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Swedish outdoor brand Fjällräven to open SA flagship at V&A Waterfront

Fjällräven will be opening up its flagship store in South Africa at the V&A Waterfront in Cape Town. Founded in 1960, Fjällräven is a Swedish outdoor brand, which creates products for outdoor adventure.


Inspiring outdoor living


“We are excited to inspire South Africans to enjoy the outdoors with our premium and quality outdoor wear and gear,” says Davide Locatelli Rossi, Fjällräven South Africa spokesperson.

“Fjällräven is not about being the first or fastest, but rather about creating durable, timeless clothing and equipment that lasts for generations and allows everyone to enjoy nature at their own pace, which is what we believe will translate to South African users.”

He says that opening the flagship store comes off the back of the response of South African users who have “fallen in love with the Fjällräven Kånken” since it was introduced to the market through retail partnerships.

Kånken was first created in 1978 to help prevent back problems that were emerging among Swedish school children. Two A4 school binders determined its size.

Durability and sustainability


The bag’s design made from durable, water-resistant fabric Vinylon F and has an additional advantage from a sustainability perspective.

There is almost no waste when the pattern parts are cut from the fabric. The shoulder straps are made from a single long piece of webbing that is integrated with the back handle, a detail that also contributes to increased sustainability.

Besides the Fjällräven Kånken, the South African store will offer daypacks for trekking and everyday use, jackets, trousers, t-shirts, and other clothing made for everyday wear, travelling and the outdoors.

The Fjällräven Re-Kånken Mini is made from recycled plastic bottles and can be adjusted to fit both children and adults.

Furthermore, proceeds from the sale of selected Fjällräven products are donated to the environment and climate projects under the brand’s Arctic Fox initiative. The Arctic Fox, which is the Fjällräven logo, is native to the brand’s home country and its existence is threatened by climate change.


Durability and sustainability are cornerstones of the brand’s ethos. These aspects are considered in product designs, when choosing materials and when deciding where to produce Fjällräven clothing and equipment.

The brand also walks the journey with its users by supporting and sharing knowledge on how to best care for their equipment to ensure that their products last for a long time.

The brand has collaborated with Just Like Papa, a Cape Town outdoor store based in the popular Harrington Street that specialises in curated collections of premium-quality adventure products. Sole distribution rights for Fjällräven products including all brands under the Fenix umbrella are held in South Africa by 187 Distribution PTY Ltd.

Fjällräven SA can be found at store number 209 on the upper level of the V&A Waterfront.
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