Vardag, story behind the idea

It should be easy to get outdoors. So easy that you don’t even need to get changed before you head on out – for a walk or a picnic that 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 and timeless outdoor designs into the urban environment, and then back out again – to those places we all need so much 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 has previously been exclusively accessories, but from AW20, it was complemented with a number of 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. Rather, they are the sorts of garments that make going on adventures close to home even easier. The kind 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 Fjallraven's love for classic design and a desire to pay it a tribute. Even the logotype looks back to times long past with its design that awakens 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 a central part of Fjällräven’s existence, and with Vardag, their belief is that simple, functional designs are the best in the long run is clearer than ever.

For inspiration for the newer garments within the collection, she looked to the past while all the while keeping an eye on the present. Creating timeless designs means you have to have a feel for expressions and cuts that are going to be relevant over time. And it is also a question of sustainability. Something that will suddenly be unfashionable tomorrow can hardly be called sustainable, regardless of the good intentions and efforts made in its production.

“But talking about classic design doesn’t mean we want it to look like something from the 80s. If you succeed, it should be contemporary and classic at the same time,” says Sarah