Fjällräven (pronounced “yell-ra-ven”) is a Swedish outdoor clothing and gear brand founded in 1960 in Örnsköldsvik. Its Canadian arm operates an online store offering durable, functional and sustainable products—such as Kånken backpacks, G-1000 jackets and outdoor accessories—that reflect the company’s mission to inspire people to walk with nature. The brand emphasizes simple design, environmental responsibility and long-lasting quality.

Strengths

Strong brand ethos anchored in sustainability, including durable G-1000 fabric, the Arctic Fox Initiative, care & repair programs, and mindful materials.
Iconic products like the Kånken backpack, known for its practical, long-lasting design and cultural popularity.
Broad product range available in Canada via the online portal (with CAD pricing), including new arrivals such as Gore-Tex jackets, sweaters and daypacks.
Offers an industry-pro program for professionals, and robust customer support including store locator, warranty, care guides and repair service.

Considerations

Physical store presence in Canada is limited; shoppers must rely on the online shop or locate independent outdoor retailers via the store locator.

Summary

Fjällräven delivers durable, functional, and sustainable Swedish outdoor gear to Canadian customers via its online store. Its legacy in responsible design and iconic products like the Kånken make it a trusted choice for nature enthusiasts seeking quality and environmental integrity, despite limited retail footprint.