Fjällräven a sixty year old Swedish brand is introducing a new color to its Spring 2013 collection. Ochre is the new color which will be applied to most of its signature products including the above Greenland Jacket, pants and a large selections of bags and backpacks. And for those new to the brand, Fjällräven means “arctic fox” in Swedish. Founder Åke Nordin was so fascinated by the arctic fox that he named his company after them. Under a severe threat of extinction, the company has for the past several years funded arctic fox research and other preservation efforts. So keep you eyes out the Spring 2013 collection, your purchases do help in the preservation of these beautiful animals of the North Swedish mountains.