Challenge
Fjällräven has a special place in Swedish hearts, with its long tradition of functional, durable outdoor equipment and apparel. A major part of the Above team has used the timeless “Kånken” backpack at some point in their lives – and some still do.

We were asked to develop a whole collection for the modern traveller, from wheeled carry-ons and duffle bags to toiletry kits and wallets. The design was to reflect the Fjällräven of today, with inspiration from the days of travelling on dirt roads, not smooth highways.

Approach
Sticking close to Fjällräven’s proud heritage – known for its high-function design and long-lasting products – we also looked to other modern classics, such as Barbour coats, for their timeless feel and materials that age beautifully.

Aiming to create a functional but dynamic mix, we combined Fjällräven’s classic waxed canvas with modern waterproof fabric, moulded zippers and rubberised surfaces. Loving attention was paid to every little detail, with leather-wrapped handles and robust, neatly-stitched seams.

Result
The Travel line’s design is clean and simple, with lines and forms that take their cue from classic models such as the duffle and the weekend bag. Fjällräven’s traditional pared-down look, rugged feel and long-lasting quality has been given a contemporary touch, creating a unique expression that stands out on the market.

The range contributed strategically to the pivotal shift of the brand from "Mt Everest" to "Kebnekajse", establishing pride and confidence in history, knowledge and strength of its' Swedish heritage.

No more hide and seek
Smart interiors with mesh compartments provide quick and easy access to everyday essentials.

Urban explorer
Durable, weatherproof materials and smart, contemporary features make travelling in style a cinch whether through hot deserts or never ending airport terminals.

About Fjällräven
Since 1960, Swedish brand Fjällräven has had one strong driving force: to produce innovative, functional products that make it easier for people to enjoy the great outdoors. Over the years, they have built a strong, well-loved brand with numerous now-iconic products, and are appreciated by generations of outdoor enthusiasts across the world.

Capabilities

• Design Research
• Product Design
• CMF