In 1929, Jørgen Jørgensen, a Norwegian outdoor enthusiast, began his search for durable outdoor equipment to perform in Norway´s harsh and rugged land. Today, four generations later, Norrøna is still a family-owned and run company. This is Norrøna´s history.
In 1929, Jørgen Jørgensen, a Norwegian outdoor enthusiast, began his search for durable outdoor equipment to perform in Norway’s harsh and rugged land.
Starting with simple innovations such as leather straps, canvas backpacks and cotton clothing, he set Norrøna’s direction: To search for the best in technical advancements and to create the ultimate performance products.
Today, four generations later, as traditional mountain life broadens, we are still a family-owned and run company based near Oslo, Norway. We inherit from our forefathers our passionate commitment to advance the boundaries of product function, with design-bred solutions to equip you with the highest-grade, weather-protective gear for your outdoor needs.
We control the ultimate detail with the promise to bring you excellence through experimental, technical perfection assisted by our dedicated testers. From concept to creation, our in-house team of designers and craftsmen are compelled to stretch the edges of innovation. We build touchstone products, establish construction techniques, and redefine the meaning of fit, fabric, function, and finish, based on our design principle of Loaded Minimalism™: great products made as clean as possible with all critical details.
Our drive for practical purity produces pioneering benchmarks. We created the original mountain tunnel tent, devised the standard monitoring system for backpacks, and were the first company to use Gore-Tex® in Europe.
Whether you climb, tour, telemark, ski or snowboard, our wide range of apparel, backpacks, and accessories salute the spirit of Norrøna to ensure its high-end, performance-driven products continue to work and inspire with integrity, innovation and above all, technical function.
Our vision is Welcome to nature”, and we do this by executing our mission; creating the world’s greatest outdoor products and offer unique adventures through responsible business.
This is the beginning of our history.
1929 Jørgen Jørgensen starts up J.J Norrøna Sporting goods and leather factory. The ambition is to make outdoor products with the highest quality. This is the first building block of our company
1948 The company management is taken over by Bjarne Jørgensen, the second generation Jørgensen to lead the company.
1950-60 Norrøna is now a corporate company and complements trading in garden furniture and camping products. The Norrøna collection now consists of clothing, packs, tents, sleeping bags and accessories.
1971 Company management is taken over by Ole Jørgen Jørgensen, the third generation Jørgensen to lead the company.
Tomas Carlstrøm, climber, visionary, engineer and founder of Skandinavisk Høyfjellsutstyr is employed as a freelance product developer. Focus is directed towards active development of backpacks and mountain tents, as well as mountain garments. Functionality is now introduced as the second building block of the company, with the extreme user-driven product development.
1972 Norrøna introduces Ravneskar, the world’s first tunnel tent with front and rear openings.
1973 The introduction of the Stetind climbing backpack. Norrøna takes part in the expedition wave and introduces the Hadeng La backpack.
1977 Norrøna makes the prototype of Europe’s first Gore-Tex jacket
1979 The first winter climb of “Jubileumsruta”. On the trip, a prototype of the Trollveggen suit is tested. The first winter climb of “Svenskeruta” in Trollveggen is climbed by Hans Christian Doseth and Håvard Nesheim.
1980 The Stetind backpack with an anatomic carrying system is launched.
1982 A sleeping bag collection is developed.
1984 The “Great Trango Tower” expedition with Hans Chr. Doseth, Finn Dæhli, Dag Kolsrud and Stein P. Aasheim. Norrøna supplies a large number of garments and backpacks for the expedition
1985 Norrøna gear is used on The Norwegian Mount Everest expedition led by Arne Næss and The Mount McKinley expedition with Jan Westby and Stein P. Aasheim. Carl-Emil Petersen crosses Greenland on his own, with the Norrøna Arktis cotton garments.
