Swedish outdoor and lifestyle brand Fjallraven has launched its latest collection down under.
The limited edition Kanken Art range is designed by Moa Hoff, an illustrator, artist and graphic designer from Stockholm, Sweden.
Her inspiration for the Kanken Art project was a childhood memory of a hike to the mountains with her father.
“I remember the light, the crisp colours and small knobbly mountain birches,” she reminisces.
“It was this memory―the birches―and that feeling that I wanted to connect with when I created this pattern.”
The limited edition range includes a laptop bag, pencil case, travel wallet, card wallet and toiletry bag, and money of each product sold will go to the Arctic Fox Initiative, which is a range of global funding programs that put nature first. The initiative is a way for Fjallraven to create engagement and funding around ideas and projects that put nature first.
The first three projects supported by the Arctic Fox Initiative in 2019 are The Beach Clean Network Limited, Leave No Trace and Hej Främling. All three are non-profit organisations, from the UK, US and Sweden and have now received funding generated from the sales of selected products.
The collaboration with Hoff is a match made in heaven as this initiative ties in perfectly with her love of nature.
“I’ve always loved the forest and as a child growing up close to it, I watched bugs and tadpoles, tasted basil-thyme and spruce shoots, and thought for a long time that trees had their own secret life.”
The limited edition design is available now.
