A brand behind the most durable and beloved backpack in my closet has finally arrived in Croatia

“Look, listen, see how much it fits, and the seams haven’t moved in years…,” I say as I open the backpack, turning it around deftly like that scammer in the Sex and the City episode where Samantha tries to buy a fake Fendi bag in Los Angeles. “Mhm, mhm… but did you really wear it that often?” is the question I’ve heard countless times on my apostolic mission of preaching this backpack as the ultimate investment. “Yes, often… non-stop. I wore it everywhere, from Thailand to Ilica on my way to work,” I reply, adding that it managed to swallow everything I shoved into it at any given moment, spare clothes, bottles, thermoses, toys, dog food. Sometimes all at once. The synergy between me and my one and only Fjällräven Kånken backpack has lasted an entire decade. The only thing that changed over the years was the context in which I used it. At one point it was my practical travel companion, and at another, when Kånken backpacks (especially the vibrant ones) were a massive street style hit, I wore it with everything, from skirts to suits.

Moreover, that practicality and versatility align perfectly with its history. When Åke Nordin designed the Fjällräven Kånken backpack in 1978, he had a very specific and practical goal, to help Swedish schoolchildren who were suffering from back pain. Simple, lightweight, and functional, the backpack quickly became a familiar sight in classrooms across the country. Today, almost half a century later, the Kånken is just as present on the shoulders of both children and adults, on city streets as well as mountain trails. And luckily for all of us who love this brand, Kånken has grown into an entire family of bags and accessories over the years, including mini versions, laptop-friendly models, and multifunctional everyday designs.

Sustainability and durability as a strategy

Now that Fjällräven has finally arrived in Croatia and opened a store in Zagreb’s Z Center, I felt the need to give my personal Fjällräven gospel a bigger platform than the countless one-on-one presentations I’ve delivered over the years. First of all, even though my introduction might give the impression that backpacks are the brand’s alpha and omega, Fjällräven offers much more than that. There are jackets, trousers, tops, and various accessories… But what all these pieces share is the fact that Fjällräven relies on materials drawn directly from nature whenever possible, and all of them are defined by durability, sustainability, longevity, and high-quality construction. Many materials are developed specifically to minimize environmental impact, using recycled and organic fibers and PFC-free impregnation. This philosophy is deeply rooted in every aspect of the company, their products are designed to last for generations. It’s no surprise, then, that this brand from the small Swedish town of Örnsköldsvik quickly built a devoted following of nature lovers who have remained loyal to it for decades.

For more than half a century, instead of chasing short-lived trends, Fjällräven has clearly focused on longevity and thoughtful creation, because what we so often forget, although it’s very simple, is that the most sustainable pieces are the most durable ones. The longer a garment stays in use, the smaller its environmental impact becomes over time. I read that at the core of Fjällräven’s philosophy is a unique “Forever Nature” vision that places nature at the center of everything they do. What struck me most was a line in one of their paragraphs that perfectly captures their mission: with Fjällräven, the goal isn’t necessarily to conquer mountain peaks or fight harsh weather conditions, it’s about walking through nature slowly and mindfully, leaving space to always want to return to it.

And really, what could be more valuable or more important than that?