Fashion / Society

This Norwegian brand makes premium puffers from plastic bottles

By Celine Aagaard
White:Space clothing rail puffers

Photo: White:Space

From the mountainside to the city of Oslo – Norwegian label White:Space wants to keep us warm in puffer jackets made of recycled plastic bottles

After 16 years in the fashion industry, Simen Staalnacke and Leif Rune Loen decided to start a new brand from scratch. The result was White:Space, a Norwegian brand offering seasonless and genderless puffer coats in bright pops of colour focusing on sustainability. Launched in 2020, the label's eye-catching outwear is made from 100 per cent recycled plastic bottles and industrial waste. Even the hangtag is plantable.


We meet the Oslo-based designer duo on a cold day in the city just a few days before launching internationally with Browns, London. "The idea is to only focus on the product and take away all unnecessary noise," they explain. "We only want to focus on making premium recycled down products."

The name White:Space refers to the idea of white space in design philosophy, the area surrounding the object depicted. "Our philosophy is reflected in the name," Staalnacke explains. "We try to let this guide us in all aspects of the brand. Simple and razor sharp." As a result, the lineup is small, with seven silhouettes in six colours. Materials take centre stage, with every detail considered – such as the plantable hangtags containing 60 seeds each. "To be full circle, we also plant one tree for every product sold."

White:Space puffer

Photo: White:Space