The first visitors were hunters who came in search of whale blubber, walrus and the white fur of the Arctic fox.

BBC: Life in the fragile, frozen Arctic

Ten years later Fjallraven was born and was named after the arctic fox, which is known for being able to endure extreme elements.

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Wild reindeer, Arctic fox and polar bear are a regular presence in the town's hinterland, even as Svalbard is littered with reminders of the hunting expeditions which for centuries drove many Arctic species to the brink of extinction.

BBC: Drawing near to the North Pole