Take a hike with the humans behind Fjällräven
Pretty often now you’ll see a few brands wanting to reinvent the wheel—certainly nothing wrong with that, we’re not engineers or anything so maybe the wheel could use improvements. But it is heartening to stumble across a brand that wants to keep doing what they’re doing— just really really well. Knowing they wouldn’t let us get lost in the woods, Fjällräven seemed like a pretty perfect fit for this whole national parks, outdoorsy, hiking thing. And not just because of the quality gear, but the humans that make Fjällräven what it is.
Donna Bruns
Global Product Director
A song that you feel loosely encapsulates your job description:
I’m Gonna Be (500 miles) by The Proclaimers.
A little bit about what you do?
I am ultimately responsible for all products Fjällräven from inception to in-market. I work closely with our Global Creative Director and my four teams that specialize in R&D for apparel and hardware, fit/size and purchase. In short, I try to keep true to ourselves while pushing forward along the trail.
What do you want people to think of when they hear of the Fjällräven brand?
When I overhear people talking about Fjällräven I would like to hear that they love the simplicity and quality of the brand. No lul lul (that’s a word I use with our Swedish team to describe unnecessary details), until after using the product and getting the ultimate surprise of discovering a hidden function that you did not realize was there. It’s like getting a present.
How do you personally connect to the outdoors?
Well, being a Texan that ended up in Sweden I think my connection and love for the outdoors falls somewhere in the extremes. Not extreme activity but more extreme conditions. I love shooting a river in the 100-degree summer heat and rolling up on a river bank for the night. I love cooking outdoors over an open fire and trying to create a fine dining experience with what we can carry with us. I also can’t think of anything more amazing than skiing or sledding over the white ocean (kalfjäll) in the far north of Sweden. It’s magical.
For you, what part of Fjällräven’s history is endemic to the brand’s future?
Simple functionality that stands the test of time. Not simple in an unintelligent way. Quite the opposite, achieving simplicity in design is one of the most difficult things to achieve.
Ian Mangiardi
Senior Creative Producer
A song that you feel loosely encapsulates your job description:
Life is a Highway by Rascal Flatts.
A little bit about what you do?
I manage and move groups of specialists across multiple types of landscapes. On a day to day, that means bringing photography crews around city streets and mountains for commercial campaigns. However, as an explorer at heart, I do my best to work on an adventure or one expedition-based project once a year. This can range from paleontological expeditions in Mongolia, adventure tours through the Himalayas in Bhutan, or fundraising adventure races through South Africa.
What do you want people to think of when they hear of the Fjällräven brand?
Quality, endurance and timelessness. When I need a hard-wear product that can go through the wringer and back, Fjällräven is the only brand I rely on to get me through. I’ve trekked over 3,000 miles through all types of terrains in a single outfit and still use it to this day.
How do you personally connect to the outdoors?
For me, being outdoors is the place to remind myself of what is important in life. The simplicity of what is truly needed to not only survive but thrive and be happy. Also to enjoy the beauty which we have surrounding us all, if we take a moment to look. I typically do this in the form of long-distance backpacking where I go out for multiple months, hiking for thousands of miles at a time, in order to rewire my brain and shed the excess and buildup of the unnatural world in which we live.
For you, what part of Fjällräven’s history is endemic to the brand’s future?
“There’s no such thing as bad weather, only bad gear.” While it’s a generations-old saying in Sweden, Fjällräven’s integration of this motto with their brand is what has made it such a reliable product, and continues to expand the brand into all forms of weather and needs.
One thing you’d always take with you on a hike:
A pillow! While I typically use the bulk of my extra clothing in a bag as a pillow, I prefer the uniform comfort of the pillow on top. And should it be a particularly cold night and there isn’t any extra clothing, it’s nice to still sleep comfortably, and not use my food bag as a pillow.
Evelina Nordin
User Engagement Specialist
A song that you feel loosely encapsulates your job description:
We Are Family by Sister Sledge.
What do you want people to think of when they hear of the Fjällräven brand?
I want people to think of Fjällräven as a company that makes reliable and trustworthy outdoor gear suitable for a wide range of users interested in the extreme to the everyday outdoor activity.
How do you personally connect to the outdoors?
I have always grown up with some sort of connection to the outdoors—skiing and hiking in the European Alps or the Rocky Mountains to sailing on the Swedish seas. As well as taking on the Fjällräven classic in 2021 and dog sledding in Sweden. I am always open and willing to challenge myself when it comes to the outdoors.
For you, what part of Fjällräven’s history is endemic to the brand’s future?
We keep adapting our original products to suit the needs of our users today. Keeping the authenticity and legacy of Fjällräven alive.
One thing you’d always take with you on a hike:
My grandfather’s voice motivating me to keep going. And I will always have my Keb 52 Backpack—it’s a perfect size for any hike and extremely comfortable.