1987 Norrøna presents its first hunting products.
1990 Erling Kagge and Børge Ousland used the Norrøna Arktis cotton garments on the Norwegian North Pole expedition.
1992 Erling Kagge goes solo to the South Pole with Norrøna Arktis garments. Per Einar Bakke, Willy Gautvik and Arild Vegrim are the first people crossing the Arctic Ocean from Siberia across the North Pole to Canada, bringing all supplies with them. For this extreme challenge, they chose shell clothing from Norrøna.
1993 Norrøna produces the first generation of the finnskogen hunting set in Gore-Tex, which later revolutionizes the waterproof hunting clothes market.
1995 The launch of the Norrøna Telemark jacket and pants in microfiber, which represents the first ski products from Norrøna.
1998 Norrøna launches its first Gore-Tex skiing products, the Colouir jacket, and pants.
1999 The Trango Pulpit expedition led by Robert Caspersen, Per Ludvig Skjerven, Gunnar Karlsen and Einar Wold. They wear Norrøna clothing and backpacks.
2000 Norrøna implements its third building block; design. Their building blocks now consist of quality, function, and design.
2001 The Norrøna collection now includes products designed for Ski/Snowboard, Multisport, Mountaineering, Outdoor, Hunting and Military.
In 2002, Norrøna summarizes their design philosophy to: Loaded Minimalism™. A philosophy that reflects their drive to design clean products with all critical details. They launch the world’s lightest PacLite jacket, and the first Gore-Tex PacLite generation 3 is developed in cooperation with Norrøna.
2003 With the launch of the vestveggen Gore-Tex XCR jacket, Norrøna is the first in introduce jackets with glued zips.
2004 The launch of the lofoten concept takes place, introducing a radical new direction for freeride skiing. Could boldly colored Gore-Tex jackets and baggy skiing pants be a success? Yes.
2005 Jørgen Jørgensen, the fourth generation Jørgensen, takes over management of the company. Norrøna goes international and has its first stand at ISPO Winter 2005.
2006 Robert Caspersen is the first to ascend several peaks at Queen Maud Land. Børge Ousland reaches The North Pole, field testing the first edition of the svalbard Pro Shell.2007 Børge Ousland´s expedition in Nansen’s footsteps to Franz Josefs’ land, tests and perfects the svalbard Pro Shell set. Norrøna launches the new lofoten collection, including the lofoten Pro Shell One Piece.
2008 fjørå (mountain biking), bitihorn (lightweight trekking) and /29 (lifestyle) collection are launched.
2009 The lyngen and svalbard collections are launched, including the signature svalbard Pro Shell set developed by Børge Ousland. Norrøna opens its first store in Oslo.
2010 The trollveggen and narvik concepts are relaunched, featuring the new trollveggen Gore-Tex pro Shell jacket, which wins the Red Dot products design award, 30 years after the first edition was launched.
2011 Norrøna opens its first store outside of Norway, in Stockholm.
2015 Norrøna´s CSR road map is launched. The company believes in full transparency. Norrøna donates 1% of sales to causes and organizations working to promote sustainability and environmentally friendly initiatives. Sustainability is the 4th building block of our company. Norrøna opens a partner store in Chamonix, France.
2017 The skibotn collection for freeride mountain biking and the unstad collection for arctic surf are introduced.
2018 At the Textile Sustainability Conference Norrøna is on the leaderboards of the 100% Club of Organic Cotton and the 100% Club of preferred down. Norrøna is also racing to the top with a number 2 on preferred wool and with a number 5 on recycled polyester
2019 Norrøna joins the organization Fashion for Good. Norrøna also opens its first store in North America in Boulder, Colorado. In December, the second American store is opened in New York City. What a way to celebrate our 90-year anniversary!
2020 A new chapter within Norwegian adventure travel begins as Norrøna and Hvitserk of Norway become one, creating Norrøna Hvitserk Adventures. Uniting Hvitserk’s 40- year adventure travel experience and Norrøna’s 90-year traditional craftsmanship traditions in outdoor gear results in a new player in the field of unique outdoor adventures in Norway.”

