Zooey Deschanel And Style Bloggers Are Digging This 52 Year Old Backpack. Yes, Really!

07 November 2012 by

Zooey Deschanel on the set of New Girl with a cult Kanken rucksack from Fjällräven

When Zooey Deschanel Instagram’d the pic of herself above wearing a – what to many would be an unidentified – geeky rucksack, she confirmed a fashion inkling Grazia’s Style Hunter had been feeling for quite some time. So here it is: there’s a new street style phenomenon a-happening and it’s not about the latest Givenchy printed t-shirt or Alexander Wang heels, it’s about a £55 mini school-friendly nylon rucksack from a Swedish outdoors brand called Fjällräven (prounced, erm... not sure). It’s functional purpose has made it popular enough amongst hikers, mountaineers and active types since its inception in 1960 to warrant it’s ‘most sold rucksack in the world’ status, but fast forward 52 years and a following of Shoreditch hipsters, cool kids who cycle everywhere and style bloggers across the globe is growing. And now Zooey, aka the queen of nerdy-cool, has put a stamp on it by tweeting this shot of her and Olivia Munn doing a bezzies-wearing-backpacks pose on the set of New Girl.


Gabrielle of Dentelleetfleurs.com and Annabel of Blushingambition.blogspot.co.uk styling up their Kankens!

We’ll leave Fjällräven’s anoraks and fleeces also to one side (thanks), because the only piece you need to know about is the Kanken. This is the style that everyone is wearing and there’s even an entire website, I Love My Kanken, dedicated to people who, surprisingly, love their Kanken! It’s a simple rectangular backpack that comes in 23 different colours (we like the very A/W’12 Ox Red), and what it lacks in size it makes up for in kudos-factor. Buy now on Fjällräven’s site, ASOS and Farfetch.com.  

Bloggers Mariah of Greygold.blogspot.com and Laura from Theworldlooksred.com are Kanken lovers, too.


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Sebastian Underhill (Wed Nov 07 16:16:27 GMT 2012): Just 2 years behind on this one ;).
Fjällräven North America (Thu Nov 08 22:15:54 GMT 2012): Available at fjallraven.us or 262 Mott Street in NYC!
I Love My Kanken (Thu Nov 08 22:52:05 GMT 2012): The first company in the world to sell the Fjallraven Kanken outside of Sweden. Over 800,000 customers worldwide. We still ship FREE to every corner of the world! www.ilovemykanken.com Our UK customers discovered this bag six years ago!
Prowlster (Tue Nov 20 19:49:01 GMT 2012): Just added to the Prowlster store! We'll be doing some features soon on some of the big trendsetters spotted in theirs too soon! http://www.theprowlster.com/collections/product-category/kanken-fjallraven-backpacks/
Dom Fletcher (Mon Dec 03 22:15:19 GMT 2012): Something different check out www.lodgepack.co.uk, great combination of colours.
Louise Wells (Tue Feb 12 20:23:46 GMT 2013): wow is a trendsetter got mine last year - pastel blue ; ) xxx.
Mia Karrestad (Fri Feb 15 21:59:01 GMT 2013): Love it!
Amanda Saunders (Tue Jul 09 13:29:34 BST 2013): available at www.sparkleandspin.co.uk in the UK!
Stine Carroll (Tue Jul 09 14:00:17 BST 2013): Thank you Amanda xx