01 June 2016 12:00:00
Fjällräven: the Swedish pragmatism icon
History of the brand that gained success amongst expedition members and individual enthusiasts
The most popular Scandinavian brand with stores in more than 20 countries is a clear choice for many tourists. There is nothing strange because Ake Nordin a founder of the company was an avid traveller and perfectly understood their needs. The first product appeared due to Ake’s irresistible anticipation of an appropriate rucksack. He personally designed his first rucksack. It was big, wooden framed, with leather belts, made of durable cotton.
In 1960 the rucksack was upgraded (for instance, wood was replaced by light aluminum “future material”) and Fjällräven (Swedish for Arctic Fox) company was founded for official producing and retailing. The word Fjällräven itself sounds like a Scandinavian forest murmurs. Increase in demand was achieved due to the 1963 Act of Swedish Parliament enabled to compulsory 4 week vacation vacation when people went hiking in mountains with convenient Fjällräven rucksacks.
The first product extension was in 1964 when the company launched innovational thermo tent that became a sensation. It had two layers: an external one consisted of durable, waterproof polyester and an internal layer consisted of thin breathing net and polyamide fibers. Its weight amounted to 1.4 kg that was really light while 2-layer technology solved over-condensate problem allowing the tourist to wake up in dryness and comfort even in the forest. Afterwards these tents were used in many expeditions proving their quality.
1968 is the year when the first Fjällräven jacket was designed. It was developed in cooperation with the Greenland expedition participants and projected for alpinists but it turned out that just travel lovers also liked durable and sensible clothing. Initially the material meant for the light tents but it was heavy for them. But it was perfect fit for the clothing. G-1000 (G means Greenland) a fabric received its name after the modification such as wax impregnation, improved wind and water resistance. Nowadays Fjällräven jackets are made of this very material.
Following decade passed smoothly: company launched new categories and extended already existing like clothing for tropics, trousers made of G-1000 and so on. Foundation of the factory for tent and backpack production in 1972 which is today headquarters proved that Fjällräven was on its feet and ready to conquer the new peaks. And they were too close.
In 1978 Fjällräven personally directed by Ake Nordin launched backpack Kanken making life of thousands of schoolchildren (and others) easier. The success was so big that Kanken not only became a Fjällräven distinctive feature but also an icon of Swedish design. You can read about it in details in our article.
Since then Fjällräven spread all over the world becoming favourite among travellers and others. Durable construction, quality loyalty and subdued colour tones emphasized Fjällräven on crowded market of touristic clothing. Their items will remind us about the golden age of inventions and discoveries of XX century with design developed by Ake Nordin decades ago but improved technologies.
You can find an essential equipment for fight with nature and even the city in our catalogue.
FJALLRAVEN Men's parka Greenland Uncle Blue
FJALLRAVEN T-shirt Rock Logo Mountain Grey
UFJALLRAVEN Men's trousers Greenland Olive
FJALLRAVEN Backpack Kanken Royal Blue
FJALLRAVEN Backpack Kanken Leaf Green
FJALLRAVEN Backpack Kanken Warm Yellow
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