Fjällräven is committed to inspiring the world to walk with nature and a big part of this is the brand’s Classic events that originated in Sweden but now take place all around the world.
The original concept of Fjällräven Classic was launched in 2005 with the aim of encouraging more people to trek in the Swedish mountains. Over the years it has evolved to an event that caters to over 2000 people every year, from all over the world, trekking the 110km stretch of the Kungsleden from Nikkaluokt
After a few years, the event expanded from Sweden to Denmark, then overseas to the US in 2016. In 2017 Fjällräven Classic took place in four different locations around the world – Sweden, Denmark, the US, and Hong Kong.
In 2020, Fjallraven set out with a great ambition to further expand the Fjallraven Classic to more countries and continents than ever before with additional events planned for Germany, the UK, China, and South Korea. However, Fjällräven had to cancel the events in Germany, Denmark, UK, US, China and Sweden due to the Covid-19 pandemic.
It was at this point that a creative solution was needed to enable people to still enjoy the beautiful landscapes of each of the Fjällräven Classics. For this reason, Fjällräven have launched an immersive, digital series of online trekking events to bring at least a semblance of the Fjällräven Classic experience to people wherever they are.
Fjällräven Classic TV is the brand’s way of enabling people to be immersed in a new trekking experience from the safety of their own home. Streamed online and shown from the point of view of a trekker, Fjällräven Classic TV will digitally transport viewers from all across the globe to the locations of each of Fjallraven’s successful trekking events. The first episode went live on 27 May 2020 on Fjällräven’s social channels and on the Fjallraven Classic website.
This new initiative kicked off with ‘Classic Germany’. The first episode lasted for three continuous days and span across 57km of winding trails through fields and forests, along ridges and lakes, over hills and grasslands of the beautiful Allgäu region in Germany. Viewers were able to join in for a few hours, or for the entire three-day trek, experiencing the trail from a point of view perspective.
The second episode is planned for 1-4 July 2020, starting at 12:00 CET, and will digitally take trekking fans from all over the world to Denmark where they can follow the Classic’s 75km route over grassy hills, through dark forests and along the shoreline.
Find our more or Watch Classic TV live at https://classic.Fjallraven.