The TRUTH About Fjällräven (part 1)

[@tedforsstromjacobsson4160]

As a Swede, who's spent A LOT of time outdoors, lives in a city literally 40 minutes from the mountains and who's actually known people working sat Fjällräven ( [Fjellræven] kinda, to you guys), I can cosign pretty much everything here. They have spoken up about things other than the Arctic foxes for decades before sustainability was trendy but I don't think anyone knows exactly what their practices are today. Also; before Fjällräven was poppin everywhere it's rumored to have been huge in Japan, South Korea and so on. And then it exploded even more here which travelled and is now ridiculously big in western societies. A bunch of other Swedish outdoor brands that make awesome stuff, some of who REALLY seem to care about the planet, are seemingly starting to make similar journeys. Klättermusen is tiny but amazing and they're getting into a lot of the "nicer" streetwear boutiques. Haglöfs does amazing product and they're getting big in the mainstream in Scandinavia. Lundhags is kinda similar to Fjällräven in their aesthetics and are like the stamp of approval for outdoorsy nerds. Houdini does really pretty, sustainable and hardcore adventurous gear and they're basically the Arcteryx over here. There are likely many more that I couldn't think of off the top but I think it could be interesting for you guys just as a phenomenon. Many are founded, developed/ designed or "inspired by" either Jämtland or Lappland and that seems to attract many people over here. And I'm guessing Norway and Finland have similar stories with brands like Norröna etc. Just a thought.

[@BurtReynoldstash]

I’m a massive scandi brand fan, Fjallraven, haglofs, hanwag, klattermussen. All awesome brands of quality gear. I love Fjallraven ( keb, pro vidas, midsommer) trousers for hiking & trekking.

[@northernswedenstories1028]

I always thought Houdini was polish

[@slava54321]

Ещё "arrakoutdoor".

[@MarcusYangNilsson]

Haglöfs is owned by Asics and thus Japanese?

[@arminhess1512]

@@BurtReynoldstash Hanwag is german!

[@Blastsniper]

For us in Finland, Sweden is the 'USA of Scandinavia". While Norway is Canada, and Estonia is basically Mexico.

[@marcusaurelius3487]

That's an insult

[@Davdroide]

In that comparison, Finland what country would be?

[@bodyzoasispersonaltraining9186]

Estonia must be the best spot there

[@FAFOActual]

Finland is Michigan. Which is funny to me because I’m of Finnish descent and from the U.P. Of MI.

[@MrDiogostjst]

so fuckin racist.

[@sebastianholstesn2385]

As a Scandinavian, listening to an American trying to pronounce swedish words stings in my ears Good video though

[@FutureProofTV]

Sorry about that one 😅 glad you enjoyed!!

[@synnrig]

@@FutureProofTV just a tip for pronuncing Åke (if you'll ever atempt that again 😂): the "Å" sound is more like your "O". If you say "okey" but cut the "y" at the end, "oke", you'll be fairly close ✌

[@sebastianholstesn2385]

@@FutureProofTV no worries ahah 😅

[@bobfitzsimmons3490]

That there American is a North American called a Canadian. Sorry could not resist.

[@BPo75]

@@FutureProofTV Å = "awe", Ä = "air", ö = "burn".

[@Phalaenopsisify]

Nice video! As a Swede I'm of course partial to our own brands. But we aren't perfect, conveniently our emissions which take place outside of our borders aren't taken into consideration when measuring said emissions. For example if I were to buy a jacket which isn't made in Sweden, well, my emissions aren't counted. This makes Sweden look better than we are. Oh, and his name is Åke, not Ake, huge difference :)

[@FutureProofTV]

We weren't aware of that, thanks for letting us know!!! Thanks for tuning in ❣️😃

[@astridpklomp6380]

Happy to help out with the pronunciations since there is some room for improvement! But don’t expect you to get “sjöar” right, takes extensive practice :)

[@Kristusbordet]

Emission are just a comercial idea. Because CO2 aren't particulary high in the atmosphere (ppm). Whereas polution are real problem.

[@Kristusbordet]

@@RM360CR Nuclear is carbon free energy. Instead the gov spend astronomical amount of my tax money on wind an solar which are more poluting if one consider the whole produktion, transport cycle. Wind plants are a hoax. IKEA, baltic? Wtf are you talking bout man?

[@bigduphusaj162]

Yeah coz i buy my outdoor fishing and hunting jacket based on if it makes a tree hugger happy. You lot are sad AF you chat a lot of hypocritical nonsense. You hate oil etc but you are desperate to drive about in a car that uses lithium. Utterly ridiculous and im glad all these greenwashing hipster companies like Fjallraven and even Carhartt are now considered hipster junk by most actual outdoor people. My credentials im ex-para and fisherman and bushcraft and boats as well as gliding. 4 decades of that to be precise so i know a thing or two about gear

[@charlotteneville5207]

When I moved to a cold part of canada this was the brand with the only really high quality parka I could find that didn't have down or fur (even without the animal issues, I'm allergic to that stuff!). I used my excessively expensive parka about 6 months a year for the 5 years I lived in cold climates- it is still in perfect condition. I'm sorry to hear that there are questions about the legitimacy of their claims, but I do think a well made piece of clothing that lasts many years will almost always be a sustainability win.

