we norwegians lookbook
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— LOOKBOOK —
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MA CONTEMPORARY TAKE ON WOOL
2 LOOKBOOKWE NORWEGIANS
— GRY: BASE TWO PANTS, GREY MELANGE / BASE ONE HENLEY, DARK DENIM ——
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3LOOKBOOK WE NORWEGIANS
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.
— A CONTEMPORARY TAKE ON WOOL ——
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4 LOOKBOOKWE NORWEGIANS
— FREDRIK: BASE ONE V-NECK, WHITE —
5LOOKBOOK WE NORWEGIANS
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— GRY: FROST SHAWL, LIGHT GREY —
6 LOOKBOOKWE NORWEGIANS
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7LOOKBOOK WE NORWEGIANS
— KAROLINE: SKUTLE SCARF, BLACK / SETESDAL ROUNDNECK, BLACKPEWTER —
8 LOOKBOOKWE NORWEGIANS
— SKUTLE SCARF, NAVY —
9LOOKBOOK WE NORWEGIANS
— 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.
10 LOOKBOOKWE NORWEGIANS
— KAROLINE: SETESDAL JACKET, GREY MELANGE — ANDREY: REKKJER CARDIGAN, BLACK ——
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11LOOKBOOK WE NORWEGIANS
— KAROLINE: SETESDAL HENLEY, BLACK ——
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— HENRIK: BASETWO CREW NECK, BLACK / BASETWO PANT, BLACHK / SETESDAL SCARF, BLACK ——
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LOOKBOOKWE NORWEGIANS
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—— SETESDAL 1/2-ZIP, BLACK —
LOOKBOOK WE NORWEGIANS
14 LOOKBOOKWE NORWEGIANS
— FROST COAT, CHARCOAL —
— KAROLINE: FROST COAT, CHARCOAL / FROST SHAWL, CHARCOAL ——
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15LOOKBOOK WE NORWEGIANS
16 WE NORWEGIANS LOOKBOOK 2015
— KAROLINE: SETESDAL JACKET, GREY MELANGE —
17WE NORWEGIANSLOOKBOOK
— HEGE: SETESDAL ROUNDNECK, GREY MELANGE ——
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18 LOOKBOOKWE NORWEGIANS
— KAROLINE: SKUTLE SCARF, BLACK / SETESDAL ROUNDNECK, BLACKPEWTER / BASETWO PANTS, BLACK ——
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19LOOKBOOK WE NORWEGIANS
— BASETWO PANTS, BLACK —
20 WE NORWEGIANS LOOKBOOK
— HEGE: SETESDAL HENLEY, NAVY ——
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21LOOKBOOK WE NORWEGIANS
— KRISTINA: BASEONE TEE, DARK DENIM / BASETWO PANTS, GREY MELANGE ——
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22 LOOKBOOKWE NORWEGIANS
23LOOKBOOK WE NORWEGIANS
— HEGE: SKUTLE HENLEY, NAVY BLUE ——
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24 LOOKBOOKWE NORWEGIANS
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 —
25LOOKBOOK WE NORWEGIANS
— FINN: SETESDAL HALF-ZIP, GREY MELANGE / SKUTLE SCARF, GREY ——
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26 LOOKBOOKWE NORWEGIANS
— KAROLINE: SETESDAL JACKET, GREY MELANGE —
27LOOKBOOK WE NORWEGIANS
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28 LOOKBOOKWE NORWEGIANS
— HENRIK: BASE TWO COLORBLOCK CREW NECK, GREY MELANGE —
29LOOKBOOK WE NORWEGIANS
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30 LOOKBOOKWE NORWEGIANS
— FROST: JACKET, BLACK —
31LOOKBOOK WE NORWEGIANS
— 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
A CONTEMPORARY TAKE ON WOOL