Fjällräven

As any adolescent will tell you; when on the move- whether it's a trip to the park, a short weekend trip in London or a house party at some lad's house you don't know- one thing is an absolute must before leaving the house. A rucksack is important for everyday life and comes in handy with ferrying your necessities around when you are on the move.

Swedish Brand Fjällräven is popular amongst most young men and even women nowadays due it's simplicity and durability. Because of its ever increasing popularity it is quickly becoming one of the most iconic and fashionable accessories of 2012 and is destined to be used by fashion savvy youngsters across the globe.

I know that this blog seems to favour Scandinavian fashion houses but I believe there is a reason behind this; it is not simply down to my own ignorance for brands outside of Europe. The Scandinavians are bridging the gap between fashion and style, making fashionable items which are also practical and distinguished. Creating simple garments that won't age, due to the simple aesthetics, alongside a  natural slim fit  make for a successful clothing brand.

Like its other Scandinavian counter-parts Fjällräven is well constructed and stylish which makes it an obvious choice for the modern man. The clothing is great but the rucksacks are in a league of their own with a variety of bold colours and simple designs, make sure you don't leave the house without a Fjällräven.