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]
