The fjords, the glaciers, the forests. The waves thundering against the rocky shores. The mountains towering above us. There is something about the Norwegian wilderness that brings out the adventurer in us. There is something about the climate here in the far north; up here, a single day can pit us against the challenges of four different seasons and still be a magical experience. As long as we are well prepared and are wearing the right clothing.
Way back in 1929, my great-grandfather, the young craftsman Jørgen Jørgensen, realized that Norwegians have a constant longing to be outside, and deserve the best possible equipment. He developed products without compromise. He laid the cornerstone of what would become Norrøna, now a leading and international supplier of outdoor gear.
There is a common thread that runs from my great-grandfather's first ideas to Norrøna in its current form. The thread is one of design, function and quality. The thread stretches from our design department in Oslo to the Bitihorn and Falketind peaks in the Jotunheimen range, to the mountain biking paradise of Fjørå in western Norway, via hunting areas in the forests Finnskogen and the mountains of Dovre, climbing challenges on the mighty Troll Wall and on to steep skiing in Røldal, Narvik and the Lofoten Islands You can follow this thread all the way to Svalbard, those arctic islands far north of the mainland. The thread shows the way through narrow valleys, up snow-covered peaks and across remote mountain ranges. It says something about our passion.
It says our compass is pointed toward innovation.
That Norway’s stunning nature is our laboratory.
That our goal is sustainability.
Maybe that’s why Norrøna was behind the world’s first tunnel shaped tent back in 1972. Maybe that is why Norrøna launched Europe's first Gore-Tex jacket back in 1977. Maybe that's why we unveiled an anatomical backpack as early as in 1980, functional and stylish clothing for steep freeriding in 2004, and a separate collection for single track riding in 2008.
Norrøna has been part of expeditions to the North Pole and South Pole, Mount Everest and the Great Trango Tower in the Karakoram. Not in the least, Norrøna has been at the forefront of alpine style climbing in Alaska, Patagonia and Antarctica. Our ambassadors help push the envelope of what is possible in skiing and snowboarding, mountain biking, climbing and polar expeditions.
My great-grandfather, grandfather and father all believed that Norrøna had to create products with the best possible design, cutting-edge functionality and the highest quality. They believed that product development had to be driven by the bravest among us; those who dare to think new; those who take on extreme adventures.
That is what we still believe.
Welcome to nature.
Fourth-generation owner and chief executive of Norrøna