FJÄLLRÄVEN, the iconic Swedish outdoor clothing and equipment company, combines decades of experience creating long-lasting and functional trekking gear with a long-held love for cycling and adventure to launch Hoja – cycling equipment designed for a life on and around the bike.
Hoja is a Swedish term for riding a bike just for the fun of it and perfectly captures Fjällräven’s approach to cycling with this new collection. Offering an alternative to the competitive nature of road cycling or the extremes of mountain biking, Hoja reflects Fjällräven’s approach to spending time out in nature.
Hoja is not about conquering the environment but embracing it, allowing you to go further and stay out longer with gear designed for a lifetime of adventures. This launch is an invitation to riders from all walks of life, those new to cycling as well as experienced riders looking for new adventures to discover the versatility of Fjällräven’s new cycling range and the joy of riding a bike just for the fun of it.
The last decade has seen a dramatic shift in demand from cyclists who are seeking new ways to enjoy life on two wheels. The rise of this ‘middle ground’ has welcomed riders from road cycling who are looking for ways to get out further into nature and leave the asphalt behind as well as mountain bikers seeking longer adventures and new experiences.
This new category of riding has spawned many names within the industry with terms such as gravel biking, adventure cycling, touring, bikepacking, all-road bikes and more, gaining traction among riders worldwide.
Sweden has over 300,000 kilometres of gravel roads just waiting to be ridden and this evolving category of cycling has created an opportunity for Hoja to fulfil the brief of functional, durable, and versatile clothing and equipment that works both on and off the bike.
A core message from Fjällräven over the years is for consumers to buy functional and durable gear that will last for generations. This is good news for the environment as it creates less waste and uses fewer resources, and good for consumers who invest in high-quality gear that they grow to love and care for.
This philosophy extends to Hoja, where the challenge has been to create the most versatile cycling gear possible. It’s a curated collection of riding gear including shorts, trousers, vests and jackets and a series of innovative bike accessories such as frame bags and handlebar pockets.
The Hoja collection follows on from the discoveries made during Fjällräven’s previous collaboration with Californian cycling experts Specialized and reflects the Swedish company’s commitment to continuous evolution and refinement of its products.
Henrik Andersson, Global Creative Director, said, “We were able to build upon our vast knowhow of making world class outdoor gear when entering into bike gear in a serious way.
“Combining old knowledge with new enthusiasm opened the way for some pretty unique products – full of Fjällräven DNA – that we think cyclists will love for many miles on the bike. For us, Hoja is a long-term commitment. We are in it for the long ride.”