Fjällräven - In a severely cold night on the barren Abisko plateau of Sweden's far north, Fjällräven founder Åke Nordin decided he never wanted to feel #cold again. This resulted in the
![A hit with Instagrammers and investors, this hard-to-pronounce Swedish backpack brand is on a roll | Fortune A hit with Instagrammers and investors, this hard-to-pronounce Swedish backpack brand is on a roll | Fortune](https://content.fortune.com/wp-content/uploads/2021/05/Fjallraven-backpacks-1.jpg)
A hit with Instagrammers and investors, this hard-to-pronounce Swedish backpack brand is on a roll | Fortune
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