Hoja – it might sound like a Swedish sweet at first, but it’s actually something far more meaningful: a word you can’t translate directly, yet one that captures the essence of Swedish outdoor culture. Loosely interpreted, Hoja means riding a bike just for the fun of it. No hype, no flashy nonsense. Just the simple motto: “Ride out, stay out.”
Founded in 1960 in Örnsköldsvik, northern Sweden, Fjällräven have spent over six decades creating functional outdoor clothing and equipment. The brand with the arctic fox logo is known for building long-lasting products tough enough to handle everyday life in Scandinavia – and rugged enough for the demands of multi-day trekking adventures.
Following the popular S/F collection, which they created in collaboration with Californian bike manufacturer Specialized, Fjällräven are now striking out on their own. With Hoja, the Swedish outdoor specialists launch their first self-designed cycling collection, offering all the right gear for long days in the saddle. At its core, Fjällräven’s mission is simple: to help us reconnect with nature. With Hoja, that means combining their signature durability with a laid-back, ride-ready spirit.
For the real-world test of their new collection, Fjällräven didn’t go for some slick showroom launch. Instead, they sent us straight into the Swedish wilderness – where your gear can’t let you down, no excuses. So we packed our bags, loaded up the bikes and rolled out into the scenic national parks south of Stockholm. No gentle spring sunshine on departure though. Just ten degrees, damp, cold air and a stiff northwesterly breeze. The perfect conditions for Hoja to show what it’s made of.
Hoja
The collection was developed and tested at Vinkelladan, Fjällräven’s in-house creative workshop located in Djurgården, just north of Stockholm. It also served as the birthplace of their first collaboration with Specialized. And sure enough, at first glance, much of it feels familiar. Bags, trousers, shirts and that bright orange rain poncho – all reminiscent of pieces from the earlier range developed with the Californian bike brand, which already turned heads back then thanks to its premium price tag. What’s new? A few refinements to the bags and clothing, a more stripped-back colour palette for now – and the arctic fox now stands alone as the sole logo on every product.
One thing hasn’t changed: the spirit of adventure. Back then it was called “The Great Nearby,” and that same philosophy of immersing yourself in nature has only grown stronger. Hoja stays true to its roots: “Ride out, stay out.” It’s not about going higher, faster, further – it’s about getting closer. To the moment. To the outdoors. To yourself
Some pieces have been reworked from the ground up, like the saddle bag: it’s now more functional, sturdier and easier to handle. As you’d expect from Fjällräven, the focus is firmly on durability and thoughtful use of materials. Controversial chemicals like PFAS are deliberately left out. Instead, they rely on tried-and-tested fabrics – most notably Vinylon F, the tough material that made the Kånken daypack so popular. This lightweight synthetic fabric is tear-resistant, abrasion-resistant and water-repellent. According to the manufacturer, it offers a water column of 10,000 mm. And out on our test rides, it didn’t disappoint. Whether it’s road spray, midnight rain or early-morning dew – the gear shrugs off the wet with ease.
But functionality means more than just toughness. The bags really shine with smart details like the smooth-running zippers, well-placed mesh pockets and a construction that holds its shape – which makes them the ideal companion for your bikepacking adventures. Of course, even the best gear won’t help if you’re left exposed to the elements. That’s why the Fjällräven’s designers have come up with the Windbreaker and Hybrid Trousers. Both are built to perform on the bike when you’re riding with headwind and just as practical when you’re back at camp, grilling an elk burger. Generous pockets on the garments give you space for everything – from a multitool to a cinnamon bun.
In Swedish, Hoja means riding a bike just for the fun of it.
When it comes to colours, Hoja plays things a little more low-key. Gone is the playful vibe of the first collection with its mustard yellow, reds and greens. Now the range is dominated by black, earthy brown-grey and navy. Well, except for the bright orange vest and rain poncho, of course. A shame, really. Just a splash more colour would’ve been enough to bring back that signature Fjällräven energy. And while many elements have clearly been refined, the Hoja series feels more like a carefully considered evolution of the S/F collection than a full-blown redesign. But then again – why start from scratch when the first version already got so much right?
The scent of cinnamon buns still lingers in the air as we roll outinto the forest. Away from everyday life. No idea what lies ahead – and that’s exactly the point. Among pine trees, muddy tracks and postcard-perfect views, one thing becomes clear pretty quickly: clever marketing means nothing without gear that actually works. In other words, the perfect place to put the new Hoja collection to the test.
Fika
Bikepacking in Sweden is the stuff of outdoor dreams for many. For us, it meant three days in the saddle, two chilly nights by the campfire and in the tent. A chance to slow down and reconnect with nature. A time to pause. Here, they call it Fika. In Sweden, it’s more than just a coffee break – it’s a moment. A mindset. Not about escaping, but being present. Fully there.
We set off in the outskirts of Stockholm, the last bike group to head into the wild that late morning. Straight into the woods, along trails that were more root than path. Ferry crossings, gravel roads, and shimmering lakes bathed in evening light. A few hours later, we reached our first camp spot. Tired legs below, big grin above. The Baltic Sea was waiting for us at camp. Eight degrees. Bloody freezing. Quick dip, straight back out, and then straight into the steaming sauna tent to warm up. That’s all it takes. Two nights in a tent, 250 kilometres on the clock, past reindeer, red Swedish cottages and endless forests. Somewhere along the way – between the third blueberry juice and the last hike-a-bike section – you start to get what Hoja is really all about.
On this ride, I swap sticky caffeine gels for warm kanelbullar. Power numbers give way to the rhythm of the trail. The training plan gets replaced by a sense of arrival – even though the journey’s still going. And it hits me: maybe bikepacking isn’t about reaching the destination at all. Maybe it’s just about setting off. Maybe the whole thing is just a fika – for the soul.
Conclusions
With Hoja, Fjällräven rolled into the cycling world for the first time without help, presenting a fully self-designed collection built on functionality, smart design and long-lasting materials. There are clear echoes of their previous range developed with Specialized, which make Hoja more of an evolution than a revolution. But then again – why mess with a winning formula? Hoja isn’t about chasing KOMs. It’s an open invitation to set off. For anyone who rides just for the joy of it. For anyone looking to reconnect – with nature, with the moment, and maybe even with themselves.
Find out more on fjallraven.com
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Words: Jan Fock Photos: Jan Fock, Deven Mccoy, Anders Klapp
