Probably the best-selling backpack in the world: The cult backpack in a mega offer

It's available in extra large, small, made from more sustainable materials, and in a variety of colors. However, the classic size is still the most commonly seen on the streets. What's the secret to this Swedish bag's success?

According to the company's history, Fjällräven founder Åke Nordin wanted to design a school backpack that wouldn't give children back pain. In the 1970s, some children probably suffered from back problems because of their shoulder bags. The backpack was designed to accommodate textbooks and two A4 folders. Nordin used a durable fabric and sewed the shoulder straps across the entire back to prevent them from tearing. A seat cushion on the back of the inner compartment was designed to prevent the contents from pressing against the back and provide a place to sit during breaks.

Nordin had 5,000 of the first version produced, not knowing if he would sell them all. Thanks to his brother-in-law, a journalist who wrote an article about the backpack, Fjällräven sold around 400 in 1978. The following year, the number had already reached 30,000.

For many years, the Kanken was only available in Sweden and Denmark. In 2006, the new company CEO, Martin Axelhed, suggested to the founder that the Kanken be more colorful. Thirty years after the backpack's invention, Fjällräven introduced bold colors and, with sales in the US, became famous worldwide. The rise of social media boosted the popularity of the Kanken and the Fjällräven brand as a whole. Street-style photographers photographed models wearing their Kankens during international fashion week, and people posted photos of their beloved backpacks. In 2016, the Kanken was designated a work of applied art by the Swedish Society of Crafts and Design.

Since its beginnings, the Kanken has evolved into an entire product family. In 2016, the Re-Kanken was launched, designed to be produced using as few raw materials, water, and energy as possible. The Kanken Re-Wool is made from recycled wool. In 2019, the Kanken Art series was launched, which aims to support charitable organizations. The Kanken Me offers customization options, with 15 pieces available in 14 colors.

And even five years later, it can still be seen in German cities. The hype surrounding the boxy backpack just won't die down. This is despite Fjällräven emphasizing that it won't do any special advertising for it. That wouldn't fit with its design philosophy, which prioritizes timelessness over fashion trends. This concept fits with typical Scandinavian design , which captivates with its clean lines, organic shapes, and simple elegance.

The Kanken is also simple and minimalist, with only a few compartments. The large handles give the impression that the backpack can also be carried by hand. This idea was perfected with the Kanken Totepack, which combines a backpack and a shoulder bag. The bold colors and customizability lend a sense of individuality . However, the simple shoulder straps are not particularly comfortable to carry, and the limited compartments can create a mess. Shoulder pads, organizers, and packing bags can help to remedy this.

You can also easily embroider your Kanken yourself. Here you can find the upcycling tutorial for your personalized Kanken.

But the boxy shape and large carrying handles are unmistakable . Designed as a school bag, it's reminiscent of the Scout and 4you brands of the 90s and 2000s. These, too, were considered cool, colorful, and rather uncomfortable. Anyone who wanted to follow the trend still had to wear them. In that sense, the Kanken is also a status symbol. The wearer wants to belong.

Fjällräven is committed to producing timeless and durable products. Sustainability is a guiding principle of the company. The Swedish brand strongly identifies with nature, wilderness, and adventure. Perhaps the wearer also values ​​durable and robust products, or at least wants to appear as if they do. Perhaps they find Scandinavian design particularly aesthetic or want to demonstrate that they care about the environment.

Perhaps you associate Fjällräven with wilderness and adventure , and want to get a little closer to that with this backpack. The robust material and seat padding promise to prepare you for any adventure. But the classic Kanken isn't made for long hikes and heavy luggage. As originally designed, it fits books, notebooks, and a laptop perfectly. This makes the shape helpful for school, university, and office work, but not necessarily suitable for outdoor activities.