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The iconic Swedish brand Fjällräven is now available to rent through Cirkel Supply’s premium ski clothing rental service.

We caught up with CSR Director, Saskia Bloch to understand more about Fjällräven’s rich mountain heritage, her role in sustainability, and the beautifully designed Bergtagen jackets and bib pants for skiers and snowboarders. 

How would you describe Fjällräven’s DNA to someone discovering the brand for the first time?

At its core, Fjällräven is about inspiring and enabling more people to experience nature — and to do so in a way that’s respectful, responsible, and lasting. We do this by creating durable, functional and timeless clothing and equipment – but also through our events like the Fjällräven Polar, our annual dog sledding expedition, and the Fjällräven Classic, our multi-day trekking event series that takes place in seven countries across the world. 

I’d also say that a key part of the brand’s ethos is that we don’t chase trends or seasonal fashion; we rather focus on creating products that people can rely on – and will keep wearing – for decades; gear that earns its place through use and adventure.

Fjällräven’s founder, Åke Nordin, built his first backpack in his parents’ basement because what he wanted didn’t yet exist. How does this problem-solving spirit influence the way Fjällräven designs today?

That story really captures the spirit that still drives us. Åke wasn’t driven by business opportunity, but by curiosity and need — he wanted to make outdoor life more accessible and comfortable so he used his mother’s Singer sewing machine to create that first backpack; something that served his desire to spend more time in nature. 

And it’s still very much like this today. For the Bergtagen collection the team did a lot of hand-sewn mockups and iterations at our workshop in Stockholm. Very much like Åke but minus the parents’ basement! But the same mindset shapes how our design and innovation teams work. The starting point is always a real user problem – whether that’s a new trekking backpack, a tent, or a ski jacket. The design team has always stuck by the heritage principles of simplicity & durability. The aim then is to focus on function and simple solutions that are tried and tested, can be easily repaired and will stand the test of time. 

Saskia, you’ve been part of the Fjällräven team for several years now — tell us about your journey into sustainability.

I’ve always been motivated by the idea of using business as a force for good and creating change in the complex textile supply chain — and the outdoor industry offers a unique opportunity to connect people to nature while protecting it. It is also very much following the sustainability approach per se. Before joining Fjällräven, I worked in several industries and ethical foundations focusing on sustainability but I was drawn to Fjällräven’s long-term thinking. This isn’t a brand that sees sustainability as a marketing story; it’s embedded in every decision, from material development to supply chain to product care and driven by everyone in the company because we all value nature.

What does your role as CSR Director at Fjällräven involve  and which aspects of your work bring you the most joy?

My role involves guiding our sustainability strategy and ensuring it’s integrated across all parts of the business — from product development to retail operations. A big part of my work is about collaboration: supporting design teams in material choices, partnering with suppliers on traceability, industry collaborations on climate action and fair working conditions, and helping our markets communicate sustainability with accuracy and integrity.

What brings me the most joy is seeing how passionate our teams are about doing the right thing. Sustainability isn’t something managed by one department here; it’s truly a shared value across the company and that’s how it should be!

When you’re not working on sustainability strategy, where are we most likely to find you?

Outside or in a yoga studio! I love hiking and cycling — anything that lets me recharge in nature. I find that spending time outdoors always reconnects me to why this work matters.

Tell us about Fjällräven's history of creating ski clothing. 

Fjällräven’s roots in mountain and expedition gear naturally extended into skiwear. As early as the 1960s and 70s, our products were used for Nordic ski expeditions and polar research — where reliability mattered more than speed or style. Over the years, we’ve created garments that can handle both the ascent and the descent, often made from our signature G-1000 fabric for durability and weather protection.

In more recent years, with the relaunch of the Bergtagen collection, we’ve revisited this heritage using advanced, more sustainable materials — including Gore-Tex’s new membrane which is free from PFAS — to meet the needs of modern skiers and mountaineers.

Bergtagen translates roughly as “taken by the mountains” — can you tell us more about Bergtagen’s concept?

