We Norwegians Lookbook

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MA CONTEMPORARY TAKE ON WOOL

2 LOOKBOOKWE NORWEGIANS

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THE DESIGNER

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The founder and designer of We

Norwegians is Tove Grane. She graduated

from Esmod Oslo in 1996, and has worked

in the fashion industry ever since.

With years of experience and knowledge,

she decided to bring her love for wool,

sustainability and Norwegian knits

together with contemporary design, to

create the label We Norwegians.

After careful planning and sourcing of the

best suppliers and yarns, the brand was

launched in October 2014.

A CONTEMPORARY TAKE ON WOOL

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We Norwegians is an apparel company based

in Voss, Norway, with focus on the design and

manufacture of premium wool products.

As newborns, Norwegians are wrapped in soft

wool blankets and continue to wear wool as

they grow up – all year round. The idea behind

We Norwegians is to take the natural benefits

that wool has and incorporate them into

functional contemporary design, that can be

dressed up or worn causally.

DESIGN PHILOSOPHY

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A timeless and direct reflection of who

Norwegians aare and our heritage. A mix of

modern basics and traditional knitting patterns

with a contemporary twist.

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— A CONTEMPORARY TAKE ON WOOL —

SUSTAINABILITY

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We Norwegians develop sustainable products and we manufacture

100 % in Europe. Thus our suppliers are operating under EU laws

and follow EU standards. This secures high standards of social

responsibility.

Our suppliers have long experience in their manufacturing of textiles.

They are usually small, family-run firms, who have been in the business

for generations. Clothes cost money for many reasons. One of them is

that real people make them; People who are doing the dyeing,

the cutting, the sewing etc.

We Norwegians want to show our audience that the textile industry can

actually benefit all those involved.

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16 WE NORWEGIANS LOOKBOOK 2015

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INSPIRATION

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Scandinavian culture is closely related to the Nordic climate and nature.

The materials that surrounds us are reflected in our craftsmanship.

We Norwegians’ design concept, is a mix of the past and present;

A combination of contemporary ideas and Norwegian heritage.

The Scandinavian style is recognised as clean and functional.

Therefore, the design elements should not overshadow the

quality of the product. The garments must meet a need, be useful

and stand the test of time.

— A CONTEMPORARY TAKE ON WOOL —

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— A CONTEMPORARY TAKE ON WOOL —

MERINO WOOL

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The Merino is an economically influential

breed of sheep prized for its wool. The breed

is originally from Turkey and central Spain

(Castille), and its wool was highly valued

already in the Middle Ages. Today, Merinos are

still regarded as having some of the finest and

softest wool of any sheep. Merino wool is finely

crimped and soft. Merino needs to be shorn at

least once a year because their wool does not

stop growing. If the coat is allowed to grow,

it can cause heat stress, mobility issues, and

blindness.

Merino is excellent at regulating body

temperature, especially when worn against the

skin. The wool provides some warmth, without

overheating the wearer. It draws moisture

(sweat) away from the skin, a phenomenon

known as wicking. The fabric is slightly

moisture repellent, allowing the user to avoid

the feeling of wetness. Like cotton, wool

absorbs water (up to 1/3 its weight), but, wool

retains warmth when wet.

COMFORT & WEARABILITY

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Wool can easily absorb up to 30% of its

own weight in moisture without feeling

damp or clammy. It wicks moisture

away from the body, keeping you warm

without feeling wet. Wool functions as

a temperature regulator, protecting the

body in both cold and warm conditions.

To a certain degree, wool is considered

water repellent. Light rain, snow and

small spills will stay on the surface or

run off the fabric.

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WE NORWEGIANS — BANKSMIDJA — STALLGATA 6–8 — N-5700 VOSS, NORWAY

US: WE NORWEGIANS INC — 31681 CAMINO CAPISTRANO — SAN JUAN CAPISTRANO — CA 92675 — UNITED STATES

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A CONTEMPORARY TAKE ON WOOL