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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"Whether it is the lifestyle that you have chosen or your career path that requires you to carry a camera tough enough to endure life's elements, the EXILIM G EX-G1 offers an endurance level that will withstand the demands of your daily routine, " says Toshi Iguchi, senior general manager of Casio's Digital Imaging Division.

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