In reply to king_of_gibraltar:
This is largely speculation/vague observation built on generalisation, and possibly not a particularly good answer, but; in Sweden, pretty much every child, when sent for their first day at school, is equipped with a Fjällräven backpack like this one:
http://babyccinokids.com/wp-content/uploads/2012/06/fjall_backpack-1.jpg
As a retro throwback kind of deal, these then seem to get dusted off by the same people fifteen years or so later, and it's impossible to spend a day in a Swedish university campus without seeing one. They also seem to be quite commonly used as a hiking pack, even though the straps on them are horribly uncomfortable; regardless, it seems like the Fjällräven brand is, in the minds of many Swedes, the outdoor equipment maker par excellence, which could explain the exorbitant prices - The rucksack in the picture above sells for approximately £90 in Swedish outdoor shops!
Interesting, I noticed when I was last back in the UK that the trend seems to have caught on with certain hipster elements there; possibly it's analogous to the chavs who wear North Face, with the wearer hoping to project an air of Scandinavian sophistication?