In this episode, we sit down with Fjällräven’s CEO Martin Axelhed, to experience the exciting world of Fjällräven Classics, the multi-day hiking events held across the globe. Whether you’re participating in one of these events or simply dreaming of joining, this episode is packed with valuable insights and inspiration. Gain from firsthand experience as Martin shares his personal adventures on the trail, offering practical advice for both novice and seasoned hikers. Understand the essence of Fjällräven Classics – a journey into the unconnected wilderness where you can disconnect from the digital world and connect with like-minded individuals from diverse backgrounds. Discover how Martin, as a very young CEO, successfully transformed the heritage of Fjällräven into a brand that resonates with modern adventurers. Of course we will also speak about Fjällräven’s sustainability strategy in regards to their products and adress the ecological impact of the events as well as Fjällrävens trail ethics. Enjoy this inspiring and informative conversation with Martin Axelhed, and get ready to explore the great outdoors like never before on this transformative journey that combines the beauty of nature with the camaraderie of fellow hikers.