The idea began with Helene Myhre, a Norwegian outdoor influencer better known on instagram as @helenemoo who loves life in nature but was frustrated by the lack of durable, well-made clothing suited for cold climates. Inspired by an old wool sweater she found in her grandmother’s cabin that had endured decades of wear, Helene became determined to create similar garments that truly last rather than contribute to fast fashion waste.

Torgunn Sweater

Popular styles include the Snofrid Sweater and the Torgunn Sweater.

Helene teamed up with her friend and business partner Maren Aas Nakken, who brought strategy and big-picture thinking to the project, and Gerda Sørhus Fuglerud, the owner and CEO of the Bergen-area knitwear manufacturer Oleana. Gerda’s deep experience in Norwegian textile production and commitment to local craftsmanship made her the perfect partner in bringing the idea to life. Together the three founders travelled across Norway to find ways to produce knitwear locally and sustainably, a rare approach in an industry that usually outsources production abroad.

Snofrid

The brand is headquartered in Ytre Arna, Norway, where all knitwear is manufactured at the Oleana factory using modern knitting technology combined with traditional techniques. This local production ensures quality, traceability and fair working conditions.

Although it raises costs compared with mass-produced fashion, Moo Knit’s vision centers on creating timeless, durable wool garments and accessories that people will keep and cherish. The brand will also soon offer knit kits for customers who want to craft their own pieces.