Classic Swedish Brand Fjällräven Reinvents Itself In An Age Of Hype Beasts

Developed in Örnsköldsvik, Sweden, in 1960, Fjällräven launched in the UNITED STATE in 2012 as well as became one of the fastest-growing names in outdoor and way of living, specifically for Millennials smitten by classic brands. You’ve likely seen backpacks and also coats bearing the company’s trademark fox (Fjällräven indicates frozen fox in Swedish), and if so, you probably battled to pronounce the business name (for the document, it’s “FEE-ahl rahven.”).

The first Fjällräven merchant opened up in a weak Nolita place in Manhattan in 2012 and also the company currently has 23 North American locations, including a pair of noticeable brand-new areas in Los Angeles. The truth that those two stores are positioned on 2 of one of the most classy roads around– La Brea Method’s layout district and also Abbot Kinney– states something concerning the objective of this “heritage brand name” that as soon as saw polar explorers and also herring fishermen as its base. Put it this way: you’re much more most likely today to spot the brand at Coachella than you are around icy cod.

The brand name is remarkably versatile to current preferences. I have actually observed that sly fox around town at artisanal coffee locations, at my child’s middle school, on hiking tracks. Fjällräven‘s North American Head of state Nathan Dopp claims it’s all part of a strategy: “L.A. represents a leap of faith for the firm because we’re as much a premium style brand as we are an authentic travelling brand name from Europe,” he claims. Los Angeles is the very first retail opening “south of the frost line,” he claims, as well as symbolizes that the label can “express greater than simply first-rate options for outdoors and also adventure types. People currently see this brand as aspirational of an experience, of community, of living a specific kind of life.”

Joe Prebich, Vice President of Brand Name for Fjällräven The United States and Canada, defines that ethos as fair, casual as well as community-driven. “We’ve constantly thought about the brand as a fun, practically secret society. When you see various other people wearing it, you recognize as well as they understand– we’re done in the club, as well as it’s a club where life is excellent.”

The business’s brand name experience offerings– Polar in the Polar Circle, and Fjallraven Standard, a trekking program in Colorado– let fans live the brand lifestyle by joining dog-sledding expeditions, multi-day walks as well as other outside tasks.

Retail additionally has an immersive aspect. Around half the shops in the UNITED STATE as well as Canada have in-store tailoring that allow buyers tweak the fitting of trousers and various other garments. “It’s not just design-centric Instagram candy,” Prebich says. “We’re a 60-year heritage brand name allows you in fact personalize to your job and interest.”

Dopp claims Fjällräven intends to open 3 to 5 new shops in The United States and Canada this year, with the next in Toronto, with as numerous as ten brand-new cities imminent. The North American head office is in Boulder, Colorado.

” There’s a response from the past that a brand name like ours is adrenaline-focused, active manly and also purely useful but that’s changed completely,” Dopp says. “For a great deal of individuals, we’re currently the first step right into the outdoors, as well as we show them that the outdoors can be fashionable.”