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This year’s winner is seen as a frontrunner for timeless, long-lasting fashion, and is applauded for their persistence in following their core mission to create high-quality, tailored, functional pieces - and not surprisingly, achieving international recognition.
From the start, they have worked closely with carefully selected Japanese high-tech textile producers and garment manufacturers in Poland. The company has remained small, yet achieved international recognition through their presence in 120 multi-brand stores around the world and beautiful flagship stores in Paris, Tokyo, Oslo and Bergen.
T-Michael from Norwegian Rain explains:
- We are a design-oriented brand drawing inspiration from tailoring, subcultures and Japanese sensibilities with a single aim of crafting the most technical raincoat in the world. The result is a time-tested collection marrying form and function successfully.
Last but not least: the challenging pandemic years were used wisely by the brand, resulting in a whole new business model. With the recent launch of Compact Stores matched with a newly developed digital ordering and logistics system, they disrupt traditional sales channels and remain true to their commitment to achieving a more sustainable, profitable business model.
The brand took the time to develop a model that answers to the following fashion problems:
1 of 3 pieces of clothing that are produced will not be sold. And when knowing that at least 80% of the impact each piece has will happen already in production - it's obvious how unsold clothes are not economically sustainable for brands and retailers OR sustainable for the planet.
In a bold move, they have informed their 120 retailers that they will no longer sell their pieces to retailers in the traditional way. No stock. No gamble. Bestsellers will be available to order from the flagships within two days of delivery. Everything else will be made-to-order only. To support these measures, they have invested in a supply of materials to ensure rapid delivery as well as developed an app that allows the customers in-store ordering and real-time access to their flagship stock worldwide, to optimise access to what's already been made.
- We have been testing this for several years now, and we’ve found a customer experience that works well, explains Helle.
Their shift is far from being only a couple of idealistic measures and has already proven good results: their testpilot in The Hague is showing a 20% economic growth with the new setup compared to the old - during the last 12 months.
With results from Pantechnicon in London, the contemporary art museum Power Station of Art in Shanghai, currently running at Store du Nord in The Hague and Kunstsilo Museum of Nordic modernism and modern art in Kristiansand, The Compact Store will be forging on with plans for NY, London and Tokyo in the next coming months.
- The next milestone is 10 retailers within the near future, to obtain proof of concept, and then a 100, says Helle.
The shift is costly on a base level, but despite this, Norwegian Rain has experienced 20-80% growth in 3 of 4 of their own physical stores and an online store growth of more than 100% in the last 12 months.
They might even have initiated a solution that can work for other brands and the industry as well.
Oslo Runway and the 2024 jury is proud to honor Norwegian Rain, co-founded by T-Michael and Alexander Helle, with this prestigious award.
We hope that this will be interpreted as not only the highest form of compliments, but as a nod to keep on inspiring our whole industry with hard work, creativity, innovative approaches, and unique designs.
“I'm delighted to congratulate this year’s Tribute Award Winner! At Oslo Runway, we want to recognize Norwegian brands that shapes the design industry. With this, the jury highlights a trusted brand that has delivered impressive craftsmanship over many years, that is now taking a bold step to change their business model - to reduce the amount of waste that traditional retail creates. It’s costly to be an innovator, so this time we celebrate the ones that go first”, - says Elin O. Carlsen, CEO of Oslo Runway.
The 2024 award committee:
Once again, we proudly present the talented individuals and experts in this year’s jury. The following, exciting group of names with broad backgrounds - from Editors to Professors to Advisors - have decided on this year’s award winner.
Martina Bonnier, Editor-in-chief, Vogue Scandinavia
Ida Falck Øien, Associate Professor of Clothing and Costume Design, Oslo National Academy of the Arts
Anders Kemp, Editor-in-chief, D2
Kaia Kongsli, Head of Marketing, Steen & Strøm Department Store and Promenaden Fashion District
Liv Inger Tønjum, Advisor / Project Manager Exports Manufacturing & Design, Innovation Norway
