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Fjällräven translates to "arctic fox," and the company is dedicated to providing practical gear and comfortable garb for outdoor adventures. Wilderness photographs deck the store walls along with rows of backpacks arranged in the shape and color scheme of Sweden’s flag. Down jackets and tents hang neatly on wall racks, lending an open, inviting feel. And while there are plenty of utilitarian travel items, like Greenland wax, axes, and hunting knives, there’s also a vast selection of garb for strolling around the city, including sleek leggings and tunics from Wooland (which also supplies the U.S. Army), knit sweaters from Dale of Norway, wooden-soled clogs, sheepskin-lined leather boots, and Wayfarer sunglasses with snow shields.
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