Fjällräven - Rugged Swedish Style Comes to NYC
Swedish outdoor outfitters Fjällräven are relatively new to the United States having just opened their first store here (above) in downtown New York. However the company is one of the best-known and most highly-regarded makers of fine outdoor gear in the world. The firm was founded in 1960 by Sweden's Åke Nordin, an avid hiker who designed his first backpack at age 14, with the aim of making the outdoors more accessible even in the harshest of conditions. The company, whose name means "arctic fox", has remained loyal to its roots and many of the designs have stayed the same since their introduction in the 1960s. Their rugged, stylish goods do not follow fleeting trends, preferring durability to fashion. The new store stocks everything from Nordic sweaters, down jackets, climbing gear, backpacks, tents, hiking boots and long underwear to $800 hand-forged wooden-handled axes built to last a lifetime.