It all started in Sweden in 1978, when it was time to go back to school. Since that breakthrough moment, virtually anywhere in the world, if you keep your eyes open long enough, you'll likely see Kånken, the most recognizable backpack in the world.
Straightening a generation of students
In the late 1970s, statistics showed that almost 80 percent of the Swedish population had suffered from back pain at some point in their lives. The most disturbing aspect of this news was that back problems began to appear in childhood. The prevailing theory was that the problem was caused by the heavy shoulder bags popular among children at the time.
The founder of Fjällräven, Åke Nordin, followed this story and during a spring visit to Stockholm was inspired to design a functional and comfortable square backpack just for children.It would have enough space for their textbooks and paper (two A4 binders, to be exact) and would be made of the most durable material he could find. He decided to run the shoulder straps along the entire back of the bag so they would stay taut in the handles. Finally, he included a removable seat cushion that stored in the inside back pocket of the backpack, prevented the contents from rubbing against your back and was useful when you needed to take a break and sit down.
And most importantly, the backpack would leave children's hands free for other activities. Like trips to the forest, where you need your hands to crawl among twigs and leaves, examine ants, collect tadpoles and grill bread over the fire.
The first Kånken backpack was produced just in time for the 1978 school year in cooperation with the Swedish Guides and Scouts Association. At the end of the years The 70th organization attracted over 80,000 children to outdoor activities through the Skogsmulle movement. Children learned about nature outdoors in the forest. Kånken soon became synonymous with experiencing nature. In the forest, with their hands free, the children learned an old Swedish saying: "There is no bad weather, only bad clothes."
The same seemed to apply to backpacks as well.
Breaking boundaries… with color?
Thanks to the creator's brother-in-law, who was a reporter for a Swedish tabloid, and his article about a backpack that could solve back pain in children, everyone learned about the breakthrough product. This amazing story was published over 100 times and contributed significantly to the development of the brand.
Kånken's success was enormous, the backpack adorned the backs of children and adults in Sweden and Denmark for several decades. However, it was only sold in small quantities outside these two countries. With one exception: Japan. In 2006, during a routine supplier visit to Osaka, newly appointed CEO Martin Axelhed met with Åke to propose an idea: a colorful facelift for Kånken.
Until then, Kånken was only available in a few colors. In 2008, just in time for Kånkena, a bold new concept was introduced. The colors gave the backpack personality and individuality, but it was Martin's wife who noticed a gap in the new palette. Where was the pink?
Although Kånken was a product rooted in tradition, it was a legitimate question. Pink has been introduced - and a range of even more colors.
Popular Art
Kånken began its transatlantic journey in 2007, when the backpack was made available at select trend-setting retailers across the United States. Soon, Kånken was appearing in magazines, blogs and hanging on the shoulders of hipsters and celebrities. The United States was the global launchpad that Kånken needed, and people began to make Kånken part of their identity. Fans from all over the world personalized their backpacks, taking them around the world and posting content on social media.
Staying true to its unique and simple design, the backpack has gained the status of a global brand in pop culture. TheSwedish Society of Crafts and Design even recognized Kånkenas a work of applied art. Now it has protection under copyright
