Fjällräven appoints Simon Reeve as a new Gear Ambassador

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Swedish premium outdoors brand Fjällräven has appointed renowned adventurer and presenter, Simon Reeve, as its newest UK Gear Ambassador.

A leading travel and adventure documentary maker, Simon offers a superb fit with Fjällräven’s brand mission of inspiring more people to both spend time in and protect nature and he will play a crucial role in helping to continue to widen brand awareness within the UK, according to the company.

The link between Fjällräven and Simon Reeve is not new and this role builds on a long-term relationship between the two parties. Over the past few years, Simon has chosen to wear Fjällräven clothing both here in the UK and on his adventures overseas.  Combining a genuine passion for the brand with his role as an inspirational speaker, presenter and writer, for Fjällräven making the decision to formalise the partnership has been an obvious one.

Ralph White, Managing Director of Fjällräven UK, commented: “It’s absolutely fantastic to bring Simon Reeve into our team as a Fjällräven Ambassador. People will see from his documentary and literary work that with the conditions he faces, the gear that he needs is a serious choice for him. Its features, function, durability, and ease of use are exactly the things he looks for. And his appreciation of our ethos and sustainability values makes this new partnership all the more rewarding. As Simon said to us, “It’s the best kit and clothing I’ve found, and I love your attention to detail, your heritage, your commitment to sustainability, and the fact you build to last”

Ralph White continues: “For us at Fjällräven, it’s great to be working with such a lovely person who clearly likes our gear so much that he chooses to wear it for most of his life and work, and is happy to represent us from time to time when he’s not filming. We feel that people will very easily relate to Simon’s thoughts and writings about the gear he uses and this will be incredibly valuable”.

Simon Reeve said: “I’m completely delighted to be partnering with Fjällräven. I’ve been in some tricky, sticky and freezing conditions in recent years and my Fjällräven kit has never let me down. It’s kept me dry in the wet, warm in the cold, and cool in the heat. It’s just brilliant. I am a huge, huge fan of Fjallraven clothing and equipment. I heard about one other fan who loves Fjällräven so much he’s got himself a tattoo of the Arctic Fox, and it’s definitely something I’ll consider if the Fjällräven team want proof of my love!”

More information about partnership activity from Fjällräven and Simon Reeve will be announced in due course.

For more information about Fjällräven visit or find out more about Simon at:


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