In Sweden, where winter means months of darkness, summer is a fleeting gift.

With most annual sunlight and warmth packed into just a few months, Swedes make the most of every golden moment.

At Fjällräven, we design our gear to go where the trails aren’t always easy and where adventure takes perseverance.

Reaching the summit is only part of the journey; what matters is doing it with care, leaving no trace, and discovering just how far you can go—because summer is short, but its impact can last forever.

This is a glimpse behind the scenes of how we bring that spirit to life. To create our Spring/Summer campaign, we didn’t just tell stories of adventure—we lived them. Our production team and models hiked the trails, set up camp, and carried their gear every step of the way to capture the real experience of exploring the outdoors.