Inside the outdoor industry

Swede deal for Fjallraven

Brand backs embassy tour


Fjallraven is sponsoring #SwedenOnTour, a new marketing initiative from the Swedish Embassy.

Taking place between the 25th May and the 8th June, #SwedenOnTour sees the Embassy tour around the UK, stopping off in cities across England, Wales, Northern Ireland and Scotland. Supported by several leading Swedish brands, including Fjallraven, the tour aims to enable the Embassy team to meet lots of the people, businesses and institutions that together make up the strong relationship between the UK and Sweden.

Travelling in a bright yellow and blue, branded bus that has been provided by fellow sponsor, Scania, the #SwedenOnTour bus will stop in key cities including Belfast, Glasgow, Brighton and Cardiff.

At each stop the team will run a ‘pop-up embassy’ with various activities, talks, ‘fika’ and competitions.

As well as sponsoring the tour itself, Fjallraven has got involved with a number of activities to help generate excitement around each event. As well as competitions where consumers can win an iconic Kånken backpack, Fjallraven’s waxing-guru will also be on hand at various events to showcase the brand’s signature G-1000 fabric and Greenland Wax.  At Hay Festival, artist and writer Cecilia Heikkilä will be demonstrating some live art, based on the designs she created for Fjallraven’s recent, limited edition Kånken Art bags.

Managing Director for Fjallraven UK, Ralph White, commented: “When the Embassy approached us about the opportunity to become involved with #SwedenOnTour it was an obvious choice. We are extremely proud of our Swedish heritage and hope that our support of this new initiative will help introduce more consumers to Swedish brands like Fjällräven.”

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