Every November, Black Friday returns – a phenomenon that began in the United States in the 1960s as the traditional start of the holiday shopping season. Over recent decades, it has expanded globally into Black Week and Black Month, accelerating a race for the biggest discounts and ever-increasing consumption.
Let me be completely honest with you:
At Norrøna, we don’t believe Black Friday is the right direction.
We took a very different course for our company a long time ago.
We follow another path.
Ever since my great-grandfather founded Norrøna in 1929, our mission has been to make products that last. For nearly a century, quality has outweighed every other consideration.
I often say: A new Norrøna product is great. But an old Norrøna product is even better.
When you buy something from us, we want you to use it for 10, 20, even 30 years.
And time and again, customers come to us proving that we’re succeeding. They show us jackets, pants, and backpacks that tell their own stories – gear that’s been on every kind of adventure, in every kind of terrain, in every kind of weather.
Season after season.
Year after year.
Maybe your jacket from 2008 has a small tear?
Maybe a spark from a campfire burned a hole in the fabric?
Maybe the zipper has lost its grip?
And now you want to repair it – so the jacket can join new adventures.
We’re more than happy to help you with that!
This is our most important act of responsibility: the quality and durability of everything we make. And I’m not just talking about the quality and durability of our products.
I’m also talking about the quality and durability of the memories those products help create.
Out in nature.
As many brands and stores prepare for discounts this weekend, you understand why we continue to choose a different path.
We stand for durability, responsibility, and longevity – encouraging you to care for, repair, and reuse what you already own.
That’s our response to Black Friday.
This is our Hack Friday.
Welcome to nature.
Jørgen