Madison welcomes Fjällräven to State Street
Stay warm in the frigid winter months with...
If you live here in Madison, you’ve chosen to embrace the cold. And Fjällräven, a Swedish brand (the name means “arctic fox”) whose store opened in the Hub Madison apartment building on State Street in October, offers much for our frosty months–parkas, gloves, clothing, boots, backpacks and more.
The store perfectly fits its surroundings–it’s modern yet inviting. The polished concrete floors and exposed ductwork meld nicely with light wood fixtures, a huge antler chandelier, a hanging canoe and painted oars that give a nod to the Badgers.
Strategically, the company’s stores are in cold-weather areas such as Boston, New York City, Minneapolis and Chicago, and major ski destinations such as Boulder, Colorado, and Jackson Hole, Wyoming. Madison is only the eleventh location in the U.S.
The focus on “parkas and packs” (as store manager Leah Stieber puts it) yields hearty products like waterproof, wind-resistant coats, cozy sweaters, buttery-soft leather gloves and waxed canvas backpacks and bags in a rainbow of colors. One important differentiator of Fjällräven’s products is that it places a heavy emphasis on premium sustainable, eco-friendly materials. Jackets and bags are colored with vegetable-based dyes, leather scraps are used to accent the bags and the company has its own goose farms for use in the goose down coats.
Fjällräven is a brand built upon the promise of a winter wonderland, and its “own the cold” message particularly resonates here in our chilly winter climes.