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Behind the brand
UNITING CULTURALLY CURIOUS SOULS THROUGH FASHION
AT JVE[OSL], OUR JOURNEY BEGAN WITH A SIMPLE BUT POWERFUL IDEA: EDUCATION ALONE ISN'T ALWAYS ENOUGH TO BREAK DOWN BARRIERS. FOR YEARS, WE TRIED TO FIGHT PREJUDICE BY TEACHING WHAT'S RIGHT AND WRONG, BY SHOWING THAT JUDGMENTS BASED ON APPEARANCES ARE UNFOUNDED. BUT NOW, WE'RE TAKING A DIFFERENT APPROACH.
LEARNING FROM HISTORY
AROUND 140 YEARS AGO, NORWAY SAW A MASSIVE WAVE OF EMIGRATION. ALMOST A MILLION NORWEGIANS LEFT FOR THE USA BETWEEN 1840 AND 1915, SEEKING NEW OPPORTUNITIES. YET, DESPITE OUR OWN HISTORY OF MIGRATION, WE STILL STRUGGLE WITH ACCEPTING NEWCOMERS. THIS INSPIRED US TO CHALLENGE THESE BIASES WITH OUR FIRST COLLECTION.
OUR DEBUT COLLECTION
OUR FIRST COLLECTION ISN'T JUST ABOUT CLOTHES – IT'S ABOUT OPENING UP A DIALOGUE. WE'RE ADDRESSING THE TOUGH QUESTIONS SURROUNDING IMMIGRATION, AIMING TO CHANGE THE WAY NORWEGIANS VIEW NEWCOMERS AND THEIR CONTRIBUTIONS. BY WEARING OUR BRAND, YOU'RE JOINING IN ON THESE CONVERSATIONS.
THE MOVEMENT: CURIOSITY AND CONNECTION
WE SOUGHT TO CRAFT A MOVEMENT THAT FOSTERS CONNECTIONS AMONG CULTURALLY CURIOUS SOULS – INDIVIDUALS WHO RELISH IN THE EXPLORATION OF DIFFERENT TRADITIONS, WHO FIND JOY IN LEARNING ABOUT UNFAMILIAR CUSTOMS, AND WHO BELIEVE IN THE POWER OF SHARED EXPERIENCES TO BRIDGE GAPS AND DISSOLVE BOUNDARIES.
