ANNOUNCEMENT
Not only does the brand inspire playfulness and female empowerment around the world - the team truly knows how to live out their own slogans.
How would you feel if your workplace’s definition of office culture was to spontaneously jump into the ice-cold Oslo river running right outside your office window?
Truth be told, you’d probably feel great. It’s not for nothing that the typically Nordic habits of ice plunging (perhaps preferably with a sauna within reach) are getting more and more popular around the world. The Kari Traa team knows of all the health benefits - but first and foremost sees it as just another chance to grab the opportunity to challenge yourself in playful ways. That alone is a health benefit, of course.
At the Kari Traa Oslo HQ, a group of women can regularly be seen braving the cold by plunging into the winter waters - straight from their desks. At Kari Traa, Norwegian culture and closeness to nature are among the core values they find ways to celebrate and enjoy - whether working from Voss, the inlands where Kari Traa is from, or from the urban office in the capital.
- To challenge yourself is to grow, to play is to thrive. At Kari Traa, we believe in embracing the best of both worlds— pushing our limits while having fun, being strong while staying playful. Every challenge is an opportunity to creating stories worth sharing. After all, the best adventures start when you dare to jump in, says Karoline Hegbom, Marketing Manager at Kari Traa.
Diving into ORW25, where fashion meets an active lifestyle
Last year, Kari Traa debuted both on the runway and as partners with great success. It’s a pretty big deal to us to have them back for another season. After all, it’s nothing but natural for us in the Nordics to show how naturally fashion and an active lifestyle mix.
Kari Traa, the woman and athlete, is known for her freestyle skiing, which made her a four times World Champion and secured her a total of 37 World Cup titles - but she is equally well known for her playful, high-quality clothing brand “made for strong girls, by strong girls”.
She is looking forward to bring colorful, unique styles and energy to the ORW25 runway.
- It’s incredibly exciting to be a part of Oslo Runway as this represents a unique opportunity to tear down barriers between different industries and show how fashion and an active lifestyle can be combined in creative and inspiring ways, says Kari Traa, World Freestyle Champion and founder of the brand.
Activewear as a natural, important part of Nordic fashion
This partnership allows Oslo Runway to further include Norwegian activewear into the Norwegian fashion scene - and showcase the more technical, multi-functional styles that are already seen as an important part of Norwegian fashion culture to a global public.
- It's so inspiring for us to collaborate with brands that dare to take chances, break down barriers and challenge genres. Even though the Norwegian design ethos is somehow rooted in functionality, brands are sometimes afraid of mixing fashion and sports. The Kari Traa brand is staying true to itself, showing us how wool layering could be really fashionable, but still practical, says Elin O. Carlsen, CEO of Oslo Runway.
She also highlights the brand’s global success:
- Internationally, the Kari Traa brand is recognized not only for their playful design expression, but also for playing an important role in promoting more diversity in the fashion and outdoor industry. We are looking forward to digging a bit deeper on this topic with the team behind Kari Traa this year! adds Carlsen.
General Manager of Kari Traa, Georgina Kirby, believes the collaboration is a unique opportunity to explore and promote Norwegian design and creativity on an international level.
- It’s exciting to collaborate with Oslo Runway, being an important event that brings talents together and that creates a unique space for innovation and inspiration, says Kirby.
