(photo courtesy of Fjallraven via GQ)

GQ Food & Travel has the scoop on the amazing 50th anniversary celebration of our favourite Swedish utilitarian brand, Fjallraven.
This past week, thousands from over 20 countries turned up at the Swedish Laplands—an area some 125 miles north of the Arctic Circle—to celebrate the 50th anniversary of Fjällräven for the Fjällräven Classic. There, trekkers embarked on a 70-mile hike through lavish birch forests, across turquoise waters, and up and down rocky mountains all while strapped into their arctic-fox-logoed bags (the "arctic fox" being the English translation of fjällräven, in case you were wondering).
Click here to read the full article or head over to to shop our available stock from Fjallraven.