Article: Setesdal: A Modern Take on Norwegian Heritage
Setesdal: A Modern Take on Norwegian Heritage
When We Norwegians was founded, one of the very first patterns to inspire the brand’s vision was the iconic Setesdal— a design deeply rooted in Norwegian knitting tradition.
Since then, it has evolved into We Norwegians’ signature pattern, appearing in every collection, every year, always reimagined yet unmistakably timeless.
“It was one of the first patterns used by We Norwegians. Since it is open to interpretation – we incorporated our logo into the pattern. It is a very traditional pattern, and it is very evident in our version of it.”
- Tove Grane
A Heritage Pattern with Modern Freedom
The Setesdal pattern is unlike any other in Norwegian history. It’s the only traditional Norwegian knitting pattern without a copyright, which means it’s open to interpretation by anyone who wishes to explore it.
This freedom was what first drew Tove Grane, Co-founder and Creative Director of We Norwegians, to use it as one of the brand’s earliest motifs. The pattern’s openness allowed her to weave modern Scandinavian minimalism into a time-honored design.
By incorporating the We Norwegians logo into the pattern, Tove honored Norwegian craftsmanship while giving it a contemporary identity. The result was something beautifully balanced — heritage meeting modern luxury.
From Tradition to Signature: The Setesdal Story
Since 2014, the Setesdal pattern has been part of every single We Norwegians collection. It has become a defining thread in the brand’s story — a symbol of continuity, creativity, and craftsmanship.
Each season, the pattern takes on a new personality, proving its versatility. It has appeared in cozy sweaters, tailored vests, wrap cardigans, and even accessories — each variation reflecting We Norwegians’ ability to reinterpret tradition with a modern eye.
For FW25, We Norwegians infused the traditional pattern with a bold, unexpected twist: a Western Cowboy influence.
- Sweaters: Designed in boxy, oversized silhouettes, fringes on the shoulders, these sweaters strike the perfect balance between heritage and modern style. They’re ideal for both the slopes and the city, adding a touch of playfulness to functional luxury.
- Cardigans & Vests: Inspired by après-ski culture, these pieces are effortless layers for post-adventure moments. Just slip one over your ski pants, add a pair of boots, and you’re instantly ready for a cozy café or evening bar.
- The Setesdal Bib: A versatile new accessory designed to be worn under a vest or over a shirt or sweater. It’s a statement piece that elevates any outfit — whether you prefer tonal harmony or bold contrasts.
Each reinterpretation reflects experiment with tradition while staying true to the brand’s Nordic roots. The FW25 Setesdal line captures this beautifully — adventurous, yet deeply familiar.
The enduring appeal of the Setesdal sweaters lies in their unparalleled versatility. Since the brand’s inception, these pieces have proven they can adapt to any setting — from high-altitude ski trips to downtown city strolls.
Every Setesdal garment embodies the We Norwegians philosophy — timeless design, impeccable quality, and functional beauty that fits seamlessly into modern life.
The Perfect Blend: Merino Wool and Cashmere
Every Setesdal garment by We Norwegians is crafted using a fine blend of merino wool and cashmere — a hallmark of the brand’s dedication to quality and comfort.
- Merino wool provides natural warmth, breathability, and durability.
- Cashmere adds unparalleled softness and a luxurious hand feel.
The combination creates sweaters that are lightweight, cozy, and irresistibly soft, perfect for both mountain cabins and cosmopolitan streets. This blend also enhances the refined drape and structure of each piece, giving the Setesdal sweaters their signature elegance — it’s about how it feels, wears, and lives with you.
Keeping Tradition Alive
The Setesdal pattern is more than a design; it’s a living legacy. With each reinterpretation, We Norwegians ensures that Norwegian knitting tradition continues to evolve — never frozen in time, but constantly reinvented.
As Tove reflects — "working with the Setesdal pattern is a challenge – to test the ways that you can use it – understand its utilities and limitations, and as result achieve something completely distinctive."
That curiosity and craftsmanship has turned the Setesdal pattern into a symbol of the brand’s DNA — a bridge between Norway’s past and its modern expression of style.
Through thoughtful design, luxurious materials, and contemporary storytelling, We Norwegians keeps the heart of Norwegian knitwear beating strong — one pattern, one stitch, one season at a time.
