Meet Norwegian Wool: Merging Scandinavian Performance And Italian Craftsmanship To Create The Ultimate Luxury Outerwear

The business professional’s dream coat made a reality:

Dressing is a serious matter. Much has changed since the turn forward into the 21st century. Due to a variety of choices, the syntax of the male wardrobe has grown increasingly complex, especially in modern times when the concept of dress is no longer bound exclusively to such tightly structured rules of the past. In short, menswear is experiencing a veritable revolution in apparel. Today’s consumer is longing for change. We have evolved and rightly so. Modern times call for modified changes; it’s that simple. Consumer’s today aim to purchase apparel that has a double relationship, created by the irreconcilable opposition -between modern lifestyle and the act of dressing. 

You see, on one hand, a strict and detailed code of dress for the office can and will express elegance, care, style and commitment; on the other, an almost one-dimensional approach bound to the basic needs coupled with the rejection of superfluous elements that make the item stand out too much. On the timeline of life, every moment in time is an expression of self-identity and a key cultural narrative. 

Psychographics is the study of personality and focuses on the interests, attitudes and opinions, also known as the IAO variable. Apparel firms can study other behavior variables such as one’s aim to succeed, sexual preferences and overall morals, in order to get more accurate data on the respective target audience. Psychographics are helpful for vendors to gain a keen understanding of their target audience. Today, this research is so very valuable as it relates to the culture of fashion in the modified world. One recent big cultural change in men taking more interest in coats that serve multiple purposes. Multiple purposes are hard to define today since it can mean so many things to different people. However, a forward-thinking luxury coat brand will conduct careful consumer behavior research in order to make certain that their products are commercially desirable for today’s businessman.

In Italy there is a clear history of menswear craftsmanship seamlessly integrated into the nation’s style and culture, and this has become one of the lasting legacies throughout history. In addition, the new tailoring techniques are being used to produce a sculptured coat, a comfort envelope for the male upper body, subtly cut of fine material and sewn with highly and many times visible seams. The essential texture and construction, not the surface richness, creates its aesthetic richness. This is a very modern idea.

Scandinavian apparel manufactures have long been superior to all others in cut and fit of performance fabrics. Consequently, for the creation of a today’s business man who exemplifies both the modern and performance. Global influences are supporting a fashion-based item accompanied by advanced technical fibers, which are both lightweight and resilient for today’s active standards. As we turn into the second decade of the 21st century, men’s outwear has shifted entirely away from wrought surfaces to fundamental form and the brilliance of technical fabrications to adhere to the ever-evolving lifestyle of the businessman.

Just the other day I reviewed the luxury outerwear brand Norwegian Wool that has elevated the underperforming overcoat into a triumph of menswear. With the ingenuity of nearly imperceptible construction and design, the overcoat of the past has been gradually refined into an exquisitely balanced garment that is fitted smoothly without wrinkles and buttoned without strain, to a silhouette that will make your upper half appear to be the torso of a professional athlete. In my expert opinion, this perfectly tailored coat form the most distinctive embodiment of the modern coat hence why is has become the formal sign of modernity in luxury outerwear.

Norwegian Wool synergizes traditional Italian garment craftsmanship with modern Scandinavian design technology. These two normally separate worlds come together to create the ultimate line of luxury outerwear that is sophisticated and tailored, while also capable of withstanding the harshest winter weather conditions. Founded by a former Wall Street financial wiz who is creating luxurious men’s performance outerwear - unseating competitors with sales that have doubled year-over-year for the last 3 seasons. Having weathered the wind gusts of New York's cannons of power and endured his bosses disparaging regard of his puff coat, this 30-year old built Norwegian Wool - men’s outerwear capable of withstanding the harshest winter weather conditions, yet remain sophisticated and tailored. The brand is carried by Neiman Marcus, Bloomingdales and Saks.

Norwegian Wool enjoys:Extremely strong sell-through at Saks: 82% at full price: Due to incredibly well-designed and thought-out sizing patterns. Less than 10% return rate on purchases online: This can be credited to strong customer support online and via the brand's chat service. All growth until now has been 100% organic For last 3 seasons sales have doubled year over year: Overall Norwegian Wool has sold through their inventory at 95% every year. E-commerce has never offered discounts on any item Norwegian Wool is sold in over 75+ doorsCUSTOMER RETENTION/BRAND LOYALTY: 30% of Norwegian Wool customers return to purchase a second coat in a new style

I recently had the privilege to speak with Founder Michael Berkowitz about What made him decide to go from a NY Commodities Trader to the worlds of Italian Craftsmanship with Scandinavian technology, why Norwegian Wool is known as the commuter-friendly coat and why he believes it is  important for consumers to be aware of this brand!

Joseph DeAcetis: Talk to Forbes about the history, and development of your brand?

Michael Berkowitz: Born and raised in NY, I started to work at a large commodities firm after business school. Was one of their only young hires; most guys there were more experienced and poached from other companies from first. This added to the usual 'wall street pressure' and made me extra conscious about looking professional, sophisticated...the real deal. Always wanted to dress nicely and make strong first impressions at meetings, work lunches, after work drinks. Winter was a problem because MY NICE COATS WERE NOT WARM AND MY WARM COATS WERE NOT NICE

Joseph DeAcetis: What made you decide going from a NY Commodities Trader bring together the worlds of Italian Craftsmanship with Scandinavian technology to the market?

 Michael Berkowitz:I first looked up and down in all dept. stores, online retailers, specialty shops for a coat that was better that what I already had in my closet. There were lots of puffers that looked bulky and unprofessional. Lots of beautiful cashmere coats that looked great but were worthless in the cold or wind, smelled like wet sheep when they got wet and had no performance or basic practical needs like good hand pockets or inner pockets. I also found some really nice suede / shearling coats that were interesting but they were so delicate in rain or snow that I would have to check the weather reports every day to make sure no precipitation on the forecast before wearing and if I got caught in a storm I’d have to hide the coat under my blazer - I wouldn't be wearing the coat, the coat would be wearing me....

