We Norwegians brand story

We Norwegians is a Norwegian apparel company, based in Voss. We are focusing on the design and production of premium Merino wool products. The idea behind We Norwegians is to take the natural benefits that wool have, and make garments that have a natural technical functions as well as a contemporary design. Our designs are a mix of modern basics and traditional Norwegian knitting patterns.

We Norwegians is the antithesis of disposable fashion. The quality of the fabrics, yarns and craftsmanship is for the discerning audience. We want our customers to utilize the clothing as pieces they can build their wardrobe around. The design is more style driven and less fashion driven. This provides more timeless apparel that you can keep and wear for a longer span of time.

The founder and designer of We Norwegians, is Tove Grane. Since graduating from Esmod Oslo in 1996, she has worked in the Norwegian fashion industry with different Norwegian companies, before settling in Voss in 2010, working for a ski wear company. 

In the spring of 2013 she decided to use her experience and love for wool and Norwegian knits, to start her own label. After careful planning and sourcing the best suppliers and yarns, We Norwegians was ready to be launched in October 2014.