The unlikely meeting of the Bespoke Tailor

and the business graduate

Ever since embarking on this Norwegian Rain journey and even before that – Alexander and I have always had this affinity towards Japan. It was poetic and very fitting that our first ever order was from a major shop in Tokyo! Of whom we might add is still stocking Norwegian Rain.

In the rainiest city of Europe – Bergen, Norway – this rain project has evolved into an award-winning designer label based on the concept of dugnad*.

The philosophy is simple. Hard core functional and waterproof outerwear that does not compromise on stylistic preferences. The hi-tech is hidden”.
In center, the duo: Bespoke tailor / designer T-Michael, known for his conceptual approach to his handcraft, and creative director Alexander Helle – a business graduate and functionalist. Together they founded the rain project based on flourishing collabs between local expertise from the creative scene of Bergen.
Norwegian Rain’s garments conceal some of the highest level of weather protection available.
We are proud to present a neat selection of some of the inspiring stores around the world where you’ll find our garments.
Not all stores carry the full collection or all seasons, please contact your nearest retailer for more info.”

We are the leading online destination for women’s contemporary fashion and streetwear.
Propelled forward by a culture that pushes boundaries and questions expectations at every turn, HYPEBAE is at the forefront of a modern landscape shaped by strong women. As an extension of HYPEBEAST, today’s premier online destination for editorially driven commerce and news, HYPEBAE is a women’s editorial division that aims to showcase today’s female leaders within fashion and culture. We are a refined curation of empowering female-centric themes, bolstered by a news section that aims to break today’s top cultural stories.
At the heart of HYPEBAE is its impactful, editorial content. Inspired by the extraordinary accomplishments of the women surrounding them, our editorial team is driven to showcase the incredible works of their contemporaries. From stylists and designers, to musicians and dancers, we are interested in learning about the strength and perseverance of each of these individuals. Through op-ed pieces, in-depth interviews and investigative reporting, our content is a candid reflection of how women interact with the world around them.
Producing original fashion editorials, HYPEBAE has created a unique voice for itself. Using the medium of photography, we continually challenge our distinctive vision through fashion styling and artistic creation. We consistently generate visually stimulating narratives, made in collaboration with some of today’s most talented creators. As an interpretation of the complex and ever-changing concepts, themes and ideas that surround gender and fashion, our editorials are in constant dialogue with the dynamic face of our culture.

Fashion by Norway is a unique concept blog, that uncompromising highlight and promote the best of Norwegian fashion and Scandinavian culture for an international audience. One can expect weekly updates featuring news of what Norwegian fashion and design has to offer, everything from its leading designers and photographers, to art and music.
Feel free to contact us at if you have any questions, are a norwegian brand/designer/artist, or you are interested in contributing on FBN.

Holzweiler is a curious, creative and playful brand. It’s a place where everyone is working hard and pushing each other towards a common goal: to continue to challenge ourselves and the norms of the industry; to make good fashion, and to have a very good time while doing it.
Susanne & Andreas Holzweiler, Founders.
Holzweiler is a Oslo based fashion house celebrating individuality and unique creative expressions. Their strong passion for art, culture and sustainability, has resulted in numerous art collaborations, full-scale collections of ready to wear, accessories, scarves and most recent, footwear. Throughout the line you’ll find signature patterns, artistic prints and a vivid use of colour, combined with functional shapes and high quality materials—a combination they have been true to since the beginning in 2012, and has now made Holzweiler a sought after fashion brand, represented at leading retailers and prestigious department stores worldwide.
After running their own fashion agency for several years, gaining an immense experience in brand building, the Norwegian siblings Susanne and Andreas Holzweiler felt the urge to start something from scratch. The vision was to build a brand that would reflect the beauty of everyday life; something that would combine their passion for art and culture, with functional pieces and fine materials, and at the same time would be a positive contribution to the industry and society in general. Holzweiler launched in 2012, introducing a collection of silk scarfs designed in collaboration with the famous Norwegian stencil and streetart artist, Martin Whatson.
Today Holzweiler has grown to become an international fashion house with more than 60 employees, most of them based at HQ in Oslo. They’ve launched numerous full scale collections, accessories, scarves and footwear. They’ve collaborated with a long list of international artists and icons, and they are constantly contributing to positive change—both in terms of environmental sustainability and social impact.

