One text message from Jørgen Jørgensen on a Friday evening and the Norrøna x Recouture collab was a fact. Meet Hilde, the creative force behind the unique pieces.

Do you remember when you first became interested in sewing and fashion?
I grew up on a farm with a family of 5 children. Mom sewed some of our clothes, and I developed an interest in sewing. I also had grandmothers who were skilled in handcrafts, weaving, sewing, and embroidery. I became fascinated and inspired by them to create my own things. Today I'm glad I learned from these skilled women.

What was your background before starting your own business?
I am educated at Esmod and have worked for 18 years as a commercial designer in the sports industry in Norway, for both small and bigger brands. I have learned and experienced, seen and heard throughout these times, and the industry has changed. But it needs to change more. This concept has grown on me over time, and I felt ready to dive into it.

How did the Norrøna x Recouture collaboration come together?
Well, it was a text message from Jørgen on a Friday evening: The very first Recouture jacket was a Norrøna jacket. I'm a big fan of Norrøna, the quality focus and the values you work by. Norrøna has been relevant and a preferred brand for almost 100 years, which means there is a lot of good and proper work behind it. I love to Recouture Norrøna vintage products from the '70s and '80s. They are pieces with a love story and I can feel the smell of the history.

What is your plan going forward?
My plan is to follow my passion and what I believe in. I don't have a 5-year plan, nor a 1-year plan but I have dreams about where this concept can be taken. But that's the exciting part about new concepts; they must grow into the market in a sustainable way.

How did your brand come to life? What's the idea behind it?
After I had children, it struck me that our consumption was way too high. I started to repurpose my old clothes to fit my children. We bought an old timber cabin, and instead of buying something new, it turned into a low-budget redesign project where furniture was reupholstered, and most things were sewn by hand. I began to repair products and make the repairs visible by adding something new to the garment. The idea grew on me, that it must be possible to use existing resources, add something to it, and perhaps even increase its value.

One day, I visited a thrift store in Oslo and brought home a beautiful Åkle. When I got home, my 5-year-old ran towards me, and the Åkle landed on top of a Norrøna jacket lying on the floor. I immediately saw that there was something. So, I said, 'Now Mommy has to go to the sewing room.' Then all the pieces fell into place.

Do you have an all-time favorite garment?
My very first Recoutured Norrøna jacket will forever be my favorite piece. I must also mention my “designer bag”, my reindeer hat, hand-sewn by 84-year-old Ellen in Finnmark from reindeer skin. No other garment brings me more joy throughout the year.

Is there a deeper reason behind why you’re doing what you do?
Overconsumption and our resource extraction. We need to change the way we consume and see the value in what we already have. The wonderful feeling of owning a product that truly matters to you, has a story, and you know you'll enjoy for many years to come

What are your views on the textile industry and their efforts to become more sustainable?
The industry is in an exciting time now, with a lot of positive developments, new laws coming into play, and required reporting. But I think it also makes it very overwhelming and abstract. However, it is great that the industry is embracing circular fashion practices.

Read more about Norrøna x Recouture here.