So only after not finding a coat that could actually look good for work or nicer social events that was also designed for Northeast winters I started to create my own... down on the inside, wool / cashmere on the outside and lined with a waterproof membrane so I could wear in rain or shine. 

The Italians were great for the design and craftsmanship but they didn't fully understand our cold weather performance needs. And that's how I ended up in Norway - a place I had visited multiple times for hydroelectric based investment opportunities. In Norway, it gets freezing, so they understood the warmth and performance needs that belong in a winter piece. So we use the Italians for fabrics, silhouette design, luxury elements but the Norwegians helped with initial performance design - how to make deeper hand pockets, how to get the collar to close higher around the neck while looking good.

Joseph DeAcetis:In you words, how has Norwegian Wool been able to improve their line of winter coats to be extremely commuter friendly? 

Michael Berkowitz:

1) The length of the coat must be comfortable for sitting down (and all of our carcoats and parkas are perfect for this while still being long enough to fully cover a suit jacket)

2) It must be stretchy and move with your movements 

3) It MUST BREATHE so you don't overheat while wearing on train or in car

​Joseph DeAcetis:Why do you believe that your coats can do it allwith respect to today’s modern standards?

Michael Berkowitz: ​The modern customer wants something that is light and not heavy or bulky. He also wants versatility; he might be wearing a suit and tie one day, soft blazer the next, and just jeans and a sweater the next. So he needs one coat that can look good with all those looks. He also travels a lot - could be daily commuting or longer over night business trips. A coat that rolls up and is wrinkle free is very important. 

Joseph DeAcetis:Why is it important to wear a fine coat to the office? 

Michael Berkowitz: Any serious business person understands that they way you present yourself will affect your performance and how other people perceive you...if you want to be taken seriously and want to rise up, it is important to look the right look. It is such a waste to invest in luxury tailored clothing and then ruin the look by wearing a 7th graders coat that makes you look like you are about to go an Arctic mission.

Joseph DeAcetis: Talk to Forbes in detail about the current collection and why it is important for consumers to be aware of this brand? 

Michael Berkowitz: We know what we do well and we stick only to that. There are no basic 'commodity items' in our line. All of our coats have the same under the hood features: authentic down lining, waterproof & windproof membrane and a luxury outer shell. But then beyond that, each style within our line is designed to specifically tailor to the needs of different customers. Our topcoat caters to city walkers from NY, to Chicago to Toronto...anyone who walks a lot and wants maximum length protection. Our carcoats are for the daily train / car commuter. Our parkas are for people who want that ultra puffer feel but with a more sophisticated look and so on...but if you like to look good and you also like to stay warm and dry, you will find something within our collection that is perfect for you! ​

Joseph DeAcetis: If you could choose one celebrity to wear your brand, who would it be and why? ​

Michael Berkowitz: George Clooney. I feel that George Clooney conveys a clean and classic look with an edgy fashion feel. 

Joseph DeAcetis: Talk to Forbes about your Embracing Hoods and how Norwegian Wool has designed more than half their luxury line of classic outerwear to feature winterized hoods that can be hidden or tucked away in the most innovative ways? ​

Michael Berkowitz: So many days in fall/winter there is something falling from the sky at some point during the day. Could be rain, freezing rain, sleet or snow. But whatever it is, it gets your head cold and wet. So many of our customers rate having a hood as a top priority on a winter coat. However, we also recognize that hoods tend to look a bit 'unfashionable' at times or at best too casual and unprofessional for certain settings. So we want to serve this hood-seeking customer but also allow for our elegance to shine through so we make all of our hooded coats designed in a way that the hood can be tucked away in some shape or form. 

Our parkas are designed with a proprietary method of allowing the ultra-warm down hood to be dissected and removed and then instead of losing it in some closet at home, it can be compacted and stored inside the coat itself. A true top seller! Our hooded carcoats and topcoats take the traditional 'tuckaway hood' to a new level because we line the nylon hoods with a cotton cashmere knit so that the hood is truly comfortable, warm, structured and doesn't blow off your head constantly, while still being able to neatly fold up into the collar with a waterproof suede trim to cover up the zipper.

Joseph DeAcetis:What are your day-to-day responsibilities? 

Michael Berkowitz:I oversee all of the high-level brand strategy - getting reports from our largest stores and seeing what sells best & reviewing all the customer feedback so that we can always find new ways to improve our current line and create new products along the same concept that truly fills voids in the market. 

Joseph DeAcetis:Where is the product made and why? 

Michael Berkowitz: Everything is made in Europe. Our luxury pieces are all made in our Italian factory outside of Florence. All of our fabrics, zippers and trim are Italian too. We want top craftsmanship and understand that the small details matter the most. We also want customers to be able to wear these coats in real life and not have to guard the coats because they are too delicate - so this requires us to specially source luxury materials that are also durable and long lasting.

Joseph DeAcetis:You have the floor: Talk to my Forbes viewers about why they should try this brand now? 

Michael Berkowitz: If you ever struggled with my initial challenge that caused me to start the brand - that my nice coats weren't warm and my warm coats weren't nice then you get it and you'll appreciate what we have created!

Joseph DeAcetis:What are you future projections and growth strategy for the next few years? 

Michael Berkowitz: We are already selling in stores from coast to coast in the US and in stores across Canada. Now we are going back to our roots and working on more European distribution. We also have a women's line due to launch next Fall. Our indoor/outdoor blazer has been quite successful and we have a new collection of those set to come out next year as well.