CONSCIOUS HUNTING - Scandinavian Outdoor Group€¦ · point for braces. • Hand pockets and back pockets. • Spacious leg pockets with a specific knife/axe pocket on the right-hand

PRESS INFORMATIONHUNT ING - FAL L / W INTER 20 16

CONSCIOUS HUNTING

ISPO AWARD W

INNER

2016

Lappland Ec

o-Shell

Poncho

MISSION Sustainability – focus on functionality and environment in Fjällräven’s new hunting hardshells

CONSCIOUS HUNTING Sustainable gear for the mind-ful hunter

In 1960, Åke Nordin founded Fjällräven in his basement in the town of Örnsköldsvik in northern

Sweden. Today the company’s timeless, functional and durable outdoor equipment enjoys a global presence and can be found in over 30 countries. Fjällräven’s product range comprises outdoor clothing and ac-

cessories for men and women as well as backpacks, tents and sleeping bags. Fjällräven prioritises acting responsibly towards people, animals and nature and encouraging and sustaining public interest in the outdoors. The company is the initiator of two popular outdoor events, Fjällräven Classic and Fjällräven Polar, which attract thousands of participants every year.

High resolution product images: www.fjallraven.com/presskitFor more information please contact:Andreas Cederlund, +46 70 290 11 90 – [email protected] Fjällräven at: www.mynewsdesk.com/fjallraven www.fjallraven.com

Mission: sustainability – focus on functionality and environment in Fjällräven’s new hunting hardshells

For a long time, environmentally aware outdoor consumers have had to make do with shell garments impregnated with fluorocarbons, despite it being known for many years that perfluorinated substances such as pfoa and pfos interfere with the hormone system and are most likely to be carcinogenic. Even recent alternative impregnation methods with “short-chain” fluorocarbons have been questioned from an environmental perspective.

Years of hard work behind eradicating perfluorinated substances

Fjällräven is one of the few companies internationally who started phasing out fluorocarbons from production methods early on, a project that has taken a number of years. A milestone was reached in the summer of 2015 – for the first time, all of Fjällräven’s products had fluorocarbon free impregnation. And this is the case for the entire range, not only waterproof clothing which was “detoxified” back in 2012, but also for equipment such as backpacks, sleeping bags and tents. The latter are production areas that the outdoor industry traditionally sees as “difficult to detoxify”, and here Fjällräven is at the forefront.

High performance – without compromising the environment

And the company continues on its journey, now focusing on hunting shell garments. After great success with the Keb Eco-Shell series – that has been praised by the outdoor media all over the world and whose Keb Eco-Shell Anorak was awarded with a ISPO Award in 2015 – a sustainable hardshell series is being introduced into Fjällräven’s hunting collection using both the 3 and the 2.5 layer Eco-Shell material.

Lappland Eco-Shell Poncho: Innovative hunting design

Much more than just a raincoat, the Lappland Eco-Shell Poncho maximizes ventilation while being waterproof. Large enough to go over a hunting jacket, but at the same time functional with sleeves, a roomy hood and a practical front flap for protection of hands and water-sensitive equipment such

Fjällräven is committed to increasing the proportion of sustainable materials used in their products, not least in waterproof shell garments. Last autumn’s newcomer, the Keb Eco-Shell series, has been received with great interest – and landed in the spotlight due to its refreshing contrast to the branch’s much-discussed use of fluoro-carbons. For fall/winter 2016, Fjällräven is introducing new Eco-Shell products into their hunting collection. The new Lappland Eco-Shell Poncho has already won two prestigious awards at the ispo winter sports show in Munich in January.





as a scoped rifle. Made from newly developed 2.5-layer Eco-Shell with the outer fabric in recycled polyester and fluorocarbon-free impregnation. The technical values for waterproofness and breathabili-ty are excellent, and the fabric is quiet, flexible and comfortable to move in.

Värmland Eco-Shell Jacket & Trousers: Waterproof is not enough

Värmland Eco-Shell Jacket and Värmland Eco-Shell Trousers are competent 3-layer shell garments that combine reliable weather protection and durability with minimum impact on the environment. Excellent breathability minimizes the risk of getting sweaty and then cold from damp under garments, and there is a whole range of practical pockets and details; a stow-away hood, ammunition sleeve pocket, leg pockets etc. The 3-layer material is comfortable and silent for long days on the stand in unpredictable weather, yet light and pliant so that it will follow every move when the pace picks up.

