ERROL PARKER | Editor-at-large | Contact

Award-winning Swedish outfitter, Fjällräven, has been the subject of a world-wide survey this month which has discovered that every female on this hellrock floating through space has or will own one of their backpacks at some point in their lives.

The news has been met with mild Scandinavian fanfare at the company’s headquarters in Örnsköldsvik, located about halfway up the Gulf of Bothnia.

However, the news that such a small, luxury outdoor clothing and accessory company had the means to produce some 4.5 billion backpacks and sell them to our planet’s female population has been met with scepticism from more than just one person.

But The Advocate has elected to disregard that and focus on the positives.

More to come.


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