For travellers who lean towards outdoor adventure, or those who are just rough on their travel gear, Canada's first Fjällräven store is a must-visit. The Swedish retailer's new 3,000 square-foot location in Vancouver's Mount Pleasant is positioned as a "base camp" for award-winning outerwear, gear, and backpacks. Fjällräven's launch party on May 1 was a hit, featuring an appearance by four members of the Vancouver Canucks. Daniel and Henrik Sedin grew up in the same town as Fjällräven's founders and came to offer their support at the Canadian launch – and they brought along their Swedish teammates Alex Edler and Eddie Lack.
“Vancouver and the surrounding mountains are world renowned for their beauty and endless opportunities for adventure, making it an optimal choice for our first Canadian location," said Nathan Dopp, VP of Sales and Marketing for Fjällräven North America. "This gateway city, filled with outdoor enthusiasts, will give us a perfect place to align with the community and become a destination for avid outdoor- and city-centric consumers.”
The party was fun, but the gear was equally impressive. It looks good, it's made to last, and it's ethically sourced: Fjällräven uses mulesing-free merino wool, down from farms where the geese are slaughtered for food (not live-plucked), and no real fur. They also support the endangered arctic fox (their emblem) through a project with Stockholm University.
Fjällräven Vancouver is located at 147 West Broadway (at Columbia).