FJÄLLRÄVEN
Role: Creative Strategist
Fjällräven has long been a leader in sustainability — but not yet in inclusion. Despite the brand’s core belief that “Nature does not judge,” studies show a clear gap: people of colour in Sweden are underrepresented in outdoor life due to limited access, visibility and knowledge.
The Challenge.
Make the outdoors feel more accessible and relevant to underrepresented communities — and guide Fjällräven towards a more inclusive brand presence, both internally and externally.
The Work.
I co-developed The Road to Brand Inclusivity — a strategic playbook built around three key pillars:
1. Advisory board – bring in lived experience
2. Internal workshops – re-shape culture from within the organization
3. Community partnerships – reflect inclusion externally
We also outlined creative directions to support the strategy in future brand communication.
