Viking Magazine - September 2019 - 21

as T-Michael, strategic director and head designer for
Norwegian Rain. The raincoats are technical garments with
functional elements disguised by fashionable tailoring-they
feature eco-friendly, recycled fabric (which is waterproof and
breathable), buttons, heat-sealed seams, a hood and storm
flap-ready to weather the storm, if it arises.
INVESTING IN SUSTAINABILITY
According to Norwegian Fashion Hub, the nation's fashion
and textile industry has a yearly revenue of around 66 billion
NOK, or more than $7.5 billion USD. Unfortunately,
textile production is also responsible for creating 1.2
billion tons of greenhouse gas emissions annually
worldwide-the industry consumes more energy than
the aviation and shipping industries combined, as
noted by the United Nations Framework Convention
on Climate Change. The fashion industry produces
about 20% of global wastewater, and some estimates
predict its emissions will increase by more than
60% by 2030. Many designers are transitioning
toward sustainability-a natural fit for a nation
that has great respect for the environment. In fact,
the Norwegian Fashion Hub initiated Oslo Textile
Lab, a collaborative project that will explore how
the textile industry can use emerging technology and
digitalization to design and produce new clothing
sustainably. Project participants include the Norwegian
companies Livid Jeans, Elisabeth Stray Pedersen, Helly
Hansen and Norrøna.
" Norway, with its relatively minimal impact on the global
environment, has one of the strictest and most forwardthinking
climate policies, " says Løvenshiold. " The enforced
national policies have, to a certain degree, affected several
aspects of our lives, and to a large extent, how we choose to
dress ourselves. "
In addition to making functional raincoats, Norwegian
Rain collaborated with British shoe manufacturer, Grenson,
to create an eco-friendly, waterproof shoe that broke
manufacturing boundaries. Rather than employing a
traditional leather tanning process, which uses chrome and
creates carcinogens, they used a nontoxic titanium-based
process. Unlike traditional tanning, the wastewater from
titanium tanning isn't dangerous to the environment, and the
byproducts can be used as fertilizer or animal feed.
Amundsen Sports has also taken strides toward reducing
their environmental footprint. In the past, the company
had been filling some garments with polyester and
synthetic fibers, as most suppliers in the market do. But
when Amundsen Sports learned about lavalan-a highperformance
insulation wadding that is made from 100%
natural raw materials (in addition to being renewable,
recyclable, biodegradable and animal-friendly)-they
changed a full collection from plastic insulation to woolbased
lavalan in 2016.
But what's in store for Norway's clothing industry next
season, next year or a decade from now? Just as the trends
change and seasons come and go, fashion is always evolving.
" Whatever the future holds, now is the time to seize new
possibilities, " Saunes says. " The Norwegian fashion
and textiles industry is continuously working for a more
sustainable future while valuing the knowledge and traditions
of the past. "
NORWEGIAN FASHION DESIGNERS TO KNOW
We Norwegians
Founder and designer
Tove Grane brought her
love for wool, sustainability
and Norwegian knits
together with modern,
contemporary designs
to create the label We
Norwegians, based in
Voss, Norway. Products
include mittens, dresses
and sweaters.
wenorwegians.no;
wenorwegians.us
Elisabeth Stray Pedersen,
designer and entrepreneur,
took over iconic outerwear
company Lillunn in 2015.
She then started her
personal brand, ESP. From
scarves to coats, the
Oslo-native uses the finest
Norwegian lambswool.
The wool (from sheep in
the highlands near Gol) is
deemed sustainable by
the Nordic Ecolabel.
esp-oslo.no
iiS of Norway
Mother and daughter
Olaug Vesterheim Seland
and Siv Elise Seland are
inspired by nature. In
2006, they launched a
clothing line that puts a
contemporary twist on
traditional Scandinavian
knitwear. The brand's
clothing lines integrate
100% biodegradable wool,
recycled wool and organic
cotton. iisofnorway.com
Holzweiler
Siblings Susanne and
Andreas Holzweiler had a
vision to build a brand that
would combine their love
of art and culture, reflect
everyday life and contribute
positively to society.
Holzweiler launched in 2012
with a bold scarf collection,
and by July 2014, moved
toward ready-to-wear
coats, jackets and knitwear.
holzweiler.no
sonsofnorway.com VIKING SEPTEMBER 2019 21
http://www.wenorwegians.no http://www.esp-oslo.no http://www.iisofnorway.com http://www.holzweiler.no http://www.wenorwegians.us http://www.sonsofnorway.com
Viking Magazine - September 2019

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