Norrøna Brings Style, Durability and Sustainable Design to Fall 2020 Collection

January 23, 2020

Norwegian brand highlights the latest apparel technology in new product offerings for skiers and outdoor enthusiasts

BOULDER, Colo. (Jan. 23, 2020) – Norrøna, the four-season Norwegian outdoor brand known for its sustainably built premium outerwear, relaunches its iconic lofoten ski apparel collection and introduces the all-new norrøna general outdoor collection for Fall 2020. Highlights include the lofoten Gore-Tex Pro Plus Jacket, the lofoten Gore-Tex Pro Anorak, the lofoten Primaloft80 Anorak, and the Norrøna Gore-Tex Outdoor Coat.

“We love skiing and riding in all conditions, but especially in the storm and on bluebird days. We introduced the lofoten concept 15 years ago and ushered in a revolution in freeride ski apparel. We continue to purpose-build lofoten clothing as bombproof gear to help us thrive in whatever Mother Nature throws at us,” says U.S. Sales Manager Adam Chamberlain. “In 2020, we are very proud that our new lofoten collection is made with 100-percent recycled Gore-Tex face and backer fabrics, that we will be using PrimaLoft Bio in select pieces throughout our line and that our use of more sustainable fabrics is deeper than ever. We are thrilled to introduce our latest designs for committed users, value-focused consumers and winter sport athletes looking for the most innovative and differentiated styles.”

The updated lofoten collection, built for protecting freeride skiers from the most demanding conditions, brings a more open fit, dialed features and the latest Gore-Tex technologies. While the all-new norrøna general outdoor collection introduces a line of innovative and versatile classics suited for all activities, from demanding adventure days to down days in town.

The flagship loftoten Gore-Tex Pro Plus Jacket ($899) is the most durable ski jacket in the collection, built with 3-layer Gore-Tex Pro Most Breathable fabric. Available for men, the lofoten Gore-Tex Pro Plus Jacket features six pockets, weather protection features, and extended ventilation solutions, including a front vent that has a built-in velcro rescue entrance for quick beacon access. This new feature is also incorporated on the redesigned lofoten Gore-Tex Pro Jacket ($699) and lofoten Gore-Tex Jacket ($549).

The all-new lofoten Gore-Tex Pro Anorak ($799) is available for men and women in 2020. The anorak-style jacket started as a request from Norrøna’s freeride ambassadors who wanted a stylish anorak that was also highly technical and functional. It is built with recycled Gore-Tex Pro Most Breathable and features two-way underarm zippers that allow for easy layer changes and ventilation. The anorak also includes a two-part powder skirt, a kangaroo pocket and additional weather protection features.

Also new for men and women in 2020 is the lofoten PrimaLoft80 Anorak ($399). The insulated anorak is made with a durable rip-stop nylon Cordura face fabric, with Gore-Tex 2-layer reinforcements in key locations, and is insulated with PrimaLoft Gold with Cross Core Technology. The lofoten PrimaLoft 80 Anorak is windproof and water repellent, and can serve as a standalone outer-layer, or as a midlayer under the lofoten Gore-Tex Pro Anorak. Additional features include two-way zippers from hem to elbow that deliver ventilation and easy transition, five pockets and a protective hood.

The brand new Norrøna Gore-Tex Outdoor Coat ($699) is a stylistic throwback to the original Norrøna trollveggen jacket first introduced in the 1980s. The 3-in-1 jacket uses 2-layer recycled Gore-Tex nylon fabric and features a detachable liner that is produced using PrimaLoft Bio, a 100-percent recycled and biodegradable synthetic insulation. The norrøna Gore-Tex Outdoor Coat is a unisex jacket that provides a variety of pocket options, adjustable waist elastic and storm protection features.

Retailers can preview the full Fall 2020 assortment at Outdoor Retailer Snow Show in Norrøna’s booth (39043-UL) from Wednesday, January 29 through Friday, January 31, 2020, or by appointment at Norrøna’s Boulder, Colorado, showroom. To book an appointment with Norrøna’s sales team, or for additional information on retail sales within the U.S., please reach out to Adam Chamberlain at adam.chamberlain@norrona.no.

Please direct all media inquiries to Account Manager Madeline Fones at: madeline.fones@rygr.us.

About Norrøna: Norrøna is a values-driven, family-owned, outdoors brand based in Oslo, Norway. In 1929, Jørgen Jørgensen founded the company to craft the best outdoor gear and apparel for the wonderfully diverse geography and extreme weather conditions of Norway. Norrøna has sought to continually redefine the promise of function, quality and finish in the outdoors for 90 years. Today, Norrøna continues to strive towards this definition of excellence, while also driving solutions to the environmental crisis through bold sustainability goals. For more information visit www.norrona.com.

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