It all started with a backpack - from humble beginnings in the 1960s, when Fjällräven's founder Åke Nordin developed the first innovative, lightweight backpack for hikers and adventurers, to the globally recognized outdoor company that Fjällräven is today, the benchmark has always been to go the extra mile to protect adventurers and nature enthusiasts from whatever may come their way.

Guided by the love of nature in its DNA, Fjällräven has taken a sustainable approach to its product range, introducing materials such as EcoShell that have a lower impact on the environment. 

Today, Fjällräven is a trusted brand far beyond Europe's borders, offering high-quality, durable equipment for anyone who enjoys being outdoors in all kinds of weather. The beauty of our planet, the curious ingenuity and the Scandinavian heritage have been a great inspiration for our Fjällräven store sound.

Our starting point for this project was to look at music from the customer's perspective - the goal was to create a soundtrack that you would listen to on a beautiful day outdoors, or around the fire after a day of hiking with friends. 

We took inspiration from the world of analog indie music, but kept it light and modern, mixing in electronic influences and energetic tracks that not only create a welcoming environment for customers, but also a motivational mood for the staff teams. 

As an outdoor brand at heart, part of the custom soundtrack is designed to be seasonal and certrain tracks are only playing during certain months, connecting the in-store environment to what is happening in the world outside and matching relevant campaigns at the point of sale. In addition, we implemented up-and-coming Scandinavian artists who emphasize Fjällräven's heritage and give the selection an even more individual, personal touch.