Famed for their iconic backpacks, the Swedish brand gives Sydney-siders a chance to experience their full range.
While the public were able to buy Fjallraven's products via select independent retailers and online, the people of Sydney are now able to experience its unique concept store in the heart of the CBD.
Located at 38 York Street, the store aims to bring a bit of Sweden to Sydney - with the interior designed to mimic a wooden lodge in the outdoors, clad with wooden floors, walls and furniture, not to mention the trees that make you feel like you're in a Swedish forest.
With an entire wall of their iconic Kånken backpacks in a variety of patterns and colours, the store largely hosts its wide range of hiking gear. With its unique Scaninavian design, the clothing is made to be durable and sustainable - made from materials such as recycled wool, recycled polyester and PFC-free waterproofing.
Set in a bustling, city environment, the store is designed to be a quiet oasis for Sydney city workers, offering 'fika' - the Swedish phrase for coffee and cake, every day to its customers for a little relax.
Susan Park, ANZ Brand Manager for Fjällräven says, “We have been looking forward to opening this store for a long time now and we’re so pleased to now be able to offer the Fjällräven experience here in Sydney.
"Fjällräven is perfect for design conscious Sydneysiders looking for a sustainable, non-fast fashion solution for their active lifestyles.
"Whether it’s a weekend hike or a ski trip or just something functional for your everyday commute, there is truly something for everyone.
"The store will offer a tailored range of our award-winning outdoor apparel and equipment with our knowledgeable team to offer their expertise and advice.”