Top 15 Sustainable Fashion Brands to Watch

There is an atmosphere of excitement, energy and optimism in Oslo that is so infectious. The Norwegian capital has undergone major changes in recent years, from the regeneration of run-down docks to a revitalized shopping area with the first Dior store in Scandinavia and the historic Steen & Strom department store leading the way. The docklands district has been transformed into a stylish new hub of trendy Norwegian apartments, brands and restaurants, including the three-Michelin-starred Maaemo. And overlooking the fjord are two new architectural gems: the impressive opera house with a sloping pedestrian terrace that stretches from the street to the roof, and the extraordinary Munch Museum, the world’s largest gallery dedicated to a single artist.

Oslo has often been voted the world’s greenest destination and in keeping with the city’s sustainable credentials, the fashion industry has an innovative and forward-looking ethos. The fashion industry is considered the second most polluting industry in the world with almost a third of every garment produced never finding a buyer. Norwegian designers don’t just “talk” sustainability in fashion, they are taking useful steps with manufacturing processes and made-to-order initiatives, among others. The annual fashion event Oslo Runway is a joyous celebration of knitwear for all seasons, raincoats designed to last a lifetime, custom-dyed sneakers and jewelry made only from recycled metals.

Although Oslo Runway founder Ditte Kristensen and CEO Elin Carlsen would be the first to say there is a long way to go before achieving a proper “green” fashion industry, their event is a excellent example of sustainable fashion thinking. In a smart departure from the twice-yearly, traditional fashion weeks around the world, Oslo’s annual runway each August serves as a timely reminder to all of us to buy less clothing, with a focus on quality and not in quantity. And from 2023, meeting the sustainability criteria for all brands that want to participate in the Oslo Runway will be essential.

Oslo Runway was launched in 2015 to showcase the best of Norwegian lifestyle, fashion design, art and culture, including emerging talent. Norwegian design schools Kunsthøgskolen, ESmod, Oslomet and Sofi School showcased their graduates at the DS Fashion Talent Awards, with Margaret Abeshu the winner this year. Part of the appeal of Oslo Runway is that each show is presented in a different location, from Acne’s former showroom, a historic department store to warehouses and The Plus, the world’s most sustainable furniture factory in the middle of a forest beautiful cedar. A highlight was seeing Oslo-based Cala Jade’s handmade leather bags and belts displayed in an oyster bar owned by the famous Norwegian rapper.

Several brands featured on the Oslo Runway have international distribution and all brands are available online, which is good news for customers outside of Norway. From a strong lineup, here are a few designers who really stood out.

Norway Rain was founded in Europe’s rainiest city, Bergen, fifteen years ago to produce the perfect, stylish yet fully breathable and 100% waterproof raincoat. They have done just that and their coats and capes in a range of weights and colors are very popular with both men and women. The stylish new store in the docklands area is an essential stop on a visit to Oslo.

ESP’s catwalk in the former historic central library showcased the best of designer Elisabeth Stray Pedersen’s locally produced knitwear and outerwear, made from lambswool from crossbred sheep that have roamed freely in the highlands around Gol. in Norway. On the runway were timeless blanket coats, trousers, knit dresses and scarves in a range of colors ranging from camel and gray to mint green and fuschia. Elsewhere, at a pop-up at Steen & Strøm, ESP collaborated with favorite store Fretex Arkivet to show a selection of Norwegian brands and exclusive custom-made clothing.

Knitwear is big on the Oslo Runway. At the show in a gallery store called Sorgenfri, the knitwear brand Oleana shined. The family-owned company, based near Bergen, is one of the few remaining textile factories in Norway. Oleana was founded in 1992 as a reaction to other textile factories in Norway outsourcing their production. With all production carried out in their own factory, they are very dedicated to innovative technical production and luxurious hand-crafted details. Their collection consists of effortlessly woven statement pieces and suits, designed and crafted for true longevity. Mixing patterns and styles, the designs are elegant and edgy, relaxed and fun.

New Norwegian knitwear brand Ilag presented their beautiful dresses and dresses in pastel colors, some hand-crocheted, made from surplus yarns and fabrics such as cotton crepe, mohair blends and satin from recycled polyester.

One & Other showed their minimalist designs at the previous Acne exhibition, a wonderful historic town overlooking a beautiful garden. Creative reinventions of wardrobe classics such as cable knit sweaters and oversized coats were on display, in a monochrome color palette. “We are constantly improving the way we work and using sustainably sourced and certified products has been an essential part of our design and manufacturing process since the beginning. For us, the perfect garment equals high quality coupled with a minimized footprint,” says the brand’s creative director Lene Henriksen.

The 1976 envelope, edgy and seasonless designs were beautifully displayed against the stark white concrete walls and floors of a large warehouse. The design ethos of founders Celine Aagaard and Pia Nordskaug is timeless yet fashionable, with a careful choice of materials, design and color palette – all environmentally conscious and natural. Making garments that can be worn multiple ways is key, as it’s not just the material that can affect a garment’s timeline, but also the design.

Plus is a brand new factory in a cedar and pine forest about two hours from Oslo, close to the Swedish border. It is an idyllic setting for the production of Vestre outdoor furniture that is designed to last a lifetime. In addition to the wonderful forest setting, the large light-filled factory features a roof terrace with a curved slide on the side of the building that goes to ground level. It was here that Oslo Runway presented two runway shows and a forest pop-up featuring other sustainable brands.

AWAN (As We Are Now) is a first fashion brand for comfort based on circular principles. Male and female models walked through the factory wearing soft, silky garments made from Tencel ^TM from Portugal and designed in Norway. Waste is minimal as the brand produces everything in small batches on demand and only creates a handful of bestsellers in advance.

A second energetic runway show paired Kmoshon eyewear with Swims outerwear. A new sports eyewear model is made on demand using 3D printing at the 3D printer closest to the customer, thus reducing product travel to reach customers and eliminating waste.

Elsewhere in the woods at The Plus, smarter eco-friendly ideas were on display at a pop-up with Varsity Headwear who make wonderfully soft hats and sneakers from New Movements that allow customers to bring in their old shoes to be revamped and Kastel who launched an on-demand shoe with a minimalist design that can be painted to order.

Jewelery was also a strong feature of the Oslo Runway as Norway is known for its artisanal products. David Andersen, a jeweler in business since 1876, has an on-site jewelry workshop where artisans craft fine jewelry with metals, diamonds, and other precious stones.

And below the former docks, a pop-up jewelery showcase featured strong new Norwegian jewelery brands using only recycled materials: Aur Studio, Boygal, Diawéne, Hasla, Liv Misund, Mold Atelier and Pearl Octopussy, displayed on ceramics by Nellie Jonsson . Each extravagant jewelry in gold, silver and recycled pearls from Pearl Octopus can be worn in many ways: bracelets and brooches as necklaces. This new brand started in 2018 is now stocked on Net a Porter and Matches.

Showing what is possible with local production and bespoke clothing to reduce overproduction, Oslo Runway is a fashion showcase that is authentically sustainable, both in theory and in practice, and is in a city to see for inspiration.