Norrona

Colorful, innovative and functional - this is Norrøna! The Norwegian outdoor brand combines quality with design and also places great emphasis on social responsibility and sustainability.

More about Norrona

Why is Norrøna a WIR DENKEN UM brand?

It is Norrøna's conviction that sustainability is the only basis on which to run a business. As a WIR DENKEN UM brand, Norrøna stands out in the following ways:

- The company is committed to accountability throughout the supply chain

- It prides itself on fair purchasing coupled with environmentally friendly and resource-saving production

- Norrøna is a member of the Ethical Trade Initiative and promotes fair working conditions throughout the value chain

WITHOUT NATURE, THERE'S NO US!

Without the sustainable commitment of brands like Norrøna, the world cannot continue to exist in its usual form. "Norrøna's ambition is to be a leader in the outdoor industry in terms of ecological and social responsibility" - this is how the Norwegian company formulates its claim. Transparency is a decisive factor here. This is why Norrøna communicates its own goals and their implementation very openly. The NorrønasResponisbility Roadmap 2029 sets out 10 important goals that the brand is determined to achieve. One component of this roadmap is sustainable products: "We can't design fashion that will be 'out' in six months. That would not be a sustainable product. A high-quality, timeless design and a long service life are crucial when it comes to environmentally friendly and responsible textiles." Norrøna is therefore setting 2029 - the brand's 100th anniversary - as a deadline: "By then, we need a purpose-driven plan and must be able to act and change direction to preserve the future of our planet."

AN INNOVATIVE BRAND WITH TRADITIONAL ROOTS

Norrøna was the first company to launch the Gore-Tex jacket on the European market in 1979. However, the manufacture of products with the popular Gore-Tex membrane is just one of the many innovations of the Norwegian outdoor brand.

The first tunnel tent and the development of ergonomic standards for rucksacks can also be traced back to Norrøna 's innovative ideas.

Almost 40 years later, innovation is still an important part of the company today. The function of the products is always at the forefront, while the style and design of the functional clothing is kept minimalist. The weight of the various Norrøna items is also impressive due to its lightness .

The Norrøna range is based on the company's own design principle of Loaded Minimalism, but minimalist does not mean boring. The bold colors for which Norrøna is known make every item an eye-catcher.

In addition to innovation, tradition is also one of Norrøna's core values. The company has been family-owned since it was founded in 1929 and is currently managed by the fourth generation, Jørgen Jørgensen, the great-grandson and namesake of the founder.

Thissense of tradition is also evident in other areas, such as production.

The majority of the products are still made by hand - from design and cutting to sewing and gluing.

OUR OWN FACTORY & IN-HOUSE WORK

In 2020, Norrøna' s own factory was opened in Lithuania . It was built to make Norrøna's highly functional products even more sustainable. Norrøna's long-term vision is to automate more of its production. By moving the factories close to where they sell their products, the outdoor brand can shorten lead times and make production more flexible . This gives Norrøna the opportunity to respond quickly to high demand. At the same time, overproduction can be avoided. With the factory in Lithuania, the brand also wants to strive for the smallest ecological footprint , as solutions for the recycling of production waste will also be developed there.

At Norrøna, most of the work is done internally by dedicated Norrøna employees . The company has its own prototype factory right next to the office, where most of the products are developed on site: From fabric and clothing development to the design, construction and manufacture of the products. The internal ambassadors and employees even test the prototypes themselves. All marketing is also developed and implemented in-house by a Norrøna team. Most of the digital development of the systems, including the web store, is also carried out in-house. In this way, Norrøna ensures that not only the company itself remains in family hands, but that the entire Norrøna brand is shaped and further developed by its own team of employees