- Buyer's Guide
Liking :: Fjällräven
Fjällräven | Liking
Who are they: The story behind Fjällräven began in 1950 when Åke Nordin, a 14-year-old boy from Sweden,was not satisfied with his current solution for carrying and took matters into his own hands. Not everyday a 14yr old starts their own bag company…
Why we like it: There’s loads of brands that want heritage. Then there’s many brands with heritage, that have been stuck with it, and failed to move on. The rad thing about Fjällräven is that they draw on their heritage to continually reinvent it. That’s a pretty rad combination, and one that is frustratingly rare.
Who else might like it: Urban cats looking for some carry credibility. Lovers of the outdoors, hiking and animal lovers. Fjällräven support SEFALO+, a foundation whose goal it is to save the Arctic Fox – which is what Fjällräven means in Swedish.
Where they are: Örnsköldsvik in Northern Sweden. And check for your nearest retailer HERE