Here’s How Swedish Brand Fjällräven's Backpack Became A Global Icon

[@Sauromannen]

I have had my Kånken since the mid -80`s and it is still going strong. Even the included insulating seat pad is holding together. We have used it the last 25 years as the ”family pick-nick bag” and it will likely do so the coming 25 years. Amazing quality.

[@jordanwilliams1546]

Wow

[@aprescoups4593]

🧢

[@RChannelst]

Impressive

[@jenht3260]

Anyone ever seen how their bags are made? Pretty amazing process and gives you a great understanding on the price tag.

[@boltywolty123]

Link?

[@PaulHo]

Kånken is definitely cute and stands the test of time, but we're really missing the ball on how it's a gateway drug into the wonderful world of Fjällräven and all their other packs, jackets and accessories. I don't have a full on Abisko tent and Singi sleeping bag (yet), but their jackets are lovely and then the underrated Raven bag will suit many people better than the Kånken.

[@xtinalucia3684]

I have their grey ball cap and hiking leggings, they’re very well made.

[@PaulHo]

@@xtinalucia3684 I've been scoping the Abisko Trekking Tights for over a year now but haven't jumped yet. 😬

[@christinalucia6321]

@@PaulHo I caught a sale ! The reinforced knees and bum are great!

[@joekelly9369]

Its cute although NOT GREEN, no such thing as green recycled polyester , it involves poisons bleaches and much more none degradeable waste !!! How green is that , then made in vietnam by minimal wage workers to be sold and badges like its swedish ! Sold for a fortune

[@PaulHo]

@@joekelly9369 a lot of apparel and soft goods manufacturing in Vietnam is actually on ethically run and sustainable factories, most meeting B-Corp standards for fair wages and sourcing transparency. Recycled polyester is still less of an impact and resource intensive than raw polyester, even Kånken bags are mostly made with vinylon which is still synthetic but more durable than regular nylon, which minimizes replacement.

[@jaspeb9553]

The Kanken was big in my college days and i refused to get one (since everyone had one). Now I do own one as well and i must admit it is quite practical. Luckily for my inner hipster they became also a lot less popular (at least in Europe). Got mine for around $50 as well. ✌️

[@nomusician4737]

I still use the same Kånken I borrowed from my mother in first grade back in 1986. She bought the bag in about 1975 so it's almost 40 years. It has been used more or less daily since at least 20 years and are still as new. The only thing that has even broken is the main zipper and the Fjällräven store fixed it for free.

[@GGTanguera]

1975 was 50 years ago 😅

[@nessa6952]

I’ve had my bag since I was 13 or 14 and I’m 20 now and it’s doing great!! It’s also my fav bag to bring snacks into the movie theater lol

[@EenaJay]

Who would've guessed that Fjallraven's North American CEO is Ryan Reynolds! 😜

[@drewconway7135]

Came here to say exactly that

[@nanapabi]

😂😂😂😂had to look again

[@ivak8988]

Just for the brand image i guess

[@Shy-807]

The Vinalon fabric used was invented in North Korea!

[@jemajoy8839]

I like the concept of the bag. It meant to help school kids. That's why I think It became popular. If the core of a business is meant to help people and the earth, it will be always grow into success if they dedicate for it.

[@MicheleBohmke]

I just bought one today, a really pretty blue with pink embellishments. Just the right amount of pockets, the pack itself isn't too heavy and it rides up high on my back. I spilled coffee on it and it wiped right up. I've been carrying packs for a long time and this is by far my favorite.

[@daniellmarcussen2599]

Here in Scandinavia we all had these back in the 1970's and 1980's. It was the school backpack of the people.

[@FinancialShinanigan]

Just like Carhartt and Patagonia, Fjällräven is now a status brand.

[@noisetrade6130]

only having itmes of these brands, shall i feel offended?

[@good-tn9sr]

I don’t think it’s at that status yet.

[@lovelyfluer]

I’ve been wanting one since i was 14 and I’ve finally purchased one for my 18th this year

[@shiamaria7913]

It’s just amazing! I have one that it’s the best backpack I ever had and I also gave one to my dad and he adores it! He said that he was looking for backpack like that for a long time, he even got some that were more expensive and not that good! My dad has been using it a lot since like 4 years ago and he is very pleased.

[@cyd6548]

Just came here to hear how the brand is pronounced

[@Nana_S_T]

Don’t take advice from this video please 😭🤭

[@KingDayDayDay00]

She's pronouncing "raven" wrong. It's RAW-VEN

[@joakimolin5456]

As a Swede I was hoping they had done some research and knew how to pronounce it properly…it’s fun to see something being big in my childhood returning on so many people’s backs.

