From 1929 to Today 
Celebrating 96 Years of Norrøna

April 29th marks a special day – it’s Norrøna’s birthday! Since 1929, we’ve been guided by a passion for nature, innovation, and craftsmanship, shaped by the many milestones and cornerstones that define who we are today. Across four generations, we’ve built a legacy rooted in our Norwegian heritage, always striving for the best in quality, functionality, design, and responsibility. As we move toward our 100-year anniversary in 2029, we continue to build on these foundations. Thanks for being part of the journey!

Quality

1929
Our Mission

Our mission is to create the greatest outdoor products and offer unique adventures. Crafted with quality, function, design, and sustainability through four generations since 1929. Making products with the highest possible quality for a long lifetime was the foundation
for Norrøna and it still is. 

Functionality

1970
Extreme User Product Development

Extreme user product development with in-house design and creation is the foundation for product innovation. The third-generation owner, Ole Jørgen Jørgensen, was one of the first to sponsor Norwegian climbing expeditions and was pioneering extreme user product development in the early 70s. Since then, we have always tested our products in the toughest environments by the most demanding users. When their needs are met, the products will work for everyone else. We spend up to 3 years developing and testing each product. Many of our products are also built on the experience and learnings from previous generations.

Design

2000
Loaded Minimalism™

Today's owner and leader, Jørgen Jørgensen, introduced our design philosophy Loaded Minimalism™, meaning; products made as clean as possible with all critical details, inspired by colors, coordinated through time and collections. We choose to create products with timeless design that makes them stay relevant longer and outlive trends. With this they actually might feel cooler the older they get and pass on for generations. 

Responsibility

2006
Without nature, there's no us

Long-lasting quality and repairs have been a part of Norrøna from the start since 1929. In 2006 we launched our first measurable goal to become more sustainable. When we created our ten goals for the Responsibility Roadmap towards our 100th birthday in 2029, we deliberately chose to be extremely ambitious, some might say we're too ambitious. But we’d rather fall short of a bold goal after doing everything we can to reach it, than meet a modest one and just say, "‘Okay, we’ve done that.’" 

Retail

2009
Norrøna Stores

Norrøna opened its first store in Oslo to bring all collections under one roof—a moment that reshaped how we work with colors across seasons and product lines. In a digital world, nothing beats face-to-face guidance from passionate, knowledgeable staff. That’s why we’ve continued to open brand stores around the world—from Stockholm to New York and Zürich. Our stores are the best way to experience Norrøna: see, feel, and try the products across all collections and activities.

Adventure

2020
Norrøna Adventure

We choose to reinvest our surplus into things that we love – like Norrøna Adventure’s guided tours with over 40 years of travel and expedition history. Offering a range of adventure activities in serene destinations, in Norway and around the world. Giving people memorable experiences in nature. In addition to this we are building our own destinations of new, spectacular lodges in Norway to make our vision "Welcome to nature" come alive.

A Note from Our Owner
Thanks for Being Part of the Journey

As we celebrate 96 years of Norrøna, I want to personally thank you for being part of our journey. Every adventure, every challenge, and every innovation has brought us closer to nature—and to people like you who share our passion.

Our heritage is rooted in the Norwegian outdoors, but our future is built together. I look forward to what we’ll create in the years to come—on the trail, in the mountains, and beyond.

With gratitude,
Jørgen Jørgensen
Owner & 4th Generation, Norrøna