Fjällräven has strived to produce sustainable high-quality outdoor equipment known for its craftsmanship, timeless design and durability since 1960, with a mission to inspire the world to walk with nature. Fjällräven encourages people to take their relationship with nature one step further on Earth Day and give back to nature through plogging, the Swedish activity of picking up trash while jogging, hiking, or walking. The brand will provide plogging kits April 22 through April 25 that include a trash bag, a pair of gloves and hand sanitizer at all 33 North American brand locations.
“Nature has a positive impact on our overall wellbeing,” says Fjällräven’s Vice President of Brand Experience, Jean-Marie Shields. “More people are spending time in nature than pre-pandemic. We celebrate people’s involvement and respect for the environment at Fjällräven. We also welcome those new to nature, and we want people to know this is an inclusive space. Plogging is one way we have learned to engage with nature and enjoy time outside in a way that gives back.”
Plogging is the combination of jogging and the Swedish “plocka upp” meaning pick up. Plogging is a way of life for Swedes who were raised on going outside and learning to respect nature. Cleaning up the environment and nurturing the next generation of stewards of the environment through plogging is one way we can leave it in better shape than we found it.
Plogging kits can be safely picked up at any of Fjällräven’s brand centers or outlets starting on April 22. As a small way of saying thank you, anyone who picks up a plogging kit will also receive a coupon for $50 off their next in-store purchase. Ploggers can pick up litter at their local recreation areas or ask store associates for suggestions on where they can give back to nature, but there are no restrictions on location.
In addition, Fjällräven will give away 22 passes to National Parks (US and CAN) on April 26 to help people access nature. Making nature accessible to more people and shining a light on its benefits has been at the core of Fjällräven since the brand’s inception. Hosting events like the Fjällräven Classic—which aim to increase participation in the outdoors and raise awareness of how to act responsibly in nature—demonstrates Fjällräven’s commitment to making nature more accessible.
“National Parks give us a way to disconnect and recharge, but only if they are preserved,” says Fjällräven’s Director of Brand Marketing, Kevin Stayart. “Giving away National Parks passes is a small way we can encourage people to spend time and interact positively with nature. We hope this provides an incentive for people to care for nature and acts as a spark for families planning memorable trips this summer.”
To be entered to win one of the Earth Day National Parks passes, participants must share how they give back to nature on Instagram before April 25. Entrants must tag @fjallraven_NA and @Fjallravenofficial and use the hashtags #longlifelesswaste, #Natureiswaiting, #plogging, #leavenotrace and #earthday. Winners will be chosen on April 26 and entrants do not need to visit a Fjällräven brand center to be eligible to win a pass.
To find a Fjällräven brand center or outlet near you, please visit www.fjallraven.com/us/en-us/customer-service/store-locator. To learn more about the National Parks pass giveaway, please visit www.instagram.com/fjallraven_na/.
Please direct media inquiries to PR Account Manager Ethan Peck ethan.peck@rygr.us.
About Fjällräven: In 1960, Åke Nordin founded Fjällräven in his basement in the Swedish town of Örnsköldsvik. Since then, Fjällräven has made a commitment to durability and timeless design, while staying true to our mission of developing timeless, functional and quality outdoor equipment, acting responsibly towards people, animals and nature and inspiring people to get outside. Today the company has presence in over 30 countries worldwide. For more information, please visit www.fjallraven.com.
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