Swedish artist launches bag line for Fjallraven
When Swedish illustrator, artist, and graphic designer Moa Hoff was a child, she visited Northern Sweden with her father, where they spent the time trekking the mountains together. A nature lover who always loved the forest and thought trees had a secret life, she remembers “the light, the crisp colors, and the small knobbly mountain birches.”
These adventures left a lasting impression on her, and it was these glimpses of childhood memories and the associated feeling — of hope, happiness, an awe at the vastness and beauty of nature — that served as her inspiration when she was asked by iconic Swedish brand Fjallraven to design a collection for its limited edition of Kanken Art.
Every piece of Kanken Art, which was designated as craft art by Svensk Form (The Swedish Society of Craft and Design) in 2017, will support the Arctic Fox Initiative, which that aims to protect the environment and inspire people to spend more time outdoors.
Each piece in Fjallraven’s new collection — a laptop bag which can fit a 15-inch laptop, a mini backpack, card wallet, travel wallet, toiletry bag, and pen case — has Moa’s handmade, illustrative and imaginative artistic approach.
Always creating her designs by hand, Moa “wanted each bag to be unique, so that everyone could choose their own individual design.” The result is a mesh of semi-abstract patterns and doodles of nature in a handful of creamy colors, which best represents her love for nature.
The limited edition Moa x Fjallraven bags are now exclusively available at Outdoors by SM on the second level of SM Store Makati.