It came as no surprise to Globe that Sigrid’s ‘favourite wool brand in the world’ Devold, came from her hometown of Alesund. Devold has been crafting beautiful outdoor clothing from pure Norwegian wool since 1853 and Sigrid is now the face of their new A/W collection ‘The Originals’. This collection has taken the original fisherman workwear sweater and adapted it to launch their first female model.
For Devold, ‘Stay Original’ is a concept which encourages their audience to be true to themselves, their identity, roots and values; so for Devold, Sigrid was the perfect ambassador as she not only shares their love for nature, but it is clear she supports these values in her unique style, and approach to life.
Sigrid hopes that Stay Original's message can help inspire and encourage especially young, adventurous Norwegians to stay true to themselves.
“There's so much pressure. Social media in particular paints a picture of what is "perfect" rather than what is real. "Stay original" is about being proud of where you come from, being true to yourself and daring to make your own choices”
Norwegian wool is a 100 % biodegradable and natural material, with a robustness that makes the clothes last a lifetime. The patterns are taken from Devold's archive and the basic design has been the same for over 160 years: clothes made to last.
The collection is available globally online and their S/S collection will come early in 2020.