NYC Launch event
Flagship Store NYC Soho march 2025
The final stop on our launch journey brought us to New York City. The launch of the Norrøna x Recouture collaboration at the Norrøna store in Soho marked the culmination of a project rooted in tradition, creativity, and circular ideas for the future of fashion.
This partnership has been a journey — filled with systemic insights, hands-on experimentation, and design-driven innovation. Together, we’ve pushed boundaries down to the tiniest scrap of textile waste. Can circular textile systems be both profitable and possible? I’m learning every day and I’m committed to exploring that question — alongside an incredible team and community of changemakers in and around this industry.
A heartfelt thank you to Jørgen Jørgensen and Bård Kvamme at Norrøna for believing in this vision. To Royal Norwegian Consulate General in New York for supporting our NYC launch. To Innovation Norway Design and Architecture Norway - DOGA Handelens Miljøfond and SpareBank 1 Ringerike Hadeland for backing this pilot project.
And most importantly — to all of you curious consumers who came out and supported us — thank you for believing in a shift in consumer behavior.
Let’s dare to rethink value and growth. Let’s keep redefining what the future of fashion can be — together. ♻️🌍
