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Swedish label Fjällräven prides itself in being the main provider of outside gear in Scandinavia. With sustainability forming the muse of its identification, launching its newest capsule assortment and zero-waste initiative titled Samlaren, Swedish for “The Gatherer”, got here as no shock for the heritage model.
Based in 1960, Fjällräven continues to be a pioneering pressure in conscience innovation of trekking and outside gear. Initially created in 1978 as a schoolbag, the model is arguably most recognized for its iconic Kånken backpack. Celebrated for its sturdiness, it has since traveled the world beloved by its customers from the wear and tear and tear of faculty to the intense terrains encountered by explorers.
Possessing a design philosophy specializing in performance, bodily sturdiness, emotional sturdiness and repairability, the model not solely constructs long-lasting merchandise to permit the buyer to develop a memorable affinity for every garment but additionally teaches you the best way to preserve them for longer. Discovering the proper stability between these elements, Samlaren goals to breathe new life into surplus materials leftover from Fjällräven’s personal mills and factories to transform a few of its traditional silhouettes.
Talking on the stability between timelessness and design, Head of Sustainability Christiane Dolva Törnberg says “One of the vital underappreciated however most vital sides of sustainability is longevity. The very best merchandise are those that final. Through the use of supplies which might be robust and fulfill our strict necessities on high quality and sturdiness we be sure that they’ll final a lifetime, hopefully even a number of lifetimes. And by designing our merchandise to be timeless, we ensure that they don’t exit of style.”
After realizing the severity of the environmental harm of PFC impregnation, Fjällräven determined to ban the dangerous chemical from its whole assortment virtually a decade in the past. The thought of upcycling, nonetheless, may be traced again to its conception when founder Åke Nordin saved unused elements of the model’s signature G-1000 materials through the improvement of its Thermo Tent. This leftover cloth was in flip upcycled to supply the primary iteration of its iconic Greenland jacket in 1968. Now, 53 years on, Fjällräven introduces this course of as a staple to its collections.
Famend for performance and sturdiness in any unpredictable outside situation, cautious concerns have additionally been made to permit Fjällräven to undertake this extra materials on its zero-waste mission with out compromising the model’s reverence. Due to this fact, the upcoming Samlaren line will proceed to drop as capsule collections in restricted portions, numbered for collectibility and all dependant on availability.
For the inaugural launch, it’s solely proper Fjällräven revisits a few of its traditional kinds together with its Greenland jacket which began the journey, the enduring Kånken backpack, a number of tote baggage and a cap. Because of the shortage of the materials, revolutionary design options similar to channeling a shade block aesthetic to mix-and-match the supplies unifies the modernizing of those heritage items for appropriate use in each city environments in addition to outside expeditions.
The primary Fjällräven Samlaren capsule assortment might be obtainable to buy on March 1 on the brand’s website and choose retailers.
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