Vision: Welcome to nature Mission: Make great products our way for people with an active lifestyle Company values: Roots, Innovation, Passion Design philosophy: Loaded minimalism (great products made as clean as possible with all critical details). In 1929, J¿rgen J¿rgensen, a Norwegian outdoor enthusiast, began his search for durable outdoor equipment to perform in NorwayÕs harsh and rugged land. Starting with simple innovations such as leather straps, canvas backpacks and cotton clothing, he set Norr¿naÕs direction: to search for the best in technical advancements, to create the ultimate in performance product. Today, four generations later, as traditional mountain life broadens, we are still a family-owned and run company based near Oslo, Norway. We inherit from our forefathers our passionate commitment to advance the boundaries of product function, with design-bred solutions to equip you with the highest-grade, weather-protective, sustainable gear for your outdoor needs. We control the ultimate detail with the promise to bring you excellence through experimental, technical perfection assisted by our dedicated testers. From concept to creation, our in-house team of designers and craftsmen are compelled to stretch the edges of innovation. We build touchstone products, establish construction techniques, and redefine the meaning of fit, fabric, function and finish, based on our design principle of Loaded Minimalism.