The Legacy of the 1977 World Cup Sweater

To truly appreciate this sweater, let’s rewind to the fall of 2021, when it was first designed as a tribute to Jan Ingemar Stenmark , one of the most legendary Alpine skiers of all time. Known for his effortless speed and precision on the slopes, Stenmark dominated the skiing world with a record-breaking career. He won multiple Olympic medals and World Cup titles, but it was at the 1977 World Cup in Voss that he clinched his first gold medal—an achievement that cemented his place in skiing history.

Inspired by his legacy, we designed the 1977 World Cup Sweater as an ode to that defining moment. Originally created exclusively for women, this piece paid homage to Stenmark’s style and the golden era of Alpine skiing.

From its inception, the 1977 World Cup Sweater has evolved in both material and design. Initially crafted in an Italian blend of merino wool, viscose, polyamide, and cashmere, it is now made from 100% superfine merino wool - a yarn that holds a special place in our hearts for its softness, breathability, and sustainability.

The design remains deeply rooted in retro ski fashion, reflecting the bold, sporty elegance of the past. Over the years, we have introduced a variety of color combinations, each met with overwhelming love from our community. Due to its popularity—and by request—the Fall/Winter 2024 collection introduced a men’s version of this iconic piece. Made with the same exquisite merino wool, the men’s sweater features a regular fit, perfect for those who not only appreciate retro ski style and Scandinavian craftsmanship, but also want to embody the spirit of 1970s skiing and the timeless style that defined the era.

The 1977 World Cup Sweater has not only captured the hearts of skiers but also gained global recognition. Most notably, American Alpine skier Mikaela Shiffrin chose to wear it for the cover shoot of SNOW magazine (Winter 23/24 edition). In a moment of poetic irony, she honored Stenmark—the very man who held the record for the most international skiing victories for decades, a record she surpassed in 2023.

With its ever-growing popularity, the 1977 World Cup Sweater is on its way to becoming a We Norwegians heritage piece. It embodies the essence of Norwegian knitwear, sustainable fashion, and the timeless connection between sport and style. And this is just the beginning. As we look ahead, we have some exciting plans in store for this sweater’s next chapter. Stay tuned—you won’t want to miss what’s coming next.