We Norwegians Lookbook 2017

— A CONTEMPOR ARY TAKE ON WOOL —

— VOSS — NORWAY —

— WENORWEGIANS.COM —

— LOOKBOOK 2017 —

— VOSS — NORWAY —

— TOVE GR ANE, FOUNDER & DESIGNER —

DESIGN PHILOSOPHY — A timeless and direct reflection of who Norwegians are and our heritage.

A mix of modern basics and traditional knitting patterns with a contemporary twist.

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— THE BR AND —

— PORTR AIT PHOTO: SILJE BRYN KNUTSEN / BR AND PHOTOS: VIRRE DAHL / PRODUCT PHOTOS: UPSTAIRS MEDIA / DESIGN: HALTENBANKEN —

A CONTEMPORARY TAKE ON WOOL — We Norwegians is an apparel company based in Voss, Norway, with focus on the design and manufacture of premium wool products.

As newborns, Norwegians are wrapped in soft wool blankets and continue to wear wool as they grow up – all year round.

The idea behind W ­ e Norwegians is to take the natural benefits that wool has and incorporate them into functional contemporary design, that can be dressed up or worn casually.

N Voss, Norway 60°42´09´N 06°25´23´E

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THE DESIGNER — The founder and designer of We Norwegians is Tove Grane.

She graduated from Esmod Oslo in 1996, and has worked in the fashion industry ever since.

With years of experience and knowledge, she decided to bring her love for wool, sustainability and Norwegian knits together with contemporary design, to create the label We Norwegians.

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— TRYM: BASE TWO CARDIGAN, GREY MELANGE / VOSS TEE, WHITE / OSLO HAT, BLACK / BJØRKE PANTS, BLACK —

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— JENNY: FJORD SWINGDRESS, BLACK —

— LOCATION: LYSVERKET, BERGEN —

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— K AROLINE: SKUTLE SCARF, BLACK / SETESDAL ROUNDNECK, BLACKPEWTER —

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— LOCATION: VILLA S, BERGEN —

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— SKUTLE SCARF, NAV Y —

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— A CONTEMPOR ARY TAKE ON WOOL —

SUSTAINABILITY — We Norwegians develop sustainable products and we manufacture 100 % in Europe. Thus our suppliers are operating under EU laws and follow EU standards. This secures high standards of social responsibility.

Our suppliers have long experience in their manufacturing of textiles.

They are usually small, family-run firms, who have been in the business for generations. Clothes cost money for many reasons. One of them is that real people make them; People who are doing the dyeing, the cutting, the sewing etc.

We Norwegians want to show our audience that the textile industry can actually benefit all those involved.

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— LOCATION: LYSVERKET, BERGEN —

— TRYM: BASE TWO HOODIE, BLACK / BJØRKE PANTS, BLACK —

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— K AROLINE: SETESDAL HENLEY, BLACK —

— LOCATION: JUVET LANDSCAPE HOTEL , VALLDAL —

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— LOCATION: VILLA S, BERGEN —

— HENRIK: BASE TWO CREW NECK, BLACK / BASE TWO PANTS, BLACK / SETESDAL SCARF, BLACK —

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— SETESDAL 1/2-ZIP, BLACK —

— LOCATION: HARDANGER RETREAT KJEPSO —

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— FROST COAT, CHARCOAL —

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— K AROLINE: FROST COAT, CHARCOAL / FROST SHAWL , CHARCOAL —

— LOCATION: VILLA S, BERGEN —

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— SUNNIVA: SKUMRING HENLEY, GREY —

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— TRYM: SKUMRING V-NECK, BLACK —

— LOCATION: TR ÅFJØSEN «EI LØE I ENDRING» BY OPA FORM ARCHITECTS & MYRKDALEN HOTEL —

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— LOCATION: VILLA S, BERGEN —

— K AROLINE: SKUTLE SCARF, BLACK / SETESDAL ROUNDNECK, BLACKPEWTER / BASE TWO PANTS, BLACK —

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— BASE TWO JUMPSUIT, BLACK —

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— LOCATION: VA AGHALS RESTAUR ANT, OSLO —

— HEGE: SETESDAL HENLEY, NAV Y —

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— JENNY: FJORD WR APDRESS, BLACK —

— LOCATION: LYSVERKET, BERGEN —

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— SUNNIVA: BASE TWO JUMPSUIT, MARMOTTA / SETESDAL HENLEY, MARMOTTA / OSLO HAT, MARMOTTA —

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— LOCATION: TR ÅFJØSEN «EI LØE I ENDRING» BY OPA FORM ARCHITECTS & MYRKDALEN HOTEL —

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INSPIRATION — Scandinavian culture is closely related to the Nordic climate and nature.

The materials that surrounds us are reflected in our craftsmanship.

We Norwegians’ design concept, is a mix of the past and present; A combination of contemporary ideas and Norwegian heritage.

The Scandinavian style is recognised as clean and functional.

Therefore, the design elements should not overshadow the quality of the product. The garments must meet a need, be useful and stand the test of time.

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— FINN: SETESDAL CREWNECK, GREY MELANGE / SKUTLE SCARF, GREY —

— LOCATION: HARDANGER RETREAT KJEPSO —

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— SUNNIVA: FROST JACKET, BLACK / BASE ONE TEE, GREY MELANGE —

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— LOCATION: TR ÅFJØSEN «EI LØE I ENDRING» BY OPA FORM ARCHITECTS & MYRKDALEN HOTEL —

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— SUNNIVA: BASE TWO JUMPSUIT, MARMOTTA / VOSS SCARF, MARMOTTA / OSLO HAT, MARMOTTA —

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— LOCATION: TR ÅFJØSEN «EI LØE I ENDRING» BY OPA FORM ARCHITECTS & MYRKDALEN HOTEL —

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— FROST: JACKET, BLACK —

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— A CONTEMPOR ARY TAKE ON WOOL —

MERINO WOOL — The Merino is an economically influential breed of sheep prized for its wool. The breed is originally from Turkey and central Spain (Castille), and its wool was highly valued already in the Middle Ages. Today, Merinos are still regarded as having some of the finest and softest wool of any sheep. Merino wool is finely crimped and soft. Merino needs to be shorn at least once a year because their wool does not stop growing. If the coat is allowed to grow, it can cause heat stress, mobility issues, and blindness.

COMFORT & WEARABILITY — Wool can easily absorb up to 30 % of its own weight in moisture without feeling damp or clammy. It wicks moisture away from the body, keeping you warm without feeling wet. Wool functions as a temperature regulator, protecting the body in both cold and warm conditions.

To a certain degree, wool is considered water repellent. Light rain, snow and small spills will stay on the surface or run off the fabric.

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Merino is excellent at regulating body temperature, especially when worn against the skin. The wool provides some warmth, without overheating the wearer. It draws moisture (sweat) away from the skin, a phenomenon known as wicking. The fabric is slightly moisture repellent, allowing the user to avoid the feeling of wetness. Like cotton, wool absorbs water (up to 1/3 its weight), but, wool retains warmth when wet.

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— A CONTEMPOR ARY TAKE ON WOOL —

— VOSS — NORWAY —

— WENORWEGIANS.COM —

WE NORWEGIANS — BANKSMIDJA — STALLGATA 6–8 — N-5700 VOSS, NORWAY US: WE NORWEGIANS INC — 31681 CAMINO CAPISTRANO — SAN JUAN CAPISTRANO — CA 92675 — UNITED STATES CUSTOMERSERVICE@WENORWEGIANS.COM