Norwegian Brands Norrøna and Recouture Unveil Upcycled Fashion Collection

March 12, 2025

The limited-edition pieces will be available for purchase exclusively during the launch event at the New York Flagship Store

OSLO, Norway (March 12, 2025) /OUTDOOR SPORTSWIRE/ — Norrøna, a pioneer in sustainable outdoor apparel, is pleased to announce its latest Norrøna x Recouture collection, which features one-of-a-kind upcycled Norrøna garments meticulously repaired and redesigned by Norwegian designer Hilde Hoff Nordskar. To celebrate, Norrøna is holding a launch party at 7 p.m. on Thursday, March 27 at 67 Greene St., New York, New York. Nordskar and Norrøna retail director Bård Kvamme will share insights on this collaboration, the design philosophy and their vision for a future of sustainable fashion. Guests will also have the first opportunity to purchase these exclusive Norrøna x Recouture pieces, which will only be sold in the New York Flagship Store.

“Norrøna promotes quality, design, function and sustainability in everything we do. We strive for zero waste, taking pride in repairing 90 percent of our repairs and warranty cases. For the remaining items that cannot be repaired, Recouture give these garments a new life,” said Jørgen Jørgensen, Norrøna CEO and 4^th generation owner. “Hilde transforms those items into stunning, exclusive fashion icons that are a testament to Norwegian heritage, slow fashion and the art of giving products and materials and second life.”

Norrøna and Recouture released their first limited collection at the Norrøna House in Oslo in late 2023, after Jørgensen became intrigued by Nordskar’s custom upcycled outdoor gear pieces. The collaboration was a natural fit for Norrøna given the brands’ goals to achieve zero waste and use 100 percent responsible materials by 2029. Norrøna and Recouture are expanding their partnership with the limited second collection, which will be on display and available for purchase exclusively in the New York City, Munich, Stockholm and Oslo Flagship stores this month.

“I’m thrilled to be releasing another collaboration with Norrøna that showcases the unique beauty that can come from a circular fashion industry,” said Nordskar. “We need to change the way we consume and see the value in what we already have, and Norrøna x Recouture is one small, yet impactful element reimagining how we approach overconsumption.”

The launch party on March 27 is open to the public, and interested individuals can register at norrona.com/events. Visit norrona.com/recouture for detailed information on the Norrøna x Recouture partnership. For media inquiries about Norrøna, please contact senior account manager Corinne Baud at corinne.baud@rygr.us.

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About Norrøna: In 1929, Jørgen Jørgensen, a Norwegian outdoor enthusiast, began his search for durable outdoor equipment to perform in Norway´s harsh and rugged land. Starting with simple innovations such as leather straps, canvas backpacks and cotton clothing, he set Norrøna’s direction: To search for the best in technical advancements and to create the ultimate performance products. Today, four generations later, Norrøna is still a family-owned and run company and a leader in the growing market of sustainable sportswear. www.norrona.com