Fjällräven Classic is going global
Fjällräven Classic Sweden is over for this year. And while we sit here in the Stockholm office reminiscing about our days on the trail, our colleagues in the US are just warming up. This week they’re launching the premier edition for Fjällräven Classic USA. We kept this event under the radar until the last minute. It’s our chance to do a trial run; to make sure everything runs smoothly before we roll it out to a larger audience next year. It’s also a chance to test just how well the Classic concept travels. 2017 is a big year for Classic. Not only will this new US event be expanded, but Hong Kong will get its own event too.
This is Carl Hård Af Segerstad, the project manager responsible for the expansion of Classic. It’s a big task, coordinating events over three continents, but it’s a challenge this Swede loves.
Inspiring people to get out in nature is our ‘raison d’être’. It has been and always will be our main goal, the force that drives us. That’s why we produce the clothes we do. And that’s why we work so hard with environmental and sustainability goals. With Classic, we move beyond pure inspiration. We’re actually enabling people to experience nature, the outdoors, the countryside, the backcountry – whatever you want to call it.
For many, Fjällräven Classic is their first experience of long-distance trekking. Often, once they’ve had a little helping hand, they’ll explore nature independently. And we see Classic as this bridge. Enabling people and giving them the courage they need to get out and enjoy nature, whether it’s a local overnighter in their ‘backyard’ or a long-distance trek further afield. We believe that without nature, we’re nothing.
Around 170 people will take part in the first Fjällräven Classic in Colorado this week. They’ll experience high-altitude trekking in the famous Rocky Mountains you know, those dramatic, towering peaks, dusted with year-round snow and mirrored in shimmering lakes. The mountains that appear as screensaver backgrounds and on mountain stock-imagery websites. Hikers will trek roughly 30kms with two over-night camps. Just like Classic Sweden, food and gas will be supplied and volunteers will be working hard to ensure everything runs smoothly, but otherwise trekkers carry everything themselves.
So from 2017 we’ll have events in Sweden, Denmark, the US and Hong Kong – will there be more in the future?