![A hit with Instagrammers and investors, this hard-to-pronounce Swedish backpack brand is on a roll | Fortune A hit with Instagrammers and investors, this hard-to-pronounce Swedish backpack brand is on a roll | Fortune](https://content.fortune.com/wp-content/uploads/2021/05/Fjallraven-backpacks-2.jpg?w=819&h=1024)
A hit with Instagrammers and investors, this hard-to-pronounce Swedish backpack brand is on a roll | Fortune
Fjällräven Brand Center Amsterdam - New stuff! . From top left to bottom right: - Kånken Pastel Lavender-Cool White - Kånken Flamingo Pink - Kånken Ochre-Chess Pattern - Kånken Hip Pack Flamingo
![A hit with Instagrammers and investors, this hard-to-pronounce Swedish backpack brand is on a roll | Fortune A hit with Instagrammers and investors, this hard-to-pronounce Swedish backpack brand is on a roll | Fortune](https://content.fortune.com/wp-content/uploads/2021/05/Fjallraven-backpacks-4.jpg?w=1024&h=683)