Debate on fluorocarbons creates interest in Fjällräven’s new product series

Media’s spotlight has recently turned to the use of toxic fluorocarbons in the outdoor industry. Fjällräven has worked on phasing out these dangerous substances for over five years and today uses only fluorocarbon-free impregnation in their products. “We are pleased this topic is in the spotlight and we have already noticed a big interest in the launch of our top collection Keb Eco-Shell that also uses fluorocarbon-free impregnation” says Martin Axelhed, CEO of Fjällräven.

Recently conducted research has found environmentally toxic fluorocarbons in remote wilderness areas all over the planet. These substances are used for, among other things, surface treatments on rain garments to make them water and dirt repellent. Now the outdoor industry is being challenged to “detoxify” and move away from these harmful substances.
“It is good that fluorocarbons are being placed higher up on the agenda. Here at Fjällräven, we have been aware of this problem for many years now and have been actively working to eliminate them from our production methods,” says Martin Axelhed, Fjällräven’s CEO.
The 2015 spring collection was a milestone in this work as it marked every product from Fjällräven using fluorocarbon-free impregnation. Now the company is taking another step forward and launching Keb Eco-Shell, a seriesof high-performance waterproof shells that have been developed for the lowest possible environmental impact.
The new three-layer shell garments have an outer fabric in recycled polyester with fluorocarbon-free impregnation. All layers that make up Eco-Shell fabric are all 100% polyester, which means that the products can easily be recycled in the future. In addition, Keb Eco-Shell garments are climate compensated.
And the development of “greener” outdoor clothing continues: for spring 2016 the Eco-Shell series is being extended to include rain gear for lighter trekking.
“We are doing our best to stay at the forefront of developing textiles that have a lower impact on the environment without compromising functionality and durability," says Martin Axelhed.

Facts: Keb Eco-Shell is Fjällräven’s new series of shell garments designed for high functionality and the lowest possible environmental impact. The series consists of two jackets, an anorak and two pairs of trousers. Their designs are simple with few, carefully selected details, all to give lightweight yet durablegarments for trekking in challenging terrain. The basis of the new series is the newly developed three-layer fabric Eco-Shell that is wind and waterproof aswell as being highly breathable. The outer layer is made from recycled polyester and is impregnated without the use of fluorocarbons. Eco-Shell has a slight stretch and is made entirely from polyester, which simplifies recycling garments in the future. In addition, all Keb Eco-Shell garments are climatecompensated. www.fjallraven.com/guides/material-guides/keb-eco-shell

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For more information please contact:
Jerry Engström, press relations, +46-(0)70-540 85 77, e-mail: jerry.engstrom@fjallraven.se
Christiane Dolva Törnberg, CSR manager Fjällräven, +46-(0)72-231 35 32, e-mail: christiane.dolva@fjallraven.se