Norlender have knitted wool in Norway since 1927. Still family run, still in the same factory by the fjord. What they had was a hundred years of loose parts: labels, tags, stamps and stickers, none of them drawn to sit next to anything else. Most of this identity lives on a woven label sewn into a neckline. It's a polar bear, flat, no detail inside it. It still works at three centimetres, and it reads as the North without a fjord or a snowflake. The wordmark looks handdrawn, not set in a typeface. SINCE 1927 goes everywhere the name goes. Two blues and an off white do the rest, deep for the serious end and pale for the soft one.