FJÄLLRÄVEN LIFESTYLE BACKPACKS S/S 2025 PREVIEW

Retail Buyers Guide: Lifestyle Backbacks S/S 2025 Retail Buyer’s Guide
Brand: Fjällräven
Interviewee: Penny Schröder-Smith, Global Communications Manager

What are the main current trends in the lifestyle backpack market?
Optimal functionality, minimal impact Fjällräven’s daypacks are developed to be durable, functional, timeless and ready for decades of daily use. Our conscious users will also recognise the fact that buying quality that lasts will create less impact (and waste) than buying low quality that doesn’t. For SS25, Fjällräven daypacks the focus is not only on excellent utility features, but also that they make more sense for the environment.

What were your best sellers in SS24?
SS24 best sellers:
KÅNKEN OUTLONG
KÅNKEN HIP PACK PLUS
HEMP BLEND T-SHIRT M
HIGH COAST DUFFEL 36
ABISKO TRAIL STRETCH TROUSERS M

How are you segmenting your SS25 lifestyle backpack collection and what are the price points?
Please see below for the names of the families within our Everyday Outdoor (inc. lifestyle) collection.

What materials are you using in your SS25 collection?
Bergshell: Bergshell is our very own waterproof and extremely durable material made from 100% post-production polyamide using a newly-developed flat ripstop technique. It makes the Bergtagen, Keb and Ulvö backpacks ready for nature in any way it presents itself. Year after year.
-Recycled polyamide

What efforts are you implementing towards sustainability?
Please see our latest CSR summary https://press.fjallraven.com/en/story/sustainability-durability-and-csr-2023.html

What marketing stories do you have in your SS25 collection?Long-term durability: Fjällräven will continue to celebrate the long-term use of its apparel – because that’s what it’s made for and because it’s a powerful means of lowering the environmental footprint of today’s accelerated consumption behaviour. The focus will be on functionality, timeless design, hardwearing materials and constructions, optimised fits, and the ambition to always create products that are as easy to repair as possible when the time eventually comes – together, it all contributes to Fjällräven’s long-term durability.

Key Products:

Vardag Splitpack 45:
A new Vardag splitpack for everyday use with a design inspired by the classic retro Fjällräven ingenuity seen in our catalogues from yesteryear combined with robust modern recycled fabrics. Vardag Splitpack 45 is a lightweight, compressible and durable backpack that is comfortable to carry and super functional. Its split main compartment gives you good oversight of your gear and helps keep you organised. Made from sturdy 500D recycled polyamide with textured yarn and recycled lining.

Everyday splitpack in true Fjällräven style, perfect as a carry-on bag.
Retro design inspired by old Fjällräven products.
Made from sturdy 500D recycled polyamide.
Main 45-litre compartment splits open for great oversight of gear.
Zippered outside pocket. Padded base, handles and shoulder straps.
Lash tabs on front to attach excess gear.
Easily repaired details.
Vardag_Splitpack

Färden Carry-On Pack:
Perfectly sized for carry-on convenience, this 40-litre travel bag has numerous features that will make your trip easy and hassle free. Its backpack straps and four grab handles provide multiple carrying options and its well-thought-through storage will keep your gear organised and protected from bumps and bangs along the way. The compression straps and load lifters keep weight towards your back for comfort.

Durable travel backpack that fits all major airline’s carry-on size requirements.
Main fabric is hardwearing 500D full dull recycled polyamide tpe laminate.
Lined with 210D recycled polyamide with pu coating.
Main compartment with zippered dividers to keep gear organised.
Separate, easily accessible padded laptop compartment.
Front compartment with inside zippered pockets and sleeves.
Fleece-lined top pocket for sunglasses and other breakable essentials.
Airmesh on backpack straps and back panel for comfortable carrying.
Side compression straps and adjustable load lifters on backpack straps.
Generous bottle holder that sits flat when not in use.
Two side handles and two top handles.
Attachment loops on the front for extra gear.
Trolley sleeve to slide onto Färden Roller system.
Lockable zippers and id window.
Separate crossbody bag for travel essentials such as passport/wallet included
Farden_Carry-On_Pack

Abisko Softpack 16:
A multifunctional daypack with 16 litres of volume and multiple technical features. The Abisko Soft Pack 16 will quickly become your go-to for dayhikes in the mountains, bike rides and commutes into the city. It has carrying solutions for all kinds of gear, from climbing ropes and a helmet, to hiking poles or a laptop. A truly versatile little pack that is made from durable recycled polyamide ripstop ensuring that it will last for countless days out.

Multi-functional technical daypack for minimalists who want a hardwearing, lightweight pack.
Perfect for biking or hiking in mountainous terrain that might require scrambling.
Also works well as a commuter daypack as will fit a laptop up to 15″.
Made from 210D full-dull recycled polyamide ripstop with pu coating.
Main compartment has a zippered clamshell opening.
External top pocket.
Breathable shoulder straps and back panel.
Simple carrying system with a fixed back length and detachable chest strap.
Internal sleeve for a hydration bladder with opening for drinking tube.
Compression straps on the sides.
Stretch side pockets for bottles or extra gear.
Attachment points for hiking poles and helmet.
Multiple reflective details.
Loops to attach hip strap (not included).
Stowaway top attachment strap for extra gear such as rope, etc.
Abisko_Softpack