FJÄLLRÄVEN’S EMOTIONAL DURABILITY

“Emotional durability” is one social variable that has been gaining traction in the outdoor longevity discussion, and refers to the ability of a garment to evoke positive emotions in the wearer over an extended period of time.

Perhaps no other outdoor actor has championed the concept of emotional durability more than the Swedish brand Fjällräven. While Fjällräven strives to have both physical durability and functionality in place, their design includes an additional element to appeal to a long-term relationship: Timelessness.

This involves creating designs, colors, and textures that are outside of trends, are versatile, and are meaningful to the wearer. With thoughtful design, the goal is that over time such garments will become associated with memories, experiences, and feelings that are cherished by the wearer. Thanks to this relationship, they are then more likely to be worn repeatedly and maintained with care

“For Fjällräven, achieving emotional longevity first requires a deeper understanding of the wearer’s needs and values,” explains Johanna Mollberg, R&D Product Developer at Fjällräven,

“In today’s world that also means a commitment to sustainable materials and ethical practices.”