Fjällräven, the highly sought after Swedish outdoors brand, reopened their Mott St. store last week (262 Mott St., NYC). They've revamped their only US outpost, expanding the space and creating a one-stop shop to outfit you for any adventure (even an arctic one). Beyond their classic waxed coats and utterly adorable neon backpacks, the store stocks handmade axes, balsam fir incense (for when you can't actually get to the woods, one of the Fjällräven girls explained to me), and tin cookware for whipping up fireside meals.
The store is meticulously curated and laid out just-so. Everything about the store is as precious as the brand's arctic fox logo. It's an aesthetic that appeals to certain kind of in-the-know hipster as well as outdoorsy types. And the clothes are timeless and stylish (in addition to being functional). The jackets, especially their classic Crinan jacket from the '70s, in army green, fits in perfectly with this season's military trends. It also comes in a cornflower blue for spring. I couldn't resist picking one up, which I then had waxed to protect it for the winter.
The store boasts a waxing "station" (we're not talking back of the nail salon here) that is essentially a fancy ironing board in the corner. It sounds a bit intimidating to own clothing that needs waxing, but I got a lesson in waxing my jacket and learned there's not much too it. You simply rub wax on the shoulders and collar of your coat (the bits that need the most protecting and weather proofing) like you were scribbling on it with a crayon and apply heat. A hair dryer will do. Or you can let the super friendly Swedes at the Fjällräven store do it for you.
Click through for more images of the store, and the Fjällräven crew modeling the spring line against an idyllic backdrop...on Mott St.