** The new Nanamica stuff is here - see it now **

The Blog from Oi Polloi presents:

When we first had the idea to go out and take pictures of that ultra-serious Fjällräven Numbers stuff, we thought about booking flights out to Sweden for a real high-brow, authentic photoshoot that showed the clothes in their natural habitat.

We then realised that a trip out to Scandinavia might be a touch on the expensive side; so we opted for the next best thing… IKEA in Ashton.

Here’s what we got up to…

Photos by Mike Sallabank.

Thank you to Brother Models.

For this IKEA trip, Ladi was wearing the Fjällräven Numbers Down Shirt, a Schnayderman’s Leisure Denim One Shirt, a Champion tee, Fjällräven Numbers Trousers and a Fjällräven Singi hat on his head. On his feet he wore a pair of Padmore & Barnes.

Samuel wore a Fjällräven Numbers Anorak, the Great Sweat from Our Legacy and some Sarm Track Pants from A Kind Of Guise. He had Novesta on his feet with a Kånken on his back.

See the full range of Fjällräven Numbers stuff here.

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The people say...

  • Deano

    to be honest i love this kind of stuff. i wanted a black gutulia anorak this winter (going old school, everyone seems to be stocking the singi) so had to order from a danish outdoor moutainwear website. You ever tried buying clothes from a website entirely in Danish? That’s 10 fucking hipster points right there.
    Plus i was in gothenburg the year nudie jeans started, i’d like to think my presence had a subconscious impact on their whole ethos, i’m still waiting for my pair of 32" nudie upplopp.
    Anyway cultural sensitivity is the glue that binds the souls of our adidas collyhurst together, any idiot knows that

  • Matt

    @andrew. U OK HUN?

  • Marty Feldman

    Andrew are you suggesting that they’re racist against Swedish people? If it’s any consolation you can rock George at Asda F/W 15 at IKEA stores too.

  • andrew

    Some people may have over stated this ‘awesome content marketing’. Reality check – a series of over distributed/priced branded goods, photographed to appeal to a clique of hipsters, so obtuse that concepts of cultural sensitivity escape them.

    If this, is the best of independent retail, no wonder shit holes like JD thrive.

  • AD

    You Oi Polloi gents really got class and style! One day, when my boat comes in, I will have some money and finally be able to afford some of that fly gear. Until then… your pics and witty write-ups will suffice and keep me motivated to save that $.

  • Daniel

    This is the most awesome content marketing I’ve seen in quite a while. Thank you, love it!

  • Mustard Mash

    Nice work chaps.! Nobody fancy a hot dog ?

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