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Gear Up for the Outdoors: Fjällräven Flagship Opens in Soho

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For all the great outdoorsmen and women in Soho who aren't getting their fill from the REI on Houston Street, there's a new option for you. Swedish brand Fjällräven opened the doors of its new Greene Street flagship this morning, offering its outerwear, accessories, and more to adults and kids alike. And yes, those cute, colorful backpacks you see everywhere, too.

In a nod to its heritage, the space is filled with Swedish details—and we don't mean red candy fish. The 3,800-square-foot store houses furniture from Swedish designer Pär Rickberg, and the walls are green to imitate the Swedish forest, along with plants that are imported from the country. If you can't get out of town for a rustic vacation, a visit to the store may suffice for now—or at least help you get prepared.—Laura Gurfein
· Is There A Chill In The Air? The Scandinavians Are Invading Retail [Racked NY]
· Bundle Up At The Fjallraven Pop-Up Shop On Howard Street [Racked NY]
· Fjallraven [Official Site]


38 Greene Street New York, NY 10012