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Fjällräven, an iconic Swedish producer of outdoor wear, just opened its first North American store at 262 Mott St. Though the name might not be familiar, the label has been producing very highly-regarded outerwear and carry-alls—famous for maximizing functionality while minimizing weight—for over 50 years. Here in New York, you may have noticed Fjällräven backpacks recently featured at Opening Ceremony.
You might miss the shop if you're walking too fast—look for a military green ski jacket as sign over a large plate glass door. Down the stairs a surprisingly bright and spacious basement level space stocked with top-quality coats, sweaters, boots, socks, and other outdoorsy goods and gear awaits. The space is pleasant, decorated with birch branches, unfinished wood, and a mishmash of tan and burgundy rag rugs.
Stock is definitely more Boulder or Portland (or other Portland) than New York City—find a variety of ski down jackets starting at about $240. A sort of waxen canvas bomber in warm gray is $450. Water- and wind-proof it with a cardboard-wrapped cube of wax—heat wax with a hairdryer and coat the entire jacket twice. Want to de-water- and wind-proof? It's washable! Their warmest coat is a serious down puffer ($800) that will protect you from the elements superbly, even if it might not be entirely flattering. Sort of-Fair Isle woolens come in reds, whites, and blues, some have zippers. They're adorable, very Swedish, and start at about $175. Beyond the Fjällräven label find a variety of footwear and clothing from other Swedish stalwarts and a lovingly-curated collection of vintage pieces. There are also a bunch of "super sharp" knives and axes! Definitely a pleasant surprise for urban outsdoormen and women, and the rest of us.
Fjällräven [Official Site]