1960 – Åke Nordin registers Fjällräven as a company
Åke Nordin starts Fjällräven in a cellar in Örnsköldsvik. In May of the same year, the newly formed company advertises a new type of backpack in the fourth edition of the Swedish Tourist Association’s magazine: “LIGHTWEIGHT carrying frame, tested during three years of winter and summer mountain treks. If you know any Sami or mountain farmer, ask them how you should carry a really heavy pack. You will then discover the carrying frame’s unbeatable carrying properties.”
The revolutionary backpack frame is made in aluminium and costs SEK 39 including VAT. Customers who also want the accompanying bag pay an additional SEK 30.
1963 – Holiday reform
The Swedish parliament passes a law giving four weeks of statutory holiday. People take themselves out into the mountains using Fjällräven’s functional backpacks.
1964 – Tent revolution
Fjällräven launches its Thermo tent, which becomes a sensation. The innovative tent has double layers: an outer tent in strong, waterproof polyester and an inner tent in a thin, ventilated polyamide mesh fibre. At 1.4 kg, the tent is extremely light. The solution of double fabric layers resolved the problem of condensation and people could finally wake dry and comfortable outdoors.
1965 – Sjöman becomes a Gold Fox
Per-Åke Sjöman, long-serving manager of the Swedish Association of Promotion of Outdoor Life’s winter mountain school and high-elevation expeditions, is made a Guldräv (Gold Fox). The honorary title is established by Åke Nordin and is presented, even today, to people who have made significant contributions to the development of outdoor life. Among the recognised holders are Tore Abrahamsson, Gillis Billing, Lars Fält and Anders Angerbjörn.
1966 – Greenland expedition
Fjällräven supplies the Nordic Greenland expedition with equipment.
Using drawings supplied by the expedition leader Per-Åke Sjöman as a starting point, four two-man tents are specially sewn in mesh nylon; these are considerably bigger than conventional mountain tents. The size is necessary to “avoid unnecessary psychological wear on each other”. In addition, the group is supplied with three smaller, so-called ‘attack tents’ for shorter expeditions and mountain climbing.
Both the expedition and the tents are a success.
1968 – Greenland Jacket and G-1000
Fjällräven’s first jacket is created together with members of the Greenland expedition. The jacket is originally designed for climbers, but outdoor enthusiasts of all types appreciate the durable and practical garment.
The jacket is sewn in a fabric that was originally intended for light-weight tents, but which was too heavy for that purpose. It appears to work extremely well in outdoor clothing however, and after a certain refinement – primarily waxing to repel wind and rain – it is given the name G-1000. G for Greenland.
• Read more: Fjällräven in the 1970s