Clothes are not there to give you personality, but to frame and underpin your qualities effectively.
JOHNNYLOVE was launched in 2006. How was the brand conceived?
Some years down the road from when I tailored my first clothes – and after launching my first brand in the late nineties, a futuristic and minimalistic collection under the name Zaishi – I felt ready to go all in, creating what should be my legacy.
The starting point for JOHNNYLOVE was that Norwegian men in the early 2000s either dressed very loose and casual, or very updressed or formal. Most men weren’t good at combining clothes to be more presentable but still casual. I wanted to create a line of clothes that would make it easy for a man to build a wardrobe that would make him a bit more updressed without crossing the line to formal wear. Clothes that you could wear at work and still not have to change before going out at night, say, if you got a spontaneous invitation to a party.
Also, i didn’t want to present very conservative clothes, but something that was a bit playful and elegant at the same time. At the time a lot of my friends and early customers were band members or part of the local emerging music scene, and I guess the rock esthetic is present in JOHNNYLOVE’s dna because of that. I remember as we all grew older, my friends needed something else than Converse all stars and saggy jeans; There was a need for grown up clothes with an unconventional attitude.
I think “making men dress up in daily life” sums up my vision. Updressed means something specific in my mind of course, regarding materials, cuts and detailing, that goes into that vision.
What do you emphasise in order to define the aesthetics of the vision?
I have a somewhat compulsive attitude towards fabrics. I simply love just working with fabrics – touching and handling textiles makes Johnny a happy boy! The tactile aspect of fashion is without doubt the most important, how the material feels to the touch, inside and out. And of course, for fashion it is important how the clothes “look like they feel” to. Be it real or illusory.
Apart from materials, the most important tool is the fit. People simply look more dressed up when clothes fit snugly and properly, and they feel better looking. Our detailing, cuts and straight lines infuse attitude to the clothes, making them more than simply “nice”. The lines we make in the garments are inspired by lines we see around us, often from architecture, from industrial and urban atmospheres. I thought a lot about the connection between buildings and clothes when I was younger, although that may not be apparent to most people. But a general fondness of straight lines and hard angles should be apparent. In my eyes straight, clean lines make a garment look distinctly masculine. A narrow but not curvy fit, with significantly wider shoulders than hips. In the JOHNNYLOVE philosophy, a coat for men cannot be mistaken for a woman’s coat.
Part of the inspiration comes from nature as well. Norwegians tend to say we have “a lot of” nature, yet I’m mostly concerned with the more barren, robust and gritty aspects of it – that resonates more with my design vision. It might have to do with the Norwegian climate, with our rough and long winters, the winter storms, and so on. Transferred to clothes, I guess the words robust elegance is fitting.

From our home in Norway, Helly Hansen has been making professional grade gear to help people stay and feel alive for more than 140 years. It all started in 1877 when sea captain Helly Juell Hansen found a better way to stay protected from the harsh Norwegian elements. Soon thereafter, Captain Hansen and his wife Margrethe launched a business producing waterproof oilskin jackets, trousers, sou’westers and tarpaulins made from coarse linen soaked in linseed oil – and the legend was born!
Helly Hansen gear is worn and trusted by professionals on oceans, mountains and worksites. As the #1 apparel brand for Ski Professionals, you’ll find HH at more than 200 ski resort and guiding operations around the world, and worn by more than 55,000 ski professionals. Our sailing gear is worn by world-class sailors across all five oceans, and we’re proud to partner with and participate in some of the sport’s most iconic regattas and sailing associations. As a leading Scandinavian workwear brand, you’ll see us at work-sites where performance, protection and safety matter most. We continue to support Captain Hansen’s legacy through a long list of first-to-market innovations developed through insights from those working and recreating in the world’s harshest environments.

Norwegian captain Helly Juell Hansen wanted to find a better way to protect his sailors from the harsh, Nordic weather. By applying linseed oil to cotton canvas, he created supple, water-proof apparel. Soon after, he and his wife Margarethe started producing “oilskin” jackets and pants in Moss, Norway. Their waterproof gear was an immediate success, landing our first product award at the World Expo in Paris in 1878.

Friluftsutstyr for pionerer gjennom et århundre med eventyr
Bergans of Norway har blitt drevet av dedikerte og lidenskapelige friluftsfolk i over 100 år. Det hele startet med sykkelfabrikanten Ole F. Bergan, en ivrig jeger og friluftsman. Han introduserte og patenterte ryggsekken slik vi kjenner den i dag. En oppfinnelse blant andre Roald Amundsen anerkjente og gjorde bruk av på sine ekspedisjoner. Ingen andre leverandører av turutstyr og teknisk bekledning kan måle seg med vår frilufts- og polarhistorie, eller vår innsats med å dele erfaringene med dagens friluftsfolk. Siden starten i 1908 har Bergans i over ett århundre spilt en avgjørende rolle i norsk friluftsliv .

I dag er Bergans of Norway en ledende aktør innen utvikling av funksjonelt turutstyr og teknisk bekledning. I tett samarbeid med vårt testteam av profesjonelle polfarere og eventyrere utvikler vi utstyr av høy kvalitet. Vår unike historie og kunnskap om norsk natur er utgangspunkt for hvert eneste produkt vi lager. Dette har gjort flere av våre produkter til test- og prisvinnere, både nasjonalt og internasjonalt.

Devold has selected its partners carefully – the farming families with whom we work, just over a dozen of them, have developed the production of merino wool over generations.
These farms operate extremely sustainable and particularly environmentally friendly operations and have abandoned any cruel practices they might have once pursued, such as mulesing. Our Merino farmers heed both what the herd and the soil tell them. They’ve come to realise that sheep that enjoy life grow better wool.