About us
Once upon a time there was a girl living in Norway (hey, that’s me, Helene, writing this. I don’t like writing about myself in third person, but since this is a fairytale it just makes more sense. Ok let’s get back to it). Helene loved the cold weather, but she hated being cold (if that makes any sense). She spent most of her time outdoors, chasing sunsets, sleeping in her campervan and swimming in fjords. When she started this lifestyle, she didn’t really have the right clothes for it.
One day she found an old wool sweater in her grandma’s cabin closet. It was over 30 years old, but it looked brand new. Not because it hadn’t been used, but because clothes were made differently back then. Before fast fashion, we made clothes to wear for a lifetime. Now, most clothes are made to make money.
Helene couldn’t stop thinking about it. There had to be another way to do this. A way to make clothes that people actually keep and care for (at this point I didn’t really think so, but that’s when this next part gets really interesting).
Together with her friend and business partner Maren, who shared the same dream and was brave (or crazy) enough to join, they started researching how to turn this idea into reality. They travelled across Norway looking for someone who still produced clothes here at home (you know... most Norwegian brands now produce their clothes abroad, and that’s really sad).
That’s when they found Oleana, a family-run factory and clothing brand by the fjord in Ytre Arna outside Bergen. When they met Gerda, the CEO (and Maren and my new girl crush), everything clicked. Oleana was producing 100% wool garments locally, using leftover materials and keeping every part of the process transparent. It was almost too good to be true (it’s actually true). So we simply asked if they wanted to make Moo Knit with us (Gerda said yes).
That’s when Moo Knit was born, and the adventure began.
They decided to share the big news with the world almost a year before launching any clothes. They were just too excited about this new journey, but they also wanted to include everyone in the process. Because the idea was never to create just another clothing brand. The idea was to prove that there’s another way to make clothes.
They wanted to make pieces that would last, both in quality and in design. They wanted to slow things down, keep the production at home in Norway and give people a reason to care again about where their clothes come from and how they are produced.
It wasn’t easy. Producing in Norway meant higher costs, smaller margins and a lot more work. But it also meant transparency, control and pride.
We know we can’t change the entire fashion industry, but we can try to make a small difference.
Snipp snapp snute (I don’t know how to translate this, but that’s how we end a fairytale in Norwegian), that’s how Moo Knit came to life, and the story is only just beginning. Thank you so much for being here, for being a part of something bigger and different than just another clothing brand.
