Swedish backpack building growing fan base

A Swedish fashion staple since the ’60s, the Fjallraven Kanken backpack is growing increasingly popular in America too.

It’s easy to imagine that the Swedes are scratching their heads wondering how the Fjallraven Kanken backpack has become so popular when it has been a staple in their homes since the 1960s. In the United States, these backpacks have been gaining popularity as they continue to appear on social media platforms.

The bag’s recognizable features catch peoples’ eyes with its boxy shape, large handles and reflective logo, which make this bag unforgettable and downright enviable. 

The Kanken backpack holds its shape so that it always looks presentable, not droopy. With zippers that run down to the base, the Kanken opens like a flap in the front so that everything inside is easily seen. Style and functionality have aligned in this backpack.

Fenix Outdoor, the owners of the Fjallraven Kanken, have taken notice of people wanting to own this bag. In a bold move, Fenix transitioned its operations to make it easier for people to purchase the bag internationally. 

Martin Axelhed, the new executive vice president at Fenix Outdoor, said in an interview on ISPO.com that, “It is interesting that our brand Fjallraven has a greater brand awareness. In the future, we will put much more effort into marketing and online commerce.” 

The company’s transition has made it easier to buy the bag, which means more bags are seen on social media and Fenix’s marketing strategy is working.

And that’s a good thing for the growing fans of this quirky backpack that is now adding deep  and well deserved roots of admiration on this side of the Atlantic too.

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