Fjällräven, the Swedish brand of outdoor clothing and equipment, that opened earlier this year in the Bucktown neighborhood of Chicago, celebrated their Chicago destination last month with a party complete with a Red Bull DJ bus, Chicago Blackhawks hockey players Marcus Krüger and Joakim Nordström and more. Wondering how to pronounce the name? I didn’t know either and turned to the hottie next to me to ask, and his response was did I want the pronunciation in English or Swedish? Whaaat? How often do you run into someone, rocking an Acne Studios sweatshirt possibly APC jeans and camo Air Max, in Chicago that looked that good and can speak both languages. It’s pronounced fjall-rraven, roll the R for the Swedish version. I later found out it was Blackhawks hockey player David Rundblad, heyyyy #callmeMaybe!
Hot guys aside, the store located right in the Bucktown shopping district (1708 N Damen Ave) is cozy and filled with everything from multicolored rucksacks, heavy down filled jackets, hiking and camping gear, flasks and items ideal for a white background, staged instagram shot. Guests noshed on nordic inspired apps while the red bull DJ bus blasted music right outside.
If you’re looking for an alternative to the ubiquitous canada goose jackets for next winter, this is your spot. Have a camping or big hiking trip coming up? You can get your gear or questions answered.
photos: courtesy
