Jørgen Jørgensen set out in search for durable outdoor equipment to perform in Norway’s harshest environments but it was 1929 that he started J.J Norrøna Sporting good and leather factory with the ambition of making the highest quality outdoor products. In the first few years of operation, production focused on backpacks, tents and then sleeping bags. Despite every effort, the company folded in 1933.
Throwing caution to the wind, Jørgensen was persistent and started the company back up again less than a year later and by the end of the 1930’s gained a contract to manufacture products for the war in Finland. By the 70’s, Nørrona was taken over by the third generation Jørgensen and new products were designed.