The iconic Swedish heritage outdoor brand, Fjällräven, has officially launched their flagship store right here in the Mother City. Capetonians can visit the V&A Waterfront to purchase products from this famous, sustainable brand.

The brand has been producing high-quality outerwear, apparel and gear since 1960, and are most famous for their iconic backpack, the Fjällräven Kånken. What began as a simple design to alleviate back problems for Swedish school-going children has grown immensely. The Fjällräven Kånken is now the best-selling backpack in the world, loved by children and adults alike.

What makes Fjällräven different to other brands is their commitment to sustainability. All of their products are created using sustainable materials and designed to last. In this way, they work with nature rather than competing with it. Proceeds from selected sales are also donated to worthy environmental causes to combat climate change.

Fjällräven South Africa spokesperson Davide Locatelli Rossi believes that the brand will do very well in the country because of South Africans’ love of nature.

“We are excited to inspire South Africans to enjoy the outdoors with our premium and quality outdoor wear and gear,” says Davide. “Fjällräven is not about being the first or fastest, but rather about creating durable, timeless clothing and equipment that lasts for generations and allows everyone to enjoy nature at their own pace, which is what we believe will translate to South African users.”

Products customers can expect include daypacks for trekking and everyday use, men and women’s jackets, trousers, T-shirts, and other clothing made for everyday wear, travelling and the outdoors. The Fjällräven Re-Kånken Mini, made from recycled plastic bottles, will also be on sale.

Fjällräven SA has collaborated with Just Like Papa, a Cape Town outdoor store that specialises in curated collections of premium-quality adventure products. Their products will be available for purchase inside the flagship store.

Fjällräven SA can be found at Store number 209 on the upper level of the V&A Waterfront.

Picture: Supplied

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