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Tuesday, November 27, 2012

The Alps Grow on Howard Street: Fjällräven Pop-Up Shop


I can't think of anything more frustrating with clothing where after one wash and after one wear, it falls apart or the contact with the wash water changes said item into a glorified dust rag.  Men sweat, men throw things down (often haphazardly), men use the same one article of clothing to do umpteen different things and men often find a way to destruct the indestructible.  Thankfully this season, New York has found a haven for tough clothing meant for men who lug it around with them with a pop-up shop just for them from the Swedish bastions of functionally at Fjällräven.

While Fjällräven has been in the city for a few years now, this season marks the opening of their first mens only pop-up store at 21 Howard Street NYC a great geographical location that houses the likes of Jil Sander, Dunderdon and Opening Ceremony on the same block.  


So what makes Fjällräven so special?  Visually the shapes are clean and easy to recognize as classic quality functional menswear staples like snorkel coats, ski parkas, backpacks, work shirts, anoraks and vests.  The tactile element is what sets the brand apart with every piece having a great durable hand worked in fabrics that take one to a place of outdoor revelry with rip-stop nylons, strong poly cotton blends perfect for traveling and dense lambswools that are both sturdy yet softly executed.  Their  packs have a cult following with all their various size and varied color options and after running your hand across a few of their weighted work shirts and trying on a few of their well-executed parkas, how could you not become enthralled with a company whose aesthetic is as strong as the Matterhorn.

The elements of protection and longevity aplay a major role in the appeal of Fjällräven.  One way this new pop-up shop will showcase that is by selling and offering services that retreat items with their Greenland Wax, which protects against wind, rain and wear & tear.  There's something very endearing about clothing that can take a licking, whether from you or by the elements, and keep on ticking.  It's clothing than you can take from the harsh New York terrain to the harsh terrain on the outskirts of town.  Also on showcase at the pop-up shop will be other brands such as Schwood Sunglasses, Darn Tough Socks, Granffors Bruks Axes and the brand's collaborated on items from Rustico Leathers all subscribing to Fjällräven's well-crafted aesthetic.

I support the theory that certain pieces of menswear look better with age and Fjällräven upholds this theory by making sure their clothes pack as much punch as possible.  Plus, it's pop-up presence in New York supports the modern man's creed that clothing must not only be well-made, but also kinda downtown functionally badass. 



The Fjällräven Mens Pop-Up Shop is open now at 21 Howard Street NYC until February 28, 2013.  Stop by and experience the Alps off the Bowery.  Also, bring in a gently used winter coat for donation to Hurricane Sandy Victims and receive 30% off a Fjällräven winter coat.

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