Norwegian Rain is the winner of Oslo Runway Tribute Award

Norwegian Rain came to be as a reaction to life in the rainiest city of Europe: Bergen. In a place where it rains two thirds of the year, dependable wet-wicking outerwear is an essential. Norwegian Rain's founders Alexander Helle and T-Michael found the solution in traditional tailoring techniques, ‘Japanese sensibilities’ and high tech innovative solutions. Drop by (rain)drop, the label has evolved and expanded and today it is available through four flagship stores in Paris, Tokyo, Oslo and Bergen, and in 12 countries through carefully selected multi-brand stores.

Tonight, that effort is being awarded as Norwegian Rain is announced the winner of Oslo Runway Tribute Award – an award established in 2021 to award Norwegian brands promoting sustainable value creation within the industry.

According to this year's jury, Norwegian Rain should be applauded for its timeless, long-lasting approach to design and the emphasis Norwegian Rain puts on the production chain. On average, Norwegian Rain found that 27 percent of garments produced globally goes unsold — meaning, one-third of everything made should never have been manufactured in the first place. This overproduction contributes significantly to the fashion industry’s status as the second most polluting industry globally. Thanks to the brand's innovative digital transformation, its new snappy and intuitive on-demand shopping experience means that no checkout counters are needed, and there is no need for local stock.

How the brand tackled the pandemic should also be afforded special recognition. "The challenging pandemic years were used wisely by the brand, resulting in a whole new business model," the jury shared, noting that the recent launch of 'Compact Stores' (a hybrid store concept that reduces overproduction by changing the way clothing is made and sold) is disrupting "traditional sales channels while remaining true to the brands commitment to achieving a more sustainable, profitable business model."

Vogue Scandinavia's editor-in-chief Martina Bonnier was tasked with reading the motivation behind the evening's winning brand. "This year’s award goes to a brand that has earned global acclaim with stores in Paris, Tokyo, Oslo, and Bergen," she said. "Their clever moves during the pandemic have set a new standard for sustainability and efficiency. They’ve tackled industry issues head-on with a made-to-order model and an in-store ordering app. For their creativity and dedication, the winner is Norwegian Rain, co-founded by T-Michael and Alexander Helle."