The partnership between California’s Specialized and Sweden’s Fjällräven has already resulted in a new portmanteau for the outdoor fashion industry: “ Caliswede .”
In an attempt to break into the highly lucrative market of bike gear, Fjällräven has married its signature style to the design experience of Specialized. Both companies have focused on their niche for decades, with Specialized starting about 14 years after Fjällräven made its first backpack in 1960.
Now, the brands put their experience, design prowess, and home country names together in a new collection.
Fjällräven maintains a reliable customer base among both hardcore hikers and Instagram fashionistas. So it won’t be surprising if the company’s branding and design partnership with Specialized becomes another hit.
After the partnership’s initial announcement in March, this month’s gear drop offers all-weather jackets and nifty “caves” aimed at casual riders commuting to work or going on day trips. That’s also clear from the marketing campaign’s slogan: The Great Nearby.
“With The Great Nearby, nature is at the end of a train ride, on the edge of town, or even just around the corner,” the two companies said in a news release. “From next-level on-bike storage solutions and bags to technical apparel and accessories, this exchange is based on the unfailing belief that the more people who discover the joy that comes from being in nature, the more the world will benefit.” Räven Anorak
The Räven Anorak combines Fjällräven’s classic jacket, first launched in the 1970s, with Specialized’s on-bike fit. It includes the classic waxed G-1000 […]