We Norwegians Featured in Finansavisen
A Conversation on Norwegian Heritage and the start of We Norwegians
We are pleased to be featured in the Easter edition of Finansavisen (1. April 2026). Finansavisen is one of Norway’s leading business and lifestyle publications.
The feature highlights the journey of We Norwegians, with insights from Tove Grane, Marit Angelfoss, and Øyvind Lauritzen — reflecting on Norwegian heritage, design, and the evolution of We Norwegians as a modern alpine lifestyle brand.
Inside The Feature
The article offers a closer look at the people and ideas behind the brand — from early beginnings to building an international presence, with stores in destinations such as Park City, Aspen, and London. The article reflects on how the brand is navigating international markets in a shifting global landscape, including the evolving dynamics in the United States.
"Det har gått skikellig trått i USA etter at uforutsigbare Trump ble president. Og tollsatsene er jo helt koko."
“It’s been a challenging market in the U.S. since the unpredictable Trump became president, and the tariffs have been quite extreme.”
"Selv om USA var det største markedet før Trump stakk kjepper i hjulene for både We Norwegians og flere andre, er nå Europa blitt det største markedet. Spesielt det britiske."
“While the U.S. was previously our largest market, recent challenges have shifted that position, and Europe has now become our biggest market. Especially the UK.”
Highlights from The Interview
Rooted in Norwegian heritage:
The article highlights how We Norwegians draws inspiration from Norwegian traditions, with a clear ambition to share this perspective on an international stage.
"Jeg tenkte først at dette skulle være ganske smått. Et lite brand med fokus på skisport og merinoull i god kvalitet. Dempet og luksuriøs strikk i en nøytral fargepalett med litt setesdalmønster og en diskret logo"
“At first, I imagined this as something quite small — a niche brand focused on skiing and high-quality merino wool. Understated, luxurious knitwear in a neutral colour palette, with subtle Setesdal patterns and a discreet logo.”
A vision that has since evolved into the brand We Norwegians is today.
Merino wool at the core:
Known for its consistent use of merino wool, the brand continues to explore new ways to work with this natural material across collections.
Designed for movement:
Versatility remains central — creating pieces that transition effortlessly from the mountains to everyday life.
"Vårt garderobekonsept er plagg som kan brukes på hele reisen fra du drar hjemmefra til du er på flyet, sjekker inn på hotellet, spiser frokost etterfulgt av lunsj og afterski bakken."
“Our wardrobe concept is built around pieces that can be worn throughout the entire journey — from leaving home, to being on the plane, checking into the hotel, and moving through the day from breakfast to lunch and après-ski.”
A Scandinavian approach to global markets:
The feature reflects on building a global brand with a distinctly Scandinavian, minimal perspective — offering a quieter alternative to more expressive trends.
"De fleste leverandørene badet i farger, bråk, blink, lyd og lys. Vår stand var derimot lys, skandinavisk og minimalistisk. Vi fikk masse oppmerksomhet og ble oppdaget av Net-a-Porter, luksusnettbutikken som er blitt den mest kjent for high end design merker."
“While most exhibitors leaned into colour, noise, and visual excess, our stand was light, Scandinavian, and minimal. It attracted significant attention — and led to us being discovered by Net-a-Porter, now one of the leading platforms for high-end designer brands.”
A Norwegian Perspective
The feature reflects what defines We Norwegians today — a brand shaped by its origins yet evolving with how people live and move.
From traditional knitwear to modern skiwear and lifestyle collections, the focus remains the same: creating pieces that are functional, versatile, and designed to last.
Explore the Collections
Discover pieces inspired by Norwegian heritage and designed for modern living.
