Their clothing is undeniably expensive, but it's some of the best outdoor gear money can buy. Here's an introduction to Norrøna, a Norwegian brand favoured by outdoor sports enthusiasts.
If there’s one thing you learn when you first arrive in Norway, it’s the importance of wearing good quality clothing.
In the winter, or out on hikes, weather can change suddenly, and cheap outdoorwear just doesn’t cut it.
Norrøna was a brand that had long been on my radar since moving to Norway. Their bright colours caught my eye in a storefront years ago. Last year, I finally got my hands on a bright blue fleece and jacket, and I'm rarely without them now.
But it wasn’t until much more recently that I learned more about the company and its fascinating story.
I attended the opening of Norrøna House, the new-look headquarters, flagship retail store, and events centre near Lysaker in the west of Oslo.
It was here I got to know more about the company's story.
A Family History
Norrøna was founded in 1929 by Jørgen Jørgensen, a man with a vision to create outdoor equipment that could withstand the rigors of Norway's challenging climate.
Initially, the company produced simple yet durable products like leather straps and canvas backpacks.
Over the decades, Norrøna has evolved, combining traditional craftsmanship with cutting-edge technology to create gear that meets the needs of modern adventurers.
To mark its 90th anniversary, Norrøna opened its first stores in North America. They are located in Boulder, Colorado, and in New York City.
Bright, Functional Products of Today
One of the most striking features of Norrøna's products is their vibrant colour palette. This design choice is not just about aesthetics; it also enhances safety by making outdoor enthusiasts more visible in harsh weather conditions.
The bright colours, combined with ergonomic designs and high-performance materials, ensure that Norrøna gear stands out both visually and functionally.
Most Norrøna collections are named after places in Norway. Some of the most popular include the ‘lofoten' and ‘lyngen' ranges for skiing and snowboarding.
For mountain climbing, the light, thermal, and down jackets and Gore-Tex pants in the ‘trollveggen' range are popular.
In 2017, the ‘skibotn' collection for freeride mountain biking and the ‘unstad' collection for Arctic surfing were introduced. The Unstad collection is named after the fabulous Lofoten beach that is used by surfers.
Innovation and Sustainability
Norrøna is known for its innovative approach to outdoor gear. They were the first European company to introduce Gore-Tex into their products, revolutionising waterproof clothing in the region.
Their commitment to sustainability is equally impressive. Norrøna strives to minimise their environmental impact by using recycled materials, ensuring fair labour practices, and maintaining a transparent supply chain.
Norrøna House is the location for the brand's latest initiative: Norrøna RE. This “full-scale initiative for more responsible, circular business” including:
- REpair – To repair is to care
- REduced – New price. Same value
- REfresh – Enhance your gear
- REcycle – Avoid the bin. Bring it in
- REuse – Second hand. New adventures
- REfit – Fit for your needs
Norrøna House: A New Era
The opening of Norrøna House marks a new chapter for the brand, combining the headquarters with a new flagship store featuring a storm lab testing facility.
The store offers the full range of Norrøna products, while the events centre hosts workshops, lectures, and other gatherings aimed at fostering a love for the outdoors. The ‘history walls' are a fascinating piece of storytelling that features older products.
This hub for the outdoor community is brought to life by regular appearances from Norrøna Ambassadors, including two-time World Champion skier Chris Davenport.
“They all play an important role in the communication of each distinct concept, bringing our products to life through their lifestyle and core activity,” explains the Norrøna website.
Whether you're an avid hiker, a winter sports enthusiast, or someone who simply appreciates well-made clothing, Norrøna offers products that are worth the investment.