[@baraki808]

I was confused as well how to say it.

[@LazyStory]

Why? Americans can't even speak english. So why would anybody think they can pronounce a swedish word?

[@therealdavidleong]

Anyone remember when Herschel backpacks were cool, even though they were basically more expensive Jansports? And then Target started selling knockoffs lmao, that's when you know you've become mainstream

[@283nickle]

never heard of it. and now im sure I will start noticing it everywhere.

[@SterlingSigurdsen]

If you have been going to WDW Epcot and the Norway 🇳🇴 pavilion in particular since the early 90’s you would have seen these with the Nordic kids there and selling in the shop there.

[@zzsofi1552]

I have a re-kanken and it's one of the best quality bags I have ever seen. Also you can fit like anything in it. Best purchase ever. (Been using it as my everyday and travel bag for years now.)

[@superflyingkick1233]

I bought one on sale for 42 euro’s, and I’m already loving it 😍

[@BarryB.Benson]

They’re not very mainstream here in Canada but they’re slowly getting there. About 4 years ago they were a cult-like fashion piece with people just knowing about them *if* they knew about them, but now I’m seeing them quite more often in Ontario

[@the-chipette]

I’ve had mine since 2016 as a gift from a Danish penpal and am happy to see them taking up popularity here!

[@uhrologe2596]

Actually almost everything they said about this brand have been also said to Eastpak Backpacks in the late 90's.

[@Jepolla]

Yes, I handed down mine to my younger brother after using it for 10 years. I remember that when I bought it, it had a 25-year warranty

[@DemetriPanici]

That is one smooth looking backpack

[@noisetrade6130]

bru you b literally everywhere

[@Kat-ef9jd]

It's been my dream bag for so long and finally decided i will get the mini just have to choose the color now

[@thatstotallyrad7339]

I personally love the pink color!

[@Kat-ef9jd]

@@thatstotallyrad7339 i got the spicy orange color. Don't want neutral so i think it will go with every color outfit. Yellow is my personal favorite but not for everyday use

[@bellman1094]

As a swede you get insulted by the pronunciation😂

[@kristofferhellstrom]

It's a hard word :P

[@holistic7980]

😅 but they're not Swedish so...🤏

[@bellman1094]

@@holistic7980 Americans don’t even try

[@alizesavim5688]

I have one and it's the best purchase I've ever done. Back pain? No more👌

[@lynseelyz]

2:11 and 2:42 are limited edition collaborated with Acne Studio. Can't find it anymore.

[@fortesting5147]

Other than bags Fjallraven is huge in the camping/bush craft community for their pants. I own the Vidda Pro and it's a tank. It's expensive but I have no doubt will last me another few decades!

[@Zydia]

"outdoorsy roots" Fjällräven is a outdoor brand and they do make that clear allot.

[@parrotcracker6629]

I really would like to buy a Fjallraven backpack but I really lean towards convertible bags because sometimes I get tired of carrying my bag on my shoulders or back and like to switch from time to time. I’ve seen some of Fjallraven’s convertible bags but just haven’t fallen in love with them. The designs for them just doesn’t have that box shape the kanken does. And I like a shoulder sling strap rather than tote straps.

[@Thebreakdownshow1]

For me when I see this bag my mind just goes hippie and I had never seen these bags till recently. That’s how my merch should be lol

[@Mani-cp7tv]

They were popular back in like 2016. Everyone in my high school had them

[@Mani-cp7tv]

Speaking on the U.S

[@annchee1329]

Are they all authentic if purchased from the company instead of via Amazon? I read some of the reviews that they are fake?

[@profitble]

"Investment" bruh so it grows in value over time?

[@shannonjohnson4314]

Lol 😂 exactly your investing in the trend until it's no longer the trend

[@TheMystery51]

I've come to notice that's how people rationalize bad purchase decisions. It's an investment.

[@kiksgreebo147]

No it's an investment cause you buy it once and itll last you for many years. won't have to buy a new one every year

[@MayorSom]

Most 12-18 girls wear this. It’s Apple of teenage girls rugsack. They usually have the exact same outfit too. Eastpak is on a league of its own

[@NFLjunk79]

It's rucksack! not rug(s) but ruck from German Rücken=Back.

