Sweden is home to some of the most extreme landscapes in the whole of Europe, and as a consequence is BREATHTAKING. This means that Sweden is also home to some of the best outdoor brands in the world.

Instagram is the tastemaker of all tastemakers and the brands you don’t see on Instagram are the brands that have not made the cut, have not had the golden double tap of approval. The brands that we do see and interact with on Instagram of the best of the best, loved the world over.

With all the exceptional things coning out of Northen Europe at the moemnt, it is time that we rounded up some of the best Swedish outdoor brands.

Keep reading to find out the Swedish brands that Instagrammers love.


This is one of the brands that you will 100% heard of. All those backpacks you see on your commute, well up to half will be by Fjällräven. Yes the iconic fox branded bags are part of an exceptional outdoor brand.

Hailing from the small town of Örnsköldssvik in Sweden. Fjällräven is an outdoor clothing and equipment company that’s committed to making nature more accessible. Utilising Swedish style, they focus on simplicity and practicality, with the upmost respect for the environment.


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Reliability means that you can rely on your Haglöfs gear to be durable, functional and sustainable. The brand is incredibly confident in its workmanship. They create products that will keep you safe against the elements. They are durable and built to last.

Creating outerwear that will be perfect if you want to climb Mount Everest, or if you are skiing for a weekend in the Alps.


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Tretorn is an innovation driven company with high quality, functional and contemporary products at mind, since 1891. Their outerwear merges the best from their heritage with new innovative and circular fabrics to create the future of responsible outerwear made for urban exploration.

As well as making eco-rainwear and coats that will keep the all elements away, they are also pretty hot footwear. Their trainers are super functional, sustainable and trend lead.


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So WeSC are not technically an outdoors brand, they are a streetwear brand. However, they are so cool they have to be on this list. Based in Stockholm WeSC stands for We Are the Superlative Conspiracy, and creates sporty separates that would be perfect for an active lifestyle.

This youth fuelled brand creates plenty of separates that are trend lead and look incredible all over Instagram.


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Peak Performance

A company formed by 3 skiers, who wanted functional ski clothing that also looked great. The brand focused on simple, cool design; not flashy, but still not boring. Bright colours without crazy patterns, functional garments without it looking like just that.

Peak performance have been the go to for minimal cool designs for the slopes since the 80s and are stocked Armin van Buuren is a fan, then it must be good!


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Icebug make shoes that save the world from slipping – raising the bar for sustainability in the industry and making it easier to get outdoors. Devloping shoe soles with Michelin, one of the worlds most renowned tyre companies. They have created shoes that are perfect for all weathers.


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The Swedish outdoor brands you keep seeing on Instagram

The Swedish outdoor brands you keep seeing on Instagram