Straight to the podium

When the Lappland Eco-Shell Poncho was introduced at the winter sports show ispo in Munich in January 2016, it was presented an ISPO Award; one of the leading international design awards for sporting and outdoor goods. The poncho also received a Scandinavian Outdoor Award and was named an “Overall Winner”; selected by an international judging panel of outdoor journalists and retailers from four European countries.

MATERIAL FACTS

Eco-Shell is Fjällräven’s own highly functional shell fabric that stops wind, rain and sleet from getting in while at the same time letting body moisture ventilate out from the inside. Eco-Shell has been developed for sustainability, and both the 3-layer and 2.5-layer fabrics have an outer layer in recycled polyester that has been impregnated without using fluorocarbons. The other layers are also made from polyester, which makes the garments easy to recycle, and they are also climate compensated. The first generation of Eco-Shell garments was released by Fjällräven in 2011.

Fluorocarbons (pfc’s) is a collective name for a group of perfluorinated substances that are used to make rain garments water and dirt resistant. Unfortunately, they also have less pleasant side effects on the environment: They interfere with the hormone system and can affect reproduction in mammals, and it is widely thought that they are also carcinogenic. They are released into the environment when the garments are used and washed, and they can travel long distances with the help of wind or water. Since 2015, Fjällräven has only used fluorocarbon-free impregnation in all its products.

• Waterproof rain poncho with sleeves for easy handling of equipment.

• Roll-up function at lower front facilitates walking around. • Protective flap at the front keeps binoculars, camera or gun

of the rain, and can be tucked into a pocket when not in use.

• Made from durable yet lightweight 2.5-layer Eco-shell in polyester (recycled polyester in outer fabric) with fluorocarbon-free dwr treatment.

• Reinforced at the back and over the shoulders.• Adjustable hood with a small brim.• Spacious kangaroo pocket for things you want to keep

easily accessible.• Press button closure at the sides.• Elastic edging at sleeve cuffs.

LAPPLAND ECO-SHELL PONCHOLappland Eco-Shell Poncho is an ideal rain shelter, offering generous protection with amazing ventilation while being easy to move around in – just what you need when you have to stay at the ready while the rain

keeps bucketing down. A great pull-over garment with smart features that is as handy for wildlife photographers and bird-watchers as it is for hunters.

Lappland Eco-Shell Poncho (90600)

Category: Hunting Sizes: s/m-l/xlMaterial*: Eco-Shell 2,5L: 100% polyesterMembrane: 100% polyesterWater column: 20.000 mmBreathability: 15.000 g/m2/24hWeight: 610 g in size m/l

Dark Olive/ Dark Grey 633-030

Rec. retail price: 379,95 €

Värmland Eco-Shell Jacket (90580)

Category: Hunting – Värmland FamilySizes: xs-xxxlMaterial*: Eco-Shell 3L RS: 100% polyesterMembrane: 100% polyesterWater column: 30.000 mmBreathability: 26.000g/m2/24hWeight: 930 g in size m

Dark Olive 633

Dark Olive 633

VÄRMLAND ECO-SHELL Staying sharp as the weather changes from morning dew to midday rain is

no problem with Fjällräven's new Värmland Eco-Shell Jacket and Trousers. The garments are made from waterproof and breathable Eco-Shell 3-Layer Stretch fabric that makes

no compromises with performance or looking after nature.

Värmland Eco-Shell Trousers (90590)

Category: Hunting – Sörmland FamilySizes: 44-60Material*: 100% polyesterMembrane: 100% polyesterWater column: 30.000 mmBreathability: 26.000g/m2/24hWeight: 580 g in size M

Rec. retail price: 699,95 € Rec. retail price: 529,95 €

• Snug-fitting hood, easy to stow away in the collar when not in use.

• Easy-access ammunition pocket on the left sleeve.• Clip-on radio attachment on the shoulder.• Generous bellows pockets with rifle and shotgun ammunition

holders at lower front.• Ventilation zippers at the sides let out excess steam when

activity levels increase.• Drawcord adjustment at the waist.• Adjustments at sleeve cuffs.• Two-way front zipper with protective flap and press buttons.

• Comfortable and silent 3-layer hunting jacket and trousers offering the highest performance in changing weather conditions.• Made from durable yet lightweight Eco-Shell; 100% polyester with face fabric in recycled polyester and fluorocarbon-free

impregnation. Recycle-friendly and climate compensated.• Four-way stretch gives excellent freedom of movement.• Generous yet articulated cut that has room for insulating layers underneath.

