Fjällräven is one of those gear brands that has achieved aspirational status among lovers of the great outdoors, and attracted mainstream admiration too. Its popular Kånken backpack, originally designed and launched in 1978 as functional bags for schoolchildren, propelled the brand to global renown. Meanwhile, the eagle-eyed among you watching the final season of HBO’s Succession last year might have noticed Swedish tech billionaire Lukas Matsson sporting Fjällräven apparel on more than one occasion. Told you it was aspirational.
However, it’s among outdoorsy types that Fjällräven is most lauded, and it has garnered a reputation for top quality, uncompromising gear. The brand strives to develop outdoor clothing and kit that’s ‘functional, durable and timeless’, with the idea that its products should last its customers a lifetime, serving both them and the planet in the process.
