FOCUS IT.] Norwegian Rain, a tailor-made rainwear brand, celebrates its 5th anniversary with its Tokyo store and a compact store in Shikoroshina.

Norwegian Rain is a rainwear brand that combines high functionality to withstand harsh environments with tailoring-derived design. Norwegian Rain & T-Michael Tokyo Store, the flagship store of the brand, celebrated its 5th anniversary. HOUYHNHNM's interviewed T-Michael, the designer, and Alex, the creative director, who were in Japan. We talked to them about the anniversary items, the store that blends the essence of the three countries, and the "compact store" style they have discovered for the future.

Photo_Shinsaku Yasujima
Text_Shun Koda
Edit_Yuri Sudo

---

---

The one and only rainwear born in the city of rain.

Norwegian Rain" has a classical design backed by excellent tailoring techniques while ensuring functionality as rainwear. The brand was born in Bergen, Norway, which is said to have the most rainfall in the world. First, we ask them about this city, which can be said to be the starting point of their creativity.

Michael: It's a small town, but it's a lovely place, surrounded by the sea and mountains, and it rains once every three days, which might be a bummer for a normal person, but for a calm place to work it couldn't be better.

Alex: It was this environment that led to the creation of this brand. It rains a lot in Bergen, and unlike Japanese fashion, many people prioritize functionality over design. We want people to enjoy fashion while weathering the rain. That is why I decided to create a brand that combines function and design.

Fabrics play an important role in achieving both design and function. They say that almost all of the fabrics they choose are made in Japan. What attracted them to Japan?

Michael: The answer is simple. The fabrics we chose met the following four criteria: recycled materials, sustainable production, high water resistance, and breathability.

Alex: I think it's a really great fabric. I think it is the best in the world, both in terms of appearance and in terms of functionality.

Michael: Before I started Norwegian Rain, I went to a big fabric show in France. I chose fabrics from Switzerland and Japan, and when I made samples and tested them, I fell in love with the Japanese fabrics and have been using them ever since.

Alex: The Japanese are good at fusing things together. They mix fashionable and functional things together, and they mix contrasting things well, which is something we also refer to.

Michael: Besides fabrics, there are many other things about Japan that impress me. If you go to Shibuya, you can learn about the cutting edge of fashion, and if you take the train and get away from the city for a bit, you can find nature. It is a city full of exciting information, which always inspires me.

Inspiration from Japan was also poured into the items commemorating the Tokyo store's 5th anniversary. And they have not forgotten their unique sense of fun.

The tricolor tricolor of pink, brown, and black makes this Raincho eye-catching. It is designed with a wide body width so that it can be worn while carrying a bag. Norwegian Rain Rainbow ¥148,500

Michael: The Raincho is a signature item for the brand and the first coat we made for unisex wear. We had never used pink before, but we wanted to create an eye-catching design, so we chose this coloring. Since this coat will be released in spring, it was inspired by Japanese cherry blossoms.

Official brand image

Michael: The other is a cardigan that can be used as a liner for the Raincho. We collaborated with the venerable Norwegian brand Roros Tweed to create a blanket that is very soft and smooth.

Alex: It's actually a very unique pattern. You might recognize it from a distance.

This blanket is tailored at a prestigious factory in Norway that also produces items for Maison brands. The use of high quality Norwegian wool gives this blanket a supple feel reminiscent of cashmere.

Michael: Yes, our faces are woven into the fabric. This is a long-established factory that is not easy to commission, but for our 5th anniversary, they made it specially for us. They gave me a lot of ideas, and I thought it would be more enjoyable if there were some tricks.

Alex: All of these items are special and I hope you will try them on.

---

Norway, Japan, and Ghana are all in one.

Norwegian Rain & T-MICHAEL TOKYO STORE" celebrated its 5th anniversary last April 12. He recalls that the town of Kanda, with its sense of "Ongoshi-chishin" (the old and the new), attracted him to the store.

