In the quiet coastal town of Östhammar, Sweden, a family’s shared passion for the untamed Scandinavian wild has grown into something more. A mission to equip others for genuine adventure. Jokab Adventure is the embodiment of a lifestyle, built on decades of practical know-how and a simple, powerful belief that the right vehicle setup should empower, not complicate, your journey.
We sat down with Frida Karlsson, the photographer responsible for the beautiful photography seen here, to chat about her family. How the team behind this unique operation has turned their love for skiing, camping, and exploration into some of the most durable, reliable and exciting vehicles on Northern Europe's roads.
A Family-Run Venture
Jokab Adventure is, at its heart, a story of family. Run by father-and-son duo Fredrik and Melker, with daughter Frida managing the visual storytelling through her lens, the business grew organically from their main family company.
“It all started with our own interest in off-grid travel and camping," says Frida. "We built our own rigs, tested them on our own adventures, and one thing led to another.” This hands-on origin story is the bedrock of their philosophy. Builders and explorers who understand what it takes to thrive in the demanding Scandinavian environment.
Simple, Solid, Self-Sufficient
Walk into their Östhammar showroom, and you’ll immediately understand their approach. There are no unnecessary frills, only purposeful gear. Their motto, “Simple camping, for everyone,” is a commitment to functionality and real-world reliability.
“Our goal is always to create something that lasts,” says Frida. “We focus on functionality, simplicity, and reliability. Every setup is customised to how the client actually plans to use it. No unnecessary extras, just solid solutions that work in all weather and conditions.”
This philosophy extends far beyond the sale. Their comprehensive "INSTALL, ADVISE & FIX" model ensures every customer is set up for success from day one.
“The gear is only half the story,” says Frida. “A proper setup depends on good advice, correct installation and small adjustments that make it perfect for the individual. We want our customers to feel confident and ready, not guessing how things should work.”
Unlocking the Scandinavian Wild
Located on Sweden’s east coast, a gateway to Norway’s epic fjords and vast mountain plateaus, the Jokab team knows firsthand the demands of regional exploration.
“Scandinavia can be wild and unpredictable,” says Frida. “Weather changes fast, distances are long and you could end up far from services. Having a solid, self-sufficient setup means you can travel with confidence and focus on enjoying the journey. Not worrying about what might go wrong.”
This is where the true freedom of a well-equipped rig shines. “With a fully equipped rig, you can stop wherever you find the perfect spot. By a lake, on a mountain road, or deep in the forest. You have everything you need with you. Shelter, warmth, cooking gear and power!”
Why Alu-Cab is the Cornerstone
When asked what made Jakob Adventure choose Alu-Cab as a cornerstone of their offerings, the answer was immediate and unequivocal.
“Alu-Cab builds products that can handle real use,” says Frida. “The quality, design, and attention to detail fit perfectly with our philosophy. Gear that lasts, works every time, and never lets you down in the wild.”
A Perfect Fit
But for Jokab Adventure, selling the product is just the beginning. Their reputation as expert fitters is where the real value is added.
“Installation is where everything comes together,” says Frida. “We make sure every component is fitted perfectly, sealed and aligned. A professional install not only prevents leaks or damage, it ensures everything functions as it should, safely and efficiently, for years to come.”
From their hands-on experience, it’s often these innovative product features that customers grow to appreciate most. “The smart design details, like how easy something is to set up and pack down, even in bad weather. Or how solid everything feels after months of use. Those little things make a huge difference when you’re out there day after day.”
The Dream and The First Step
The future for Jokab Adventure is one of organic growth. More builds, more happy customers and a continued upgrade to their showroom. But their core mission remains unchanged.
For anyone feeling the call of the Nordic wild but unsure where to start, their advice is refreshingly simple and encouraging.
“Just start small,” says Frida. “Borrow or rent gear, go away for a weekend and see what you love about it. You don’t need the perfect setup from day one. The important thing is to get out there. The rest will follow.”
At Jokab Adventure, the journey begins with a single, well-built rig. And for the Karlsson family, there’s no greater reward than seeing their customers’ photos and messages. Knowing a rig they built helped create another unforgettable experience under the vast Scandinavian sky.
