Merging precision bike design with our trekking heritage, Hoja is built for riders who blend exploration, endurance and the simple joy of riding.
The new Hoja gear for spring and summer 2026 was first tested by adventure cyclist Sarah Swallow while bikepacking Iceland. Using some of the earliest prototypes in the country’s varied terrain and conditions made it clear to our innovation team which details in each product needed to change – and how.
Field testing the Hoja equipment at every stage of development ensures it lives up to the Fjällräven biking philosophy: pack the essentials, stay out longer, and connect more deeply with the world as you move with it. In Hoja you’ve got the cycling equipment you need to ride out and stay out – from short gravel escapes to multi-day adventures long after the pavement runs out.
5 Comments
Can't make out a single product, or whats going on at all really, due to interactive / 360 video.
I rarely if ever give negative feedback but this was a really poor choice of video format. Nothing can be seen really due to 360 perspective and fisheye lens feeling and the story she is trying portray is just lost. Hopefully the next one can be using normal cameras and lenses.
What a landscape 🍃🌱🌿
You should make 2 versión, 1 for 360 and 1 for normal video 😅
Man ser jo ikke jeres produkter overhovedet? En masse hurtige, forvirrende klip, men ingen produkter. skammer I Jer over jeres eget design?