The Forever Fjallraven Club Is Coming To Canada & The U.S.
In Europe, Fjallraven has a loyalty and membership program called the Forever Fjallraven Club (first launching in Germany in 2025). It is free to join, and members earn points through purchases as well as through engagement with the brand, learning about the outdoors, and caring for their gear. Points can be exchanged for vouchers and unlock progression through three membership levels – Bronze Fox, Silver Fox, and Gold Fox – named in homage to Fjällräven’s name and the Swedish term often used for experienced trekkers.
“Many of our customers return to Fjällräven year after year. We want to thank them for that loyalty and also connect more closely; to listen, learn, and become better at what we do.”
This approach reflects Fjällräven’s long-standing culture of openness. In catalogues from the 1970s, founder Åke Nordin famously wrote: “If you’re satisfied with your product, tell others. If not, tell me.” A philosophy that continues to guide the brand today. Members of the Forever Fjällräven Club gain access to a range of benefits, with rewards increasing at higher membership levels. The benefits include access to the Members Only Outlet, invitations to Members Only Events and annual rewards for long-term use of Fjällräven gear.
Although it is not available in North America just yet, Fjallraven has announced that it is indeed coming to Canada and the U.S. the fall of 2026.
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