Swedish Brand Fjällräven Now Catering to the Outdoorsy Urbanite

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You might recognize the white and red circular logo patch for Swedish heritage brand Fjällräven, but there is much more behind the name than that colorful square Kånken backpack. Known for sturdy, lifetime-guaranteed products intended for the outdoors—but equally comfortable on a city sidewalk—the company has expanded its US presence with a new boutique at 304 Newbury Street. The 1,000 square foot space highlights primarily men's and women's outerwear, layering sweaters, and cold weather accessories, including styles that have remained in the product mix since its launch in 1960, with a store design mimicking that of the New York flagship.

In addition to best selling parka styles Yupik and Kyl, there is a waxing station to complement Fjällräven's already famous G-1000 wind- and water-resistant fabric. A rep from the company notes that Boston is a perfect fit beyond the obvious cold weather, citing the region's interest in outdoor life and appreciation for high quality. In addition to its own brand, the store also stocks like-minded lifestyle products (wood eyewear, leather gloves, and handmade Swedish axes among them). Stop in from noon to 4pm tomorrow, Saturday, December 14, for a chance to explore the line and enjoy 30% off all sweaters, discounts on Kånken backpacks, and a free Rucksack with parka purchases over $500. Psst: Students get 10% off, every day.
· Fjällräven [Official Site]