A heritage design is reborn. O.A.D. unveils the Blaatrøie Original, a 160-year-old Norwegian classic meticulously reimagined for today
“It’s more than just a sweater – it’s a piece of history,” says Maria Lilly Flakk, founder and creative director of O.A.D. For over 160 years, the Blaatrøie sweater has been woven into Norway’s history, a testament to the resilience of good design and top craftsmanship. Originally designed in the 1860s by Ole Andreas Devold, the founder of O.A.D., this tightly knit, water-repellent sweater shielded fishermen and sailors from the unforgiving elements of the North Sea. Now, after years in development, the heritage Norwegian brand is reintroducing this archival icon for a new generation.
Reimagined with a modern unisex fit, the Blaatrøie Original is crafted from 100% superfine merino wool, ensuring supreme softness and breathability while maintaining its signature durability. Available in three variations – solid dark navy, off-white, and an embroidered edition that nods to the original design – the sweater remains rooted in its storied past while seamlessly fitting into contemporary wardrobes.
The campaign was shot in O.A.D.’s hometown of Ålesund, next to the rough seas that recall the origins of the brand.
Photo: Lasse Fløde
Photo: Lasse Fløde
“Bringing the Blaatrøie Original back to life has been a special project for me,” Flakk explains. “The stories connected to these garments – who wore them, where they were, and why – are stories worth telling. It’s about honouring the heritage of Ole Andreas Devold while crafting something that feels truly timeless yet current.”
With this revival, O.A.D. bridges past and present, proving that true craftsmanship never goes out of style.
Photo: Lasse Fløde