Retail Spotlight: Fjällräven

STORE: Fjällräven

CITY: New York

SINCE: 1960

FOUNDED BY: Ã…ke Nordin

BRANDS CARRIED: Dale of Norway, Gränfors Axes, Woolpower Baselayer, Hanwag Boots and more.

WHY WE CO-SIGN: We must admit, we aren't the most experienced at taking trips into the wilderness. But if we were going to venture out, our first stop would be at Fjällräven to get properly outfitted. Located in NYC's Nolita area, the newly opened 1,700 square foot basement shop gives off a military vibe with its super organized shelves and racks. Unlike most retail spots that are also brands, they carry other quality outwear brands like Hanwag, and Woolpower which lets us know they care more about the customer than whats in their wallet.

Founded by Ã…ke Nordin over 50 years ago, Fjällräven's first product was a game changing backpack and they've been front runners ever since. Dedicated to creating and selling products that provide comfort as well as functionality, the shop/brand continues to stay relevant among all the younger technical outdoor brands. Yeah, having your iPod play music through your jackets hood is cool, but freezing to death while listening to Kanye rap about the good life isn't exactly our idea of fun. That's why we ride with Fjällräven, we value our lives way more than our music and so should you. So keep reading to peep an interview with the brand publicist Michael Williams and some pics of the store and its most popular items...

MOST POPULAR ITEMS:
GREENLAND JACKET
Click here to Buy It Now at Fjällräven, $350

KÃ…NKEN DAYPACK
Click here to Buy It Now at Fjällräven, $80

Complex: Whats aesthetic are you driving for you in your store?
Michael Williams: Swedish wilderness, minimalistic yet comforting.

Complex: Are there any collaborations in the works?
Michael: We actually just finished a collabo with Ace Hotel. We did a special mock up of the classic KÃ¥nken Backpack.

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