En 2005, Jørgen Jørgensen est devenu le représentant de la quatrième génération de la famille Jørgensen à posséder et diriger Norrøna, perpétuant ainsi un héritage remontant à la fondation de l’entreprise en 1929.
Skieur, chasseur et vététiste passionné, Jørgensen a apporté à ce poste le regard d’un fervent amateur de plein air, alliant un profond respect pour l’héritage de la marque à une vision ambitieuse de son avenir.
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.
