This fall, the national Norwegian luxury fashion retailer Høyer will launch its own menswear brand under the name FRAM. Founder and owner Ørnulf Høyer has joined forces with designer Thomas Frodahl to create a brand inspired by Høyer`s great-grandfather, polar explorer and humanitarian Fridtjof Nansen. FRAM, which in Norwegian means “forward”, is the name of the ship which Nansen had constructed and in 1895 brought him further north than any human had previously travelled. Naming the label FRAM is from the belief that that the only way to truly go forward is by acknowledging and honoring our past; when things were built to last. FRAM aims to separate itself from consumerism and offer a more durable and heartfelt alternative. Forward means Rewind.
Photo: Lasse Fløde