Camping Fjällräven Style | A Continuous Lean.

Camping Fjällräven Style

Oct 7th, 2010 | Categories: Camping, New York City, Outerwear, Retail | by Michael Williams

Team Fjällräven heading for the mountains of Mott Street.

The folksie crew from the Swedish label Fjällräven (pictured above) opened their New York store (the company’s only American outpost) last November on Mott Street, bringing much of their outdoor-centric gear to the States for the first time. Coming up on the store’s one year anniversary Fjällräven (who is a client of my marketing company Paul + Williams) got together with Jeff Thrope of Cold Splinters fame to refresh the space with all sorts of camping essentials and cool gear to compliment Fjällräven’s Greenland Jackets, G-1000 waxed clothing, packs, tents and other Scandinavian equipment. Basically the store stocks everything you need to have an adventure — and all in one place. I think Jay Carroll put it best when he called the Fjällräven US team “outdoor nerds.” I’ll go ahead and add that they are now “retail nerds” too, since they definitely know how to create an interesting store environment.  [Fjällräven | 262 Mott Street, NYC]

Comments: 22

22 Comments to “Camping Fjällräven Style”

  1. Jon Gaffney
    on Oct 7th, 2010
    @ 1:49 PM

    Those knives are very cool. Fjallraven’s stuff is wicked classic, dig all of it.

  2. Reuben
    on Oct 7th, 2010
    @ 2:31 PM

    I love this post, almost as much as my blue Kanken, filthy from trips all over the Cali outdoors. Any details on (what appears to be) the wool blanket roll at the bottom of the last photo?

  3. Memo
    on Oct 7th, 2010
    @ 2:42 PM

    @Reuben That is a US Army wool blanket. You can find them easily at military surplus stores both on and offline.

    This store always looks great. I often walk past it and have ventured in twice. Both times I was the only person in the store and received no attention. The employees just sat behind the big wall of backpacks talking on the phone without paying attention to their merchandise or their customers.

  4. Ryan
    on Oct 7th, 2010
    @ 3:31 PM

    The new dressing room is extremely cool (behind the tree and below the tent on the wall). Andrea and Johan are very genuine and kind people, their hard work has paid off. Shop looks Amazing!

  5. frank pepe
    on Oct 7th, 2010
    @ 3:57 PM

    i have the expedition parka and it is outstanding. the red is a bit bright though for me. good store and gear

  6. Sinuhe
    on Oct 7th, 2010
    @ 6:00 PM

    The Gransfors Bruks axes are incredibly well made. Hand forged by craftsmen that stamp their initials on the head of the axe.

    One of the best outdoor purchases I’ve ever made.

  7. Jake T
    on Oct 7th, 2010
    @ 9:14 PM

    picked their stuff up in Innsbruck in 2002 and have been waiting for it to come to the US.

  8. Phil
    on Oct 8th, 2010
    @ 1:19 AM

    It’s funny how roughing it has become a trend for those who don’t rough it. Isn’t it? Or am I the only one here? I mean, are hog farmers going to be the next McQueen? That may be pushing it fellas. I mean, my father is nothing like him, but he does have some vintage sunglasses that are pretty cool. I think they’re military issue too!

  9. Matt
    on Oct 8th, 2010
    @ 7:40 AM

    I love those axes. I received the small hunting axe (in the fifth picture, hanging on the wall) as a groomsman present years ago. Wonderful item.

    For Micheal and the rest of you folks, I wanted to share a great store in Asheville, NC the wife and I stumbled across. The Old North State ( They focus on quality, American made goods. Heck, their slogan is ‘Nothing Made in China – Period!’. They are great people that like quality-made mercantile. Check them out if you are down that way.

  10. Himel
    on Oct 8th, 2010
    @ 8:27 AM

    lol nice addition of coleman gear..i am always partial to the blue enameled dish sets…the only heavy stuff I take camping myself

  11. jbjones
    on Oct 8th, 2010
    @ 8:52 AM

    Gransfors Bruks. Me liiiikey

  12. Yaun
    on Oct 8th, 2010
    @ 11:46 AM

    Granfors Bruks axes are wonderful and justfiably get plenty of attention, but they are also expensive. Of equal quality and less sticker shock are Wetterlings axes.

    Great looking shop!!!

  13. P
    on Oct 8th, 2010
    @ 12:42 PM

    I’m not a fan of the ubiquitous branding. Its *almost* as bad as Moncler.


    I’m sticking with my vintage blue REI down hooded jacket. (DEATH TO BRANDING!!)

  14. Gary
    on Oct 8th, 2010
    @ 2:44 PM

    Anyone interested in camping/outdoor gear with emphasis on function over aesthetics should check out

    This also reinforces my thesis about technical/tactical/outdoor/military gear being the next phase of “americana” (although Fjallraven isn’t exactly “made in USA”)

  15. doane
    on Oct 8th, 2010
    @ 5:43 PM

    What was the flag on the wall constructed out of?

  16. Michael Williams
    on Oct 8th, 2010
    @ 5:46 PM

    The flag is made from Kanken backpacks. Took them four hours to make it.

  17. James Leonard
    on Oct 8th, 2010
    @ 6:01 PM

    This looks amazing!

  18. Read
    on Oct 9th, 2010
    @ 12:14 PM

    Where is Lopsang?!?

  19. Tehme Melck
    on Oct 10th, 2010
    @ 8:13 AM

    Oh no, not Fjellräven. So Swedish, so boring.

  20. Jonsky
    on Oct 10th, 2010
    @ 9:55 PM

    Not a bad store design at all. Kinda reminds me of a Timberland store a little bit.

  21. Conrad Anker
    on Oct 12th, 2010
    @ 4:18 AM

    OMG, the store looks amazing, sexier outdoor store have I never seen! Actually, have I ever seen a sexy outdoor store, don´t think so! Brillian!

  22. Roger
    on Oct 12th, 2010
    @ 4:34 AM

    Someone know what they are doing, manage to have a old, sleepy swedish brand as Fjallraven to look this good, is a job well done!