We Norwegians - Super Fine Merino Wool Knitwear For Men & Women

We Norwegians is a Norwegian knitwear and apparel brand that combines traditional Scandinavian craftsmanship and heritage with timeless design. The company was launched in 2014 by Tove Grane and her husband Øyvind Lauritzen. Grane serves as the lead designer and creative director, bringing her extensive fashion industry experience and deep appreciation for wool and Norwegian knitting traditions to the brand. Lauritzen, a passionate skier with a background in technical sportswear, contributes to the functional and lifestyle aspects of the business.



Based in Voss, Norway, an area known for its scenic landscapes and outdoor culture, We Norwegians specializes in premium merino wool products and often blends with materials like cashmere for enhanced softness and luxury.

The brand’s philosophy emphasises sustainability, and positions itself as the antithesis of fast fashion, prioritising garments that customers can build their wardrobes around and wear for many seasons.

A distinctive feature of We Norwegians’ knitwear is its incorporation of traditional Norwegian patterns, especially the Setesdal motif, which has become a recurring design feature in their collections. This pattern, open to creative interpretation, is reimagined with a modern twist each season.



While knitwear remains central, including sweaters, cardigans, base layers and accessories. The brand also produces ski wear and lifestyle apparel for both men and women.

In recent years, We Norwegians has expanded internationally, opening branded stores in locations such as Park City (Utah), Aspen (Colorado), and London’s King’s Road, reflecting its growing global appeal.