Unestablished Norwegian Fashion
“Scandinavian Decay: A collection by Norsemen reflecting troubled memories and late 20th century nostalgia from postmodern Scandinavia, and confusion in general.” So reads the introduction to the latest collection from the Norwegian street fashion brand Whiteout, a lifeiscarbon® favorite introduced to us by our friends at Hunting Lodge. The company describes itself as a manufacturer of clothing for the unestablished. Indeed, remaining unestablished is very much at the heart of the company’s philosophy of continual development and experimentation. Whiteout was actually conceived as an experimental business and founded on the belief that retaining an unestablished frame of mind would allow the company to continue to be inventive how ever successful it became
“We believe that paving our own path is the best way to contribute to develop ourselves and people around us. We try to engage people around us, and not tell them what to do or what to think, or how to be, but to use their own imagination to form something new together.”
Founded in 2002 by Jorgen Jorgensen and Frode Gronvold, Whitwout’s products started hitting the market during 2004 and are today available in over 11 European countries (and worldwide through their online store). That said, you’re more likely to find Whiteout in a range of independent specialist stores, including snow, skate, surf and record stores, rather than conventional fashion stores.
We love the way the look of Whiteout’s range reflects the elements that surround the designers; namely, the long cold winters and short intense summers of Norway. The raw and simple nature of their Nordic heritage has somehow given them a contemporary take on traditional Scandinavian designs. Take a look below at a selection of our favorites from the Whiteout 07/08 Collection:
It is perhaps unsurprising, though reassuring none-the-less, that the staff at Whiteout are all active users of the companies products and seem determined to test the clothing to its limits through a series of extreme adventures. Whiteout products have been used to cross Greenland, to reach the North and South Poles and to ascend Everest, not to mention the army of loyal fans who regularly defy gravity in snowparks and backcountry areas of the world.
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