Embracing the Nordic idea of friluftsliv: Brands reimagine outerwear by prioritising style as much as function

By Caroline Edwards - 11 Sep 2026
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Posted by Caroline Edwards in Strategy

1 month ago

Friluftsliv is a Norwegian concept that means open-air living and is all about embracing the outdoors – a philosophy that more British brands should incorporate into their campaigns and wares. After all, 85% of adults in England said nature improves their happiness.  Interest in the gorpcore aesthetic has dwindled, but street style still relies heavily…

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