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The Vardag Pocket is Fjällräven at its most stripped-back — a small, tough shoulder bag designed to carry just what you need, and nothing you don’t. Built from durable G-1000 HeavyDuty S, it’s made to shrug off daily knocks, whether you’re navigating a new city, heading out for a walk or just keeping your essentials close on a busy commute. The main compartment is sized for the basics — phone, keys, map — with a neat internal key ring to stop the rummaging, while a discreet zippered pocket on the back keeps valuables secure and out of sight. Inspired by Fjällräven’s archive designs but finished with modern materials, it’s a quietly capable companion that fits seamlessly into everyday life, at home or on the road.
When it comes to iconic Swedish exports, Fjällräven is right up there with IKEA and Volvo.* 'The Arctic Fox' has been in the outdoor gear game since the 60s, but the story really dates back to 1950, when founder Åke Nordin – then 14 years old – took his mum's treadle sewing machine down to the cellar and cobbled together his first rucksack.
Some of Fjällräven's products are instantly recognisable, including the Kånken backpack – originally designed for Swedish schoolkids in the 1970s – and their famous Greenland jacket, first released in 1968. But they also have a knack for combining vintage looks with modern materials and refinements. Products in their Vardag line, for example, were inspired by a deep dive into the brand's old catalogues – and feature the brand's 70s logo instead of the modern one.
Quintessentially Scandi, Fjällräven kit is built tough and dependable for people who live, work and play in the outdoors, day-in, day-out. You're as likely to see their popular Keb trousers on gamekeepers and foresters as you are on hikers and bushcrafters.
But this is a brand that does more than just gear. Åke Nordin was all about the shared experience of the outdoors, and since 2005, thousands of people every year have taken part in their Fjällräven Classic treks – which now operate in seven different countries from Sweden to Korea, including the UK.
*Our senior buyer says we need to mention Saab here too.
The Vardag Pocket is Fjällräven at its most stripped-back — a small, tough shoulder bag designed to carry just what you need, and nothing you don’t. Built from durable G-1000 HeavyDuty S, it’s made to shrug off daily knocks, whether you’re navigating a new city, heading out for a walk or just keeping your essentials close on a busy commute. The main compartment is sized for the basics — phone, keys, map — with a neat internal key ring to stop the rummaging, while a discreet zippered pocket on the back keeps valuables secure and out of sight. Inspired by Fjällräven’s archive designs but finished with modern materials, it’s a quietly capable companion that fits seamlessly into everyday life, at home or on the road.
When it comes to iconic Swedish exports, Fjällräven is right up there with IKEA and Volvo.* 'The Arctic Fox' has been in the outdoor gear game since the 60s, but the story really dates back to 1950, when founder Åke Nordin – then 14 years old – took his mum's treadle sewing machine down to the cellar and cobbled together his first rucksack.
Some of Fjällräven's products are instantly recognisable, including the Kånken backpack – originally designed for Swedish schoolkids in the 1970s – and their famous Greenland jacket, first released in 1968. But they also have a knack for combining vintage looks with modern materials and refinements. Products in their Vardag line, for example, were inspired by a deep dive into the brand's old catalogues – and feature the brand's 70s logo instead of the modern one.
Quintessentially Scandi, Fjällräven kit is built tough and dependable for people who live, work and play in the outdoors, day-in, day-out. You're as likely to see their popular Keb trousers on gamekeepers and foresters as you are on hikers and bushcrafters.
But this is a brand that does more than just gear. Åke Nordin was all about the shared experience of the outdoors, and since 2005, thousands of people every year have taken part in their Fjällräven Classic treks – which now operate in seven different countries from Sweden to Korea, including the UK.
*Our senior buyer says we need to mention Saab here too.
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