• Reinforced brace zones provide a secure attachment point for braces.

• Hand pockets and back pockets.• Spacious leg pockets with a specific knife/axe pocket on

the right-hand leg.• Two-way ventilation zippers from hip to knee, and

zippers along the calves for ventilation and to facilitate putting on/taking off.

• Pre-shaped knees with openings for knee pads (an accessory) for extra warmth and comfort when kneeling.

Jacket: Trousers:





CONSCIOUS HUNTING: SUSTAINABLE GEAR FOR THE MIND-FUL HUNTER

Fjällräven’s commitment to hunting is reflected in how the brand develops all its prod-ucts: to be timeless and functional and with great workmanship. The company has shown generations of hikers and trekkers how to easily get out into nature, and it be-lieves that more time spent outdoors is positive for health and gives a better quality of life. This accumulated know-how has been directly applied to their hunting series and forms a platform for durability and functionality. And now the brand has taken the category even further with a sustainability approach that appeals to a broad group of hunters and wildlife enthusiasts – outdoor people who share an ethical attitude toward wildlife conservation and ecological fare. And it wouldn’t be Fjällräven without some ground-breaking innovations, such as an award-winning hunting poncho made in Eco-Shell that is suitable for anyone interested in watching birds and animals regardless of the weather. In addition to the Eco-shell products, this season also sees the introduction of a number of insulated hunting gar-ments to Fjällräven’s Sörmland Series. The new garments all use G-1000 Silent Eco made from recycled polyester and organic cotton and waxed with Greenland Wax for protection from weather and wear.

Sörmland Tapered Winter Trousers: For Scandinavian hunting

These simple hunting pants are made in G-1000 Silent Eco, Fjällräven’s functional fab-ric, with tapered legs that slide easily into boots. They are lined with high-loft mesh to just below the knees to keep hunters warm and comfortable on long days on the range or in the woods. Or on the way to the office.

Sörmland Padded Jacket: A hunter’s jacket in or out of the office

Sörmland Padded Jacket is reinforced with G-Loft Supreme insulation for frosty days spent in the field, and equipped with smart pockets and features for both bird hunting and stalking deer. Made from G-1000 Silent Eco, it caters to both your need to move quietly and the environment’s need to stay healthy.

For a hunter, being warm, dry and silent is vital. This is the fundamental goal when developing high-end hunting wear, also for Fjällräven. But as expected with Fjäll-räven, who for generations has kept their unique direction in r&d, it doesn’t stop here. For fw16, the aim to reach modern mindful hunters continues with the addi-tion of Eco-Shell – the brand’s 3-layered, recyclable hardshell, which is both wa-ter-proof and breathable as well as being impregnated without the use of fluorocar-bons. Fjällräven is also introducing a number of insulated hunting garments in its hard-wearing G-1000 Silent Eco fabric, made from recycled polyester and organic cotton.





Sörmland Padded Vest: Versatile warmth

Sörmland Padded Vest offers extra warmth where it is most needed, while at the same time being light, well ventilated and easy to move in. Made from supple polyester with G-1000 Silent Eco reinforcements and light synthetic padding, it is a versatile garment that can be worn as it is on top of a sweater or shirt on mild autumn days, or as a mid layer under a shell jacket in colder weather.

Dark Grey 030

Black 550

Dark Olive 633

• Reinforcements in G-1000 HeavyDuty at shoulders and elbows.

• Two large top-loaded bellows pockets with envelope closure that keep contents in place.

• Leather edging at sleeve cuffs.

• Wind and waterproof hunting jacket in G-1000 Silent Eco with Hydratic liner.• Lightly padded with G-Loft Supreme Compact (40 g/sqm).• Two-way front zipper with protective flap and press buttons at collar and hem.• Two easy-access hand pockets for quick warmth of cold hands.• One Napoleon pocket.• Large mesh storage pockets inside, for storing extra gloves, a hat etc.• Buttoned adjustment at the waist.• Buttoned adjustments at sleeve cuffs.

SÖRMLAND PADDED JACKETSörmland Padded Jacket is a down-to-earth hunting jacket that can also be used as a Monday-

morning-meeting jacket or even a relax-around-the-cabin jacket. Its design is durable and simple, yet with all the basic features you need for a good day in the forest – or any other setting

where you want to embrace the forest mindset.

