Fjallraven is a world-famous Swedish brand that makes a range of trendy, technically advanced outerwear. But how do you say the brand’s name? It’s a fairly simple task – all you need to do is pronounce it with a regular ‘F’ sound.

Fjallraven means “arctic fox” in Swedish. The company was founded by Ake Nordin, a Swedish explorer who wanted to make the outdoors more accessible to everyone. In order to do this, he started making backpacks in his basement, using his father’s tools and sewing machine. Then he noticed the need for a comfortable, spacious backpack.

The company was founded in 1960 by Ake Nordin. The name Fjallraven means “arctic fox.” Its logo is a shield-like shape, and most of its products carry a small Swedish flag. Fjallraven products range from Greenland jackets to rucksacks.