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LOUISVILLE, Colo. (Mar. 1, 2021) – Today, Fjällräven launches Samlaren—Swedish for “the gatherer.” This unique collection is a new concept rooted in Fjällräven’s commitment to quality and tradition of not letting resources go to waste.
All products bearing the Samlaren badge are created using leftover fabrics from Fjällräven’s mills and factories, carefully combined, in numbered limited editions with unique designs and playful color combinations. All pieces offer the same high level of functionality, durability and reliability that can be expected from any Fjällräven product but with upcycled materials and elevated design.
The first Samlaren product release is a curated collection of reinvented classics made out of surplus G-1000 fabric, including the Greenland Jacket in color-block patchwork, the Kånken backpack and updated versions of the tote bag and cap.
Sustainability and innovation have always been at the core of Fjällräven. In 1964, Fjällräven founder Åke Nordin stowed away a roll of fabric that did not make the cut during the development of his groundbreaking Thermo Tent. A few years later, the very same roll of fabric was used to make the first Greenland Jacket. Fjällräven takes further steps on this journey in the spring of 2021 with the introduction of Samlaren, a new sustainable initiative rooted in Fjällräven’s heritage and spirit of innovation.
The Samlaren Jackets (MSRP $255), Samlaren Kånkens (MSRP $120), Samlaren Totepacks (MSRP $45) and Samlaren Caps (MSRP $40) are now available www.fjallraven.com/us/en-us/samlaren and at select Fjällräven brand centers. The Samlaren Totepacks and Kånkens can also be purchased online at Urban Outfitters and Nordstrom, respectively.
For more information about the Fjällräven Samlaren collection please direct media inquiries to PR Account Manager Ethan Peck at firstname.lastname@example.org or visit our press room at www.press.fjallraven.com/samlaren.
About Fjällräven: In 1960, Åke Nordin founded Fjällräven in his basement in the Swedish town of Örnsköldsvik. Since then, Fjällräven has made a commitment to quality and timeless design, while staying true to our mission of developing timeless, functional and durable outdoor equipment, acting responsibly towards people, animals and nature and inspiring people to get outside. Today the company has presence in over 30 countries worldwide. For more information, please visit www.fjallraven.com.