Fjällräven is a Swedish outdoor brand which has crafted durable and timeless equipment and apparel for 60 years. Equally beloved by outdoor enthusiasts and style aficionados, the brand is set to open its first brand centre in Toronto in the heart of Queen Street West, following several successful launches in other Canadian markets including Vancouver, Victoria, and Montreal.

Milk has been engaged to deliver an impactful launch in the Toronto community within core and mass audiences, amplifying media relations in the lead up to, during and post-opening. Our main goal is to connect the target audience with the image of being and experiencing the outdoors through meaningful media and influencer results, highlighting the ‘nature of Toronto’ in a very Fjällräven way.