A Swedish invasion arrived in Vancouver with the opening of Fjällräven’s first Canadian store. Even if you haven’t heard the name (pronounced fee-yell-raven), you’ve probably seen the arctic fox logo staring slyly from their popular line of backpacks. The heritage brand was born in the 50s in Northern Sweden with an innovative, framed backpack design was the beginning of an outerwear revolution that has since evolved into a full line of clothing, accessories, and sporting goods.
A decidedly sporty destination has developed on West Broadway, just east of Cambie. Mountain Equipment Co-op, Valhalla Pure, and Pacific Angler make fitting neighbours at Fjällräven’s new home. A bright red awning marks the stores new address. Stepping inside takes you to a sunny Swedish chalet with walls of pine displaying colourful merchandise.
The grand opening was cause for celebration, and the ladies at Dela Cruz PR threw a bash to show off the new space. The room was packed with a crowd that was equally fashionable and sporty.
Surprise guests Daniel and Henrick Sedin, Eddie Lack, and Alex Edler from the Vancouver Canucks stirred up just as much excitement as the clothing, which conveniently provided the perfect canvas for autographs. A candy buffet with Swedish delights was rounded out with passed Swedish meatballs made by Stable House Bistro. Draft beer in red cups set the perfect casual and jovial tone.
Fjällräven’s new store is located at 147 West Broadway in Vancouver. Visit the Fjällräven North America website for more information.
#LYNL | (Live Your Notable Life)