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Fjallraven is new to America, but old to Sweden--think of it as Swedish Jansport. But to your point, I don't think Americans have the same level of attachment t
by et-al 9y ago
Fjallraven is new to America, but old to Sweden--think of it as Swedish Jansport. But to your point, I don't think Americans have the same level of attachment to school bags as the Japanese do.
- mc32 9y agoBy new I meant post WWii. It hasn't had time to become iconic, I would argue. A north face also is not yet iconic. Maybe this is unfair, as most outdoor consumer products didn't come about till around the 60s and 70s... However baseball and children's iconic backpacks have generational nostalgia and have become very iconic. It's possible, I don't know, that the mountain fox itself had become ironic in Sweden in short period of time before production was shipped overseas.
- et-al 9y agoAh I see (and I don't have an answer). Is Jansport "iconic" or is it just "ubiquitous"? I'd say it's the latter. A better comparison might be Victorinox deciding too offshore Swiss Army knives to Korea or Thailand.
- mc32 9y agoYes, I think that's a good comparison. German Henckels would be another or British millerain. Jansport I think is more ubiquitous than iconic, but maybe that's just me.