Storm Pedersen in his We+Storm Gear
by Linda Bezos
Collaborations are all the rage right now. From Target to H&M, the retail spheres are saturated with collaborations with legacy brands to Instagram influencers. Despite a very crowded market, the cream always rises to the top. And in this case, the cream of the crop is Storm Pedersen’s collaboration with We Norwegians. The collaboration is aptly named We+Storm, as it has the potential of storming your wardrobe.
While Storm’s primary attachment to fashion is through the means of being one of Norway’s top stylist, his vision of a sustainable, fully organic, completely transparent supply chain stems from his 15 years in an industry that is the second largest polluter on the planet. His epiphany is a product of his experience and his ability to comprehend the nuances of his own culture (Norwegians have traditionally been one of the most adept at base-layering). So it is no surprise that Storm found the right time and the right people to collaborate on a set of clothing that is the sum of his environmental responsibility and fashion credentials. Speaking of the right people, the collaboration title We+Storm is also a story of running into the right person at the right time...in this case Tove Grane, the creative director and designer from We Norwegians, who Storm met in a small Greek island and the rest is history now.
Designer and Creative Director Tove Grane
Tove puts the sole focus on the collaboration on Storm despite lending her formidable expertise. She states “For We Norwegians, the foundation for this collaboration was based on our core values. We work almost exclusively with merino, and with Storm being from the Northern Parts of Norway he has a close relationship to wool in general due to the extremely rough climate in that part of the country. We have designed an exclusive line that is tailored to fit under both dress pants and jeans. A lot of the merino garments we see in the market today are what we call “fast garments” with a very sporty feel. We wanted to make the complete opposite - classic and timeless underwear that doesn’t necessarily look like you’re hitting the slopes. The nicer merino pieces that were suitable to wear under a suit or when you are dressed up for a party, were missing. There are countless options in cotton, but they will not keep you warm”
Ultimately it is a celebration of responsible and sustainable fashion. On top of that, it is also an homage to Norwegian cultural heritage along with technological innovation. And within that fusion of ideas, cultures, and expertise the product itself is undeniably worth every penny.
