In 2005, Jørgen Jørgensen became the fourth generation of the Jørgensen family to own and lead Norrøna, continuing a legacy that stretched back to the company’s founding in 1929.
An avid skier, hunter, and mountain biker, Jørgensen brought the perspective of a passionate outdoor enthusiast to the role, combining a deep respect for the brand’s heritage with an ambitious vision for its future.
Under his leadership, Norrøna strengthened its commitment to innovation, design, and responsibility.
He is known for the company mantra: “A new Norrøna product is good. An old Norrøna product is even better.” The statement reflects a belief that durability, repairability, and long product lifespans are among the most important contributions an outdoor company can make toward responsible consumption.
Jørgensen also recognized that Norrøna could not simply adapt to a rapidly changing outdoor market – it needed to help shape it. By raising the company’s ambitions in design, Extreme User Product Development, and constant innovation, he pushed Norrøna to the forefront of the global outdoor industry.
During his tenure, the company has evolved from a respected Scandinavian brand into an international outdoor leader, with more than 40 stores worldwide and a growing presence far beyond apparel and equipment.
Through guided adventures, lodges, and expedition experiences across the globe, Norrøna expanded its mission from outfitting outdoor enthusiasts to helping people experience the outdoors itself.
