Fjällräven opens flagship store
SWEDISH OUTDOOR BRAND Fjällräven has opened its first Asian Brand Centre in Hong Kong’s Fashion Walk, in Causeway Bay. The brand is best known for its Kånken backpack, first launched in 1978. Little changed in the intervening decades, it remains an iconic product, already popular with Hong Kong hipsters. Fjällräven means ‘Artic fox’ in Swedish, and uses the animal in its logo. The hardiness of the fox – a survivor that endures even under extremely difficult conditions – inspired founder Åke Nordin to found Fjällräven in 1960 in his basement in the town of Örnsköldsvik in northern Sweden. Today, the brand is synonymous with durability and with the enjoyment of nature and the outdoors in its home country. Now they hope to build on that with the opening of this flagship store marking their official retail expansion into Asia Pacific. Perhaps as expected, the store is a paen to Scandinavian design sensibility, with a clean and airy look, finished in ash wood throughout. The new store will feature Fjällräven’s full line of products: not just backpacks, but also clothing and camping equipment for men, women and children. The brand says that highlights of the Fall/winter 2016 collection include the Övik Eco-shell Parka from the Eco-shell series and the lightweight High Coast Padded Jacket. The brand’s status back home is enhanced by its outdoor events, Fjällräven Classic and Fjällräven Polar, which attract thousands of participants every year. Now Hong Kong is to get its own Classic event, later in 2017.