Our history

1929The birkebeiner logo
The logo is a birkebeiner, a symbol of mountain endurance and known as “the lifeguard of the king”.

1929Our Founding Father
On April 29, 1929, Jørgen Jørgensen – great-grandfather of the current owner and leader with the same name – founded J.J Norrøna Sporting Goods and Leather Factory. The ambition was to make outdoor...

1948The Second Generation
Bjarne Jørgensen, son of the founder Jørgen Jørgensen, took over the ownership and management of Norrøna in 1948.

1950Modernizing the Birkebeiner logo
After two decades, the Norrøna birkebeiner receives its first modernized update.

1969Colorful update of logo
The Norrøna logo receives a colorful update with embroidered details.

1971Third Generation Introduces the Extreme User Testing Philosophy

1972Ravneskar - world's first tunnel tent
Norrøna introduces Ravneskar, the world's first tunnel tent with front and rear openings.

1972Noshaq (7492 m) expedition
Five young men. Two cars. And a long drive from Norway to climb the mountain Noshaq (7492 m) in Afghanistan. This is the tale of “The Norwegian Hindu Kush Expedition."

1973Introduction of Stetind climbing pack
The introduction of the Stetind climbing backpack. Norrøna takes part in the expedition wave and introduces the Hadeng La backpack.

1976Bruno Oldani redesigns logo
Third generation owner, Ole Jørgen Jørgensen, takes over the company and changes its name to Norrøna Sport AS. He hired Bruno Oldani, a well-known designer in Norway to redesign the logo.

1977Return of the Birkebeiner
Kjell Witberg is hired to create a new minimalistic logo with the birkebeiner included.

1977Europe’s first Gore-Tex jacket
Norrøna makes the prototype of Europe’s first Gore-Tex jacket

1979The first winter climb of “Jubileumsruta”
The first winter climb of “Jubileumsruta”. On the trip, a prototype of the Trollveggen suit is tested. The first winter climb of "Svenskeruta" in Trollveggen is climbed by Hans Christian Doseth and...

1980Launch of Stetind anatomic carrying system
The Stetind backpack with an anatomic carrying system is launched.

1982A sleeping bag collection is developed.

1983A new version of The Birkebeiner
Kjell Witberg drew a new version of the birkebeiner and took inspiration from a realistic painting he had previously made based on the 1977 logo.

1984Great Trango Tower
Hans Christian Doseth, Finn Dæhlie, Dag Kolsrud and Stein P. Aasheim climb the "Norwegian Route” at Great Trango Tower in Pakistan.

1984Great Trango Tower Expedition
The “Great Trango Tower” expedition with Hans Chr. Doseth, Finn Dæhli, Dag Kolsrud and Stein P. Aasheim. Norrøna supplies a large number of garments and backpacks for the expedition.

NorronaMagazine3 008

NorronaMagazine3 008

NorronaMagazine3 008

1985The Norwegian Mount Everest expedition
Norrøna gear is used on The Norwegian Mount Everest expedition led by Arne Næss and The Mount McKinley expedition with Jan Westby and Stein P. Aasheim. Carl-Emil Petersen crosses Greenland on his own,...

1987Norrøna presents its first hunting products.
Norrøna presents its first hunting products.

1991Simplified logo, brighter colors
Using newer techniques of the time, the logo was simplified and the colors were brightened.

2000Embroidery-friendly Norrøna branding
Well-known design company GRID was hired to simplify the Norrøna logo.

2001Minimalistic logo for freeride category
In the design process with GRID, a logo with only the head of the birkebeiner was developed.

Photo Frode Sandbech Norrøna Company

Photo Frode Sandbech Norrøna Company

Photo Frode Sandbech Norrøna Company

2004Launch of the lofoten collection
Launching the lofoten collection was a true revolution

2005A new minimalistic and timeless logo
Ole Sletten and Levi Bergqvist were hired to design a more minimal and timeless logo which was easy to recognize, visually strong and characteristic of Norrøna’s design philosophy.

2008The fjørå collection was launched
A collection dedicated to singletrack mountain bike riders, with playful colors

2008The Norrøna /29 collection was launched
A summer collection with essential clothing for summer lifestyle

2023Aquiring Canvas Hotel
Norrøna acquires the luxury mountain bike hotel in Telemark, Norway,

2024Launch of Varg sail yacht
Expanded travel offerings to include sailing