NORRA.

It finally arrived.

It finally arrived.

After a long long wait the production of the Vide fleece finally started to arrive. Last week we got the very first delivery of the black version, this was more or less all dedicated to the fantastic Kickstarter backers who made all of this possible. A few days later the green version arrived and it looks really good 🙂

The past days has been all about packing the Kickstarter orders. If not yet then hopefully with in a few days all you fantastic Kickstarter supporters will have received your jackets!

Once again thank you so much for your support, this would not have been possible without you!

Vide box
Vide hangtag
Vide colors

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Made in?

Made in?

Producing textile products is quite complex, especially when working with technical and functional materials, as often used in the outdoors. We strive to use the most responsible materials and production options and we are constantly searching for new and better ways.

As a part of this search, we believe that transparency plays an extremely important role. Once one fully understand the complexity of production, one can start to change it and that is why we also want to share the true story behind our products.

Products

You know that small label inside all clothing that states “made in”, what does that actually mean?

You might think that it states the country where your product has been made in, but that’s only the very final step of production and a very small part of the truth. To really understand where a product has been made you have to break it down into all its components.

But let’s start from a finished garment and work our way back, and let’s look at one of our products, the Lupin Merino wool and Tencel t-shirt.

The final level of production is the assembly. This is where the garment is cut and sewn together.

This level can be called tier 1.

The country where tier 1 takes place is stated on the small care-label inside your clothes. Our t-shirt is sewn in Latvia and that is the final step of production and also what is stated inside the t-shirt.

Cutting fabric

If we now start to break our t-shirt into its different components, we find that it actually consists of quite many different parts.

1. The fabric.

2. The thread.

3. The care-label (with the “made in” text)

4. The brand neck label.

5. The small brand label in the side seam.

All these components are almost never produced in the same country as where the product is sewn.

This level of production can be called tier 2 and this information is almost never communicated to you. Let’s look at our list again.

1. The fabric. 

Knitted in Sweden, dyed in Poland.

2. The thread.

Spun in India and Thailand.

3. The care-label (with the “made in” text). 

Weaved and finished in China.

4. The brand neck label. 

Weaved and finished in China.

5. The small brand label in the side seam. 

Weaved and finished in China.

As you can see we have now added 5 more countries to the list. And as you can see, even tier 2 can involve more than one country for making one component.

But this is only level 2 and these are the countries where the components, which are also products, have been assembled. The materials for these components rarely originates from the same country as they have been produced in.

Knitting machine

Let's dig deeper and this level of production can be called tier 3.
Before a fabric can be knitted or a label can be woven, we need yarn. Let’s look at our list again.

1. The fabric.

Yarn produced in Austria and UK.

2. The thread.

Yarn produced in China.

3. The care-label (with the “made in” text). 

Yarn produced in China.

4. The brand neck label.

Yarn produced in China.

5. The small brand label in the side seam.

Yarn produced in China.

As you can see we have now added another 2 countries to the list. But before any of these yarns can be produced we need raw materials.

This level of production can be called tier 4 and some of these materials, never all, are actually stated in your garments care-label too, but only its content not where it originates from. Let’s look at our list again.

1. The fabric. 

The fabric consists of 60% mulesing free Merino wool, 40% Tencel. The Merino wool fiber comes from South Africa. Tencel comes from the raw material wood and this wood originates from South Africa, Czech Republic, Slovenia, Slovakia, Ukraine, Scandinavia, Baltic countries, Russia and USA.

2. The thread. 

The thread consists of Polyester that comes from China.

3. The care-label (with the “made in” text). 

The care-label consists of Polyester that comes from China.

4. The brand neck label.

The neck label consists of Polyester that comes from China.

5. The small brand label in the side seam.

The brand label consists of Polyester that comes from China.

19 different countries.

We have now added another 13 countries to the list. This means that our Lupin Merino wool and Tencel t-shirt originates from 19 different countries.

So when it comes to the answer to where a garment has been made, the correct answer is almost always worldwide. If you are interested in knowing where your garments has been made - dig deeper. It is in almost no case only made in the country stated on its label.

