Norwegian fashion design soars in global popularity

“Norwegian culture and lifestyle influence the way we think, the way we dress and the way we design clothing. Norway has strong democratic values, so our fashion ethos reflects diversity, equality and work-life balance,” states Elin Kathrine Saunes, CEO of Norwegian Fashion Hub.

“In addition, many designers take a non-traditional approach to clothing and accessories. Some products can be worn by both women and men; sometimes they can be worn backwards as well as forwards. Longevity and durability, rather than trendiness, are important as well,” she adds.

A significant shift has occurred in the global perception of Norwegian fashion over the past decade, with several Norwegian brands now found in prestigious stores worldwide. Internationally recognised brands include Db Journey travel gear and bags, Holzweiler clothing and accessories, jewellery designers Pearl Octopussy and Tom Wood, Norwegian Rain raincoats and outwear, and Varsity headwear.

In addition, Norway’s wool textiles are undergoing a renaissance, led in part by Elisabeth Stray Pedersen and her Oslo Micro Spinnery, ESP wool outerwear and Lillunn classic wool designs.

Of all the Scandinavian countries, Norway has the most extreme conditions for us humans. Steep mountainsides, high precipitation and changeable weather patterns combine with the world’s second longest coastline, nearly half above the Arctic Circle, to produce a challenging natural environment. Over the centuries, Norwegians have learned to dress for the weather, which is why there’s an old saying: “There is no bad weather, only bad clothing.”

No single brand exemplifies this better than Norwegian Rain, founded in Bergen on Norway’s western coast.

“Norwegian Rain is not just another fashion story, but a niche brand born out of necessity in the rainiest city in Europe,” states Alexander Helle, the company’s founder and creative director. “Our mission is to create the best raincoat in the world, focusing on functionality and durability with aesthetic appeal.”

zDespite competition from larger labels, Norwegian Rain has managed to stand out by offering a superior product, where the design duo T-Michael and Helle have been winning several awards including the prestigious Jacob Award for outstanding Norwegian design and The Times UK dubbed Norwegian Rain “the world’s best raincoat” in a feature article, partly for its recycled, breathable material that is 100 per cent waterproof.

Just as Norwegian Rain crafts one of the world’s best technical raincoats, Db Journey provides award-winning products in its niche of luggage and travel bags. Co-founded by industrial designer Truls Brataas and free-ski legend Jon Olsson, Db designs backpacks, carry bags, luggage and accessories for people who love travel and outdoor sports, especially snowboarding, surfing and skateboarding – all passions of the founders, who have travelled the globe and engaged in extreme sports.

“Db Journey’s entry into the luggage category with a Scandinavian design mindset is a significant disruption to the industry,” explains Brataas. “We emphasise functional minimalism, clean lines and engineering in product design.”

For its latest innovation, the company has embarked on a project called Weigh Lighter™, the world’s first sports bag collection made from AULUULA Graflyte™, an ultra-lightweight composite fabric with a superior strength-to-weight ratio. With this new fabric, the company has managed to reduce the weight of its Snow Roller Pro bag by half, from 4 300 g to 2 400 g. The material also UV resistant, waterproof and recycle ready.

In recent years, several of Norway’s fashion brands have received crucial funding in order to scale up and expand globally.

Saunes mentions several Norwegian recipients of such venture capital, including Holzweiler and Tom Wood. In 2024, the fashion industry took note when Db Journey announced a minority investment from LMVH Luxury Ventures Fund I (LLV), its first investment in Norway and second in Scandinavia. LMVH is a world-leading luxury products group.

“This investment from LLV is transformational, and some renowned additional investors might also join the table at a later stage. Altogether, we’re ready to redefine the travel gear market,” says Truls Brataas.

“Many brands within the Norwegian fashion industry have a collective mindset of working towards more responsibility and traceability with regard to environmental impact,” says Saunes, noting that the term “sustainable” should not be applied to an industry still based on a linear production model.

“We are seeing an increasing number of fashion brands look at their value chain and consumption of their products. Customers are demanding this, as are national and EU authorities,” she adds.

Tom Wood, for example, uses only 100 per cent recycled silver and gold and 100 per cent traceable precious metals in its jewellery, while Holzweiler sets its own criteria for circular design, animal welfare and low impact yarns and fibres for its clothing. Likewise, Varsity chooses materials for its caps based on durability, longevity, production method and geography to reduce transport emissions.

Norwegian wool brands are developing high-quality recycled yarns, and Db Journey has obtained the B Corp Certification, a measure of a company’s social and environmental impact, with a score of 98.1.

Finally, Norwegian Rain aims to revolutionise the fashion retail landscape through its “compact stores” initiative. Here, retailers no longer gamble on customer preferences and instead establish showrooms where customers can test garments, see fabric swatches and order specific versions within six weeks.

“Compact stores reduce overproduction, waste and risk for retailers. They have already proven successful in locations such as London, The Hague and New York, and we are opening three more in Japan this spring,” concludes Alexander Helle.