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Laxaþjóð | A Salmon Nation

Our relationship with nature not only defines our history, it shapes our future, too. Yet beneath the surface of Iceland’s fjords, an industrial fish farming method threatens to destroy one of Europe’s last remaining wildernesses. Laxaþjóð | A Salmon Nation tells the story of a country united by its lands and waters, and the power of a community to protect the wild places and animals that helped forge its identity.

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We do our best to process and ship orders within 1-2 business days (Monday-Friday, excluding holidays). We kindly ask that you choose standard shipping where possible to reduce our environmental impact. If you have any questions about your order, you can reach out to our Customer Service team and we will be happy to help.

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Jenni Swadding

Country Manager Sweden, Denmark, Finland & Baltics

Start year: 2020
Work location: Stockholm, Sweden

Why do you work for Patagonia?

Before joining as an employee, I had already been working with the brand (as an external partner) for the last ten years. During this time, I discovered that Patagonia and I share the same values. And here I have the opportunity to do my part to save our home planet. Of course, the products we build can also really make a difference - both in terms of environmental impact and when, as a customer, you are wearing them outside.

What is your number one piece of Patagonia gear?

A Knifeblade pullover that I bought in 2012. It’s very versatile - perfect for hiking because it has good ventilation. And, with the right layers underneath, it keeps me warm and keeps the cold wind out.

What do you like doing outside of work?

Being outside, hiking and trekking in the forest. I love to see how the forest ‘changes its clothes’ during the different seasons. Another of my favourite things is observing animals and birds in the wild, in their natural habitat. And cooking outside, over an open fire.

How has working for Patagonia changed you?

I take more responsibility for what, and how much, I consume - for example, what kind of food I eat, where it comes from and how it is produced. It has driven me to look for ways I can make a smaller impact on the environment.

Who is the most memorable person you have met whilst working at Patagonia?

Ryan Gellert (Patagonia’s global CEO who was the General Manager for Patagonia EMEA until 2020). He elevated the brand in Europe to a totally new level and has made sure we never forget our mission: to save our home planet!

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