The Norwegian Collection

All NATO straps have their own unique design, inspired by Norwegian history and culture. Here you can read the story behind each strap.



In 1953 Unn Søiland designed the warm woolen Marius sweater. It is a hand knitted pattern, and today it is the most renowned, most sold and most knitted pattern in Norway. It is a Norwegian icon, and a symbol of some of the best in Norwegian tradition. Rock solid design, and as cool today as it was back in the 50’s.



This pattern was originally found on a bonnet in Jelsa, a small coastal village in the district of Rogaland. The discovery of this bonnet resulted in the making of the old Norwegian Jelsa Bunad. Bunad is a Norwegian umbrella term for a traditional range of Norwegian folk costumes, of which there are different designs in various parts of the country. This traditional Norwegian folk costume is common to wear at celebrations and happenings such as folk dances, weddings, baptisms, confirmations and, especially, Mai 17th, the National Day. A great inspiration for our modern classic. Every day is worth celebrating.



This strap is inspired by a Norwegian wallpaper originally from the 1870’s that went out of production in 1915. The old wallpaper was found in Pharos house in Grimstad - a well-known family name in this small town on the southern coast of Norway. Today, this wallpaper is produced by Norsk Arv (Norgwegian Heritage), applying the exact same methods. A classic design coming to life again with this watchstrap.



This strap has its origin from the linoleum floors popular in Norwegian homes, with its peak period from 1950 to 1970. It is an environmentally and durable fabric with designs both classic and beautiful, but in some cases designs were boring and ugly – especially in public institutions. Our design however, is inspired from the beautiful classic linoleum floors found in Norwegian homes.


More designs will develop, as we travel the world and meet with interesting people and cultures. We will keep you posted.