Michael: I liked the fact that this is not a town that specializes in fashion. I was very interested in a place where you could walk around for a bit and find used bookstores, taverns, and business people walking around. I wanted to build a store near here, so I walked around and looked for a place to buy. I wanted to build a shop near here, so I walked around and looked for a place to rent.

The left photo shows the first floor and the right photo shows the second floor. The depth of the store is utilized.

A sky-high space with a vaulted ceiling. Hanging from the ceiling are hanging rings brought from Norway. It matches with the good old Japanese house.

Michael: We renovated this space while taking advantage of the fact that it used to be a glass wholesaler. The theme of the space is a fusion of Norwegian and Japanese, but since I am from Ghana, I have also accented the space with Ghanaian goods.

Ladders, sewing machines, clocks, and glass from a glass wholesaler that escaped the fires of World War II. The remnants of those days are not thrown away, but are arranged here and there in the store.

A wooden mask with Ghanaian metal plate decoration. It is believed to have been made as a ritual amulet (various theories exist).

The details of the store are decorated with copper, inspired by Norway, where the copper industry is thriving. The right photo pays homage to Japan's kintsugi culture, where copper is poured into cracks in the floor.

The space is a blend of Norway, Japan, and Ghana, paying attention to various cultures, and is not only lined with items from Norwegian Rain and T-Michael, but also has a bar. Is this their way of "hospitality"?

Michael: No, because I want to drink (laughs).

Alex: That was a joke (laughs). I didn't want it to be just a place to shop; I wanted it to be a place where customers could relax and talk.

Michael: Yes. That's why we keep the bar a small space, so that people can naturally get closer to each other.

The bar is located at the back of the second floor. The lineup includes cocktails made with Norwegian gin, as well as rice balls and miso soup made with seasonal ingredients. A marriage that can only be experienced here!

The bar is also a fusion of three countries. Norwegian furniture is used, the walls are decorated with artwork by a Ghanaian living in New York, and the floor is tatami matted so that you can take off your shoes. The floor is tatami mats, and you can take off your shoes and climb up.

Alex: It's not just the clothes, it's the old sewing machines and records we have in the store and the essence of the store is scattered in every corner of the store, so I'd be happy if that could start a conversation.

---

Compact store, a four-way sales method.

Five years after its opening, the Corona disaster suddenly struck. For Michael, who draws inspiration from his travels, this was a shocking event, but it was also an opportunity to find a new way of doing business, a "compact store.

Michael: Corona was a real surprise, but on a positive note, it was also the perfect time to calm down and think about future business.

Alex: That was the case. Before Corona, 27% was overstocked. We thought it was not good to continue to leave that situation unchecked, so we talked at length about a new sales style between the two of us.

Michael: That's where we discovered the "compact store.

Alex: In a small space, we display only basic colors of standard items, and other items and colorings can be checked by scanning QR codes. You can try on the items in the store, and by accessing the QR, you can learn more about the brand and its manufacturing background. There is no need to purchase the items on the spot; you can order them at a later date.

Michael: If you place a buy order (special order) for items other than our standard items, we can have the item ready in about 6 weeks, so the customer can get the item with little time lag and we don't have an overstock. We started as an experiment in Copenhagen, and had limited time pop-up stores in Shanghai and a hotel in the Netherlands. They were well received, weren't they?

Alex: That was very nice. I was happy to hear from the store owners that their customers responded well. Not having an overstock is very important. I think it is the best service for the maker, the store, the customer, and the planet.

Michael: We would like to do this in Japan in the future, so please come then.

Alex: Yes, that's right. This store will also have a lot of discoveries that will make you glad you came.

The creator, the store, the customer, and the planet. The compact store is beneficial to all of them. When I told them that the Japanese word for this concept is "shippo-yoshi," they smiled and said, "Yonpo-yoshi, that sounds good. I'll keep that in mind. I felt as if a clear blue sky was spreading over the future of them and this store.