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Press Releases

Fjällräven Partners with rygr for Public Relations in North America

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BOULDER, Colorado (April 13, 2017) — Fjällräven, the Swedish heritage outdoor brand known for producing high-quality outerwear, apparel and gear since 1960, has named rygr, an integrated marketing agency, its agency of record. rygr will work on public relations for Fjällräven in North America.

“We are excited to work with rygr on strategic communications and reach new fans through product and brand storytelling,” says Nathan Dopp, president of Fjällräven North America. “The team at rygr is known for its deep roots in core outdoor and it fits well with the culture at Fjällräven. They speak our language.” 

With a storied history rooted in northern Sweden, Fjällräven is a global trekking brand with a rich heritage and renowned reputation for producing quality products for outdoor adventure. Founded in 1960, Fjällräven has, since its inception, been committed to designing functional, sustainable and timeless equipment that makes the outdoors more enjoyable. Since its 2012 U.S. launch, Fjällräven has established itself among the fastest growing and most in-demand outdoor and lifestyle brands in North America.

“There is a lot of excitement and momentum surrounding our brand right now,” says Joe Prebich, vice president of brand at Fjällräven North America. “We’ll look to rygr to amplify the brand, build on the groundswell of momentum and utilize their communications expertise to introduce Fjällräven to new audiences and markets while continuing to resonate with our current fanbase.”

rygr is an integrated marketing agency for passion brands, which partners with leading active lifestyle companies to orchestrate omni-channel product and brand campaigns.

“Fjällräven’s brand heritage and ethos connect in a meaningful, inclusive way with modern-day adventurers in North America,” says Holcombe. “Beyond beautiful, best-in-class product, this partnership with Fjällräven offers rygr the opportunity to work alongside a brand that we truly believe in. Fjällräven’s emphasis on quality, timeless products and ethical, environmental responsibility are values that we share at our core.”

Fjällräven’s key initiatives for SS17 include the launch of the stylish, durable Abisko Trekking Tights for men and women, as well as the global expansion of Sweden’s largest trekking event, the Fjällräven Classic, with guided outings in the United States, Sweden, Denmark and Hong Kong. For more information on these and other Fjällraven initiatives, please direct media inquiries to Senior Account Manager Greg Fitzsimmons at

The Abisko Trekking Tight W is now available at specialty retailers, Fjällraven brand stores and online at


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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 high quality and high end design, while staying true to our mission of developing timeless, functional and durable outdoor equipment, acting responsible 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

About rygr: rygr (pronounced rig-or) is a new media agency for today’s new media world. We partner with leading active lifestyle brands to orchestrate omnichannel product and brand campaigns. We excel in the gray zone between paid, earned and owned media. rygr is a Backbone Group company.

Contact: Greg Fitzsimmons
970-924-0704 ext. 156