Swedish brand Fjällräven have been producing quality outdoor clothing for nigh on sixty years. Favoured by nature enthusiasts and left wing activitists back in its homeland, the label was sought out only by the most obsessive of dressers in the UK for many years. Indeed, it was only really when Fjäll was stocked by Oi Polloi (back in 2002) that its popularity shot through the wife. Overnight the label became seen as the next big thing on the casual scene as many looked to move away from goggled jackets and checked scarves instead preferring a more functional and understated look. Sure enough, Fjäll, though initially stocked by only two UK stores, was appearing on terraces and in shops up and down the country.
I've had various bits of Fjäll take up considerable space in my wardrobe from time to time; it's a brand I keep coming back to. The highlights of this have been the aforementioned Greenland jacket, which is just classic 1960's cool, and an Osaka jacket which I recently picked up for a bargain price and is warm as you like. I've also owned various shirts by them at one point or another.
What you see is what you get with Fjäll – an outdoors brand primarily, they've never allowed themselves to be dictated by what's fashionable at any given time. They tend to stick to what they know; hard wearing and functional gear that doesn't break the bank. The fact they know it very well has seen them produce several classics – the Nordli, the Greenland and the Kanken bags are among them.
The masses seem to have moved on to other things now (with ill fitting and brightly coloured tracksuits that are best left to the 1980's appearing to be the order of the day) and so it's fair to say Fjäll is a label that can hold its own with just about any others in terms of value for money and effortless style.
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