Brandwave, the specialist sports marketing and PR agency, has been appointed as the UK PR agency for Fjällräven, the globally renowned Swedish outdoor brand celebrated for its timeless design, functional gear, and deep-rooted commitment to nature.
Founded in 1960 in the small town of Örnsköldsvik, Sweden, Fjällräven has spent more than six decades equipping outdoor enthusiasts with durable, sustainable gear designed to make nature more accessible to everyone. Today, the iconic Arctic fox logo is recognised worldwide as a symbol of Scandinavian design, environmental stewardship, and a passion for the great outdoors.
Brandwave will lead UK press office activity for Fjällräven, driving brand awareness and amplifying its presence in the UK market. The agency will deliver a comprehensive PR programme encompassing earned media, influencer and creator partnerships, and trade communications – all with a focus on telling Fjällräven’s rich brand story and communicating its values of function, simplicity, and respect for nature.
Through targeted media outreach, compelling storytelling, and the cultivation of meaningful relationships, Brandwave will help share Fjällräven’s heritage, product innovation, and purpose with both core outdoor audiences and new generations of nature lovers.
Beyond the press office, Brandwave will also support Fjällräven’s mission to build and nurture outdoor communities across the UK. The agency will help activate local and national initiatives, from community hikes and educational workshops to brand-led experiences like the Fjällräven Classic – encouraging more people to enjoy, respect, and protect the natural world.
Working collaboratively with Fjällräven’s UK team, Brandwave will champion grassroots engagement and bring to life the brand’s vision of making outdoor adventure inclusive, sustainable, and accessible to all.
”“We’re excited to partner with Brandwave as we continue to grow Fjällräven in the UK and Ireland,” said Paul Griffiths, Managing Director, Fenix Outdoor UK & IRE (Fjällräven, Hanwag, Devold and Royal Robbins). “The Brandwave team has been contributing to the increased awareness of the Hanwag brand for nearly a year now and the timing is perfect for them to take on the largest brand in our portfolio and continue the momentum that has built through our previous agency partnerships. Brandwave have demonstrated a deep understanding of the outdoor sector and a passion for authentic storytelling. We look forward to them raising the bar once again.”
”Vikki McGill, PR Director at Brandwave, added: “I’m thrilled to be working with the Fjällräven team. It’s a brand I’ve admired for a long time, one that’s always stood out in the outdoor space for its authenticity, design, and commitment to nature. It’s a real privilege to now play a part in their journey, and I’m looking forward to what we can achieve together.”
This new partnership arrives at an exciting time for Fjällräven, as the brand continues to expand its UK presence and grow its community-led initiatives. With Brandwave’s support, Fjällräven aims to inspire and engage the UK’s ever-growing outdoor community through storytelling, events, and authentic connections, all guided by its unwavering commitment to sustainability and timeless design.
