Published: Jul 13, 2026
Since the 1960s, Black Friday has been a major shopping day in the United States. The fourth Friday in November marks the start of the holiday shopping season, and for many retailers, the transition from red to black numbers.
In recent decades, Black Friday has become a global phenomenon.
Many have expanded the concept into Black Week or even Black Month, turning it into a race for the biggest discounts and the highest possible 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.
Now, maybe that jacket from 2002 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 the customer wants to repair it, so the jacket can join new adventures.
That’s 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.
Many brands and stores are offering big discounts this weekend.
I think you understand why we don’t.
We stand for something else.
For durability, for responsibility, for longevity.
That’s our Black Friday.
Or rather — our Hack Friday.
Welcome to nature.
Jørgen