[@thomaswarner2306]

With a name like “Hildebrand”, it’s perculiar that Levi can’t pronounce normal Scandinavian words 😅

[@joermnyc]

Well his background is Dutch… I think.

[@stringlarson1247]

Ha. I grew up in a Swedish family. GPs could speak little English. Sadly I can't speak more than a couple of phrases. It was frowned upon to teach the kids Swedish in the 60s.

[@sndrgrmns8910]

'perculiar'? 🙂

[@wwaterinf]

It can be hard. I thought about this. Fjällräven would be Fihaelreiven.

[@stringlarson1247]

@@thegreenman6216 HA. Good catch.

[@jaredwark4775]

In a few of your videos now you mention B Corps (mostly in relation to Patagonia, of course haha). I’d love to see you do a bit of a deep dive into just how much that independent certification matters-I.e. what it means and what it doesn’t mean but that people might expect.

[@Xzor]

I love my Fjallraven Nuuk Parka... heavy AF but it's the type of thing you'd want to be wearing in a snowstorm during a zombie apocalypse.

[@erlenmeyerm6349]

I moved to a place with real winters, and had no contextualization of what cold is. I bought an LLB coat that would've been inadequate for a normal winter, but my first winter was a polar vortex 🥶 I bought a Nuuk for the following year, and it's an absolute godsend

[@terryurquhart2413]

Get the Singi parka … much lighter😊

[@BritishRacingGreen]

One of my favourite brands. I love their style and quality. Despite what people think, Fjallraven isn't all that expensive. Price wise, similar to Patagonia. A lot of my outdoor stuff is from Scandinavian brands. They make good kit.

[@slushpuppii]

Love the brand, originally bought the Kanken for my daughter to use at school but turned out to be to small. She now uses it as her ice skating bag.

[@FutureProofTV]

Yeah the kankens aren't always fit for every day use if you've got lots of stuff... Thanks for sharing!!

[@kuhvacako]

The Raven 28 backpack is the perfect size for school/everyday

[@deborahjames3113]

Didn't recognize the brand, but my son is an "adventurer" so I will be following this series to see if this would be a good choice for gifts for him!

[@FutureProofTV]

What a good idea! Thanks for joining us here, Deborah ❣️

[@caesar7734]

It’s popular in the UK

[@alexandergutfeldt1144]

Fjällräven produce great gear, but I would suggest also looking at Helikon Tex.

[@jbinmd]

Hard to find their clothes in the US. Wherever you are, they're expensive. I have three of their trousers and love them, nonetheless.

[@northernswedenstories1028]

@@jbinmd they're expensive everywhere. Quality isn't as good as it was in the past before they started producing stuff outside of Sweden. I personally don't think their stuff is worth the price anymore (and I'm Swedish). I personally try to buy second hand stuff from the major outdoor brands and save a ton of money. The second hand market here in Sweden is flooded with Fjällräven, Haglöfs, norrøna, etc.

[@heyyitsandy]

I’m a big fan of the Raven, especially their Keb series of mountaineering gear…. I honestly feel like they are leaps and bounds ahead of any competition when it comes to materials and thoughtful construction design. G1000 where you need it, lighter weight flexible materials elsewhere. In all honesty though, the little fox logo is so cool - and one of the biggest reasons I love their stuff 😭😭😭

[@MMA94]

I totally want to buy Fjaraven because of the cool fox logo LOL!

[@bigduphusaj162]

you for real. Fjallraven are hipster junk theyre the Carhartt of the outdoor world 😂 Harkila utterly destroy any other brand of Jacket period. Nobody is even remotely close. Do you guys even go outdoors? reason i ask is because here in Scotland junk hipster manufacturers like Fjallraven are the jackets people wear going to the shops in the rain. Fjallraven used to be good before they started making hipster gardments and junk synthetic jackets for milenials and GenZ. Workwear wise Carhartt done the exact same.

[@Diepvries11]

@@bigduphusaj162 Wow. You are such a triggered little edgelord.

[@eddgar-ce3md]

@@MMA94 "want to buy Fjaraven because of the cool fox logo" - same reason here, along with the Jack Wolfskin paw. But I ended buying Decathlon stuff at a fraction of the price, witch work just as good, but alas no cute logo :(

[@inejunta6569]

So about the lifetime repairs. This really tipped me over to buy a pair of pants. After I had them for a year and they were worn out with holes and rips I decided to email customer service. I was also thinking about buying another pair until I received this message... "Thank you for reaching out to us regarding your item's Limited (?) Lifetime Warranty. The warranty covers manufacturing defects only. Accidental damage/wear and tear are not covered." Wait... What?... I can't think of a clothing company that won't replace something you got with manufacturing defects. That email blew my mind when I got it.

[@heyitsaamirj]

I'm really enjoying this channel. Nice work on the videos - the right combination of entertaining and informative.

