Swedes have a special attitude towards nature, design and personal hedonism, it seems that nature and contact with it always come first. They inculcate this DNA of coexistence with nature to their offspring. It's all part of getting back to her and getting back to her. Part of this philosophy, as well as part of the brands' vision, was brought to us by the brands Fjällräven and Primus. They took a selected group of journalists from all over the world out of the city and into nature.