This week I have been interview the responsible for events at the brand; Fjallraven, Andreas Cederlund. There will also be a travel report from Chamonix, and some upcoming test of gear.

Andreas Cederlund Fjällräven:
Hello Andreas, how does you and Fjällräven think about events in the mountain environment?
-For us at Fjällräven, of course the Fjällräven Classic event is our main focus. For Fjällräven as  brand, it is of course hiking that is our core value. and main focus area. We have previously arranged Fjällräven Extreme Marathon mm. But the range of such competitions is so big that we do not need to be there. For us it is important to get as many people as possible to hike in the mountains / mountain environment. In the beginning there was a competition moment with timing etc.(in fjallraven Classic) But that we have removed.
The arrangement is about the fact that those who are less experienced should have a good organization to be able to and want to go out to the mountain several times. To find out and drive yourself without an arrangement behind. And that those who are themselves can have a more social context in their mountain trip. We see this as a concept that is established and functioning. Today we have set a limit of 2000 participants. Statistically, there are about 450 Swedes and the others are actually foreign participants. Europe is of course large, but also Asia.
We have also moved the concept internationally as well, and there are now Fjallraven classic in the United States, Hong Kong and Denmark.
We want to inspire new hikers and there has also been a research about this to see what effects such an arrangement has. Who is participating and gives it an increased outdoor life for the participants?
It can be noted that this type of arrangement is successful, and next year it will celebrate 20 years of the arrangement.
Should we go into a little more scientific and look at some facts about the event we can note the following:
65.9% of the participants are men. 33.9% women. 47.7% are 31-45 years, 37.3% are 46-65 years, 9.7% under 31 years and 5.3% over 65 years.
35% of participants live in the big city, 20.7% City or lesser place in the country, 19.3% of participants live in medium-sized city.
72% of the participants had never visited Abisko prior to the implementation of Fjällräven-Classic.
20% of participants have returned after completing Fjällräven-Classic.
Over 70% of them respond that they are likely to return to Abisko. In summary, MUIN’s research shows that visits to the mountains often result in new outdoor activities.
Ok, and if you have to choose one Product, Which would be your favorite?
-Then it will be Fjällräven Echo Shell ”Bergtagen” jacket. A very sturdy yet dressy jacket.

Ive been travel to this years Chamonix event. This year I want to check the Via Ferrrata in the valley. So early Saturday morning I went to Les Houches to meet Jean, one of the guides. So we Went to Passy and the Curulla Via Ferrata.

Fjallravens Echo Shell ”Bergtagen” jacket.

Jean a skilled guide of the Via Ferrata. This one was challenging one. With wire bridges and other difficulties. This one was graded as D+, in a scale from A-E. One and a half hour wtih climbing…

Chamonix as Always delivers, with a hike up to Lac Blanc. The refuge was closed, but Gianni a Italian guide offer me some cheese and italien vine and meat. Real nice..

Gianni the Italien guide.

 

 

 

 

 

 

 

 

 

 

 

 

• And Chamonix is Always the best…
• This week I will test the Makke pant from Lundhags, and compare it with Stellar Equipments Soft Shell pant. Stellar Equipment is a interesting Challenger on the market. With a shorter line to the end customer the price will be lower. But they are a Challenger for the establish quality knowned brands such as Jöttnar, Arcteryx and Norröna for example.
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And at the end the Mountain Leaders comments: As I can see a trend at the market that lots of the brands present slimmed core Shell jackets. I Think this is connected to fast and physically adventures. So this will be a part of the next blog. see ya soon