Sharing its story with the Canadian press for the first time, THE BRUNETTES were among a select group of media invited to attend the Fjällräven Fall/Winter 2014 press preview held last night in the Ballroom at the Gladstone Hotel.
The rainy, spring evening provided for the perfect night to head indoors and learn about fashionable, waterproof and water-resistant outerwear that is sure to keep even the most experienced mountain trekkers warm and cozy when out for long hours in the cold.
Teaching us all about Fjällräven's unique brand story and heritage—in addition to giving a demonstration on how a simple bar of wax can help preserve, protect, and keep moisture from absorbing into clothing—Nathan Dopp, Fjällräven's VP of Sales and Marketing for North America, demonstrated why Fjällräven's approach to outerwear is superior to that of its competitors.
Innovative fabrics, wax coatings, bold colours, down-filled pieces, and affordable price points are just some of the trademarks of Fjällräven's sporty, yet stylish outerwear, accessories, and expedition gear that make the line a hip alternative to those who may be suffering from Canada Goose fatigue.
The brand, whose name translates from Swedish to mean arctic fox and is also used as an expression to describe sharply dressed individuals, has a long history in producing outwear with roots that date back to 1960s Sweden, while the company's Kånken knapsack has been loved by children and adults worldwide for decades.
Although Fjällräven has already been available to the Canadian market through independent retailers, the press preview wasn't only showcasing the brand's future collections; it was also celebrating the establishment of its first store in Canada, which opened in Vancouver earlier this season.
Authored by John Ibbitson