Fjällräven Classic 2020
Fjällräven passion for trekking is real. What essentially started with Fjällräven founder Åke Nordin, inviting groups of people to experience the outdoors with his new functional, durable clothes and equipment in the 70’s, stayed with the brand, developed and grew to become the first Fjällräven Classic event in Sweden 2005. Since then, the interest for trekking expedition style – carrying your own equipment, setting up your own tent, cooking your own food and walking at your own pace, together with like-minded people – is spreading across the world.
The Fjällräven Classic events in Sweden, Denmark,Colorado and Hong Kong have proven to become important business incubators for the brands, stores, vendors, and regions. But most importantly they became a door opener and inspiration for people to access the outdoors.These events have also changed Fjällräven as the brand has moved from working in the outdoor business to also working in the experience business.
2020 sees the start of a long-term commitment to the expansion of the Fjällräven brand by offering no less than eight Fjällräven Classics across the globe: Sweden, USA,Denmark, South Korea, Germany, Hong Kong, UK and China. Thereby strengthening the brands leading position as one of the industry’s most authentic, relevant and dedicated brands. Giving more people – from all walks of life, all over the world – an unrivaled opportunity to experience just how amazing trekking really is.
The new Classic destinations in 2020 are: Germany,South Korea, Scotland and China. All with their own unique nature, their own cultures and approach to out- door life. But the concept is still the same – the participants carry their own equipment like tent, sleeping bag, stove, food, etc. and will find check points along the way with reliable support, whenever there is a blister that needs to be taken care of, or if anyone needs a helping hand with the gear. The focus is on inspiring people to walk with nature, on nature’s terms, bring- ing your own gear, and leaving nothing but footprints behind. Every participant is strongly encouraged to leave every basecamp as they found it – or in an even better condition. It’s about treading as gently as possible. And it’s also about sharing knowledge, and making people grow.
“Not only will you increase your skills and your experi- ence as an outdoor person, but you will also get a general feeling of being able to take care of yourself. To carry and use the gear you need in the wilderness makes you grow as a human being,” says Carl Hård af Segerstad, who sees the expansion of the Classic concept to other places in the world as a natural development. “There’s a space there that nobody else has claimed. And it fits right into Fjällrävens dna, with a long history of inspiring people to get outdoors.”