[@FutureProofTV]

Thanks so much, Aamir ! Glad you have you as part of the team 🔥

[@snakedoktor6020]

@@FutureProofTV *Glad to have you...😉

[@jonevansauthor]

Sweden is on 25 days of leave, + 9 national holidays for 34. EU minimum is 20 but most countries exceed that because of national holidays and longer term staff often earn more time off. The list of countries that are worse off than the US is... well. It's not big according to Wikipedia, it's six and at least one, Tonga is changing it. They're all micronations I think. Yes, that's right, US citizens get absolutely screwed over on this. There's a reason The Newsroom starts with that scene :D

[@derekriethmeier4366]

Too bad the kids in China sewing the backpacks together don't get these holiday benefits. :)

[@joermnyc]

@@derekriethmeier4366 actually there are several major holidays in China, and pre-pandemic times you’d hear about massive crowding on the railways as people were trying to get home to family… and then get back to the cities after the holiday.

[@michalsvarc3346]

Hi, as an Europian citizen with 25 days of leave and s**t load of holidays...just out of curiosity. How many days it make in US?

[@jonevansauthor]

@@derekriethmeier4366 I was really commenting on the massive surprise at 25 days... but yes, kids shouldn't be working. Or paying tax on their earnings from part time jobs, something they apparently do in America.

[@jonevansauthor]

@@michalsvarc3346 you might not believe me but its zero. Nothing. Yeah. Companies will claim they give holidays to full time workers, then not give them enough hours, just so they don't have to give them holidays. American friends are surprised at the idea their job is awful because they don't get more than two weeks (10 days) holidays. They think that's a good job. Yeah, sure. In the middle ages, it would have been great...

[@HEMAYATC]

I love my Fjallraven products. They all feel very high quality and have timeless look that I am planning to use for many years. Their lack of third party certification does raise questions though. I am biased, but I want to believe that it is part of the Swedish culture of lacking bureaucracy that makes them feel like they don’t need validation from third parties.

[@superstaffer]

What do you mean by third party certified? I own over a dozen fjallraven products. My job an an outdoor guide led me to them. Their products stand for them selves and don't need anyone to prove it for them.

[@anon4434]

@@superstaffer Maybe watch the video? He's not talking about testing products

[@straightfiremetalstraightf7547]

'' I want to believe that it is part of the Swedish culture of lacking bureaucracy '' there's in no way in hell you're swedish lol

[@felixbechtoldt]

Your writers are doing a great job matching your personality and style Levi!

[@FutureProofTV]

Wow, thanks so much Felix! 😄🤗

[@Vissepisse11]

Writers? It is not like this is a recital of Hamlet but you are saying they guy in the video has basically nothing to do with the content and research even when the subject matter is a backpack? But Why???

[@alessandrahygrell8059]

So happy you’re making things series! I LOVE Fjällräven, so many quality items; Kånken, Greenland jacket not to mention their knitwear 😍 I also love that they do hikes in many countries, it goes along with “making the outdoors more accessible”!

[@FutureProofTV]

Yay! _So_ happy you're enjoying the series thus far, stay tuned for parts 2 & 3 (they're juicy 👀)

[@alessandrahygrell8059]

@@FutureProofTV I’m so ready🧃👀

[@bigduphusaj162]

Harkila are the best of all by miles. The fact you dont know this suggests you only know about hipster brands and dont do the actual ourdoors. I get all these jackets for free because of my job now (ex-para, fisherman, hunter, and now marine mech/boat builder and i co-run a bushcraft school here in Scotland as well as a spray painters aprentiship school. Theres litteraly no big brand garment i havent tried and Fjallraven have fallen right of the edge and tanked just like Carhartt with the eco-friendly synthetic "stylish" nonsense. A £100 fishing jacket for example from one of the UK carp or pike fishing brands utterly whoops ANYTHING in the Fjallraven line up. Ive used £120 Seeland jackets that humiliate all my Fjallraven with ease. This is a hipster brand now so you might want to go Harkila till everyone of these fakers sorts their brand out and goes back to their old ways of creating long lasting, easy to wear and robust roots. The biggest offender of the lot is workwear manufacturer Carhartt. They just churn out junk now apart from two hoodies and the original detroit jacket its a lineup of 'eco-friendly' junk

[@lmbraga]

A recent failure to get a backpack zipper replaced by their repair service has really changed my mind about the brand. Not being able to do basic repairs or have an alternative to me just putting a 4 year-old backpack in the trash is just unacceptable.

[@attlasatlas4327]

Hello ,l hope you can help,thank you very much,,l want to buy a jacket fjällräven : 84605 ..hoy about this quality? Thank for answering

[@stewartdillard7199]

Buy an osprey and never worry about a bag again.

[@lmbraga]

@@stewartdillard7199 Osprey is not really an easy brand to find in southern europe. But definitely won't be buying Fjallraven anymore. Maybe Patagonia will be my brand of choice.

[@GrantAmann]

Been waiting for this one for awhile. Literally this is one of the best channels on youtube, certainly one of the most deserving of 1mil subs. every single video is an instant classic.

