More than 850 million tons. Enough to fill 425 million garbage trucks. This is the amount of plastic waste projected to be found in our oceans by 2050, according to the Ellen MacArthur Foundation and the World Economic Forum.
Today, on World Oceans Day, Fjällräven introduces its 2021 Kånken Art series, which aims to draw attention to the problem of plastic waste choking oceans worldwide and raise funds for organizations doing important work to reduce and clean up plastics. The new Kånken Art bags and accessories are available for purchase at www.fjallraven.com, in Fjällräven brand centers, and from retailers like Nordstrom and Urban Outfitters.
As part of its Arctic Fox Initiative, Fjällräven donates one percent of Kånken Art sales every year to environmental and climate projects. In 2021, the Arctic Fox Initiative is supporting the Leave No Trace Center for Outdoor Ethics and The 2 Minute Foundation, two organizations focused on educating people about reducing human impacts on natural environments, including our oceans.
“Plastic are everywhere. But they don’t have to be. It is up to each and every one of us to make the conscious decision to reduce single use plastics in our daily lives,” says Dana Watts, executive director at the Leave No Trace Center for Outdoor Ethics. “Fjällräven has been on the forefront of the Leave No Trace Center’s work for the past several years, because we work with brands that share our passion for the outdoors and help to inspire their community to get outside and protect nature. With Fjällräven, we are helping protect natural areas, strengthen our volunteer network, and enhance Leave No Trace education efforts. Together we are bringing Leave No Trace Ethics to outdoor enthusiasts across the globe and leading stronger protections for natural resources.”
“Tons of plastics wash up on our beaches every single day. The greatest challenge we are facing is stopping further unnecessary plastics from entering our oceans,” says Nicky Green, chief operating officer at The 2 Minute Foundation. “Corporations and organizations contributing to this need to be held accountable and change their ways to achieve a cleaner and greener world. The 2 Minute Foundation and Fjällräven have a common goal: to protect nature and inspire people to spend time outdoors.”
The 2021 Kånken Art collection features a design in two color palettes—Ocean Surface and Ocean Deep—developed with Swedish illustrator and animator, Linn Fritz, who used the opportunity to help raise awareness about plastic waste and the health of our oceans.
“I wanted to bring some awareness to one of the biggest concerns facing our oceans and our planet today and therefore, my Kånken Art became an abstract pattern inspired by pieces of plastic,” says Fritz. “I felt such a huge sense of reward the first time I got to see the bag with my pattern printed on it, and it feels even more special knowing that Fjällräven will team up with organizations in order to create awareness around ocean plastics. I hope Fjällräven will continue to use this platform for good and create awareness for different environmental causes in the future.”
The 2021 Kånken Art collection is constructed with Fjällräven’s G-1000 HeavyDuty Eco, a 65/35 blend of recycled polyester and organic cotton. The Ocean Surface and Ocean Deep Kånken Art designs are available in the Kånken Classic (MSRP $100), Kånken Mini (MSRP $85), Kånken Laptop 15” (MSRP $120) and Kånken Sling (MSRP $75) styles. Every purchase will include a trash bag to pick up plastics and other litter from nature (while supplies last). All four styles are now available for purchase at www.fjallraven.com/us/en-us/kanken-art, at Fjällräven brand centers, and online at Urban Outfitters and Nordstrom.
For more information, please direct media inquiries to Senior Account Manager Ethan Peck at 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 quality and timeless design, while staying true to our mission of developing timeless, functional and durable 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.
About the Leave No Trace Center for Outdoor Ethics: The Leave No Trace Center for Outdoor Ethics is a Colorado-based, national 501(c)(3), nonprofit organization dedicated to protecting the environment by teaching people to enjoy it responsibly. The Leave No Trace Center has delivered educational programs in the United States and internationally since 1994. Leave No Trace works to educate, build partnerships, conduct research on best practices, and empower volunteerism. The Leave No Trace Center for Outdoor Ethics provides a foundation to build a nationwide outdoor ethic of critical importance — for now and for the future. For more information, please visit www.lnt.org.
The 2 Minute Foundation: The 2 Minute Foundation is a UK-based registered charity devoted to cleaning up the planet two minutes at a time. They believe that simple, achievable acts can add up to make a great difference. The organisation is responsible for the initiatives #2minutebeachclean, #2minutelitterpick, and #2minutestreetclean. For more information, please visit www.beachclean.net.
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