What does it take to lead a brand through four generations and nearly a century of adventure? In this episode, Jørgen Jørgensen – CEO and fourth-generation owner of Norrøna – shares how a clear vision, strong values and a deep connection to nature have helped shape one of the world’s most respected outdoor brands.

Jørgensen explains why staying private has enabled long-term thinking, how the company designs with ‘Loaded Minimalism’ and why sustainability is more than a department – it’s a mindset.

Listen now to learn what it really takes to build a brand built to last.

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