Dark Grey/Tarmac

030-246

Black 550


• Convenient hood in safety colour that can be stowed into the collar.

• Cut for freedom of movement with a pleat at the back, gussets under the arms and slits at the side seams.

• Elbow patches for extra durability.

Sörmland Padded Jacket (90700)

Category: Hunting – Sörmland FamilySizes: xs-xxlMaterial*: G-1000® Silent Eco: 65% polyester, 35% cotton G-1000® HeavyDuty Eco: 65% polyester, 35% cottonLiner: 100% polyurethaneFilling: G-Loft Supreme: 100% polyesterFill weight: 40 g/m2

Lining: 100% polyesterWater column: 7.000 mmBreathability: 7.000 g/m2/24hWeight: 1290 g in size m

Sörmland Padded Jacket W (90699)

Category: Hunting – Sörmland FamilySizes: xs-xxlMaterial*: G-1000® Silent Eco: 65% polyester, 35% cotton

G-1000® HeavyDuty: 65% polyester, 35% cottonLining: 100% polyesterFilling: G-Loft Supreme: 100% polyesterFill weight: 40 g/m2

Lining: 100% polyesterWater column: 7.000 mmBreathability: 7.000 g/m2/24hWeight: 960 g in size s


Men’s jacket: Women’s jacket:

Dark Grey 030

Black 550

Dark Olive 633

SÖRMLAND PADDED VESTSörmland Padded Vest is a practical and attractive hunting garment in supple

polyester with G-1000 Silent Eco reinforcements for extra durability. Great by itself or as a reinforcement layer; offering a little extra warmth where most needed while being easy to move in.

Dark Grey/Tarmac

030-246

Black 550


Sörmland Padded Vest (90705)

Category: Hunting – Sörmland FamilySizes: xs-xxxlMaterial*: 100% polyester

G-1000® Silent Eco: 65% polyester, 35% cottonFilling: G-Loft Supreme: 100% polyesterFill weight: 40 g/m2

Lining: 100% polyesterWeight: 380 g in size m

Sörmland Padded Vest W (90698)

Category: Hunting – Sörmland FamilySizes: xs-xxxlMaterial*: 100% polyester

G-1000® Silent Eco: 65% polyester, 35% cottonFilling: G-Loft Supreme: 100% polyesterFill weight: 40 g/m2

Lining: 100% polyesterWeight: 340 g in size m


• Two large pockets with flaps.

• Convenient vest made from supple polyester with reinforcements in G-1000 Silent Eco.• Lightly padded with G-Loft Supreme Compact (40 g/sqm).• Two-way front zipper with a buttoned flap.

• Two large bellows pockets with flaps, and with ammunition holders in the right hand pocket.

Men’s vest: Women’s vest:

Sörmland Tapered Winter Trousers (90701)

Category: Hunting – Sörmland FamilySizes: 44-60Material*: G-1000® Silent Eco: 65% polyester, 35% cottonLining: 100% polyesterWeight: 590 g in size m

Dark Grey 030

Dark Olive 633

SÖRMLAND TAPERED WINTER TROUSERS

With timeless aesthetics and a well-fitting cut, Sörmland Tapered Winter Trousers are bound to become favourites for colder autumn and winter hunts.

Sörmland Tapered Winter Trousers W (90702)

Category: Hunting – Sörmland FamilySizes: 34-48Fit/waist: Regular fit/Mid waistMaterial*: G-1000® Silent Eco: 65% polyester, 35% cottonLining: 100% polyesterReinforcement: YesLeg ending: Fixed lengthLeg type: Full legWeight: 500 g in size 38

Dark Grey 030

Dark Olive 633



• Two buttoned back pockets.

• Comfortable hunting trousers with tapered legs that fit easily into the shaft of a pair of boots.• High Loft mesh lining to just below the knees provides extra insulation where most needed.• Made from wind and water resistant G-1000® Silent Eco (recycled polyester/organic cotton) that effectively ventilates out

moisture.• Waist is cut higher at the back for extra comfort when squatting down.• One knife pocket.• Two hand pockets.• Reinforced brace-zones to securely fasten braces.• Fixed length leg endings.• Regular fit, mid waist.

• One back pocket.Men’s trousers: Women’s trousers:

Documents

CONSCIOUS HUNTING - Scandinavian Outdoor Group€¦ · point for braces. • Hand pockets and back pockets. • Spacious leg pockets with a specific knife/axe pocket on the right-hand