Fjällräven is a Swedish outdoor clothing and equipment company. Its objective is to encourage as many people as possible to discover and take an interest in outdoor life. 
It manufactures functional products, just like its flagship product, the Kånken backpack, which has now become very trendy among young urbanites around the world. However, most people know the brand for its colorful and trendy backpacks and not for its values and commitment to nature.

How do we inspire more people to experience the outdoors and explore the wilderness according to Fjällräven values?
Through this project, we will highlight the values of Fjällräven in a perfectly Swedish style with an emphasis on simplicity and practicality. I have created a magazine which will be released on the occasion of Fjällräven‘s 60th anniversary in January 2020.