Fjallraven is one of those brands that has stood out to me because of one very popular product - the Kånken backpack.
It's easy to recognize, and if I'm being completely honest, I didn't know the brand did much more than that. But boy was I wrong...
I swung by the Toronto store on Queen street last week and I discovered a whole new world of great outdoor gear. I was genuinely taken aback by the variety and quality of products that the brand carried. After taking some time to chat up the knowledgeable employees, I learned so much about the brand that I really wanted to share it on the blog.
As a fan of innovative and sustainable outdoor brands, such as Patagonia and Merrell, I was completely on board with Fjallraven. Their brand ethos is similar - with products that are made to last more than a few years, with the environment in mind (I'm all about that!)
Everything we do has an impact on the environment around us and the people and animals that inhabit it. As an outdoor company, we’re acutely aware of this impact and we do our utmost to keep our environmental footprint as small as possible. And this is a team effort. We consider nature when we design; when we choose one material over another; and when we decide where to produce our clothing and equipment.
The focus on utility is also not compromised when it comes to their gear. I noticed this especially with the Yupik Parka that I picked up - which has every pocket you can think of, and some more. Besides the fact that it's a warm parka, it's got room for everything that you'll ever need to carry with you on an adventure. It's also worth mentioning that the quality is noticeable; as someone who previously owned a Canada Goose jacket, I found that this parka was more comfortable (and looked better obviously). Then again I've had this for a short period of time, so only time will tell how it does - as well as how warm it really will be when the colder days come along.
I have to say though - it was a good fit to wear over layers - without feeling too encumbered! The benefit to that is you can still dress well under the coat without feeling too bulky (see layers in photos). Then again the coat would completely serve it's purpose if you were to wear it over a single shirt, but that all comes down to preference.
Besides my initial thoughts on the Yupik and the brand overall, I want to give myself some more time to really feel how the products hold up. It'll be exciting to take the parka into colder environments and see how it performs. I'll also look forward to maintaining my jacket and even waxing it - something I didn't know too much about (great for wetter environments).
Although I didn't do a deep dive on the G-1000 material used in Fjallraven products, I encourage you to take a minute to read more about it, since it's actually pretty cool!
All photography is courtesy of Jamal Burger (@jayscale).
#AlwaysExplore @fjallraven_na @arcticfoxtoronto