Well, it's Swedish, so you know it's cool and functional. But Fjallraven is also sustainable. The company is driven by a deep belief in the need to leave the world a better place than you found it. You'll see it in how they design their products, the materials they select and how they produce their super-snuggly-in-the-cold clothing and outerwear and their almost indestructible and highly functional bags (for pretty much every endeavor).
Also worth noting, in case you were wondering, their bags have a lifetime guarantee. And the clothing is thoughtfully engineered to last for generations and designed to keep you warm and comfortable even in the bleakest conditions.