Founded in 2013 and launched in 2014, We Norwegians is a quintessential Norwegian brand created by entrepreneurial couple Tove Grane and Øyvind Lauritzen . Øyvind, a passionate skier with deep roots in the ski industry, brings years of expertise in technical sportswear. Tove, with her background in fashion and a deep appreciation for merino wool, brings an eye for design and craftsmanship. Together, they have created something unique – a brand that seamlessly blends functionality with timeless sophistication. Their shared vision is simple—to craft high-quality pieces that shape the brand's commitment to offering the world a taste of Scandinavian luxury and lifestyle.

We Norwegians offers both skiwear and knit wear for men  and women . However, we pride ourselves on being a versatile brand, offering clothing that’s perfect for every season and occasion. Whether you’re hitting the court/ course for a game of tennis or golf, heading to the office for a productive day, or enjoying a casual outing with friends, our collection is designed to keep you stylish and comfortable year-round.

The skiwear combines style and functionality. Designed to be worn both on and off the slopes, the skiwear draws inspiration from the retro aesthetics of the 60s, 70s, and 80s, evoking nostalgia while maintaining a fresh, timeless look for today’s market.

The knitwear collection is a direct result of Tove’s deep passion for merino wool, which she calls “a marvel of nature.” Merino wool is at the core of the brand, and We Norwegians embraces traditional Norwegian knitting techniques, a philosophy reflected in both the designs and the brand’s logo.

The brand embodies the minimalist, functional, and nature-centric lifestyle central to Scandinavian culture. Whether in the mountains, on the way to a cabin, or in city streets, Tove envisions the clothing as a natural extension of an active lifestyle, while maintaining a design that appeals to those who value both aesthetics and comfort in their everyday life. We Norwegians is a brand for anyone seeking to embrace the Scandinavian way of life, where nature is integral to everyday living, and where quality and design are paramount.

We Norwegians takes pride in its commitment to sustainability and ethical production practices. The collections are crafted with carefully selected suppliers who share the brand’s values, ensuring that every piece is produced with respect for both people and the planet.

When Tove and Øyvind set out to create their brand, they knew one thing for certain—the name had to include Norway. But more than just a name, they wanted it to be a statement. A reflection of the Norway they knew and loved.

Their vision was to showcase modern Norway through fashion—not only through the use of natural, luxurious materials but also through its people and culture. They saw Norway as more than just breathtaking landscapes and pristine fjords; it was a nation shaped by its heritage, its traditions, and most importantly, its evolving identity.

Norway today is a melting pot of cultures, a place that welcomes and embraces people from all corners of the world. It is a country deeply rooted in nature, yet forward-thinking and inclusive. This sense of unity, pride, and belonging is what they wanted to capture in their brand.

And so, they chose a name that would embody all of this—a name that speaks to heritage and modernity, tradition and progress, individuality and togetherness. A name that is unmistakably Norwegian, yet universally understood.

We Norwegians.

A name that is true to their roots, their passion, and their vision for a brand that represents the Norway of today. A name that is not just about them—but about all of us.