"A new Norrøna product is great. An old Norrøna product is even better," says Jørgen Jørgensen, owner and leader of Norrøna.
Now, some older Norrøna products have gained even greater significance through an exciting design collaboration with the Norwegian start-up Recouture.
“At Recouture, we are driven by a profound love for the past, where each piece tells a story,” says Hilde Hoff Nordskar, the CEO behind the Norwegian design success.
“At Norrøna, we strive for zero waste,” says Jørgen Jørgensen. “We managed to repair 20,000 out of 22,000 repairs and warranty cases. The collaboration with Hilde and Recouture is a really cool initiative to give the products we can’t repair a completely new life.
Hilde gains access to these Norrøna garments, studies them with her distinctive perspective and transforms them into stunning, exclusive fashion icons. It’s a real joy that the Norrøna x Recouture Collab is now being showcased at Norrøna House in Oslo, so more people can get a closer look at these incredible products and decide if they want to invest in one themselves.”
Hilde explains that she restitches every Norrøna garment with Norwegian heritage items, creating one-of-a-kind pieces that honor the spirit of tradition while embracing a modern sensibility. “We breathe new life into old garments and fabrics, repair, reduce waste, and cherish the value of local textile production,” she says. “The craftsmanship of the past meets modern design for tomorrow – upcycled for a circular textile industry. With every stitch, we honor the beauty of the past and set a course for a new fashion future.”
Among the new Norrøna x Recouture collaboration pieces you’ll find several older Norrøna products that have been carefully repaired and restored to their original condition. Marks or larger sections have been replaced with a traditional handwoven textile called åkle.
A Norwegian åkle was historically used as wall decoration to help insulate against the cold seeping through timber walls. Typically crafted from wool, it features motifs unique to different regions and smaller farms across Norway, adding both functionality and cultural richness to each piece.
You’ll also find completely new products in the collection, crafted from scraps and items that couldn’t remain in their original form. These pieces have undergone a total transformation – dismantled, washed, and carefully sewn back together through a meticulous redesign process. Each product is a testament to slow fashion and the art of giving products and materials a second life.
“Norrøna promotes quality, design, function, and sustainability in everything we do,” says Jørgen. “Recouture is driven by a true enthusiasm for the past – and allows each product to tell its own, exciting story. They breathe new life into our old garments and fabrics. That's why the Norrøna x Recouture Collab feels completely natural. Now, we hope that outdoor enthusiasts will appreciate the unique products we’re showcasing.”
Check out the whole Norrøna x Recouture collection here, and read about how the Norrøna x Recouture collaboration came together.
