Swedish outdoor brand Fjällräven has announced it will be donating €60,000 to one of our associated charities here at Outdoors Magic.

The #2MinuteBeachClean, which is sponsored by our parent company Internet Fusion, is a not-for-profit organisation that supports the cleaning up of beaches around the whole of the UK. The idea behind the project is very simple: you pick up litter for 2 minutes each time you go to the beach (or anywhere) and put it in a designated litter station.

The donation is part of Fjällräven’s Arctic Fox initiative, which was launched this year to support projects and ideas that aim to protect nature and inspire more people to spend time outdoors – on an international scale.

In a public voting that took place on Facebook, Fjällräven’s followers decided which project should receive the largest amount, with the #2MinuteBeachClean gaining the most amount of votes, followed by two other charities Hej Främling and Leave No Trace, which will receive €20,000 and €40,000 respectfully.

According to the #2MinuteBeachClean, the money from the fund will be used to install additional litter picking stations on beaches across the UK, Portugal, Greece and Cyprus and to recruit “#2minute Board Guardian Angels” in the UK, who will act as overseers of the stations in these areas and as a support network for the local community.