Launching the lofoten collection was a true revolution
In 2004 a small group of people came together and made history. The group included Norrøna's fourth-generation owner, Jørgen Jørgensen, a designer, and three professional skiers.
There was something special about letting the skiers themselves choose the palette, the design, and each functional feature. Not to mention selecting durable, waterproof, and breathable shells for dedicated ski wear.
— We took the freeriders seriously when we worked on this collection. We didn’t think about selling thousands of garments before we started product development, but rather thought we should try to make niche products of the highest quality. I think we got a lot of cred for that attitude in freeride circles, recalls Jørgen Jørgensen thinking back to the launch of the lofoten collection.
