Norrøna, the Norwegian outdoor specialist, is keenly focused on continuing its mission to preserve and defend nature since when it was founded by Jørgen Jørgensenn in 1929.
For this brand specialized in offering protective apparel for skiing, mountaineering, mountain biking, hiking, outdoor activities and every day life, Norwegian glaciers, fjords, forests and mountains have been not only a source of inspiration but also a responsibility in accordance with the principle of "quality, function, design and sustainability", the family business based in Lysaker has always focused not only on the pursuit of top quality outdoor products, but also on a responsible approach to people and nature.
The brand has often taken new steps meant to shape the market for technical mountain sports, bike and outdoor products. In 1977, it presented the first Gore-Tex jacket in Europe, the Trollveggen Gore-Tex Jacket; in 2004, it launched specific apparel for free ride activities with the Lofoten collection. Five years later, it followed up with the freeride-inspired Fjørå products, the first single-trail collection for mountain bikers.
On November 11, 2022 Norrøna will open its store’s doors again in the Landquart Fashion Outlet in Switzerland in the Zurich region. After several years working with a pop-up concept, the company wants to focus on a more long-term project of at least five years outlet store offering a revised and optimized outlet concept.
Within the company's 100th anniversary in 2029, the outdoor brand, led by owner and CEO Jørgen Jørgensen, has set the goal to reach CO2 neutrality.
Since 2014, the brand had already disclosed its "Norrøna Road Map” by starting taking many small steps across the entire production and value chain to pay towards the goal of reducing the impact on the environment as much as possible.
Examples of this have been the reconstruction of the company headquarters according to ecological aspects, the construction and operation of its own state-of-the-art factory in Lithauen, the consistent use of recycled materials, and the reduction of harmful PFCs. In addition, the brand uses 100% organic cotton and works exclusively with mulesing-free, RWS-certified or independently audited, traceable wool and down according to the RDS standard for animal welfare.
Since 2015, One percent of total annual sales has gone to support NGOs worldwide, such as Fashion For Good or The Ocean Cleanup, as part of the "1% for nature" initiative. To date, more than two million euros have been raised in this way.
Norrøna is also involved in various industry associations for environmental and animal protection, as well as for fair working conditions, and records its social and ecological balance.
The Norwegian outdoor brand has recently released its Responsibility Roadmap 2029 with ten goals to be achieved by the company's 100th anniversary.
"We want to be fully transparent about our goals and how we achieve them. By sharing our learnings and implementing a strict standard of responsibility, we aim to benefit the entire outdoor industry and reduce our impact on the planet," said Jørgen Jørgensen, CEO, Norrøna.
"Since creating our Responsibility Roadmap in 2014, Norrøna has embarked on a journey to improve as a company and minimize the effects on our industry and our environment," says Brad Boren, Chief Sustainability Officer and Director of Innovation at Norrøna. "Manufacturing products always has an impact, but our goal is to find ways to keep it as minimal as possible, both internally and with external partners and other brands. This includes making extremely durable products from tested materials and with the lowest possible environmental impact, offering repairs when needed, and generating as little waste as possible throughout the process,” he added.
The company aims to reach ten goals. They are focused on reaching zero carbon footprint by using specific science-based targets to measure greenhouse gas emissions and offset the carbon footprint through CO2 quotas, with the goal of full carbon neutrality by 2029.
It aims to use 100% responsible materials based on recycled, organically grown, recycled or animal-based materials, and sustainable bioplastics or sourced from waste co-production - all validated by third parties.
It expects to produce no waste by using a circular business model, in order that 100% of the material left over from its production is reused, recycled or remanufactured to avoid wasted materials and waste.
All of its products will have to respect proper land use and biodiversity by ensuring that business practices do not lead to any reduction in forest area or grassland, soil erosion or disturbance of wildlife.
All of its products have to be transparent, traceable and accountable using third-party verified tools.
No harmful chemicals have to be released into the air, soil or water throughout the product supply chain and all materials are chemically certified and chemical consumption is measured using scientifically sound methods.
The company has to guarantee transparency and exemplary working conditions for all employees and its employee wishes and opinions are heard 100%
Moreover, of 100% of its sales, 1% will be used to improve the planet and the community in order to improve Norrøna's social and environmental impact and supports projects dedicated to protecting nature and wilderness, gives back to local communities, and funds research that promotes sustainable innovation.