Fjall Raven or Fjallraven literally means 'Arctic Fox'. And Fjallraven logo also depicts a small, red, curled up 'Arctic Fox'. Fjallraven is a Swedish outdoors clothing company developed in 1950 by Ake Nordin. Ake came up with the name Fjallraven due to his great admiration for the small predator, which lives in the Swedish mountain ranges in the harshest of weather. And for over four decades Fjallraven has been the leading outdoor company in Scandinavia.

Fjallraven specialise in outdoor equipment such as tents, sleeping bags and backpacks. The Fjallraven backpack was in fact Ake Nordin's initial design and it was the Fjallraven backpack frame, which prompted Ake to start the Fjallraven company brand. Since the early beginnings of tents and backpacks Fjallraven have also developed some extremely weather durable yet stylish designs of clothing. Infusing the two concepts of design and durability Fjallraven have managed to create a truly stylish, modern brand. Such innovation led to Fjallraven developing their now famous G-1000 fabric, this material is completely waterproof and dirt resistant due to the incorporation of beeswax and other formulates into the material.

Fjallraven's 'mission' is to facilitate the step between the city and the wilderness in order to make it easier for people to enjoy outdoor activities. Therefore Fjallraven strives to incorporate both the wild and the tame into its ethos both the practical and fashionable. Fjallraven is also a brand with a conscience and has it's own set of core values, these are, functionality, quality, uniqueness, trust and environmentally conscience. By setting out such values Fjallraven truly shows that it is a truly modern brand.

In the mid ninety's Fjallraven started to be seen on the terraces of English football matches. Suggesting that the modern day casual had started to take this chic and reliable brand to their style conscious hearts. In the noughties the Fjallraven Greenland jacket was being spotted on a regular basis at football matches around the country. Other Fjallraven jackets such as the Fjallraven Telemark, Fjallraven Nordli, Fjallraven Montt and the Fjallraven Amazon have also become firm favourites of the modern casual.