[@good-tn9sr]

Jansport>

[@nicolebrinkman6413]

That Superfan girl seems so cool! She has so many of the bags😅😅

[@mariamariner23]

I like it visually and functionally like its great for my back

[@mfcoom9485]

I have their helags cap and worn them on many outings, they work great. Im 6’2” 240 lbs, so their iconic pack is wayyy too small 😂

[@heidelbergaren5054]

Oh come on, they are not handed down and a life long investment. You wear them out in 5-10 years. Color fades and the zipper breaks - but until then they are fantastic. Our family has had 10-12 backpacks, two tents and other outdoor clothing

[@sandeepraiphotography2111]

Never heard of it but will definitely keep an eye now and check it out.

[@Sauromannen]

It is made with high quality and the material is extremely durable. You won’t be disappointed.

[@sandeepraiphotography2111]

@@Sauromannen thanks! That’s great to know.

[@torley]

Where are the shots of the smiling Asian woman from? Is it another promo video? This video keeps cutting to her, like @ 1:55 and 4:14

[@colliedogjoy]

Their trousers are the best!

[@halokiller711]

I've had mine for about 10 years since when i started high school. Wore it through college and that was when I saw other people wearing them, sadly the VSCO basic stereotypes are true about them. But I have always loved Fjallraven and my bag has survived alot of abuse which Ill be selling soon so I can buy a more masculine pack from Fjallraven.

[@patriciaetienne5070]

I prefer JanSport backpacks. I can carry heavier items and it’s padded. I travel with it, go to work with it and even the beach sometimes. I love it.

[@NedFlanders39]

Check out the fjalraven ulvo, might be perfect for you. Comes in 2 different sizes as well

[@neilmenon8943]

My JanSport from 20 years ago still has not failed.

[@krokodilen31]

Personally i like Thule backpacks and the Osprey's.

[@timoooo7320]

Yeah this kanken bag strap isn't even padded, I can feel my shoulder hurting just by looking at it

[@krokodilen31]

@@timoooo7320 well is a early 70s design ppl were more sturdy back then :)

[@kiriiniewe7155]

Bought a backpack for $2 dollars at Vinnies ten years ago. Still in good condition 😁

[@kaijaful]

I saw those my whole senior year in high school & that was at least 5 years ago lol. They're cute bags but I've seen so many rip offs, I guess the hype has simmered down.

[@Alexis_Splatoon]

My mom ordered mine yesterday for Christmas :)

[@harmonjp2714]

How much does this bag cost in usd?

[@theinstantproject4983]

"from Europe"...made in a Factory in Vietnam ,)

[@SAnderson54]

Am I the only person hearing about this brand for the first time?

[@sandeepraiphotography2111]

Me too

[@zachwesterhoff]

I’m waiting for the happyteeth backpack episode!

[@gabriels.8101]

2:48 the girl made a custom bottle pocket of course

[@loufadoros20]

Idk but not a big fan of the brand, but truly successful . In Sweden I can see it everywhere

[@ShoppingwithRina]

Oh nice

[@julien3949]

5:20 they're coming from Vietnam

[@justwatchingrandomly]

This brand was so 5 years ago back in Asia? Is it really just getting popular now here?

[@junreaksaa]

Now i know how to pronounce it, Yalraven. I have one btw.

[@peterpiper5300]

its just scary to use backpacks because of pickpockets specially in crowded areas.

[@TomNook.]

Brands make us into zombies

[@williammarulandamorales4319]

I have been watching some videos and I was thinking about investing, but still don't know where to start from?

[@kamilafabian3115]

我也想开始，但我不知道该怎么办

[@zuza6000000]

I am not sure about the US but in Europe, Fjallraven is already so 2016-17. :-P I don't see many people with those anymore.

[@lovelyfluer]

Oh definitely it’s not as trendy as it used to be but occasionally you’ll see someone with a kanken.

[@blainegabbertgabonemhofgoa6602]

In California I don’t think I’ve ever seen one of these and I never heard about them

[@kiksgreebo147]

So you're prob one of those people that buy trendy stuff and just throw them away after a year max when they've gone out of style hey. Just wish people would consume more mindfully

[@zuza6000000]

@@kiksgreebo147 😂 ok, Karen..OR maybe, just maybe I work in marketing and I’m passionate about the topic of branding and trends and how they move geographically with time. 😜

[@kiksgreebo147]

@@zuza6000000 ah yeah.. Just the kind of reply I would expect from an ignorant person that doesn't care about overconsumption and sustainability

[@motherhoodsbeauty9279]

We all want umbrella backpack.

[@fl3661]

The bag of choice for Chinese international students.

