Fjällräven threatens legal action against Sweden Democrats over font copyright

The Swedish outdoor brand Fjällräven is threatening legal action against the Sweden Democrats (SD) political party over allegations of copyright infringement. The company claims the font used in the party's election campaign is ‘nearly identical’ to its own ‘Arctic Fox’ typeface and visual identity.

Fjällräven’s legal representatives have demanded that the party cease using the font in posters, advertisements, and on social media by September 1 to avoid further association between the brand and the political party. Fjällräven chairman Martin Nordin stated that the matter is strictly about copyright regulations and is not politically motivated.

In response, SD party secretary Mattias Bäckström Johansson dismissed the claims as ‘nonsense,’ arguing that the party uses different colors and operates in a completely different sector. He maintained that the party will not alter its campaign or recall materials due to the company's demands.