Fjäll­räven opens flag­ship store

Action Asia - - NEWS & VIEWS -

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.

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