Fjällräven’s Fox enters the Fancy Forest

Fjällräven Kånken’s cute little red fox is a registered trademark. You might spot the brand while out on a hike, because they primarily brand bags: from fanny pack to duffel bag, and from rucksack to backpack.

Occasionally, they will throw in a sleeping bag or mountain bed, or shoes, a jacket, or a cap—for men, women and children alike. It is safe to say their trademark is widely known.

The origin of the backpack that catapulted the Fjällräven brand into widespread recognition can be traced back to the back-to-school season of 1978, Sweden. It was then that one Swedish man, in search of a backpack that offered both sufficient volume and comfort, decided to design his own in his parents’ basement. The goal was to alleviate the Swedish children from back pains while commuting to and from school. Characterized by a close connection to nature, both design and production aim for chief sustainability and represent a well-known brand as of today.

Kalidi Fancy Forest seemingly shared this sentiment. Even more so, they made sly attempt to piggy-back on Fjällräven’s fortune, applying for a European trademark registration. The application features a registration of a 3D shape for backpacks. The Chinese owner presents this model as a lightweight unisex school backpack that is also water-resistant. Something about the model looks familiar though…

So far, Fjallraven hasn’t filed an opposition yet, but it won’t be long before this foxtrot turns fistfight.

Kalidi Fancy Forest’s trademark