[@FutureProofTV]

Thank you so much, Grant! We'll get there one day, thanks for the support 🤗

[@bobkare1015]

It is very American to ask for typical American certifications. I have worked in the USA for 15 years, and I am working in Scandinavia now. Trust me. A Swedish company treats its workers way better. What is considered amazing in the USA, is barely minimum in Scandinavia. I understand this is an American channel, but Scandinavian countries treat their employees better by default. You do not need to brag with a certification to do that. (And yes I have worked with certifications of companies)

[@badfeng]

It's a Canadian channel (but Canada's not that great to work in... generally depressed wages, high cost of living, low total paid leave days - 19 on average (including public holidiays) - relative to many other countries, etc.).

[@j.pendergrass9805]

Completely agree. Why would you need a stranger guaranteeing the warmth of your own fireplace.

[@PascoZach]

A Swedish company that makes its products in China. Thanks for the laugh.

[@ringmikey]

You’ve talked about North Face, Patagonia, and now Fjäll. I would really really appreciate an L.L.Bean video. Another great outdoors brand

[@hberror404]

The green washing part of this video actually made me think of Ben and Jerry's ice cream. Would you be able to put a video together on them? I'd definitely love a break down 🙌🏻

[@FutureProofTV]

That's a great idea, we'll definitely add that to our list of future video ideas. Thanks so much, Hope! 👋

[@springbok4015]

5:07 Even in South Africa we get 21 days per year of paid leave. The US need to fix their labour laws.

[@ekerothemil]

I bought my Kånken second hand after they've used it for over 20 years, then I kept using it for another 20 years before the zipper broke. I guess I could've changed the zipper to keep it for a couple of more years, but the fabric was a bit thin at some parts of the backpack. None of my other backpacks has lasted this long, ever. So i decided to get a new Kånken and I will keep it for years to come on my hikes and when I'm out in the woods foreging mushrooms, berries and more.

[@singmiracles7518]

Thank you for this! I had always been curious about them. Had never heard of the Sami people, sent me down a rabbit hole! haha Great work, looking forward to parts 2 and 3. 🙏

[@FutureProofTV]

Thanks for joining us!!! Catch ya on the next one 🤙💪

[@tedforsstromjacobsson4160]

They're unfortunately severely marginalized and were treated as brutally as any other indigenous people in the past. But there are some shifts for the better. Way too few, but still some.

[@AnotherDuck]

@@tedforsstromjacobsson4160 While it's true they're marginalised, they're not indigenous. The migration to the southern parts of Scandinavia happened before the Sami migrated to the northern parts. I mean, unless you want to call the rest of the Scandinavian people "indigenous".

[@1911Zoey]

Aren't they called Suömi in some places?

[@AnotherDuck]

@@1911Zoey Suomi is Finland in Finnish.

[@bens1972]

I love Fjällräven and whilst there aren’t many to beat Patagonia for ethical and environmental practices, I do think that Fjällräven products are superior to Patagonia, not just in quality but in style and fit. Maybe not in price. Like you mentioned, fast fashion is not sustainable. Whereas Fjällräven have always had this at the centre of their strategy. That being said Barbour, in the UK have had this stance done before Patagonia and Fjällräven were even thought of. Many of their iconic Barbour Jackets are still made in the UK and interestingly they are considerably cheaper than what Arc’teryx, Patagonia and Fjällräven charge for equivalent iconic pieces in their collections.

[@mattiaspettersson788]

Fjällräven isn’t really a Swedish company anymore. It hasn’t been for quite some time. It’s actually own by a Swiss conglomerate that also owns Tierra (outdoor clothing), Primus (gasburners and more), Hanwag (hiking boots), Royal Robbins (Yvon Chuinards old friend’s name and brand) + four retail chains marketing all these brands. I would say that Fjällrävens innovative years are mostly behind them. For example the G-1000 fabric was invented decades ago and they no longer manufacture frame backpacks as far as I know. They are more or less milking the reputation of the brand dry. BUT I do think that they still make durable products that in some cases will be able to last for decades, it not a lifetime.

[@rasmushed4442]

Right viewed through a technical lens. The company is based in Switzerland but the majority shareholders (by far) is still the Fjällrävens founding family Nordin. It’s for tax and regulatory reasons, not that the control has shifted to other owners. It’s most definitely still a swedish company with almost all of it’s operation exept for manufacturing still in Sweden.

[@mattiaspettersson788]

@@rasmushed4442 That's pleasant reading. But where does Naturkompaniet come into the picture? Did the Nordin family start a chain of stores? And Tierra, Primus and the other brands?

[@rasmushed4442]

@@mattiaspettersson788 Naturkompaniet was originally founded by swedish scout association in 1931. Fenix Outdoor (fjällräven) bought it in 2001 and later on acquired Tierra and the other brands in the following years and they use Naturkompaniet as a platform to sell their brand products all in one place.

[@marcusaurelius3487]

They have released plenty of new backpacks what are you on about? And the Nordin family are stil the majority shareholders

[@mattiaspettersson788]

@@marcusaurelius3487 You’re absolutely right. The difference is that they’re not as innovative as they used to be. That’s what I’m on about.

