![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)
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 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 - Rozengracht 219-225, Amsterdam, Noord-Holland, The Netherlands - Sports Wear - Phone Number - Yelp FJÄLLRÄVEN - Rozengracht 219-225, Amsterdam, Noord-Holland, The Netherlands - Sports Wear - Phone Number - Yelp](https://s3-media0.fl.yelpcdn.com/bphoto/hbG4gRhgoHpldgtXYqw2qQ/348s.jpg)
FJÄLLRÄVEN - Rozengracht 219-225, Amsterdam, Noord-Holland, The Netherlands - Sports Wear - Phone Number - Yelp
![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-1.jpg)