Fjällräven opened up their first American store today at 262 Mott Street in New York City. I stopped by last night’s pre-opening celebration to stare at all the pretty Swedish girls and drink a few beers. If you have any affinity for vintage camping gear, and I would assume you might if you’re reading this, then get on the subway or hop on the plane and go check it out. You might know Fjällräven from the mini-backpacks you see around town (and in my apartment) but they started out as, and still are, a technical outdoor gear company, something that they want you to know as soon as you walk down the steps into the store. Filled with axes, tents, sleeping bags, boots from yesteryear and new alpine coats that you clearly don’t need for urban life, people who complain that “outdoor gear just isn’t stylish” will complain no longer.
More photos of the new store can be found at Paul + Williams Flickr.