[@andrew_aquino]

my ex is swedish and let me tell you. swedish culture is literally the most wholesome and proper culture I have ever seen. sustainability, moderation, and wholesomeness is literally baked into their DNA. after you look into them you will start to see how bad the rest of the world is compared to how Sweden runs theirs. sweden is goat and I'm very happy to have gotten to know them as a people.

[@connorstrang9290]

Very fair points. I am in fact stoked you're doing a series on Fjallraven, as I am one of the folks that has been talking about it on the reddit for some time now. Great work!

[@denisalala]

As a lower-lower middle class Romanian, I discovered your main channel with the Birkenstocks video, meanwhile I got me some second hand Birks. Then you guys opened this new channel and it's just a perfect source of brand to be on the lookout while second hand shopping. I literally look for brands you speak of. But! The really good ones are hard to find in second hand stores, I am guessing because they are too good to let them go.

[@rayyg786]

Well...in a way, yes. I have a fyällraven känken that I bought New in 2012 or 2013. So 9years for sure of practically daily use. The color is a bit splotchy, the corners rubbed raw..but it just still perfectly works. Honestly. I used It today. Way too used to re-sell tho. The water reppellance is gone for sure (I could have re-waxed It yearly and It would probably still work..) Birkies are a staples in our houshold also, but here again, we use them until the soles are fried..

[@joelkalin9764]

If someone is interested in what "Kånken" means it can be translated to "hauler", as the word "kånka" is slang for carrying heavy things, so basically "an item in which to haul things around".

[@Bodoczky]

After your Hyrod Flask video, I got myself a Klean Kanteen, and it's awesome! It'll serve me for many years to come, I hope.

[@steffenb.jrgensen2014]

I've had and used a lot of outdoor gear over the last decades, some of it quite expensive, but nothing beats Fjälräven in utility and quality

[@PhiTonics]

As a consumer, value for me is not in any way affected by how much that company donates to environmental causes. They creat value for me by not using bad chemicals, and making a good product.

[@idraote]

I always get suspicious when brands that promote durability and function over fashion still choose to produce in China or Vietnam or similar. A company produces in those places to save money on production costs, full stop. A customer, when buying a piece of apparel that is going to last, should be ready to dish out serious money: after all, you only need one kanken and one raincoat and one tech trousers (or two, ok). If a company still chooses to manufacture in a developping country, they should at least prove they are empowering the local community. Giving above average wages and working conditions is not enough, no. Fjällräven needs to do much more or it should simply produce in Sweden, under Swedish laws. As a side note, I will add that the kanken doesn't really look comfortable. Is it?

[@AnotherDuck]

I used it when I was a kid, throughout most of school. Didn't have an issue with it. The straps are a bit on the thin side, but since it's not too large you're probably not going to carry very heavy loads, so it's not much of an issue.

[@cristinatismanaru2332]

Amen to that !!

[@Divedown_25]

Their down jackets are totally amazing. No goretex but I had one and I had t-shirt under it in 10F weather and then into a shop, didn’t freeze didn’t sweat. Simply good

[@sdemosi]

I don't wear Fjallraven much but their stuff does appear to be well made. It just feels a bit heavy and traditional for me when I'm hiking or climbing. My favourite brands are Haglofs (another Swedish brand), Scarpa shoes and Mammut (Swiss climbing brand). For less sporty use I like Barbour. I have a 22 year old Barbour wax jacket that just gets better with age. Their UK made stuff is "buy it for life". The factory still maintains decades old coats for customers who just can't part with their favourite piece of clothing and why should they if it can be maintained. Other brands to check out are Jack Wolfskin which is a very large German brand that's huge around Europe. Another brand to check out is Houdini which offers a rental model. The idea is that many of us will add clothes specifically for a tour, hike or some transient use while those clothes may have little purpose for our daily lives. For example that arctic grade coat you want for a trip to alaska that you won't ever wear in California. Houdini lets you rent the stuff you don't typically use.

[@MaxxSeemov]

Even though they once were, Fjallraven is no longer a hiking/climbing wear by today's standards. Their product design is outdated and is very easily outperformed by cheaper and less popular hiking/climbing brands. The durability of their fabric however, makes them suitable for camping, bushcrafting, and other slow paced activities. Fjallraven is also ideal for urban outdoor cosplay for when you want to announce to the world that you're an outdoor adventurer craving for wanderlust.

[@JamesRobinson01]

Hey Levi, You often mention ‘organic X’ in your videos as an impressive and great thing to aspire for. I’ve found that it’s often a non-standardised term used as a catch-all marketing term without any clear indication of what it actually means. I don’t know if this is an Australian-specific issue or not - supermarket ‘organic’ food sometimes feels like a cheap way to sell crappier produce for higher prices as a feel good here. I’d love if you guys did a deep dive into what it means and the benefits of it in different industries (clothing, food, etc)!

