![]() But Moods of Norway? Come on! You guys compete on unique designs and the feelings embedded in your logo. They explain that they cannot tell due to competitive advantages, and that-I am afraid-is understandable… All of them produce ordinary clothes and compete primarily on price. The unflattering list includes H&M, Zara, Kappahl, Lindex, Gina Tricot, Match, and BikBok, among many others. Unfortunately, many of the world’s most famous apparel chains do not tell the consumers where their products are made. That is exactly why we need more supply chain transparency! In general, we in the developed world buy a lot of products manufactured by poor people under inhuman work conditions. Not to mention the suicides in the Chinese Foxconn factories in 2010, and repeated suicide threats last year. This year, another fire in Bangladesh killed 7 more workers. The garment factory fire in Bangladesh that killed 124 people in November 2012 was one of the worst the world has seen. H&M has been heavily criticized for mass faintings and low wages in Cambodia. Lately, we have heard a lot about unacceptable work conditions in Asian factories. It is, however, not far from cheerful party-mood-talk like this, to serious survival in developing countries. Our main goal, besides making our grandmas happy, is to make happy clothes for happy people around the world. ![]() Moods of Norway has been doing the hibbedy-dibbedy on the international fashion dance floor since 2003, and the philosophy is still the same even though the Norwegian oil price is as flexible as a Bulgarian gymnast after 14 Tequila shots. Next time you stroll down Robertson Boulevard in Beverly Hills make sure to drop by their flagship shop. A handful of stores are located in the coolest places in Japan, Sweden, Holland, Switzerland, and the USA. Today they are present in more than 100 stores worldwide. Together with Peder Børresen, they thought it was a good potential in designing “Happy Clothes for Happy People” based on historical Norwegian design and golden tractors. It all started when Stefan Dahlquist and Simen Staalnacke got a crazy late-night idea in Hawaii in 2o03. Moods of Norway is a unique success story. That’s a good start, but not enough! It is admirable that they want to make “happy clothes for happy people”-but do they want to make people happy? After repeated pressure from consumers and a Norwegian NGO, Moods of Norway has finally gone public with a list of their worldwide suppliers. ![]() The best known of all, however, is the iconic Moods of Norway. Nordfjord is home to several successful apparel companies: Ricco Vero, Skogstad, and Frislid are famous in Norway and beyond. There-in the rich and peaceful countryside-problems in China’s and India’s factories seem far, far away. This week I drove through one of the most beautiful corners of this world Nordfjord on the Norwegian west coast. ![]()
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