Fjällräven presents Fjällräven Hoja – a cycling collection that doesn't focus on time records or sporting ambitions, but rather focuses on comfort, durability and long miles without drama.
Fjällräven, a Swedish brand known for legendary trekking backpacks (and yes, even after the “Kånkens” that occupied every high school wardrobe), it is now also moving to bicycles. With a new collection Fjällräven Walking They answer the question that more and more urban cyclists are quietly asking themselves: can we ride a bike without looking like Tour de France reserves?
What is Hoja – except it’s a Swedish word for “I’ll walk because I feel like it”
The name of the collection comes from the Swedish word for “riding a bike because it’s cool.” And that pretty much sums up its spirit. Walking is not a race, it’s not downhill, it’s not Strava. It’s more like “having a beer by the river after work” or “having breakfast in the old town, 12 km away from home.” The collection is therefore aimed at people who don’t use their bikes to conquer nature, but to get closer to it. Or at least to avoid morning traffic.
What can you find in the collection?
Walking includes a whole range of clothing and accessories that are adapted to life on and around the bike. From practical jackets and windbreakers that can withstand more than just the first spring shower, to backpacks and bags that you wouldn't be ashamed to wear even to a meeting. Among the most interesting are definitely these Seatbag Harness – a system for attaching a bag under the seat, the result of decades of experience with trekking equipment. Tested, proven and above all, sensible for anyone who carries more than a phone and keys on their bike.
Aesthetics? Fjällräven as we know it – timeless and noiseless
The color palette is earthy, the cuts are practical, the details are thoughtful. Nothing flashy, nothing trendy – just something you’ll be happy to wear in five years. The materials are durable, many recycled, and the cuts are made for movement, not Instagram poses. Which is – hands down – really refreshing.
Who is Hoja for?
For everyone who loves bikes but doesn't have a racing license. For those who ride to the office, to go shopping, to visit friends, or somewhere without a destination on the weekend. For urban nomads who value usability, aesthetics, and a clear head. And yes, even for those who ride their bike to the forest just to have a coffee in peace.
Conclusion: Fjällräven Walking
Walking is not a manifesto against sports, but an invitation to experience cycling differently. More calm, more aesthetic, more… Swedish. Fjällräven remains true to itself – even on two wheels.
