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.
Awareness, how very important nature is, is often not self-evident. All too often we forget that we will not be able to turn back time. That it is nature that is our greatest wealth, which deserves all our greatest attention and an extravagant measure of sense. Here, it seems that some peoples have succeeded in putting the relationship with nature in the first place in their "epigenetic" record. It is written in the constitution the right to "enjoy nature" Allemansrätten, which guarantees them the right to camp in nature, on the condition that the space will remain intact after departure. And this very right, which is also an obligation, is written in the vision and mission of brands Fjällräven and Primus, whose main philosophy is to encourage people to have a correct and respectful attitude towards nature and to make it easier for them to live in it. They do this by making clothes and accessories for spending time in nature, but at the same time, with their philosophy, they want to teach us that it is not always necessary to follow trends, that good things simply sustainable. Fjällräven bets on sustainable design, which is reflected in carefully designed and timeless products. The kind that you will be happy to wear ten or twenty years from now. The essence of their philosophy is not that they always want to be first - they do to be the first in harmony with nature. This means that they work with materials that they can get from the environment and with sustainable materials that have as little impact on the environment as possible. A look that is not typical in this modern world of fashion brands
An unforgettable experience - The Edible Country
So they took us out of the city and into nature, on gourmet adventure, which was designed by four Swedish chefs with a Michelin star in cooperation with a tourist organization Visit Sweden. So a special culinary experience, because in Sweden delicious healthy food is just around the corner - in nature. The idea is simple - to turn the whole country into a restaurant with special tables hidden in the most picturesque spots of Sweden and to design herbal recipe, which can be found in nature and to prepare an unforgettable gourmet experience from them. All you need is salt, butter and honey and good clothes for spending time in nature.
visitsweden.com/ediblecountry/
FJÄLLRÄVEN
The Fjällräven company comes from the small town of Örnsköldsvik in Sweden. The idyllic nature of the town with its breathtaking views attracts outdoor enthusiasts and is thus the inspiration for clothing and leisure equipment. Fjällrävn's mission is to bring nature closer to people, and in its true Swedish style, it focuses on simplicity and practicality. In developing its functional, sustainable and timeless equipment, it shows respect for nature, animals and people and inspires the world to live outdoors.
fjallraven.com
