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Shop Talk at Fjällräven

We've been told by about a thousand people that there's not a person in Sweden that doesn't own a Fjällräven backpack. Any chance at investigative reporting in Sweden on this claim has sadly not happened, but perchance the company is so mythically popular because they know how to do beautifully crafty things like wax jackets with only a measly stick of paraffin and an iron. When we told them we had never DIY waxed a jacket, they looked at us like we were wimps. Ever practical though, the staffers at the store quickly ripped off our jacket, laid it on on a sales table, and patiently showed us how. Watch the video, and pay attention.

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Shop Talk at Fjällräven