Why This Swedish Backpack Company Is Partnering With NYC's Storied Explorers Club

Teddy Roosevelt's old haunt welcomes Fjällräven

Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from Gatorade, Marriott, Alo Yoga, Campbell's, Uncommon James and more. Book now.

Sixty years ago in the town of Örnsköldsvik, Sweden, a teenage boy named Åke Nordin was planning an ambitious hike—but he had a problem. Backpacks at the time were ill designed, bulky and unsuited to the long-distance trek up the Västerbotten mountains. The lad's solution was to make his own backpack with his mother's sewing machine.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in