Outdoors in: Swedish brand opens shop

New York – Bringing a touch of rural Scandinavia to the city, the first US outpost of cult Swedish outdoors brand Fjällräven opens today, in an interior decorated with felled trees. Besides Fjällräven’s collection of outdoorwear and accessories, the store will also carry other labels that share the brand’s values, such as warm-clothing makers Woolpower and Dale of Norway, and traditional Swedish axe manufacturer Gränsfors Bruks. The shop opening will be welcome news to the city’s growing band of Urban Trekkers.