As an adventure travel writer and photographer, I seldom do product reviews. But every so often, an opportunity arises to test out some truly extraordinary gear in a beautiful natural setting. Such was the chance I had last week to explore Golden Ears Park near Maple Ride, B.C. on an overnight camping trip sponsored by Fjallraven, the esteemed Swedish outdoor clothing brand that is starting to give local icons like Arcteryx a run for their money.
Featuring stunning mountains, dense forests, pristine lakes and picturesque waterfalls, Golden Ears Park offers an extensive network of hiking trails suitable for various skill levels, promising a tranquil yet often challenging and immersive outdoor experience. Whether you’re a beginner or an experienced hiker, you can explore multiple trails here that lead to magnificent viewpoints, alpine meadows and serene lakes. Several campgrounds offer opportunities for overnight stays in a natural setting right on the outskirts of B.C.’s Lower Mainland. Camping enthusiasts can enjoy activities such as fishing, swimming, canoeing, kayaking and picnicking.
A timeless brand is born
In the late 1950s, Åke Nordin, an avid Swedish hiker and outdoor enthusiast, found himself dissatisfied with the backpacks available at the time. He considered them uncomfortable and lacking in functionality, particularly regarding weight distribution and durability. Determined to address these issues, Nordin began experimenting with designs and materials to create a more practical and comfortable backpack.
In 1960, Nordin developed the first Fjällräven backpack, which he called the “Rucksack No. 1.” It featured an innovative aluminium frame that distributed weight evenly, relieving strain on the wearer’s back. The Rucksack No. 1 became a success and marked the beginning of Fjällräven as a brand.
Building on this initial success, Fjällräven (which means Arctic fox in Swedish) continued to expand its product range, introducing more lines of outdoor equipment and apparel. One of the brand’s notable contributions to the burgeoning outdoor gear industry was its development of its G-1000 fabric, a durable blend of polyester and cotton that became a signature material for Fjällräven and is still used in many of their products. Highly regarded for its exceptional durability, functionality, and versatility, G-1000 fabric, which was named after a 1966 research expedition to Greenland to study glaciers that used Fjällräven backpacks and Termo condensation-free tents, can withstand abrasion from rough terrain, resist wear and tear, and hold up well over time, even in rugged conditions.
Over the ensuing decades, Fjällräven gained popularity not only in Sweden but also internationally. Today, the brand continues to expand its product range, offering a wide selection of outdoor clothing, gear and accessories while striving to minimize its environmental impact by maintaining a strong focus on sustainability and responsible manufacturing practices. It’s Fjällräven’s commitment to quality and functionality, combined with its rich heritage and outdoor expertise, that has secured its position as a respected and well-known brand in the outdoor industry.
Into the wild
When Fjällräven’s Canadian PR firm recently asked me to participate in one of the company’s signature ‘One Night in Nature” overnight camping trips in Golden Ears Park, I was keen to participate. In 2019, I visited the company’s headquarters in Nordin’s hometown of Örnsköldsvik in Central Sweden – also home to NHL hockey legends like Colorado Avalanche superstar Peter Forsberg and Vancouver’s Sedin twins – and was impressed by the quality of what I saw. I also wanted to stretch my hiking legs for the first time this summer on a relatively easy trail close to home.
One morning last week, our group of travel writers, company reps and media influencers met at one of Fjällräven’s two Vancouver stores, geared up and departed for Golden Ears Provincial Park. My kit included a Abisko Friluft 45 trekking backpack stuffed with a sleeping bag and mat, camp stove, freeze dried meals, trekking poles and assortment of clothing suitable for the occasion, including a waterproof High Coast Hydratic Trail Jacket, Expedition Lätt Hoodie, Abisko Lite Trekking Trousers, Keb Fleece Hoodie, Bergtagen Thinwool Long Johns and an Abisko Wool Short Sleeve. More than enough to make for a comfortable adventure.
Sustainability first
From the Golden Ears parking lot, we followed the lush, green and canopied Lower Falls trail for nearly ten kilometres along Gold Creek until we reached our lovely (and deserted) overnight camping spot at Halfmoon Beach. We then fanned out along the sandy shoreline to pitch our tents, take a welcome swim in the shallow water, and then gather for dinner and a discussion about sustainability with Kaytlin Moeller, sustainability manager at Fjallraven.
“Care and repair is really important to us as a brand,” explained Moeller. “If you are able to build a relationship with nature and go out into nature through experiences like what we’re doing tonight, you’re more likely to take care of it.”
According to Moeller, making products that last regarding care and repair is one of the key ways that Fjallraven limits our impact on the environment. “Durability is the key tenant of our sustainability strategy at Fjallraven,” she says.
Another is choosing the right material for the function is critical, like using organic wool as a base layer because it is highly breathable, durable and most importantly, thermoregulating, which keeps you warm or cool, depending on the season. And prioritizing materials like recycled synthetics, recycled polyester and recycled nylon, along with organic materials like organic cotton.
“One of the things we are really passionate about as a brand is reducing unnecessary and harmful chemistry everywhere we can,” added Moeller. “It’s about going beyond just looking at the finishes to actually ensuring that the processes in our factories adhere to our Code of Conduct. We also test our materials to see if they contain these substances, and we help educate our factories on why they shouldn’t be using them in their processes.”
From what I could tell (and feel), adhering to such strict sustainability guidelines certainly didn’t diminish the quality of our gear. Everything fit well, performed admirably and equally importantly, looked and felt great on me. There’s a classic quality to Fjallraven clothing that really makes it stand out among so many ultra-modern brands. Maybe it’s that timeless Scandinavian chic, a perfect blend of minimalist design, natural colours and almost vintage appeal. Or maybe it’s just because I think the name is so cool. Either way, I was (and will remain) a happy Fjallraven camper. And really, isn’t that what it’s all about?
“We truly believe that everyone deserves to be able to be comfortable and competent in the outdoors,” said Moeller as we all headed off to our respective tents and a well-deserved slumber beneath the summer stars. “If we all work together, and come together in nature, we can build stronger communities to face some of these really big challenges we’re facing right now,” she added.
I couldn’t agree more, snug in my sleeping bag, feeling as fit as a Scandinavian arctic fox. —Mark Sissons
Outdoor photos courtesy of Antoine Charbs
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