The AW20 edition of Jacket Required brought plenty of change with it, as we introduced a more curated floorplan and announced our big move to the Saatchi Gallery. But what did our exhibitors think? We had a quick chat with Christopher King from Fjallraven to find out more about the brand as well as his thoughts on the show and our upcoming summer reboot.

 

 

 

My name is Christopher King and I'm one of the sales team at the brand Fjallraven. 
 

 

So, this season we brought the autumn/ winter 20 highlights. It's just the tip of the iceberg of what we do, but it's relevant to the Jacket Required audience and it's true to what we're all about. So that's real products reimagined from the original 1970s collection, with three different wool stories, and other things besides.
 

 

It's been a really happy mix. We find Jacket Required really useful to catch up with our existing customers; at this time of the year there's always outstanding opportunities and issues to discuss. We've also found that we've met different retailers from different parts of the country that we just would not be able to access otherwise. 

 

Sustainability is at the heart of what Fjallraven is about. We've never shouted about it, but we've been doing it for 40 years and there's nothing new in what we do. For everybody else, it's a new story, but we have just done it from the beginning. There are so many different stories about Fjallraven and sustainability, but this isn't the time! People who buy Fjallraven find different layers of interest to us. That's what makes Fjallraven a brand. 
 

 

Simple, effective and happy. 
 

Well it sounds very flash! I'm all up for new ideas and it sounds good! 

 

Want to join us at next season’s Jacket Required? Apply to exhibit alongside brands like Fjallraven or register your interest in visiting and we’ll let you know when to get your tickets to London’s only premium menswear trade show.

 

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