[@nirfz]

With a bit of care and thought most reasonably built things will last longer. I don't have any Fjällräven products, but i have a "cheap" ESSL Backpack i bought 23 years ago. (It has an aluminium frame, fits 90Liters of stuff, and the carryingpart can be size adjusted pretty far for the size of the user.) As i said, it's working for me for 23 years now. Sure it's not water resistant anymore, but nothing broke. Most of my clothing is more than 10 years old. I have t-shirts over 20 years old, and they have no holes and are still good enough to not be ashamed to wear them. Fashion is what tells people they need new styles of clothing every season... (->I don't care about fashion)

[@fintanoclery2698]

Other than footwear most everything I wear in the Canadian bush is old. If I've owned something for that long it's because it's proven itself to be up to the task. Cheers

[@chrisshelton3504]

If you’re looking for more outdoor companies to look into, I’ve always been curious about Snow Peak, a Japanese company that sells very expensive camping equipment. I have to confess I have a few of their products because they seem so beautiful and trendy!

[@teodorteisberg8344]

Dude, I cannot express how much I love this channel. Incredibly well produced, written and edited. Charismatic and funny narrator AND informative content. Keep up the fantastic work. Hope you'll do an episode on Acronym and Errolson Hugh some day.

[@FutureProofTV]

Glad you like them!

[@BurtReynoldstash]

Fjallraven = one word. Quality The tents, trousers, bags, sleeping bags all solid long lasting gear.

[@alexbarcovsky4319]

Well, heres the deal. Fjallraven is publicly listed, and you can actually see their profit margin - its 40%. With a 40% profit margin, somethings gotta be shady. On the other hand, I own a few of their products, and no other outdoor brand lasts as long. Patagonia might repair stuff for you, but fjallraven doesnt need repairing. They are the one real get it and forget it that will last you for decades. Storytime: My girlfriend bought a Kanken on facebook market - the woman she bought it off was in her 50s and the bag was her schoolbag in elementary and highschool. Then, by accident, we met her daughter which was in her 20s, and she also had it for her school years (she recognized the faded color and a dark smudge that it had). And now my girlfriend wears it for hikes. Its a 70 euro backpack that lasted now for 2 generations and still going strong, you just dont get that with patagonia or north face. So then, which is worse - something that is made with questionable ethics or something that has to be made 4 times over.

[@DezaRay24]

These hands down is my favorite bags I own 😅 The wool beanies are amazing too. I’m glad y’all are doing this video

[@FutureProofTV]

Haha glad to hear it! Thanks for joining us here 🤗

[@HEMAYATC]

I love this series! When you are done, I hope you can do one on Kathmandu (the Australian equivalent to Patagonia/Fjallraven)

[@FutureProofTV]

That's super interesting, we'll definitely add it to our upcoming video list. Thanks so much for the suggestion!!

[@jnedwards4780]

is this really how I'm learning that Kathmandu isn't a global thing?

[@footprintwanderings]

I would say Mont would be the Australian equivalent to Fjallraven and Patagonia. Mont is made in Australia, more rugged in it making and designed for more expedition/back country adventures. Kathmandu is more similar to North Face.

[@kimberleybruce39]

@@footprintwanderings totally agree! Kathmandu is more for a beginner adventurer/more fashion based like North Face whereas Mont gear can actually take you out into the wild and survive. I recently bought a down sleeping bag from Mont for some upcoming hikes and the quality is amazing!

[@footprintwanderings]

@@kimberleybruce39 a Mont sleeping bag would be such a dream. Hope you have amazing adventures with it! I bought a Mont jumper over 7 years ago and it is amazing and still in great condition. I have a friend with a Mont raincoat that is over 25 years old and still waterproof. It's great classic kit that lasts forever when treated right

[@BlondeZeez]

I have been a proud owner of these products for years they do not wear down as fast as other bags.. I don’t argue they are not perfect. Only 1% of the proceeds on specific Arctic Fox Items go towards the Fox foundation for conservation Efforts. I wish it was 1% on all products. It’s only if you purchase specific bags and merchandise. I will still support this brand and only buy their bags because atleast they’re doing something. Not enough companies contribute to wildlife conservation period. 🦊💕

[@DavidOx11]

As someone who works closely with Fjallraven, they are very strict in their outsourcing (and therefor high cost in products) they actually have a low profit margin on their products. As for labels, they are against it, most of these labels don’t mean anything companies just pay for them that’s it. Fjallraven studies the entire route of their product and tries to optimise for sustainability. Another fun fact is that one of the head of directors is also head of sustainability, he can cancel anything that is not sustainable enough.

[@Ddjfhfjfj]

How to clean fjallraven baseball cap? There are no related videos on the Internet

[@lancewilliamcatal6870]

3:49 What a coincidence. After this bit. I had just subscribed, drank water, and brushed my teeth. Literally. 😂

[@m.horvath250]

I'm an archaeology student and their Vidda Pro trousers + kneepads are heaven sent when digging!!

[@Devoed]

Man, I love Fjallraven and they have really, REALLY good products. I'm excited about these videos 👀

[@lewismills7992]

Sweden is a brand itself

[@brushlickerstudio28]

in Poland we also have, 26 days of holiday per year. Ibelive this is something relatively widespread in European countries.

[@Kenneth-kz9it]

I just received a jacket along with every coworker at my shop for Christmas. And we had very high winds in -14°f this jacket cut through the wind perfectly. I really like how you can zip up from the bottom this makes putting on my work boots very easy. They have done a great job with the pocket layout. I am a big fan already. I have never heard of this brand before but I am sold so far.

