New adventures for leftover fabrics

Fjällräven is proud to introduce Samlaren, an exciting initiative that gives new life to surplus material through innovative use of leftover fabric. Samlaren will feature unique collectible products that will be released in recurring, limited capsule collections. In the Spring of 2021 Fjällräven will launch Samlaren – Swedish for “the Gatherer”.

A new concept rooted in Fjällräven´s commitment to quality and tradition of not letting resources go to waste. The idea behind Samlaren is to create an initiative for sustainability and innovation with the mission to explore circularity and create inspiration for a better and more sustainable future.

All products bearing the Samlaren badge are created using leftover fabrics from Fjällräven’s mills and factories, carefully combined, in numbered limited editions with unique designs and playful colour combinations. All pieces offer the same high level of functionality, durability and reliability that can be expected from any Fjällräven product but with upcycled materials and elevated design. The first Samlaren product drop is a curated collection of re-invented classics made out of surplus G-1000 fabric, including the classic Greenland Jacket in colour block patchwork, the iconic Kånken backpack and updated versions of the tote bag and cap.

"One man's trash is another man's treasure"

Henrik Andersson, Global Creative Director at Fjällräven is responsible for the design of Samlaren. He describes: “The idea is to turn a problem into an opportunity and find new use for leftover material. I like the saying ‘one man’s trash is another man’s treasure’ and with Samlaren we are turning our own ‘trash’ into treasured pieces.”

Christiane Dolva Törnberg, Head of Sustainability at Fjällräven adds: “With Samlaren our ambition is to find new use for existing leftover material and not let anything go to waste. By integrating sustainability as a vital part of the concept we open up for new innovative ideas”.

Fjällräven - a history of circular innovations

Sustainability and innovation has always been at the core of Fjällräven. In 1964 founder Åke Nordin stowed away a roll of fabric that didn’t make the cut during the develop ment of his ground-breaking Thermo Tent. A few years later, the very same roll of fabric was used to make the first legendary Greenland Jacket. In the Spring of 2021 Fjällräven takes further steps on this journey with the introduction of Samlaren, a new sustainable initiative rooted in Fjällräven’s heritage and spirit of innovation.

FLOW PR has been planning and implementing an integrated campaign to celebrate Hanwag’s 100th anniversary and to introduce its its 2021 jubilee hiking boots models.

Exactly 100 years ago, Hans Wagner started making shoes. Or to be more precise: boots. He enjoyed wearing them up in the mountains. A lot. And on a regular basis. Hans Wagner’s mountain boots had to be robust. And resoleable. After all, the hardwearing leather used to stitch the uppers would not wear out. It was only the soles that would wear down over time.

This is why double stitching – with its characteristic two rows of stitches that are visible from the outside – was the preferred construction technique in his shoemaker’s workshop. It meant that the sole could be removed relatively easily once it was worn out, and then replaced by a new one. This meant that the costly, robust leather upper could still give years of service. Hanwag is using exactly the same construction and a particularly robust full-grain leather to make its 2021 jubilee models – in a limited edition with embossed individual serial numbering.

In Hanwag’s 100th anniversary year, the company plans to make some 400,000 pairs of boots and shoes in Croatia and Hungary and to continue production at the company’s headquarters in Vierkirchen.

We are proudly supporting the 2021 Hungarian Year of Volunteering.

The Government of Hungary has announced the "2021 Hungarian Year of Volunteering". Originally, 11 local NGOs raised the idea of a year-long celebration of volunteers and volunteering, and numerous organizations, municipalities, and companies have joined the initiative ever since. We, at Flow Pr are happy to support and be part of the 2021 Hungarian Year of Volunteering together with our clients.

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