The main part of the wool we use at Fjällräven is ZQ wool from the New Zealand Merino Company. This is due to their outstanding standards when it comes to animal welfare, environmental sustainability, economic and social sustainability for the farmers, traceability and of course, the high quality of the wool itself. We are very excited that they are now taking things one step further by applying a regenerative approach to all their wool growers and farming systems. The regenerative approach to earth's resourses differs greatly from the standard approach. Instead of using resources as if they are limitless, with little or no regard for environmental consequences, the regenerative model handles nature with care. Enriching and helping the environment instead of depriving it. Increasing biodiversity, improving the soil health and water cycle, and enhancing the ecosystems. At Fjällräven we have a saying for it; 'leaving base camp in better shape than we found it'. It is essentially about creating a better, kinder, more positive future for the planet. It is not prescriptive and is never “done”.

About Fjällräven
The Arctic fox is an inquisitive little predator with impressive survival skills that fascinated our founder, Åke Nordin, so much that he named his outdoor company with its Swedish name - Fjällräven. Since 1960, we have created functional, durable and timeless equipment that aim to make any outdoor experience great and nature accessible to all.