Now Open: Fjällräven's New York Flagship Store in SoHo, Plus 3 Tips on How to Weather Winter Like a Swede

Fjä:llräven has opened the doors to its flagship store in SoHo, appeasing a cult of followers hot on its innovative apparel and rugged aesthetic.

Photos courtesy of Fj&#228:llräven

It may be the one place where dogsledders and the downtown set feel equally at home: Scandinavia's biggest outdoor-apparel company, Fjällräven, has opened the doors to its flagship store in SoHo, appeasing a cult of followers hot on its innovative apparel and rugged aesthetic.

Background Notes: Fjällräven, which translates to "arctic fox" in Swedish, was founded by Ake Nordin, who created the first wooden-frame backpack in the fifties at age 14.

Store Design: Scandinavian modernism at its finest, with minimalist furniture and lush vegetation on the walls meant to evoke a Swedish forest.

New for Winter: The Greenland Down Jacket and the Ovik Lite Jacket, both of which feature Fjällräven's signature G-1000 fabric, a lightweight cotton-polyester blend that's incredibly wind- and water-resistant.

Must Have: The Kånken laptop backpack. "It's a product that transcends age and gender. I use mine 100-plus days out of the year," says CEO Martin Axelhed, who also offered us three other tips for dressing like a Swede this winter.

1. Think sustainable. "Swedes tend to invest in products that last a long time. We don't buy a new thing every year. There's a focus on sustainability over consumption."

2. Wax your own clothes. "I'll wax my jackets or pants three to four times a year, focusing on the knees, elbows, or shoulders. Our wax is cooked in Sweden by a mother, father, and son team."

3. Wear wool on your feet. "I slip merino-wool insoles into my shoes to support my feet if I'm walking far and wear wool compression socks while traveling."

Fjallraven-in-store-soho.jpg

Photos courtesy of Fj&#228:llräven

—Kristen Dold. Follow her on Twitter at @KristenDold.

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