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Fjällräven

FJÄLLRÄVEN

In America, Fjällräven is known for its hipster Kånken backpacks, but everywhere else, it’s known for its extremely durable and long-lasting trekking gear, especially their outerwear.
Wherever you go in your Fjällräven coat, you’re probably risking your life. But your jacket won’t quit on you.
It’s built for life.


 
 

OOH


RADIO


IN-STORE

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PACKAGING

Fjällräven coats have been known to last so long that they can be passed down to future generations. A new label lets you pass it on for more adventures.

Care kit with Greenland Wax, cleaning cloth and brush to help maintain the life of the coat. The box doubles as a place to keep souvenirs from treks.

Each coat will be assigned a unique number to be registered online for their lifetime warranty.

When you purchase a coat, you’ll receive a lifetime membership card.


MICROSITE

Registering your coat online gives you access to the Fjällräven database, where you can upload photos, videos, and stories to keep track of everywhere you have ventured in your coat.


SOCIAL


POP-UP

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A Fjällräven shop will pop up along treks, like a mountain bike tour in Norway, giving serious adventurers an opportunity to receive a free coat.


Copywriter + Idea adventurer: Josh Browne