1 hour ago | By WGSN Insider
Oct 11, 2010
Last week, the Active Team stopped by the New York City store reopening for longstanding Swedish outdoor label Fjällräven. Located in the Nolita neighborhood, the brick and mortar storefront boasts a plethora of goodies for every outdoor enthusiast. From the super gear-heads to those who crave the brands’ fashionable lifestyle looks…Fjällräven certainly offers a large selection of jackets, sweaters, various accessories and backpacks.
We had the chance to sit down with Andrea Westerlind, who along with her Co-President and partner Martin Berling, run the North American Distribution of Fjällräven. Westerlind shared how she became involved with the company, her favorite pieces in the collection and a few plans for the future.
Q: How did you get involved with the company?
A: My business partner and I received the rights to distribute and market the brand in North America and moved to the United States to establish it. The company trusts us, we’re both Swedish and we have a lot of knowledge and respect for the brand. In Sweden, it’s the biggest outdoor brand and has the biggest recognition in Scandinavia as a name.
One of the biggest Scandinavian traits is our consumption patterns. We’re very modest consumers; we only buy a few things, but they are of the highest quality, long lasting and sustainable.
Q: What are Fjällräven’s eco friendly and sustainability points that you’d like to highlight?
A: We put a lot of emphasis on our waxed fabrics that’s called G-1000 – it can be used in a 1000 different ways. The beeswax is how we impregnate the garments so they are waterproof. In the winter, we wax them up and in the summer, you wash the wax out, so it then becomes very lightweight and breathable. The fabric is breathable, quick drying and sustainable.
Q: What piece in the Fjällräven collection do you feel is currently on trend right now?
A: Well, we have a backpack that we did in collaboration with Opening Ceremony that’s our classic backpack originally made in the 70s and it has become a very popular bag. Especially so in Los Angeles, New York and other major metropolitan cities.
Q: Since you’re handling all of North America, do you have any plans to expand to other cities to open flagship stores?
There have been some plans, but according to Swedish tradition, we move very carefully. We’re opening up a shop though at Ron Herman in Los Angeles this winter and we’re also installing 10 wax-stations at our best retailers across the country.
Q: If you could pick out one piece is the collection that either you wear everyday or is personal favorite, what would it be?
A: Probably one our winter coats like the Expedition Down Jacket. I wear it everyday during the whole winter and it’s great because you can just wear a T-shirt or a dress underneath and you’re fine! You’re never cold. There’s a saying in Sweden, which goes like this; “There’s never bad weather, only bad clothing.” The Expedition Down Jacket really gives you the feeling that you can go anywhere no matter what the weather conditions are like outside.
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