How Fjällräven's kids book bag became a global icon

This is the Fjällräven Kånken backpack. The simple bag was created in 1970 for Swedish school kids, but has since become a popular accessory from A-list celebrities to teenagers. Fjällräven translates to arctic fox, which is the basis of the iconic patch found on each Kånken backpack. Here's how Fjällräven's Kånken simple backpack became a fashion icon. This is Suddenly Obsessed.