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Fjällräven, Melbourne Central

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by Nadine Cresswell-Myatt (subscribe)
Freelance writer exploring Melbourne and beyond. If you enjoy the following article click on the Like button, Facebook it to your friends or subscribe. I'll update you with yummy and often free events. Like my photos? I instagram @redbagwilltravel
Published November 7th 2018
FREE coffee on an ongoing basis
Fjällräven Opens at Melbourne Central
All images Fjällräven Facebook

There is a new store in Melbourne Central for anyone who loves nature or the idea of looking like they enjoy nature. It might be in the backpack that you choose to carry or the comfortable clothes you choose to wear.

Since the Swedish brand Fjällräven was founded over 50 years ago, they have had the one strong driving force: to develop products that make it easier for people to enjoy nature. You may know them for their iconic and colourful Kånken backpacks, or technical trekking trousers and outerwear.

They started in the small town of Örnsköldsvik in Sweden, a place where the mountains and forest meet the sea. And they create durable goods that can be loved for generations to come. And to our good fortune, this Swedish brand has just opened their first store in Australia at Melbourne Central. It is the first one in the Southern Hemisphere.

What made my ears prick up as well as my need for a new backpack is that the store also offers free coffee. As long as you BYO cup.

I did have to message them. Firstly to learn how long they were offering free coffee for and secondly to let them know that we are the coffee capital of the world and that if they were offering instant coffee, it just wouldn't wash down our gullets well in Melbourne. I received such a lovely reply back I have put it below.

'It isn't a promotion - it's an ongoing feature/benefit of visiting the store. Based on the Swedish idea of Fika, which is stopping for a coffee break - not just to drink coffee but to take some time to slow down and enjoy life and nature.

The coffee is here to stay and free so long as you BYO cup and are genuinely curious about the brand and don't mind stopping to talk to our staff (as opposed to people coming in just to get a free coffee for the sake of it).

The coffee itself is not instant coffee (we would never!) we have a professional coffee machine being operated by baristas in conjunction with the Social Foundry - I believe they're using Motobean Roasters for the coffee.

Social Foundry Facebook

Looking into Social Foundry, I found that they are a not for profit social enterprise that seeks to empower communities to mentor, nurture and impart life-skills to people whose opportunities have been limited. In this case, it is helping young people build life skills alongside job skills? 'You can learn more about them if you click here.

So, I am thinking everyone is a winner with this new store.

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Why? Swedish goods and good coffee
When: Mon 10am - 7pm, Tue 10am - 7pm, Wed 10am - 7pm, Thu 10am - 9pm Fri 10am - 9pm, Sat 10am - 7pm, Sun10am - 7pm
Phone: 9663 7882
Where: Melbourne Central Location level: Located on L2
Cost: FREE but depending on what you buy
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