The Arctic Fox Initiative – #2minbeachclean 

We headed to Cornwall with Fjällräven for their Arctic Fox Initiative, backing non-profits making a real environmental impact. There, we met the founder of #2minbeachclean—a movement asking people to spend just two minutes cleaning the beach and use the collection points set up along the coast. Inspired by his love of surfing, he’s turned passion into purpose.

It was a full-on content shoot—photo, video, even underwater filming—capturing the raw beauty of the coastline and the power of small actions making a big difference.