Fjällräven has slowly but steadily carved itself out a formidable reputation in the outdoor world, hitting the sweet spot between aspirational everyday gear for casual punters and desirable high performance kit for serious adventurers. The Swedish brand’s stuff is admittedly expensive, but the stylish, timeless aesthetics, coupled with its durability and functionality, makes Fjällräven gear highly sought after.
The brand craft kit for three purposes: mountaineering, trekking and everyday outdoor use. Within this trio are seven families of gear, each with their own characteristics. The Bergtagen family consist of high-end mountaineering products; the Keb, Abikso and Singi families are deisgned for trekkers and the High Coast, Övik and Greenland families are more for everyday outdoor: y’know, walking the dog, strolling to the local park or – in the case of TV series Succession’s Lukas Matsson – negotiating major multi-billion-dollar international business deals. The fact that Succession’s costume designers dressed the uber rich Matsson in a Fjällräven lambswool sweater indicates the brand’s upmarket clout.
