For many of us, one of the greatest outdoor experiences involves stepping into the wild with a loaded gun.
The reason Fjällräven exists is a pioneering attitude that things can get better. Tougher, stronger, simpler, more sustainable. Regardless of how others do it.
As we move into the wild with a rifle over the shoulder, our hunting gear matches the classic Fjällräven formula of wilderness expertise and a manic strive for timeless function, feel and durability. Enabling a rich outdoor life, without scarifying the environment.
We call it Conscious Hunting.