Question: fjallraven how do you pronounce?
Answer: F – Y-ah-ll – R-ah-ven Easy peasy. Fjällräven translates as 'Arctic Fox', hence the adorable badge logo that we see stamped on all of the brand's coats, jackets and popular Kanken backpacks. And Kanken is pronounced more like 'Konken', by the way, if we're aiming for full pronunciation accuracy.