Moa Hoff collaborates on Kånken Art
A new Kånken Art collaboration with Swedish artist, Moa Hoff, brings the iconic backpack even closer to nature.
In 2017, Kånken was designated as craft art by Svensk Form (The Swedish Society of Crafts and Design) and in 2018 we wanted to celebrate this by handing over the reigns to two Swedish artists. Their assignment was to express their relationship to nature with Kånken as their canvas. It was such an inspiring process and excellent result, that we are doing it again now. For this season Fjällräven has teamed up with Moa Hoff, a Swedish artist that has taken a handmade, illustrative and imaginative artistic approach. Moa finds her inspiration in many places, but mainly in nature. This made her the perfect latest collaborator for the Kånken Art series. We spoke with Moa to ask her where she found her inspiration for her Kånken Art design.
A Swedish artist’s adventure
Moa is based in Stockholm, Sweden. Now a freelance illustrator, she graduated from the University College of Arts, Crafts and Design in 2005. She works primarily on commercial commissions and personal, passion projects - some of her latest art can be found in Swedish museums or as illustrations in books. Like most artists, Moa didn’t get into it for the money, instead she owes her success to “a unique way of illustrating, a lot of commitment and a little bit of stubbornness.” Her artistic approach is experimental. “I often don’t know what the result will be. It is much more about my art giving others a certain feeling. So I try different things until I find the perfect result that I have been looking for.” It’s a time consuming, but extremely creative, approach to doing what she loves. Moa takes her inspiration from unusual sources - her biggest artistic inspiration comes from children’s drawings and strange objects picked up from local flea markets. But for her, she sticks by the principle that “nature is the very best artist” and this comes across strongly in her work.
Her artistic approach is experimental. “I often don’t know what the result will be. It is much more about my art giving others a certain feeling. So I try different things until I find the perfect result that I have been looking for.
Moa’s personal Kånken story
In Sweden, almost everyone has their own personal Kånken story and Moa is no different. Growing up she had a blue Kånken, just like her mother did, and just like her kids do today. “Generations of my family have had a Kånken on their back or in their home. My mother carried one to school, and now each one of my three children have their own blue Kånken to continue the family tradition.” When we approached Moa to talk about a collaboration on the latest Kånken Art she didn’t hesitate - Kånken has always been a part of her story.
The inspiration behind her Kånken Art
When Moa was a child she visited Northern Sweden with her father, and they spent time trekking in the mountains together. Another childhood memory, that also inspired her Kånken Art, comes from skiing trips when she was a child where she remembers “the light, the crispy, cool colours and the little knotty mountain birch trees.” These adventures left a lasting impression on her, and it was these glimpses of childhood memories and the associated feeling - of hope, happiness, and awe at the vastness and beauty of nature - that she wanted to transmit into her design. The next step was to start experimenting. She tried different colours and techniques, and worked over several months to ensure everything was just the way she intended. Moa always creates her designs by hand and it was important for her that this came across in her Kånken Art. “It’s for this reason that I did not want anything to be too perfect. I wanted each bag to be unique, so that everyone could choose their own, individual design. The end result is a slightly messy semi-abstract pattern that has a clear theme based on nature.”
It’s for this reason that I did not want anything to be too perfect. I wanted each bag to be unique, so that everyone could choose their own, individual design. The end result is a slightly messy semi-abstract pattern that has a clear theme based on nature.
The Arctic Fox Initiative and Kånken Art
Moa places emphasis on living sustainably and caring for nature within her own life. She is conscious of her environmental footprint, and she rarely buys new products, instead often opting for second hand purchases. When she does buy new products it is essential for her that they are created to be long-lasting. It was extremely important to her, and a key motivation behind her collaboration, to get involved with a product that supports a cause like the Arctic Fox Initiative. “It felt extra special to design a nature themed piece of art when a percentage of the sales from this special Kånken goes to projects that gives back to nature.” The Arctic Fox Initiative supports projects and ideas that aim to protect nature and inspire more people to spend time outdoors - on an international scale. A percentage of the sales of Kånken Art goes to the initiative’s fund.
Every backpack in the Kånken Art series is a unique expression of creativity. If you would like to check out the collection click here. In the meantime, nature is waiting, and we can only agree with Moa that it truly is the best inspiration.