The Scandinavian Man does not use a Kindle like some sort of self-hating, Tube-riding wage slave! He carries a battered hardback.
Anton Sandqvist says: "I am a bookworm and my heart beats for adventures. If you haven’t read any of Roald Amundsen's books about his fantastic achievements in the polar world yet, I really envy you.We named our backpack Roald after this Norwegian adventurer."
PS Just look at the guy. Wow.