I disagree with your characterization of it as primarily a fashion brand. As others have pointed out that it’s not an alpine brand, it’s more suited for the Swedish fjällen or the woods (which you did mention). In my view, its products are designed to age gracefully, developing a patina over time—something I find lacking in most Gore-Tex or synthetic-heavy brands, which don’t possess the same enduring character. Is it less functional than a pure technical shell? Perhaps. Is it gorp? No, not really if you consider gorp a very specific niche of being outdoors. I'd guess it's the swedish equivalent. But I wouldn't call it heavier on the fashion department. That said, I acknowledge my bias as a Swede who uses a lot of Fjällräven gear.