We Norwegians is a Norwegian apparel company, based in Voss, focusing on the design, distribution and marketing of premium wool products. Norwegians are wrapped in soft, wool blankets as new-borns, and we continue to wear wool as we grow up – Through out the whole year. The idea behind We Norwegians is to take the natural benefits that wool have, and make garments that have a natural technical function as well as a contemporary design. The designs are a mix of modern basics and traditional, Norwegian knitting patterns.
We Norwegians source the best wool yarns from Australia, New Zealand, Italy and Norway, and manufacture 100% in Europe. Together this yields apparel that looks great and is made to last. The product line consists of merino wool tops, cardigans, sweaters and pants, in addition to a premium quality line of Italian made luxury scarves.
We Norwegians want the consumers to be able to see behind the scenes in the making of our products and develop a consciousness towards sustainable fashion. Who is making your clothes? Where does the yarn come from? Who is the person doing the dyeing, cutting, patterns and stitching them together? The textile industry can actually benefit all those involved.
We Norwegians is the antithesis of disposable fashion. The quality of the fabrics, yarns and craftsmanship is for the discerning audience. I want my customers to utilize the clothing as pieces they can build their wardrobe around. The design is more style driven and less fashion driven. This provides more timeless apparel that you can keep and wear for a longer span of time.
The philosophy of We Norwegians design concept, is to bring together the best from the past and present and bring it into the future. The Scandinavian style is recognized as a clean and functional design expression, and after having admired the work of Norwegian architects and industrial designers, I wanted to create a clothing label based on contemporary ideas, with Norwegians heritage as a foundation.
Architect Todd Saunders has been a great inspiration to the design philosophy of We Norwegians. His work bring together dynamic building and material experimentation with traditional methods of craft. This is the base I have used as a platform in the design process of We Norwegians product line. The idea is to combine quality, function and design that work in our modern lives.
The founder and designer of We Norwegians, is Tove Grane. Since graduating from Esmod Oslo in 1996, she has worked in the Norwegian fashion industry, with different Norwegian companies, before settling in Voss in 2010, working for a ski wear company. In the spring of 2013 she decided to use her experience and love for wool and Norwegian knits, to start her own label. After careful planning and sourcing the best suppliers and yarns, the label was ready to be launched in October 2014.