[@stanbalo]

Is this brand still hot?!?! It was a thing maybe in 2017 but it has a Japanese competitor named Anello which is way much cheaper..that's the brand that is more popular here in Asia

[@kokonana4086]

It's a bit pricey and it screams I'm Gen Z to me.

[@drlove994]

Only clicked to see how the brand name was pronounced.

[@krokodilen31]

In the 70s fjällräven kånken was used by the dork's the cool ppl had a Salomon 😉

[@ffd1229]

“They come from Europe’’… and what that means?

[@MicheleBohmke]

Imported awesomeness.

[@naveenkumawat4039]

I have 3 of Fjällräven backpack!

[@sevenhenson3926]

It's already kind of out of fashion in Singapore

[@CharmingAthens]

Never seen this in the US

[@GetOmerHere]

Does the hype still stand?

[@JogBird]

whats a binder?

[@mosulman7773]

Åke is pronounced “Oh-ke”. The letter å is pronounced “o”.

[@theinternetsavedmylife]

I love how people throw the word "investment" around these days like they get any profits from the overpriced consumer goods they buy

[@schlomo789]

Never heard of it. And why am I watching a long commercial willingly

[@nickspassmore]

Your choice, wasn’t it?

[@ppoint432]

It costs so much for the little space it can hold.

[@NFLjunk79]

Doesn't matter to women, they'll buy a purse for 500$ that only holds a smartphone and some tic tacs 🤣

[@good-tn9sr]

@@NFLjunk79 facts and they look so ugly too 😭

[@Nick-un2cq]

They aren’t expensive wtf?

[@good-tn9sr]

@@Nick-un2cq $70+ for a book bag is considered expensive when compared to brands like Jansport which are $40+ and more durable. They may not be expensive in the traditional sense but relative to the competition for the majority of consumers they are. For example, I use mechanical pencils from Rotring exclusively (the Rapid Pro line), which cost me $50 for each of my 2 pencils. Most people will consider that to be expensive because they place less value on a pencil and tend to use pencils that are $1 or less.

[@artheemisia]

Gee, me and my $6 Decathlon mini backpack 😂

[@CuteButPsycho123]

I love mine

[@Cycology_Major]

Even the American employees pronunciation is still off because Swedish has extra vowels (å, ä, ö) that are unfamiliar to read, let alone hear & pronounce!

[@thebrokegirl]

So, this is where Anello copied their design.

[@good-tn9sr]

I’ll stick with jansport, lasted me 4 years of school and still in college.

[@AlexpxThreeTen]

Don’t understand the obsession with the overpriced bag.

[@Sauromannen]

Even if you buy or get it as a child, you will never wear it out. Perhaps your grandchildren before they die.... You get the point?

[@TomNook.]

Its interesting the collector says they're from Europe... they're made in... that's right, China.

[@user-lk4jd5yc8d]

Dafuq, the “full size” version is already so small, what’s the point of the tiny version

[@notsureiL]

I guess instead of a handbag

[@Zoe-tj4ld]

unless you're traveling or carry a lot of things i dont see why the mini would be too small for most people nevermind the normal size

[@lifesfluff]

I feel like it cuts my arm circulations

[@HWGAFoundation]

Made in China, Vietnam, India.

[@viragjackson8450]

#hiyamaya has a great channel! ❤️ The Kanken bags are always a hit when I need to give a birthday present :)

[@kanight1]

I’m here because of American Dad 😂

[@banshee1133]

Id like to know if donut copied them

[@NathalieLazo]

Beautiful person reading this, work harder on you than you do anything else and you’ll be unusually successful! ⭐️ I believe in you! ❤️- Nat

[@rolandi715]

Thanks Nathalie! You too! I hope you’re really going for what you want, this year❤ - Rollie

[@jzgking7836]

Goodking Backpack, I'm sure you'll like it, really want to send you the sample, are you interested?

[@MFSG67]

These aren't made in Europe. Depending o the style, some are made in Vietnam or in China (not fakes - it's cheaper to produce them this way-outsourcing.) Look at the tags.

[@estebanazcarragasada9386]

Nice

[@chrisperegrine]

the had a collab with acne studios

[@ebencipe]

i thought it was annelo bag

[@zachcouch8654]

Never seen this.

[@nixgrey]

never seen this in my country

[@dirkcurritzki9585]

I'm here just to learn how to pronounce that word

[@ANDJELINA]

I dont like the straps they cut into your shoulders and the back is not supported. I wear O'Neill....backpacks.

[@kumarules118]

I never had them just cause I thought they're ugly 😭 Idk about practicality but if they comfy I'm sorry. They ugly and pricey at that time

[@mrsporty9669]

Swedish quality