So why have we only stated Latvia in our Lupin t-shirt care-label? You need to state the tier 1 production country in the garment but there is no one stopping you from adding all countries. As you can see the list of countries fast becomes really long and as we only sell from our homepage we felt that it was easier to state all our components origin at our homepage instead. Here you find all components and ingredients and their country of origin: https://sv.norraoutdoor.com/ingredients/ 

Lupin Merino t-shirt men’s.
Fjäll-blå(blue).
545 sek.

Lupin Merino t-shirt women’s.
Barr-grön(green).
545 sek.

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Behind the scene.

Behind the scene.

Figured it was about time to give you a short recap on what is currently happening behind the scene, behind the webshop, instagram images and facebook posts.

 

It has been about two months sine the last blog update. The past weeks has been real intense as we got the restocked of the Ljung pants in March. The very first thing we had to do was to rebuild the office, freeing up space and arranging storage for all the pants. It's almost unreal and hard to grasp that it has just been 1 year since the very first pants were delivered.

We are overwhelmed by all of you how are making this possible and as more and more pants are leaving the office we are getting help from friends and family with packing.

Now we are pushing hard to get the Vide fleece finished in production after being affected by the Covid-19 virus the past months.

 

The plan is now to get the next development going as well, so stay tuned for more updates!

packing
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Insulation jacket.

Insulation jacket.

It has been a few weeks since the last update and it is really about time to share some more information on the next project. During the past year we have been building up a set of extremely carefully designed outdoor products. Starting with pants followed by a Merino tee and a Polartec fleece. It is time to introduce another layer to our range! It is an idea of a system of two jackets that can be combined, or used on their own has slowly been growing. Kind of a two step system, an insulation piece and a shell. The idea is to work from the inside out and start with the insulation jacket.

 

The insulation jacket.

Sketch
Sketch
Sketch

We want to make an insulation jacket that is made from as much post consumer waste as possible. 100% recycled insulation, 100% recycled lining and shell fabric, 100% recycled thread, 100% recycled zippers.

 

Basically the worlds most recycled insulation jacket.

 

This should be an extremely multifunctional piece and it will be design for our "Outdoor Essential" category. This means that its functions will be suitable for any outdoor activity and the design will be so subtile that you are going to want to wear it every single day.

 

Brief design outlook:

The initial design layout is based on the hooded fleece that we also are working on. A benefit of using a synthetic insulation, is that all quilt stitching can be done on the inside of the jacket, resulting in a shell and exterior that is free from seams. This will give the jacket a very clean and timeless expression.

Also all seams in cuffs, hood and lower bottom is placed and constructed in a way that gives each edge an extremely clean look.

 

Brief function outlook:

- Helmet compatible hood.
- Soft touch fleece chin guard.
- Dual way zipper.
- Zipped hand pockets.
- Internal open large pockets.
- Soft touch fleece cuff and wrist guard.
- Bottom adjustments.

 

Brief pirce range outlook:

Our online price target is 1700-1900 SEK.
The retail competition price 2200-2900 SEK.

 

Stay tuned for more information soon!

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Ljung + Lupin + Vide + ?

Ljung + Lupin + Vide + ?

2019 was a really exciting year. We finally started to deliver the Ljung pants and it has been really nice to hear all your great feedback. As a lot of sizes quite quickly went out of stock we made a new order and the second production of the Ljung pants are now ready and we are now only waiting on the delivery which is expected in the end of February.

The collaboration with Marbäck tricot is also one of the highlights of the year. Seeing the traditional Swedish craftsmanship as the fabrics is being knitted in Sweden is a true joy. The result: The Lupin Merino and Tencel t-shirt is now in full stock.

Finally the Vide Polartec Fleece campaign that was successful marked a new chapter in Norras journey. I am so extremely grateful for all your support!
The production is getting started and I will keep you all updated on the progress.

collection

So, whats next to come?

What would you like to see as the next development?

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