being friendlier to the enviornment.

1st video I'm watching... Interestin' approach into Character Design. Why the colored light inside the recording ( wouldn't be better to dew it in Post Production ? ) . My secondary suggestion is about hook Copywrite to subscription, the current one is unfocused. Overrall; Great Drawing, light joyfull voiceover, potencial to grown on Copywrite and postproducion ! Keep it up ❤

There are other certifications other than B corp and Fair Trade. This is a very complex topic that needs better research before always saying that ‘made in China or Vietnam’ = unethical production. It is a very vague assumption with no real research to back up. But then again, it is hard to find real information about the topic of ethical production in the apparel industry unless you are in the industry itself. Have you thought about interviewing some brands to better understand what’s happening behind closed doors? I think you’ll find a lot more information then.

Great video! Is there any chance of making one about Canada Goose?

Okay, okay. Now I’m finally subscribed 😊

Subscribed. Thanks for reminding me for the third time hehe:)

I love Fjällräven and whilst there aren’t many to beat Patagonia for ethical and environmental practices, I do think that Fjällräven products are superior to Patagonia, not just in quality but in style and fit. Maybe not in price. Like you mentioned, fast fashion is not sustainable. Whereas Fjällräven have always had this at the centre of their strategy. That being said Barbour, in the UK have had this stance done before Patagonia and Fjällräven were even thought of. Many of their iconic Barbour Jackets are still made in the UK and interestingly they are considerably cheaper than what Arc’teryx, Patagonia and Fjällräven charge for equivalent iconic pieces in their collections.

I always get suspicious when brands that promote durability and function over fashion still choose to produce in China or Vietnam or similar. A company produces in those places to save money on production costs, full stop. A customer, when buying a piece of apparel that is going to last, should be ready to dish out serious money: after all, you only need one kanken and one raincoat and one tech trousers (or two, ok). If a company still chooses to manufacture in a developping country, they should at least prove they are empowering the local community. Giving above average wages and working conditions is not enough, no. Fjällräven needs to do much more or it should simply produce in Sweden, under Swedish laws. As a side note, I will add that the kanken doesn't really look comfortable. Is it?

If someone is interested in what "Kånken" means it can be translated to "hauler", as the word "kånka" is slang for carrying heavy things, so basically "an item in which to haul things around".

I’m glad you mentioned other products that fjallraven does right.

Please do a video about Arc’teryx!!!! Love your content!

i have literally never seen this logo before but still a great video as always

As a Swede hearing you pronounce Skogar made my day!

Simply the best

I have only been able to buy second hand Fjällräven gear so far but I love the brand. The price is high but from what I have experienced so far with the used gear, it is absolutely worth the investment if you have the cash.

I remember seeing a really nice coat of theirs at rei and it was a great looking garment but insanely expensive.

Sweden is a brand itself

Thank You ❤️

Got a winter parka . Warm af. Good qual.

We have the "right to roam" here in Scotland as well, didn't know that Sweden hat that too!😊

Lovely gear .. definitely recommend

Fjallraven = one word. Quality The tents, trousers, bags, sleeping bags all solid long lasting gear.

in Poland we also have, 26 days of holiday per year. Ibelive this is something relatively widespread in European countries.

just for info, in Italy too we have 26 mandatory vacation days

As a consumer, value for me is not in any way affected by how much that company donates to environmental causes. They creat value for me by not using bad chemicals, and making a good product.

Could you do a series on Cotopaxi next?

I had a school pack with two straps in the 1960's (Switzerland). Isn't the British company/brand Burberry the pioneer for producing clothing with this type of waterproofing (wax)?

Can someone tell me what size should I buy? I was told there cut big, I usually wear a xxl, Im 6'2" 220lbs. Sz 48 chest,,should I get a xl or xxl?

I got a H&M ad right after you said we have a problem with fashion waste 😂

First I've heard of this brand. Will look into them.

i like the quality of fjallraven, but sometimes, the fit itsnt always great. i had to return a sweater once after buying it online, after one arm an inch longer. how that escaped quality control, crazy. but i got a 10 year old jacket that still looks new.

A question I’m increasingly asking is : Are Fjallraven products made in China? I’ve asked this same question about eg.Jottnar, Danish Endurance etc, but the replies tend to be ambiguous, ie some garments/items are made in Vietnam or Cambodia or wherever , and some possibly in China! Is there an ACCURATE site to indicate where goods are made? Enjoyed the post thank you.

I'd love to see a video about Burton!

Yay! So glad you got around to making this! I just bought some of their gear (mostly used) for hiking and camping Olympic National Park and I really loved my choice. I'm 6'4" so their clothes being cut for the average lanky Swedish build fit me much better than Patagonia.