The iconic Swedish brand is encouraging customers to get outdoors—in their beautiful outdoor gear, natch—by giving away season passes to our national parks

On Black Friday, Fjallraven Will Give Away 1,500 National Parks Season Passes
Matt Artz/Unsplash

On Black Friday, Fjallraven, the Swedish company known best for its iconic little Kanken water-resistant backpack, is giving away 1,500 season passes to National Parks. Their mission aligns to the phrase “Nature is waiting” and they host an annual trekking event called The Fjallraven Classic, so it makes sense that instead of slashing prices on backpacks by 40 percent or having a big sale, the company is getting us outside. 

“We have been walking with nature for over 50 years at Fjallraven,” says Fjallraven CEO of Americas Nathan Dopp. “Our mission has always been to inspire more people to spend time with nature, which is why on Black Friday, we will help thousands of Fjallraven customers get outside, enjoy nature and create memories.”

Courtesy Fjallraven

How do you get the deal? Head to one of Fjallraven’s 21 U.S. stores on Black Friday and make a purchase. All stores open at 10:00am local time, and passes will be given on a first-come, first-served basis. The passes apply to all U.S. national parks and can be used November 2019 through November 2020. There’s no minimum purchase, so you can grab anything from a super cute red plaid Canada Wool jacket to a Structure Beanie in frost green to the water-resistant canvas Greenland Top Backpack pictured above. 

Canada Wool Jacket, $225 from Fjallraven

Structure Beanie, $40

Greenland Top Backpack, $125 from Fjallraven