2020-04-14
Europe’s largest brand study on sustainability, the Sustainable Brand Index™ 2020, has announced
Fjällräven, Naturkompaniet as well as Partioaitta as leaders in their respective country and industry
within sustainability. Fjällräven also scored among the top brands in Norway.
The Sustainable Brand Index™ is Europe’s largest independent brand study on sustainability,
including over 1 400 brands, 35+ industries and 58 000 consumers across 8 countries. Carried out
annually since 2011, the study looks at how sustainable brands are perceived by their important
stakeholders. Find out more at www.sb-index.com
Fjällräven was voted the most sustainable brand in the category “Clothing and Fashion Brand” and
Naturkompaniet in the category “Clothes & Fashion – Stores” in Sweden. Partioaitta was awarded
most sustainable brand in the category “Clothes & Fashion – Stores” in Finland.
All three awarded companies are part of the Fenix Outdoor International AG – a leading group of
companies that develops and markets high-quality outdoor gear to highly discerning end-users
through a selected retail net-work, with a high level of service and professionalism. While the
different companies have different roots, the group itself originated in Örnsköldsvik, Sweden, where
Fjällräven was founded. In 2019, the group consisted of six brands and four retail organizations.
“This achievement of course means a lot to us. We started our sustainability journey in 2012. Back
then, we created the so called The Fenix Way and it is still today the engine of our sustainability work
on individual brand level and groupwide. The focus of our sustainability efforts is to make a positive
contribution or as we call it, to leave the basecamp in a better shape than we found it. It makes us
extremely proud to see that consumers recognize our efforts. The awards for Fenix’ brands as well as
retail reflect the high level of integration and commitment”, says Aiko Bode, Chief Sustainability
Officer at Fenix.
Fjällräven’s products are made with a strong focus on longevity, durability and sustainability, three
parameters that are the backbone of all processes involved – from the drawing board to material
choices, from production to what happens at the end of a product’s life.
With regard to materials, the use of recycled, organic and renewable are always prioritized. Since
2015, all products have utilized fluorocarbon-free impregnation methods and the brand switched to
the use of recycled polyester and organic cotton in all new G-1000 products. Animal welfare and
social sustainability remain at the forefront of the brand’s work and production processes.
Fjällräven has also been recognised for their industry-leading, transparent and ethical, down
production process (detailed in the ‘Fjällräven Down Promise’) and a comprehensive sustainable and
traceable wool range. This is all part of the brand’s ongoing efforts to reduce their environmental
impact and produce sustainably. For more information please visit: www.fjallraven.com
Naturkompaniet and Partioaitta both have sustainability at the core of their assortment. Both offer
high quality outdoor products, which are build to last, one of the most important aspects of
sustainability. Both retailers fundamentally believe, that products should withstand repeated use of
many years of active outdoor live. They have built long term business relationship with brands and
with initiatives like the Higg Index both companies strive to even further encourage to reduce
negative environmental impact and promote safe and responsible working conditions in the future.
On product level both retailers apply A Greener Choice – a sustainable product evaluation to
continuously innovate for a more sustainable alternative and to support customers to live a
sustainable lifestyle. Naturkompaniet and Partioaitta provide tips on the correct usage and
maintenance as well as encourage and offer services for care and repair as well as end of use. Both
retailers give 1 % of their yearly turnover from club members as a “Nature bonus” to environmental
projects.
For further information please visit: https://www.naturkompaniet.se/service/naturkompanietsmiljopolicy/ and https://www.partioaitta.fi/yritys/vastuullisuus/
Fenix Outdoor on behalf of its brands and retail is a signatory of the ten principles of the UN Global
Compact and commits to positively contribute to the UN Sustainable Development Goals. As an
accredited member of the Fair Labor Association the company puts a strong emphasis to safeguard
health and safety in the supply chain and to further promote fair working conditions. The company is
a member of the Sustainable Apparel Coalition to develop the suite of Higg Index tools. In 2019 Fenix
Outdoor became a member of the UN Global Climate Action Initiative. Fenix Outdoor is climate
neutral in Scope 1 and 2 since 2015 and has committed to cut down emissions by -40 % along all
scopes latest by 2030 and to be carbon neutral latest by 2050. The latest CSR Report and other
information about our sustainability work can be found here:
https://www.fenixoutdoor.se/hallbarhet/
Contact:
Aiko Bode
Chief Sustainability Officer
aiko.bode@fenixoutdoor.com
phone: +49.173 424 69 12