The Norwegian Seafaring Tradition: SS25 Coastal Collection

We have a story at We Norwegians that hits a chord, a story that we love listening to. This story begins with the sea, the forest, and a memory—one that continues to shape everything we create. It’s a memory that belongs to our Co-founder and Creative Director, Tove, and one that beautifully captures the essence of the Norwegian lifestyle: grounded, graceful, and deeply in tune with nature.

Each July, as is still tradition in Norway, the summer break meant more than just a holiday. It was a time to slow down, reconnect with family, and return to the rhythms of the natural world. For Tove, those long, sunlit days were spent on her great grandfather’s wooden boat—a classic “snekke” named Peik - named after Tove’s father’s dog. On this boat, they would gently trace the rugged coastline or glide deep into the fjords. She’d spend hours swimming, fishing, and exploring - immersed in the stillness and simplicity of life outdoors. Evenings were for gathering at their house by the fjord, cooking the day’s catch over open flames, and embracing the quiet luxury of being present.

This way of life—authentic, respectful, and rooted in nature—is at the heart of We Norwegians. It's more than a memory. It’s our design philosophy. A celebration of timeless style, Nordic craftsmanship, and the understated elegance of living simply and intentionally. It is this memory and this ideology that inspired us to create iconic pieces.

The SS25 coastal collection is one where Nordic heritage meets life at sea. Inspired by the elegance of sailing and the demands of life on deck, this collection features lightweight knits in a refined nautical palette, designed to layer effortlessly without overheating.

Every garment balances performance with sophistication. From the adrenaline of a regatta to the calm of a dockside dinner, each piece is meticulously crafted and tested to move with you—seamlessly blending timeless style with seafaring practicality. As you know - “Form follows function – but at sea, elegance still matters”

As a young girl skipping across her grandfather’s boat, Tove’s sailing outfits were always guided by the weather—lightweight shorts and t-shirts for sunlit days, with a warm wool sweater and a waterproof rain jacket tucked close by. It was about function, comfort, and being prepared for every shift in the wind.

Today, not much has changed.

“Clothing on a boat needs to be practical—you really can’t wear a dress! (She laughs and continues). Layering is key when you're out at sea. You need to be able to add or remove pieces depending on the weather. I always bring a scarf too—I love using our wavy silk scarf for both warmth and a bit of style.” 

– Tove Grane

From timeless knits to protective outerwear, Tove’s go-to sailing essentials are designed for movement, comfort, and effortless coastal style. Whether you’re heading out for a long day on the water or relaxing dockside, these are the must-have boat wear pieces she swears by.

The SS25 Coastal Collection by We Norwegians celebrates the beauty of functional fashion through a carefully curated selection of fabrics. From ultra-soft 100% cashmere and airy cotton in a textured waffle weave to durable polyester blends for outerwear—each material is chosen with purpose. At the heart of it all is our signature merino wool, thoughtfully blended with cotton or cashmere to create versatile layers ideal for coastal living.

Merino wool is more than just a winter staple—it’s a year-round essential for sailing, boating, and life by the sea. Here’s why it remains our hero fabric:

• Temperature-Regulating for Coastal Conditions: Whether you’re setting sail in cool morning air, basking in a sun-drenched afternoon, or facing sudden gusts of sea wind, merino adapts. It keeps you warm without overheating and doesn’t trap cold when wet—unlike many synthetic fabrics.
• Moisture-Wicking & Quick-Drying: Light sea spray or unexpected weather shifts are no match. Merino naturally wicks moisture away from your skin, keeping you dry and comfortable without the clammy feel.
• Wind-Resistant & Lightweight: Unlike bulky outerwear, merino offers natural wind protection while remaining breathable and flexible—ideal for layering, movement, and long hours on deck.
• UV & Odor Resistant: With built-in UV protection and odor-fighting properties, merino keeps you feeling fresh, even after full days in salty air and sunshine.

Beyond performance, merino wool is also renewable, biodegradable, and crafted with a low environmental impact—aligning with our Nordic values of sustainability and respect for nature. These principles aren’t just part of our brand story—they define how we design, produce, and wear every garment. 

The SS25 Coastal Collection is inspired by centuries of seafaring heritage and crafted for modern explorers. Designed in Norway and made for those who move with purpose, each piece invites you to experience the elegance and practicality of Nordic coastal life.

Explore the collection. Dress for the journey.