Please provide an overview of how 2021/22 is shaping up for your brand. Has COVID-19 affected your line? If so, please explain the changes you have made, and how you came to these decisions.
No really significant changes in our collection building due to Covid. We try to make the best we can towards activity with or without a worldwide pandemic.
What is the overall theme behind your FW 22/23 outerwear range?
We do not work so much theme-based. Our structure and philosophy behind a product assortment are again to try to do the best products for a given end-use and activity. We follow a general Norrøna aesthetic based on our design DNA, “Loaded Minimalism™.” When we launch a new collection, like lofoten, we have an ambition that it lives a minimum of 4 years. This is a matter of consistency, which is a matter of quality. We do, from time to time, have a theme behind a collection. One example is our tamok collection which is theme-based from an aesthetic, look & feel point of view. We do that to ensure uniqueness within our collection as a minimum.
From which big trends do you take your inspiration?
We are not so much into trends; we try to do things we like ourselves foremost, and if that is hot or not, for the time being, we do not focus so much on it. But, at the same time, we are a product of our time, and we study behavior as everyone else does to stay relevant.
What new fits/silhouettes are coming out in FW 22/23?
When we are launching a product, we have a minimum of 4years that we expect that product to live until we make any changes. This means that we as a company do not shift fits or silhouettes from season to season. We are focusing on building long-term consistency so the customer can recognize the fit we are offering. We as a company thought of going towards a more spacious fit offering a bit more volume between the body measurements and the garment.
What new colors/prints are you introducing?
We don’t work much with print, but here are some new color highlights:
- Blue fog: A lighter neutral, cold blue/grey which is great to combine with warm colors such as reds and golden tones, but works great with most of our colors. Gender-neutral.
- Mykonos blue: A classic sporty blue color, works great with dark or neutral tones and is also great to combine with warmer colors. Gender-neutral.
Any NEW technical stories with regards to fabrics and materials?
The lyngen Gore-Tex Active Jacket – Our most breathable, lightweight waterproof ski/snowboard jacket developed for ski touring.
By request from one of our primary ski ambassadors, we developed a jacket made out of Gore-tex shake dry and gore-tex active 3L. The jacket has been tested for the entire ski season, and we’re now happy to implement it in our line. The objective has been to make a very lightweight yet fairly durable jacket with the best comfort regarding moisture vapor transmission capacity (breathability). It Uniquely blends two GORE-TEX® technologies: The Active SHAKEDRY ™ – a technology that eliminates the face fabric, preventing water absorption to maintain comfort during high-intensity and 30D GORE-TEX® Active, built for extreme breathability, ideal for highly aerobic, done-in-a-day activities.
What pant and jacket styles are most important in your range?
- The lofoten Gore-Tex Pro Jacket
- The lofoten Gore-Tex Pro Pants
- The lofoten Gore-Tex Pro Plus Jacket
- The lofoten Gore-Tex Pro Plus Pants
- The lofoten Gore-Tex insulated Jacket
- The lofoten Gore-Tex insulated Pants
- The tamok Gore-Tex Pro Jacket
- The tamok Gore-Tex Pro bib Pants
What are your top marketing stories for FW 22/23?
The lyngen collection. The lyngen collection is a freeride-driven ski touring line, first launched in 2009. Pushing the limits of durable lightweight, packability, and the balance between protection and breathability. Named after Norway’s greatest ski touring destination. In the 22/23 seasons, we’ll expand the line to include more styles to enable an extremely flexible collection launching e.g. a ski touring tights, GORE-TEX paclite over pants, and cotton pants.
The lyngen ski touring tights. These unique ski touring tights are developed to offer the comfort of tights with the functionality of ski pants.
The lofoten collection. A flagship within our assortment, now with an added fleece style. “The lofoten collection was launched in 2004 as the world’s first true freeride collection. It is still the pinnacle of premium products for freeriding, known for its signature design, bold colors, and innovative features. Named after the most beautiful and spectacular area to ski, summit to sea.
Outerwear Best Sellers/Hero products
The lofoten Gore-Tex Pro Jacket: Our iconic waterproof ski/snowboard jacket developed for big mountain freeride, designed uncompromisingly to fulfill the big mountain freeriders need for protection and functionality. Made in a 70Dx70D recycled Gore-Tex Pro most breathable fabric to ensure optimal durability and weather protection, and equipped with high-end solutions and features to cover every freeride requirement.
The lofoten Gore-Tex Pro Pants: Our iconic waterproof ski/snowboard pants developed for big mountain freeride, designed uncompromisingly to fulfill the big mountain freeriders need for protection and functionality. Made in extremely durable 3L 200D recycled Gore-Tex Pro most rugged fabric to ensure optimal durability and weather protection, and equipped with high-end solutions and features to cover every freeride requirement.
The tamok Gore-Tex Pro Jacket: Our most durable, waterproof ski/snowboard jacket developed for backcountry freeride. It is made in a highly durable 3-layer 70D X 160D recycled Gore-Tex Pro fabric with reinforced 200D Gore-Tex Pro fabric on the shoulders and elbows. The longer cut will provide superior protection from rough weather, along with great ventilation for touring and hiking missions.
What’s your base layer strategy for FW 2223? Please let us know your tech innovations, materials, colors, and price points.
This year we launched our first base layer products in the new norrøna Ull material. Norrøna Ull is our own ultrafine, premium 18,5-micron merino wool knitted in Europe. All Ull products are sewn at the Norrøna Factory in Lithuania. We will offer ull in different fabric qualities, and for the FW22/23 season, two will be available:
pureUll – 100% merino wool
corespunUll – merino wool spun around a recycled nylon core
Launched 21/22: The Norrøna pureUll – Our pureUll is an all-natural material consisting of 100% merino wool. Made with ultra-fine 18.5-micron wool, it offers the perfect balance between performance and non-itching next-to-skin softness. The RWS certifies wool will keep you warm even when wet, cools you down when warm, has natural anti-smell properties, and feels soft next to the skin.
Available styles: https://www.norrona.com/en-GB/highlights/ull/
Launching 22/23: The lofoten corespunUll
The corespunUll consists of 18,5-micron merino wool spun around a recycled nylon core and is exclusively developed by us. The nylon core makes the fabric more durable and stabilizes the construction to enhance the functions and endurance of the wool knit. The RWS certifies wool will keep you warm even when wet, cools you down when warm, has natural anti-smell properties, and feels soft next to the skin.
The styles are more technical than the pureUll styles and are primarily made for snow activities. Planned styles are hooded long sleeve, polo long sleeve, round neck long sleeve, and longs – ¾ length for men, regular for women.