Winter may be coming to an end, but there’s always the chance for a freak spring snowstorm (this is Chicago, after all). Luckily, another outerwear store just opened in Wicker Park.
Fjällräven, an outdoorsy Swedish brand, was founded in 1960 in the town of Örnsköldsvik, Sweden. The new Chicago store (1708 N. Damen Ave.) marks the brand’s 8th boutique in the USA, and its slogan–“There is no bad weather, only bad clothing”—makes it particularly suited for this city. Key products range from durable outerwear and backpacks to survival equipment such as outdoor stoves and portable sources of power.
At the 2,288-square-foot store, which is tucked next to the Alexis Bittar boutique, a team of ambassadors are on hand to help you embrace your inner adventurer by learning more about local outdoorsy activities (unfortunately, “shoveling out your car and then watching as someone else claims dibs on that space” isn’t one of them).
And the store has already attracted some celebrity attention: The Chicago Blackhawks will be hosting a VIP-only event at the store on Thursday to celebrate the store’s grand opening.