Hailing from the small town of Örnsköldsvik in Sweden, a place where mountains and forest meet the sea, Fjällräven is an outdoor clothing and equipment company that’s committed to making nature more accessible. In true Swedish style, they focus on simplicity and practicality and have the utmost respect for the environment. Since 2014, Fjällräven has been a subsidiary of Fenix Outdoor International AG which is listed on the Stockholm Stock Exchange. Fjällräven means “The Arctic Fox” in Swedish and their products can be identified by their Arctic Fox logo, often found on the left sleeve of their tops and outerwear. The Fjällräven Kånken backpack is Fjällräven’s best-selling product. It was originally developed as a reaction to the increasing number of reports that Swedish school children were developing back problems from their more traditional bags. The lightweight and rectangular yet spacious backpack, which was released in 1978, was Fjällräven’s attempt to solve this problem. It is now sold worldwide in record numbers. Currently, Fjällräven operates multi-country EU and Northern America online sites supported by the Optimizely Digital Experience Platform (EPiServer).