Late last week, Vancouver saw the launch of another well-known and globally recognized Swedish brand (not of the IKEA variety) with the opening of Fjällräven’s first Canadian store on West Broadway.
On what has become somewhat of a corridor for YVR outdoor enthusiasts looking to stock up on camping, climbing, paddling, and hiking supplies – with MEC, Eco Sports, and Valhalla Pure in close proximity – this new spot at 147 West Broadway makes for a convenient (and stylish) stop. Our VTV team popped by to check out the latest wares on showcase, and had the opportunity to get better acquainted with the brand (beyond the trendy backpacks emblazoned with their signature arctic fox logo).
Originally launched in the 1960s, Fjällräven’s designs knit together rugged aesthetics and functionality with stylish apparel and accessories. With a full line of award-winning designed outdoor-wear – featuring everything from cozy plaid shirts to an assortment of rain-repellant jackets (oh-so-perfect for BC) and well-tailored denim and shorts – and a selection of items from their sister brands – think Handwag, Primus and Brunton – one thing is abundantly clear: Fjällräven is a top-notch destination for anyone looking to spruce up active-wear options for the season ahead.
Party-goers excitedly sipped on craft beer, Swedish candies, and (of course) meatballs as they explored the store, designed to look and feel as authentically Swedish as possible – paying homage to a history rich in natural design. The 3,000 square-foot space features clean fixtures and displays of ash wood and subtle elements of ruggedness that make you feel as though you’ve meandered into a quaint mountainside cabin.
Clothing aside, perhaps the biggest draw to the store’s Vancouver launch was the appearance of surprise guests: four Vancouver Canucks, who were all present to celebrate Swedish heritage and the expansion of the brand to Canada. We had the chance to grab photos of the Sedins, new goalie Eddie Lack, and Alex Edler (as well as score an autographed backpack).
Be sure to stop by and check out the space (and colourful array of outerwear) yourself. Fjällräven is open at 10am daily and located at 147 West Broadway, or preview the Spring/Summer 2014 looks here.