Need a new backpack for school or an Arctic journey? Which ever is your current challenge Fjällräven bags have you covered.They’ve been making bags for 50+ years in Sweden (in Swedish design years they have the expertise of a 200 year old company). Despite having their inherent natural Swedish high quality design skills, the founder of the company was a hiker who frequented the Arctic treks. So when they dumb down their bags enough for you to pack them full of books while ordering a latte, remember that this bag could be saving your life in the Arctic. As for the kid in the picture, he goes along with the company’s advertising history and we just couldn’t pass it up.