We Norwegians Brand Story

We Norwegians is a Norwegian knitwear company, based in Voss, Norway. We specialize in the design and production of premium merino wool products. The idea behind the We Norwegians brand is to utilize the natural benefits that wool provides, and make sustainable garments with nature's own technical functionality in a contemporary and modern design, yet inspired by traditional Norwegian styles.  Our designs are a mix of modern basics and traditional Norwegian knitting patterns.

We Norwegians is the antithesis of disposable fashion. The quality of the fabrics, yarns and craftsmanship is for the discerning audience. We want our customers to utilize the clothing as pieces they can build their wardrobe around. The design is more style driven and less fashion driven. This provides more timeless apparel that you can keep and wear for a longer span of time.

Tove Grane is our head designer, creative director and co-founder . Since graduating from Esmod Oslo in 1996, she has worked in the Norwegian fashion industry with different Norwegian companies, before settling in Voss in 2010, working for a skiwear company.

In the spring of 2013 she decided to use her experience and love for wool and Norwegian knits, to start her own label. After careful planning and sourcing the best suppliers and yarns, We Norwegians was ready to be launched in October 2014.