[@t3hRulez]

That moment when you asked us if we drank water and brushed your teeth! That is live! I reminded a room full of adults as they left our workout class to drink more water put on sunscreen and eat their vegetables! Your videos are fire, can't wait for part 2

[@flso_o2043]

This is by far my favorite KZbin channel. Keep going 🧡

[@FutureProofTV]

Thank you! We'll do our best! haha

[@LithuaniaExplained]

Thanks for making this! Can’t wait to see the next videos in this series!!

[@chrominox]

Loved the video, keep it up man! PS: Åke is pronounced as O-kay right? The Å is an O sound instead of a A sound. Im not a native Swede, so pls, correct me if I'm wrong.

[@Frag-ile]

Not quite, the Å is closer to the first vowel sound of oar and the ke part is short and snappy.

[@Mightilyoats]

“Orkeh” kinda

[@kerberos623]

kzbin.info/www/bejne/ambTYp6sea9ggZI at the end of this lotto commercial which is the boss telling him to work weekend and he having won the lotto dont give a damn. at the tail end of it you can hear his name pronounced. SNälla = please.

[@RSLtreecare]

It's very interesting what you are saying. I am based in Cambridge UK. I have been using a lot of this clothing and packs for many years. I have now stopped. I still have many of my oldest clothes, but I find all the newest items don't last. My current trousers are about two and half years old. The pockets have holes, the knee pads on one side is split. More so, the overall fabric seems to be wearing badly.

[@cadeng8168]

Yay! So glad you got around to making this! I just bought some of their gear (mostly used) for hiking and camping Olympic National Park and I really loved my choice. I'm 6'4" so their clothes being cut for the average lanky Swedish build fit me much better than Patagonia.

[@FutureProofTV]

Never even realized their clothes sizing is better suited for European builds, good to know! Glad you're enjoying the series thus far 🙏🙌

[@joannemarkov]

One of my most treasured possessions is my Opa's 1970s/1980s Fjallraven Greenland jacket, which I took as my keepsake from their house after he passed away.

[@RubenFRS]

Your comment on non gym people not getting it is so true, people tell me the old "you won't catch me dead in the gym, I'm not insecure, don't need to impress anyone" acting as if any of us are doing this to impress them. Man, I want something to do, something to rest from, something going on, an adversity to grow from. If every meal is a treat then none of them are, if all you do is sit in the office then go home to rest you're not resting from anything, you don't even get to enjoy that. You are what you do, and you don't have to lift, but fucking do something, there's sooooo much cool shit to do (cycling, climbing, hiking, swimming, etc) - there's no excuse to be a boring, passionless chump

[@joshvelez2679]

The difference between America and Sweden is that Americans work hard to buy more and those in Sweden work hard to spend more time enjoying life. America needs to start valuing life more and the beauty of nature more than the consumption of more things.

[@mehVhem]

Really great video! Can’t wait for the next 2 parts! Video suggestion, PLEASE do Pangaia! Have looked a little into them and they seem very good, but curious on your take! Keep up the awesome work, can’t wait for your guys’ channel to grow 🙏🏽

[@SpudUna]

I like their stuff. Regardless of where it’s made. No problem with any of their gear , quality or longevity.

[@davieuxable]

I have only been able to buy second hand Fjällräven gear so far but I love the brand. The price is high but from what I have experienced so far with the used gear, it is absolutely worth the investment if you have the cash.

[@balintgyulay425]

Im a fjallräven fan and now a subscriber too😂😂 please do a video about meindl too.

[@recycledMilk]

i would love to see you talk about Doc martens, a brand that ive been loving for years but i just cant shake the feeling that their quality dipped hard in the last few years

[@luriglilleskutt]

Yaaaj, Levi försöker sig på svenska igen 😊🇸🇪 You did...quite good until Allemansrätten 😅🤣💚 ...and Åke 😂 I always forget that 25 days off and 4 of them during summer (if you want) is not a thing everywhere, (should be)... 🙄 many companies lean towards 30 days/year now. But yeah, it is the truth with some modification ofc. 😊 back in the days all industry where closed down during the same 4 weeks and its still called industrisemester. Basicly the 4 weeks you dont wanna be off because everyone is, doing the same things creating line-ups 😅😓🤣

[@mathildeeang4698]

I loveeee This brand! Its a part of my childhood. I got a used purple backpack for kindergarden and have been using it eversince. (I’m now 16)

[@waynearchibald3920]

Best outdoor pants...but have trouble finding the extra size small in jackets! The small should be a medium...well, you get my point!

[@T1hitsTheHighestNote]

As a Swede, I LOLed so hard at your "Future News" about the Swedish Schools. In reality, results are falling each year.

[@anneonnamouse5496]

Because of diversity?

