Norwegian sports brands to watch out for

Increasing consumer demand for ethically manufactured products and growing focus on circularity are driving innovation, also in Norway. Meet seven standout Norwegian brands that not only excel in quality and functionality but also lead the way in responsible practices.

At the forefront of this green revolution is Bergans of Norway, a trailblazer in circularity. The company’s groundbreaking “Take Back” programme in Norway allows customers to return used gear for recycling or resale, significantly reducing waste. This initiative, coupled with its active involvement in the European Outdoor Group’s Sustainability Working Group, showcases Bergans’ dedication to addressing climate challenges at the industry level.

Norrøna, another premium brand, is setting new standards for transparency in the outdoor apparel industry. The company actively works to improve textile industry measurements and standards with the goal of providing reliable environmental impact information for each product, including carbon, water usage and waste data. With an ambitious goal to achieve climate neutrality and zero waste by 2029, Norrøna is attracting attention from environmentally conscious consumers and potential business partners alike.

Norway has taken significant steps to promote empowerment through ethical production practices, focusing on transparency, sustainability and corporate responsibility.

Kari Traa, founded by Olympic gold medallist in freestyle skiing Kari Traa, combines style with commitment to fair wages and safe working conditions. This, along with the brand’s gradual transition to eco-friendly fabrics, demonstrates how responsibility can be integrated into every aspect of business operations.

Even traditional industries are embracing change. Devold, one of Norway's oldest outdoor brands, has a modern approach while maintaining its heritage. The company's long-standing focus on ethical wool production and sustainable manufacturing processes, as well as durable product design, make them leaders of the wool pack.

The Norwegian commitment to responsibility extends beyond clothing to equipment manufacturers.

Rottefella delivers high-quality products designed to withstand years of heavy use in all weather. The company, renowned for its ski bindings, produces all of its products in Norway using renewable energy and has invested heavily in eco-friendly materials, including up to 98.5 per cent reuse of polymer materials. In the last two years, the company has reduced the use of steel by up to 30 per cent in its most important binding products. Rottefella’s bindings bear the official Norwegian origin label, Made in Norway.

Swix, a leader in ski waxes and poles, has developed more environment-friendly alternatives to traditional products, demonstrating the industry's capacity for innovation in unexpected areas. Swix’ s PFC-free ski waxes represent a significant step forward in reducing the environmental impact of winter sports.

Always ready for an outdoor offroad adventure, Norwegians love a pair of sturdy hiking boots. Alfa, specialising in durable footwear, offers repair programmes that extend product lifespan. This circular model not only reduces waste but also opens up new service-based business opportunities in the global market. Alfa uses leather from certified tanneries that follow strict environmental standards and focuses on creating long-lasting products to minimise waste.

These Norwegian companies are not just selling products; they’re offering a vision of how the sports apparel industry can offer high quality and performance, while prioritising environmental stewardship, good working conditions and transparency. Their success stories present compelling opportunities for international businesses looking to partner with forward-thinking brands. These brands are not just reshaping their industry – they’re here to set a new standard for responsible business practices worldwide.