Fjällräven is that Swedish company with the cute Nordic Fox as their logo, and an unpronounceable name. Since the 50ies, they produce “functional equipment for more – and more comfortable – journeys in the outdoors”. Products excel in durability and functionality. The founder Åke Nordin, designed the Kanken rucksack in the 70ies, as a solution for kids to carry their folders to school without braking their backs. Together with the Swedish Guide and Scout Association, Fjällräven managed to introduce an affordable and functional backpack on the market in 1978. This also triggered debates around society’s back problems amongst experts and even the general public.