Vardag, story behind the idea

It should be easy to get outdoors. So easy you don't even need to change before heading out for a walk or a picnic, which will clear your head and give you a new lease of energy.

This is the philosophy behind the collection Vardag, which translates to "everyday" in English. It takes classic, timeless outdoor designs into the urban environment and back out again—to the places we all need most in our everyday lives.

"The idea with this collection is to build a bridge between the city and the outdoors. These clothes should work just as well on the way to school or work as on a nature outing," says Sarah Isaksson, designer and one of the creators behind the collection. The Vardag family of products was previously exclusively accessories, but from AW20 it was complemented by several garments. 

Just as the name suggests, these are not the sorts of garments that you will take with you on a two-week trek into the wilderness. Instead, they are the kinds of garments that make going on adventures close to home even easier. The type that is only a bike ride away, or at the far end of your bus route, and that can do wonders for both your physical and mental health. But Vardag is also about Fjällräven's love of classic design and its desire to honour it. Even the logotype looks back to times long past, with a design that evokes nostalgia. "We have taken the labels we used to have inside the collar of our older designs and put them on the outside of these new ones. The only change we have made is to update the font so that it matches our current logo," says Sarah Isaksson.

Classic and timeless designs have always been central to Fjällräven's identity. With Vardag, their belief that simple, functional designs are the best in the long run is more apparent than ever.