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Behind the collection

Shift happens

Designer letter by
Matilda Norberg
Head of design

Move, shift, change.

My process of creating Oleana AW22 had its starting point at the beach in Votlo, a small village on the opposite side of the fjord from the Oleana factory. Here, in the old days, workers hopped on a ferry that would take them to work at the textile factory in just a few minutes. By the very same old ferry pier in Votlo, I found treasures. 

Old glass and ceramic shards, some pottery and brick fragments - the patterns and colours of these became the basis of Oleana AW22. But they also sparked a curiosity about the textile industry in the area, that came before us.

Oleana’s predecessors at the factory in Ytre Arna, Arne Fabrikker – were true pioneers in Norwegian textile industry. They built the factory in 1851, and after that followed a big industrial adventure, all the way up until 1989. It was a period of transition between home industry and mass production. As an example - wool would be delivered from farmers around the factory, exchanged for yarn, fabrics or finished products. The same factory would as well produce hyper modern synthetic fabrics. Old would meet new, constantly.

The optimism and sunny industrial vibe to textiles and corporate design of the mid 1900’s became an important component to Oleana AW22. The collection also contains new technical developments in 3D knit, in line with that optimistic and pioneering notion. 

As I see it, our time is also a period of transition, as we need to create a new and sustainable fashion industry. In the process, old should meet new, but now with a whole other sense of responsibility. At Oleana, we are ready to make that move, shift, change.

For AW22 we look back in time to move forward.

Shift happens

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AW22 Shift happens / Lookbook