Where stores like Ikea and H&M lure us with Scandinavian design on a budget, the new Fjällräven clothing boutique in Boulder is aspirational Scandinavian. The clothing and accessories will make you want to prance through a birch forest and make something with berries, but you will pay handsomely for the experience.
Either way, the store on Pearl Street makes for an interesting visit, and a unique one in the United States: The 1960 company opened its first North American store in New York City just last month, with the Boulder shop following closely behind.
The product line, from backpacks to backcountry pants to parkas, is about "clean design, with a lot of functionality," said Maria Bjornsdotter, a spokeswoman for the outdoors-oriented company, based in the northern Swedish town of Örnsköldsvik. Bjornsdotter, who gave a tour of the compact Colorado store, said Örnsköldsvik is similar to Boulder — a heavy emphasis on nature and the outdoors, with lots of jocks.
A backpack launched the company, and the hiking packs sold today exhibit the same design: a bit boxy and retro, in a pleasing way. The daypacks, said Bjornsdotter, bounce on the backs of every school child in Sweden. With the cool logo of an Arctic fox — that's what Fjällräven means in Swedish — it's no wonder kids take to them.
The company's first article of clothing, a jacket called the Greenland, remains a top seller at $500. It is insulated with down, comes with a hood, and is sturdy: The rugged texture suggests you can navigate a bramble patch and emerge unscathed.
The Boulder store also carries German Hanwag hiking boots, which include soles double-stitched to the bodies. Since the soles can be replaced, the boots should last a lifetime, Bjornsdotter said.
Cheap and disposable aren't part of the Fjällräven DNA. But stuff that you might hand down to your grandkids? This could be your kind of place.
777 Pearl St., Boulder 720-508-8191, Fjällräven.us