Two brands. One shared commitment to environmental responsibility and performance. An exciting collaboration is on the way…and it has been a long time coming. Sign up to stay tuned about the collaboration: https://lnkd.in/dhZZajMF
Saying that Gore-Tex has a “commitment to environmental responsibility” is just a lie. Don’t gaslight us Fjällräven I can see why Gore-Tex would want to partner with you: greenwashing. What I don’t see is why you would want to partner with such a documented poisoner of the environment. https://www.backpacker.com/news-and-events/gore-tex-claimed-its-products-were-free-of-pfas-a-class-action-lawsuit-alleges-otherwise
From a sales and marketing perspective it makes a ton of sense. Partnering with GORE-TEX Brand will know doubt lead to more sales, it’s like asking for a Kleenex to blow your nose. The majority of people walk into outdoor stores and ask for it by name and will not be persuaded to buy something else. It WILL lead to more sales for Fjällräven in a space where they are weak. Eco-Shell was ok, but not great. It’s certainly disappointing to see an eco warrior brand get into bed with a company perceived as "evil" (W. L. Gore & Associates) but from a business point of view it’s a great move. As a savvy eco conscious consumer I would have rather seen them work a new better eco friendly version of eco shell and market it to go head to head against the new gore Tex ePe. As someone who works for a brand (Level Six) that competes against other brands using gore tex it would be hard to say no if a licence to use Gore Tex was available. We have taken the route to update our waterproof breathable fabrics for 2026 to be PFAS free and perform on par or better then Gore Tex ePe.
Well done!
Et tu, Brute? 🤔
Not the way to go, the G1000 together with wax is so much better, better for the environment, local nature, and your skin which then can breath… Dissapointing.
Zzzzzzz
You have my attention, curious to know how you made this work in terms of environmental responsibility...
Versatile and Driven Professional | 10+ Years in Procurement & Vendor Management
2moPlease don’t be Gore-Tex. I’ve loved Fjällräven for years specifically because you didn’t work with Gore-Tex. Your core conscious audience would dislike this. Despite their claims since 2022 that they are PFC free, Gore-Tex products still shed PFAs during use and they have engaged in greenwashing to conceal their environmental impact. There is ongoing litigation against them. Gore-Tex also doesn’t degrade, so we will soon have a bunch of people who hike twice a year, buying all Gore-Tex, then throwing it away after the next fad comes out. Then their Gore-Tex products will sit in a landfill for hundreds of years slowly leaking PFAs.