You don’t really know a product until you take it outside. At Fjällräven, that process starts close to home. Just outside Stockholm, our team works out of a prototyping workshop in the forest, where ideas are built, tested, refined, and built again. Instead of sending off early concepts, they’re able to develop and iterate in real time until something feels right. Then it goes outside. For the Spring/Summer ’26 Hoja collection, that meant taking the gear on a bikepacking trip through Iceland. A chance to test how it performs over time, in real conditions, and make adjustments along the way.