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Timeline 品牌大事紀

- from Övik and out into the world

This is the story of how Fjällräven grew from its beginnings in Örnsköldsvik in 1960 to its current presence in approximately 20 countries around the world. The foundations for the company were laid even earlier in the 1950s when Åke Nordin made his first backpack frame before a trip into the mountains.

1960–1969

Fjällräven’s first years. Åke Nordin launches a backpack frame in aluminium, ‘the material of the future’, and condensation-free tents. The first outdoor garment is created, the Greenland Jacket, using the new G-1000 material. A law introducing four weeks of statutory holiday and the ‘Ut till naturen bilburen’ (Into the countryside by car) campaign by the Swedish Association of Promotion of Outdoor Life, Korpen and the Swedish Automobile Association both contribute to higher numbers of Swedes getting out into the countryside.

1970–1979

A small company grows. The cellar office is replaced by the company’s own factory and the legendary products such as the Greenland Trousers, Expedition Down Jacket, Gyro backpack and Kånken everyday backpack are created – the latter because Åke Nordin had read a concerning article about undue strain placed on school children’s backs.

1980–1989

A transitional period. Fjällräven is floated on the stock exchange and its new management invests in an ever-expanding range of products, with an eye on monoskiing fashions and neon coloured skiwear. The company loses focus on its core area, although one exciting innovation is the Silhuett sleeping bag launched in 1989. >>

1990–1999

Fjällräven gets a new start after restructuring. The Fält Jacket is developed in cooperation with the survival expert Lars Fält, and the Akka tent series sees the light of day. The first flagship store is opened on Kungsgatan in Stockholm and is soon followed by more. In order to increase interest in winter outdoor activities, a dog team competition is launched – Fjällräven Polar.

2000–2009

Innovation and expansion. Fjällräven releases its PAK 5 product range and the Kajka backpack, among other products. Åke Nordin is honoured and Svea Court of Appeal designates a Fjällräven jacket as a work of art. Premier for Fjällräven Classic – a 110 km long trekking celebration. Retail chains are acquired and a company group is established.

2010–

The trek continues. Now into its 50s, Fjällräven is in better shape than ever before, which can be illustrated by its leading position among Swedish brands. Keb Trousers, Eco-Shell and the Numbers collection are some exciting innovations with environmental characteristics.

- 從恩舍爾茲維克到全世界

這是1960年Fjällräven如何從瑞典城鎮恩舍爾茲維克發跡,到現在遍行於全球大約20個國家的故事。Fjällräven的基礎還要回溯到1950年代,從當時Åke Nordin在一次登山前所製作的背囊說起。

1960–1969

Fjällräven創立之初。Åke Nordin推出一套所謂「未來材質」的鋁製背囊架構,還有防凝水的帳篷。創造第一件戶外服飾—使用最新G-1000布料的Greenland Jacket。政府頒佈每年四週的法定假日,瑞典戶外運動推廣組織Korpen和瑞典汽車協會發起「開車走出戶外」的運動,兩者都有助於提升瑞典戶外活動的人數。

1970–1979

公司持續成長。公司自營的工廠取代了地窖辦公室,傳奇商品如Greenland Trousers, Expedition Down Jacket, Gyro backpack和Kånken常用背囊相繼推出。其中Kånken背囊緣起於Åke Nordin讀到一篇關切學童背部不當受力的文章。

1980–1989

過渡期。Fjällräven在證券交易所上市,新的管理階層大規模投資新產品,開始著眼於單板滑雪時尚和霓虹炫彩的滑雪服。公司偏離核心領域,不過也有一樣振奮人心的創新商品,就是1989年推出的Silhuett睡袋。>>

1990–1999

Fjällräven公司重整後全新出發。和野外求生專家Lars Fält一同研發出Fält Jacket,Akka tent也於此時期問世。第一間旗艦店於斯德哥爾摩的Kungsgatan街開幕,此後店舖數量蓬勃發展。為了推廣冬季戶外運動而舉辦了名為Fjällräven Polar的雪橇犬極地穿越活動。

2000–2009

創新和擴展。推出PAK 5系列、Kajka背囊及其他多種商品。Åke Nordin獲得殊榮,斯維亞上訴法院認定一款Fjällräven外套為藝術品。首辦110公里長的Fjällräven Classic 行山活動。開設連鎖零售商鋪,並建立一支公司團隊。

2010–

旅途持續發展。邁入第50多個年頭,居於瑞典戶外品牌領導地位,為創始以來最佳狀態。Keb Trousers、Eco-Shell系列、Numbers系列都是充滿環保特質的創新產品。