Israel is not specifically supported by Fjällräven, the business that makes Kånken backpacks, according to any official declaration or clear public information. Although Fjällräven’s ownership under Fenix Outdoor and certain shareholders facing boycott situations are mentioned in social media discussions, there is no proof of a direct link to support for Israel. The company is well-known for its Swedish-made outdoor gear, and recent searches have turned up no overt political endorsements pertaining to Israel.
History of Kanken
The idea behind Kånken backpacks was worked out in Friluftsmagasinet in Stockholm, an outdoor store with coffee. The cherry trees of Stockholm were in blossom, and AAKE Nordin was in the capital, making one of his frequent visits. He met with Erland Westerberg, the store manager, at the intersection of Odengatan and Sveavägen, as he always did. According to statistics, up to 80% of Swedes, including, somewhat concerningly, young people, suffer from back discomfort, something Åke had read about in the newspaper. Åke thought that a backpack made exclusively for schoolchildren would be one way to solve the problem. Westerberg approved of the concept.
His own children were obstinately carrying their textbooks in bulky shoulder bags with big sports logos on them. They would be more at ease and free up both hands if they had a backpack. Both guys believed that a useful and affordable bag that would alleviate parents’ concerns would be in high demand as the new school year drew near.
Starting Kanken
They began by drawing a straightforward square backpack without taper on either end. It would have a pen and key pocket on the outside and room for two A4-sized binders. It would have a handle to allow for hand carrying and sturdy carrying straps for use as a backpack. A few weeks later, Åke’s factory in Örnsköldsvik created the prototype. To keep the straps from coming loose from the brackets, he made use of the strongest fabric he could find and extended them all the way down the back of the bag. The only issue was that he was at a loss for a name for his most recent creation. The term Kånken, a pun on the Swedish word kånka, which means to haul anything around, was created by him and his brother-in-law Nalle Nahlbom, who was then a reporter for one of Sweden’s biggest tabloid newspapers, while on vacation at his mother-in-law’s house.
Åke needed to produce at least 5,000 backpacks in advance for the business to be viable. Aside from his pledge to purchase 75, Friluftsmagasinet had no additional preorders. But he chose to take the chance. Newspapers and magazines all throughout Sweden carried an article written by his brother-in-law, Nalle, about a new backpack that will help pupils who suffer from back pain. 100 periodicals published articles on back pain and Fjällräven’s new product as a remedy when the bag was introduced in August 1978, just before the start of the school year. Åke sold twice as many Kånken backpacks in the first year as they had anticipated. The sales jumped to 30,000 the next year. Kanken was guaranteed to succeed.
Who has played a major role in Kanken’s success?
Friluftsfrämjandet, Sweden’s biggest outdoor organization, was crucial to Kånken’s early success. Through its Skogsmulle movement, the organization brought over 80,000 kids to outdoor activities in the late 1970s. A mulle was a female outdoor leader who pretended to be a troll and led groups of kids in environmental education. In order to keep the contents of the backpack from rubbing against the user’s back, Kånken included a seat cushion that could be removed and placed in the internal back pocket. It was also useful for sitting down and taking breaks. The forest was a fascinating area to study ants, trap tadpoles, eat grilled pinnbröd, a bread made with campfire, and get away from the outside world. Instead of using textbooks, Skogsmulle introduced kids to nature directly.
The children got their hands muddy as they crawled among the leaves and twigs. They also picked up the traditional Swedish phrase.
A high number of those who had experienced Skogsmulle when they were younger went on to attend the activities provided by Friluftsfrämjandet to older children and subsequently joined up with the growing environmental movement of the 1980s. They carried their increasingly battered backpacks and put stickers and slogans of the campaign No to Nuclear Power, Greenpeace, and Fältbiologerna, a green youth movement, on them. Their bird guides heard the Civil Disobedience of the 19th-century philosopher Henry David Thoreau in their backpacks. Kånken has since then been associated with left-wing and environmental movements.
What is the effect of colors in Kanken products?
The bag gained so much popularity in Denmark after its 1978 premiere that many people outside of Sweden mistakenly believed it was a Danish product. As its owners grew up, they also helped establish Kånken in the adult market, so its school bag specialty proved to be a source of long-term selling strength. Despite being a symbol of Scandinavia, Kånken is only sold in modest quantities outside of the Nordic region.
That is, save for one nation: Japan. Martin Axelhed, the recently recruited CEO of Fjällräven, visited Åke Nordin in Osaka in September 2006 for what was supposed to be a regular visit to a licensee in the textile business. However, Axelhed also wanted to talk to Åke about a thought he had.
Challenges for Kanken
Kånken adopted a fresh, striking color palette a few years later. The new colors appeared to give the unique backpack more individuality and a personal touch. However, a flaw in the new palette was noticed by Martin Axelhed’s wife. Why wasn’t a pink option available? Tradition was the foundation of Kånken, and Fjällräven was never about trends. However, the business chose to allow Kånken to push the envelope and expand the color palette. Kånken was now offered in blue, yellow, black, and pink. And a wide range of hues in between.
On the other side of the Atlantic, a tiny US distributor started building the Fjällräven brand in 2010. Perhaps it was inevitable that early American adopters would ultimately take notice of Kånken’s success in Scandinavia. In 2007, Martin Nordin, Åke’s son, assumed control of the brand and consented to let the distributor distribute Kånken in a few trend-setting boutiques around the United States. In a short time, the bag began appearing on blogs and magazines, and it was tied on the shoulders of hipsters and celebrities. One of the pictures was of Madonna and her family rushing across an airport. On his back, her son David Banda was carrying something bright: a forest-green Kånken with the red-and-white emblem of an arctic fox.
Wrap up
Fjellraven, the manufacturer of Kånken, is headquartered in Israel with regional distributors like Tel Aviv-based Tammuz Trade. This is an example of a business partnership where an authorized channel is utilized to sell Fjellraven products, e.g., Kanken backpacks, in Israel. It cannot be proved that Fjellraven or Kangol takes any official stand on the Israeli side of the political and ideological front. The company practices environmental responsibility and quality of its products more than political affiliations, and is most identified by its outdoor apparel and environmental friendliness in business practices.
