September each year, GQ UK fashion assistant editor Lee Gale will participate in England and Wales held Festival No.6 music festival. The well-known British music festival usually attracts thousands of young people in Europe with the carnival. Last year, at the scene, he found an interesting phenomenon – at least half of the young people are like him, carrying a backpack same style.
Rectangle, strap a little thin, the overall tone of the single, in addition to a Swedish arctic fox Logo, the entire shoulder bag no other pattern. Entitled Kanken (Swedish context for carrying sound like “empty Ken”) shoulder bag belonging to Swedish professional outdoor brand Fjallraven.
Gale can not like this epidemic. Two years ago, after his back was still a small minority of Kanken bag, had never been replaced. “I had better pay attention, if everyone started back Kanken bag, I would need to find a different backpack.” He said.
Kanken popular faster than he imagined. Everywhere except on the Festival No.6, young fashion bloggers have begun to various colors Kanken package back in the body. Actress and model Liv Tyler was photographed entertainment travel magazine to photograph, there have been this backpack. Madonna to his son bought a black Kanken bag, photo boarded the “USA Today.”
“Young people no longer Kanken bag as a practical and drab backpack, in addition to practical it’s cool.” Fashion writer, Port Magazine editor David Hellqvist wrote in a blog, “Now you can see, both in the Sweden Boras town or Berlin, where the most fashionable young people are carrying Kanken bag. ”
Kanken not unexpected popularity among Fjallraven company’s expectations.
This outdoor home supplies company has never done a special initiative to Kanken package marketing activities, but did not take it as a fashion items. And the company’s other outdoor products seem traditional conservative like mountaineering clothing and tents, Kanken package was “discriminatory” placed in the major European outdoor supply stores sell.
“From beginning to end, we regard ourselves as a popular outdoor brands .Kanken is wonderful, but our intention is not the trend of manufacturing.” Nathan Dopp, vice president of sales and marketing Fjallraven said.
Fjallraven Kanken founder Ake Nordin design package in 1978 when, just want to solve a fundamental and practical problems. At that time 80% of the Swedish national spine were damaged to varying degrees, the report said it was carrying too much time to study Swedish student textbooks and cause side effects. Specializes in the design of outdoor backpack Nordin determined to change this situation.
His four Swedish yellow pages as a model and basis weight, made a four backpack, and put a W shape sewn strap in the back pack. By heavy vertical square with a special strap design, allowing the lower back part of the bear weight, thereby reducing pressure on the shoulders by weight.
In 1978, within a few Swedish schools begin aisle stocked with the most original military green Kanken package. Fjallraven later launched a total of 30 different sizes and various colors Kanken bag, adults can also be used.
Over a period of time, the purview of this backpack is limited to Swedish national. Until the 1980s, beginning with the creation of Fjallraven outdoor stores in Germany, Finland and several other European countries, Kanken package was only exposed to more people, but even so, it did not feel put in a backpack outdoor stores, it is possible and fashion What is the relationship between everyday life.
An Englishman named Lindsay MacFarlaine changed its destiny. MacFarlaine was a outdoor vendors, six years ago, he intends to sell in the UK agent Fjallraven products, browse product line when he noticed a colorful Kanken package.
“It was a feeling that it seems to have the potential to become fashion items, and will be recognized by the world’s young people.” MacFarlaine “First Financial Weekly” said, “Kanken bag shape is simple and special, there is no practical things, like not appear in on this backpack, while its Swedish design style is very unique, and there are various beautiful colors. ”
So far, Kanken package there has not been any change in the design, only adjustment on color. In the beginning, color Kanken package from the earth, forest and sky color Swedish alpine meadow areas, such as the production is still “Forest Green” and “Graphite Black” and then gradually adding the rest of the natural world more bright, young more like the color. Including discontinued colors, Kanken package has the birth of more than 60 kinds of colors.
MacFarlaine decided to separate from the pack Fjallraven Kanken outdoor product line, sold separately. One called “I love my Kanken” site formally launched in 2009. This is MacFarlaine Fjallraven official cooperation with the establishment, and the first one will Kanken as fashion items to the sale of the site.
But this is not enough. “Do not forget, before that in addition to the Swedes did not know how many people Kanken package.” MacFarlaine said. He opened for only a backpack of Facebook and Twitter accounts, to encourage the purchase from the site Kanken people from different parts of the package is sent back with only a backpack own photos, and share via social networks.
Those traveling or commuting road was shot down, slightly fresh style photo was last collected on this site. Some European countries appear more and more young people carrying Kanken package, including bars DJ and a variety of creative workers. They see themselves as canvas backpack “traitor”, dedicated to making their own or those carrying a JanSport backpack Eastpak separates people – those brands too common.
This Kanken package initially popular in the European small-scale phenomenon, similar to the 1960s counter-culture of the popular Volkswagen Type 2 van (Volkswagen Type 2). The truck was then known as the old “hippie car”, young people in the above random graffiti. Once you see the same kinds of models who drove, they will be nice and friendly nod.
“In the streets of London, if two strangers meet back Kanken bag, looked at each other, they would probably think, ‘Where did you get this special backpack where’.” Gale said.
This popular small circle inside quickly broken. The second half of 2012, this backpack has frequently appeared on the European and American street fashion blog or magazine pictures. Gale described the dramatic “Meet” moments happen less and less.
Stars in any fashion trend all contributed. Style of dress has always been somewhat exaggerated Hollywood star Zooey Deschanel posted on Instagram had one himself in the US drama “Jesse drive to” (New Girls) in the second quarter studio photos. Photographs, Deschanel one day carrying a blue bag Kanken.
This photo received over 80,000 Like, constantly asking fans below this in the end is which brand backpack. Italian fashion magazine Grazia editors are more excited, they wrote, “Deschanel issued when the picture, most people are not familiar with this backpack, but she confirmed our judgment – this 55 euros a backpack has become a trend in Sweden . ”
Such trendsetter accelerated Kanken epidemic. MacFarlaine rapid increase in the different languages of pages on the site, while the distribution of coverage to the world. Currently young people from Southeast Asia is I love my Kanken most consumers, followed by the Chinese market. It is easy to make the price more and more young people are likely to accept.
Back in 2008, Kanken package has come to China. Fjallraven market in China is also only focus on outdoor products. However, the Chinese market director Zhang Yimin Fjallraven noticed in places like Beijing Sanlitun, back Kanken package also more up. “In China, young people back Kanken bag, stylish and internationalization,” she said.
As in other countries, Fjallraven did not set up shop in China alone, purchasing channels Kanken package mainly overseas purchasing. Although Fjallraven on Lynx opened a shop, but it’s still the outdoor image appears, did not give a separate package Kanken sales page.
Currently in Fjallraven product line, sales Kanken package came in first. This seems contrary to common business logic – if a product to obtain broad market acceptance, the brand will focus on the product will be transferred to, to get more profit.
“After all, we are not specially made backpack brand,” Zhang Yimin said, “it will not do in order to meet the market changes, including the design and marketing .Kanken package is now the star product, but it is, after all, is not our core product lines.”
In Kanken popular during sensitive agents, fashion bloggers and the influx of people on the streets is very positive, Fjallraven itself is very low-key.
And it is this low-key once to win the hearts and minds Kanken enthusiasts.
“For me, this is my place to attract Kanken package stiffly in front of you will not make it through advertising .Fjallraven, but let it spread in the ground,” Gale said, “One can imagine that if Kanken become a high-street brands, it is not so cool. ”
Singapore Kanken bag after agents began distribution in Singapore called Fal fashion blogger wrote, “really sad, I no longer unique in the Kanken.”