[@marthinlarsen1473]

Subscribed. Thanks for reminding me for the third time hehe:)

[@calicocat6571]

I bought my rainponcho made by Fjällräven some 25 years ago. Its still going strong, has been on many adventures in my native country🇸🇪🌲🗻

[@yevgenrybyanets9543]

Okay, okay. Now I’m finally subscribed 😊

[@barryolaith]

My wife bought me a Fjällräven anorak for low-level walking in the woods as I've always liked natural materials and smocks but had used Goretex for years for winter climbing having found other options wanting (cold wet arse on belays). Nice, pricey, but made in China (all those shipping miles back to Europe) and, unforgivably, some crap crooked stitching that is now unravelling after only light use. Not good enough.

[@doraldeddy1836]

A question I’m increasingly asking is : Are Fjallraven products made in China? I’ve asked this same question about eg.Jottnar, Danish Endurance etc, but the replies tend to be ambiguous, ie some garments/items are made in Vietnam or Cambodia or wherever , and some possibly in China! Is there an ACCURATE site to indicate where goods are made? Enjoyed the post thank you.

[@TheTurgeman2000]

Heyy!! LOVE your videos! they're so well planned and you guys explain everything really well! Anyway, I recently bought a new down jacket from a Finnish company called icepeak, it looks great and seems like it's pretty good quality! I tried to read a bit about the company but couldn't find much... Do you guys know anything about them? maybe worth a video? Anyway, thanks a lot for the great content!!

[@FutureProofTV]

Thanks so much! We appreciate the kind words 🥰 As for Icepeak, we've never heard of them but we'll add them to our list of brands to research for future videos. Thank you for the suggestion! ✌

[@SeadonClothing]

There are other certifications other than B corp and Fair Trade. This is a very complex topic that needs better research before always saying that ‘made in China or Vietnam’ = unethical production. It is a very vague assumption with no real research to back up. But then again, it is hard to find real information about the topic of ethical production in the apparel industry unless you are in the industry itself. Have you thought about interviewing some brands to better understand what’s happening behind closed doors? I think you’ll find a lot more information then.

[@galicry]

i've been wanting to get one of the kankens but i never did because it's sooo expensive and i have other bags already 😩 great info! will be following it for fun and knowledge :))

[@RyanF311]

I'm 6'5 215. their clothes fit me in the sleeve length and pant inseams without being too baggy. for that alone, I'm a huge fan. have two jackets and three pants and a sweater

[@anneonnamouse5496]

Swedes are tall people 😊

[@noodles.dumplings.kimchi2878]

I’m glad you mentioned other products that fjallraven does right.

[@urbanyeti659]

To be fair, having a fear of badgers is completely logical.

[@jim............]

Absolutely killing it my guy! deserves more views

[@FutureProofTV]

Thanks so much, James!! 💪

[@325iaddict]

To answer the question: YES, these jackets and trousers are more than just "worth it". As an owner of 4 normal jackets, and 7 down jackets and parkas and a lot of trousers, I can tell so.

[@vasts1479]

20 to 30 days holiday per year is a right protected by law to employees in almost every European country. These days off are also considered as working days and the employee does get its salary.

[@fkle32rw14]

ive been waiting and hoping for this video. thanks!

[@FutureProofTV]

Happy we got it out for ya! Stay tuned for parts 2 and 3 🙌🤘

[@rizzle3272]

Allemansrätten or “Allemansrærtten” how it’s said sounds pretty similar to “All Man’s Rights” which is exactly what it means

[@rasmuswellejus]

Worth every dime!

[@HenkBartl]

I KNEW IT!!!!! I saw all the plastic bags and thought like "....this feels fishy."

[@pioneer_1148]

The requirement for consecutive weeks off is a little odd but 5 weeks of holiday a year is pretty standard in Europe

[@TisMeBc]

i have literally never seen this logo before but still a great video as always

[@FutureProofTV]

Thanks so much!!

[@dnaylor2484]

i have owned several Fjallraven items over the years... Greenland Jacket and trousers which (i almost lived everyday in) plus i still actually have an AluG66 tent.. while the trousers and jacket are both outgrown and long gone (35 years ago).. The tent is still in very good condition but a tad heavy compared to newer generation tents.. the only thing that actually stops me buying Fjallraven now (and im 62) is the cost of buying their clothing in Australia.. :(

[@peachettte]

I got a H&M ad right after you said we have a problem with fashion waste 😂

[@diandrad1414]

Can you make a video on Bergans or Norrøna?? and compare them to fjällräven?

[@MamacrackerJ]

Honestly just love the performance of the gear. Don’t care about anything else with this brand

[@onedividedbyzero]

the best quality and design respect.

[@Keukeu45]

650€ for a made in China parka, I don't know guys.

[@diegoyonamine8943]

1st video I'm watching... Interestin' approach into Character Design. Why the colored light inside the recording ( wouldn't be better to dew it in Post Production ? ) . My secondary suggestion is about hook Copywrite to subscription, the current one is unfocused. Overrall; Great Drawing, light joyfull voiceover, potencial to grown on Copywrite and postproducion ! Keep it up ❤

[@danielduesentriebjunior]

I had a school pack with two straps in the 1960's (Switzerland). Isn't the British company/brand Burberry the pioneer for producing clothing with this type of waterproofing (wax)?

[@JeffLogan]

Your saying the company name wrong. Raven is said as rayvan.