In 2024, Norrøna also launched Norrøna x Recouture, a unique collaboration with Norwegian designer Hilde Hoff Nordskar and her upcycling company Recouture.
Built around Norrøna’s ambition of achieving as close to zero waste as possible, the collaboration gave damaged and non-repairable garments a completely new life as one-of-a-kind design pieces.
Instead of ending their journey, old Norrøna products were transformed through traditional craftsmanship, local textile production, and modern design.
The project perfectly embodied fourth-generation owner and leader Jørgen Jørgensen’s well-known philosophy: “A new Norrøna product is great. An old Norrøna product is even better.”
By combining nearly a century of outdoor heritage with Norwegian textile traditions such as Norwegian traditional and handwoven “åkle” fabrics, the collaboration demonstrated how responsibility, craftsmanship, and innovation can come together to create something entirely new.
