A history of the Fjällräven fashion brand

Developed in Örnsköldsvik, Sweden, in 1960, Fjällräven launched in the U.S. in 2012 and also emerged as among the fastest-growing names in outside as well as way of living, specifically for Millennials smitten by classic brands. You’ve most likely noticed backpacks as well as jackets birthing the company’s trademark fox (Fjällräven indicates arctic fox in Swedish), and also if so, you likely struggled to pronounce the firm name (for the document, it’s “FEE-ahl rahven.”).

The first Fjällräven seller opened up in a weak Nolita location in Manhattan in 2012 and the company presently has 23 North American places, consisting of a set of famous brand-new areas in Los Angeles. The fact that those two shops are situated on two of the most trendy streets in the area– La Brea Avenue’s style district and also Abbot Kinney– claims something concerning the goal of this “heritage brand name” that when saw polar travelers as well as herring anglers as its base. Put it this way: you’re even more likely today to identify the brand name at Coachella than you are around icy cod.

The brand is incredibly adaptable to present tastes. I’ve noticed that sly fox around town at artisanal coffee areas, at my child’s intermediate school, on treking routes. Fjällräven‘s North American Head of state Nathan Dopp states it’s all part of a strategy: “L.A. represents a leap of faith for the business because we’re as much a superior design brand as we are an authentic trekking brand from Europe,” he says. Los Angeles is the initial retail opening “south of the frost line,” he says, and indicates that the tag can “share greater than just highest-quality options for outdoors as well as adventure kinds. Individuals now see this brand name as aspirational of an experience, of area, of living a particular kind of life.”

Joe Prebich, Vice Head Of State of Brand Name for Fjällräven The United States and Canada, defines that principles as fair, informal as well as community-driven. “We’ve always thought about the brand name as an enjoyable, practically secret society. When you see various other individuals using it, you know and also they know– we’re all in the club, and it’s a club where life is excellent.”

The firm’s brand name experience offerings– Polar in the Arctic Circle, and also Fjallraven Standard, a travelling program in Colorado– let followers live the brand way of life by participating in dog-sledding explorations, multi-day walkings and other outdoor tasks.

Retail likewise has an immersive aspect. Around half the shops in the UNITED STATE and Canada have in-store customizing that allow purchasers tweak the fitting of pants as well as other garments. “It’s not just design-centric Instagram sweet,” Prebich states. “We’re a 60-year heritage brand lets you actually personalize to your task and also interest.”

Dopp states Fjällräven intends to open up three to 5 brand-new stores in The United States and Canada this year, with the next in Toronto, with as lots of as 10 new cities imminent. The North American headquarters remains in Stone, Colorado.

” There’s a reaction from the past that a brand like ours is adrenaline-focused, active manly and also totally practical yet that’s transformed totally,” Dopp says. “For a lot of people, we’re now the initial step into the outdoors, as well as we show them that the outdoors can be elegant.”