Scandinavian MANScandinavian MANScandinavian MAN
Style, innovation & equality

Tom Wood highlights Norway’s authentic and genuine image together with iconic Røros Tweed

Inspired by their native country’s cultural heritage, the fashion brand has entered into a long-term collaboration with the factory that has been producing wool products since 1940. Together they will develop new innovative wool qualities — expected to be big in Japan.

Words: Johan Magnusson

Tom Wood’s new AW19 collection is partly inspired by Norwegian culture and history, where wool has been important in keeping warm.

— From traditional ”fish sweaters” to the wool blankets that we all have more than one of in every home, says Mona Jensen, Creative Director.

They approached Røros Tweed to hear if they would like to cooperate.

— They are a Norwegian industry player with a long history of producing 100% Norwegian. Their products have incredibly good quality, which is also important to us.

Jensen says that when they received the first wool samples, they became so geared that they found that they had to use it in even more ways.

— This includes the classic Wood Coat that has followed Tom Wood since their first season. In addition, we made a wool shirt and we incorporated the raw wool into a denim trucker jacket. We launch six blanket designs now in August and will present a new drop of blankets before Christmas, inspired by three world-famous places in Norway: Lofoten, Geirangerfjorden, and Gaustatoppen, says Jensen. She continues:

— Norway is considered exotic and genuine, but most people think most of nature and that we are ”so rich and happy”. Few people know about the historic textile industry in Norway. We had a thriving textile industry up to the 70s and it feels good to bring another Norwegian brand into the international market.

Tom Wood’s largest market is Japan, with over 70 retailers. With the majority of customers in the online store also being Japanese, it felt natural to introduce this full Norwegian cooperation there.

How do you think the collection will be received in Japan?

— We have received an incredibly good response from Japanese buyers. The collection will be found in several of Japan’s leading fashion stores, including Isetan and Hankyu, two major Tokyo department stores. The press also shows a lot of interest in the products, and we hope for good sales in the time to come, says Jensen.