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Fjällräven Urban Fashion65 Artikel
Fjällräven Urban Fashion
Actually, the Fjällräven story began in 1950 when founder Åke Nordin, a 14-year-old boy from Örnsköldsvik in Northern Sweden, was about to go for a trek in the mountains. Spening more time outdoors than indoors, Åke did not like the backpacks that were available at that time, because they were too small and uncomfortable. He decided to take matters into his own hands and built a wooden frame. It was not only more comfortable to carry, but he could also carry more weight. This backpack frame, the support principles of which still apply today, was the start of Fjällräven in 1960. The name Fjällräven means Arctic Fox in Swedish and the name is honoring the small predator which lives in the Swedish mountains in the harshest of climates. From a small room in the basement in Örnsköldsvik, Fjällräven has now expanded, but the challenges are still the same: To find innovative, smart solutions (G-1000 high-end fabric for example), improve material, decrease weight and increase freedom of movement in the clothing you wear and the equipment you carry. This is why you will notice that Fjällräven items do not follow fleeting trends, but represent durability and clean yet stylish look.