The name Bergtagen comes from Swedish folklore and really captures the feeling of being drawn into the mountain world, of being “taken by the mountains”. It reflects a deep respect for nature’s power. 

Bergtagen follows the same DNA that has shaped every Fjällräven product—durability, functionality and timeless design — but applied to the high alpine landscape.

It’s very much a modular collection, built around layers that work together for different alpine activities, and every piece is designed to provide protection, mobility, and longevity in demanding conditions whether you’re going uphill or downhill.

As a Swedish brand, winter is definitely our ‘home’ season so a lot of experience and love has gone into this particular collection.

We are impressed with the design and high-quality finish of our new Bergtagen GTX outfits. Who did you build them for? 

That’s great to hear! The Touring products were developed for ski touring and backcountry adventures, where you need gear that can handle both physical exertion and harsh weather. As mentioned the Gore-Tex membrane provides fantastic breathability and protection, while the design prioritises freedom of movement and repairability.

While the Bergtagen collection is built for demanding mountain use, resort skiers will also appreciate it — not just for its performance, but for its timeless design and comfort. And because of its durability, which means it’s also ideal for rental, ensuring more people can experience top-quality gear without having to own it outright.

Fjällräven products are famously built to last — some people still wear their Greenland jackets from the 1970s! Why is longevity such a powerful sustainability tool?

The most sustainable product is the one you already own. When a jacket lasts 30 years instead of three, the environmental footprint per year of use drops dramatically. Durability also opens doors to circular business models — repair, rental, resale — that simply wouldn’t be possible with lower-quality products. 

We’re seeing this now with our pilot secondhand clothing platform (Pre-Loved) in America, where Fjällräven pieces are going strong and finding new owners. 

An important thing for us is building what we call emotional longevity – isn’t just about function; it’s about that emotional connection too. When people truly love their gear and keep using it, they take care of it too — and that’s sustainability in action.

Fjällräven often says that sustainability is “a journey with no finish line.” What does that look like in practice?

It means never being satisfied and knowing that all the touchpoints that come under the sustainability umbrella are constantly changing, depending on, say new research or regulations. Even when we reach an important milestone — such as removing PFAS, improving in the challenge of traceability, or increasing the share of products made with preferred materials — we immediately start looking for the next area to improve. 

The biggest challenge, and also the most exciting part, is balancing ambition with practicality. We want to lead by example, but we also need solutions that work long-term, that are scalable, and that maintain our product quality.

How do you balance technical performance with Fjällräven’s long-term commitment to the planet?

Performance and responsibility aren’t opposites — they’re two sides of the same coin. For us, true innovation happens when you can improve performance and lower environmental impact. 

We always start by asking ‘Do we really need this new material?’ If the answer is yes, then we test it ourselves thoroughly to make sure it’s durable, repairable, and responsibly sourced. The collaboration with Gore-Tex on PFAS-free membranes is a great example of how we can maintain world-class functionality while reducing environmental harm.

We've long admired Fjällräven’s holistic approach to sustainability. For the uninitiated, can you provide three of your proudest achievements in this area? 

It’s difficult to choose only three, but I’d highlight these:

1. Durability and timeless design — more than 80% of our range carries over from season to season. That’s pretty rare in this industry and shows our commitment to longevity over trends.
   
   
2. Material innovation — we’ve pioneered fabrics like G-1000, Eco-Shell, and Bergshell, all designed with recycled or organic fibers and PFC-free treatments.
   
   
3. Transparency and responsible supply chains – we’ve strengthened many of our traceability systems when it comes to our materials — from fibers to finished goods — and require all suppliers to comply with our Code of Conduct and Fair Labor requirements.
   
   Our direct supply chain partners (Tier 1) are regularly audited, and we’re increasing transparency year by year by moving into the Tier 2 and trims level. 

Rent Fjällräven Bergtagen ski jackets and pants

Thanks to Saskia for a fantastic introduction to Fjällräven! 

If this article has inspired you to try the Bergtagen GORE-TEX ski and snowboard outfits for yourself, head over to check out our Fjällräven skiwear rental collection.