Meet Sweden’s Latest Outdoor Brand: Norra


A new outdoor brand just dropped in Sweden. The team behind Norra are on a mission to create sustainable outdoor gear that will not only last a lifetime, but remain affordable thanks to direct to consumer sales.

Norra was started by Jacob von Matern together with Petter Zachrisson. Jacob spent seven years designing and developing backpacks and bags for the Swedish outdoor brand Haglöfs before leaving to start his own design firm, Norra Designs, where he worked with clients like Silva, Helly Hansen, and Peak Performance. Upon meeting e-commerce and outdoor retail wiz Zachrisson, the idea for Norra was born.

Norra’s first product is the Ljung outdoor pant. Durable, comfortable, and functional, the pants are made of a stretch recycled polyester and organic cotton fabric. The fabric is treated with a fluorocarbon-free DWR to add dirt- and water-resistance.

The Ljung pants are designed to work in as many weather conditions as possible. The pants are warm enough to handle cooler temperatures and thanks to a two-way zipper running along the side of the pants, you can easily vent if you are getting too warm.

Other features include two deep hand pockets, two thigh pockets, and a phone pocket for plenty of storage while on the go. The waist features velcro adjustment straps to help you get a custom fit without the need for a belt.

The width of the pant hem is adjustable via an aluminum hook and on the inside of the hem you’ll find another hook to secure to your boot laces. If you don’t want to wear gaiters, you can ensure your pants stay over your booth via an elastic cord that slips under the soles of your shoes. And for those that work outside on their knees, Norra even offers flexible EVA foam pad inserts.

Much like Live Out There or Stio, Norra plans to cut out the middleman and sell only direct to consumer. And during the design process, Norra plans to get input and feedback from consumers before settling on the final product.

Norra is currently running a Kickstarter campaign to take pre-orders on the Ljung pants. Norra will offer their pants at a price of 119 Euro or roughly $137. Delivery is expected in May.

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