When our design team sits down to start a new collection, they often begin with a map. For Fall ’24, they found early inspiration from Norway’s fishing villages –vibrant, colorful, and based in timeless tradition. We had to learn more so we sat down with Designer Helena to get the deets.
Toad&Co: Can you tell us a bit more about the latest fall collection and how it came to life?
Helena: For sure - our design team begins each season the same way, seeking out images, objects, garments, and other ephemera that spark inspiration; anything that feels new and exciting. We collect things individually for weeks and then come together and sift through what we’ve found and search for common threads. Typically, there are a few stand out themes. This season, the stand-out theme felt distinctly Nordic. We had photos of fishing villages, samples of hand knit sweaters, snaps of little painted wooden ornaments, and cozy cabin mornings. There’s a mix of practicality and whimsy in that part of the world that I think really struck a chord with our team and how we like to approach design. Think simple little houses along the water, no-nonsense structures built for utility, but painted bright, playful shades of red and yellow. Think Northern Lights, fjords, cardamom buns, and grandpa’s fishing gear. The well of inspiration here is deep! We dove right in.
Toad: Don’t mind us, Googling pics of Norwegian fishing villages over here… ready to book our trip now.
Helena: A great idea! As we dug into Norwegian customs and culture, we found even more that's so aligned with the Toad's outlook on life: an outdoors-focused lifestyle, cabins as places to rest post-hike or ski, camping as a favorite pastime, a focus on civic engagement, and the custom of “Utepils”: the community coming together to drink a beer outside on the first sunny day of the year.
Toad: OK, we’re hooked. Seems like the Norwegians are all about those little moments of joy, which is right up our alley. Can you tell us more about the color palette and favorite prints of the season?
Helena: Our palette this season is really fun, we’ve got some rich, really grounding colors like Port, Midnight, and Cabin paired off of punchy, vintage inspired shots of color like Aurora, Woodbine and Flame. I spent some time in Norway last fall and loved seeing the pops of color along the fjords, a little red house, or a blue canoe against the natural landscape of earth tone greens and greys. Favorite prints would be Cinnamon Folk Art Print in Campo, and the Carob Dog Print in Flannagan. Fun fact on this one, the beagle in this print is based off our Chief Product Officer Kyle’s pup, Lincoln 😊
Toad: Call us crazy, but these prints and colors make us feel an indescribable sense of nostalgia. Can you... describe it for us?
Helena: Our design philosophy has always been to make vintage-inspired clothes rooted in nature and nostalgia. When making clothes sustainably, timelessness is always key – from using high quality materials to designing styles that you’ll want to pass down for generations to come. When we bring in fun pops of novelty, we want them to give you that warm, sunny, hard-to-pinpoint feel of general goodness.
Toad: We’ve gotta know – what are this season’s ‘must have’ styles in your mind?
Helena: The Nitsa Cardigan is by far my favorite this season. It’s a cozy navy sweater so it’s easy to wear over anything, and it’s got these vintage inspired graphic flowers all over it – too cute.
Toad: Is there any one style you’re particularly proud of from this collection?
Helena: I think our new Bitterroot styles are really great this season. It’s a new fabrication for us and that one our whole team pitched in to ensure we executed just right. It’s a waffle knit face with a super cozy brushed back that feels like you’re wearing a favorite sweatshirt. The fabric content is recycled polyester with just a touch of elastane so it’s nice for layering on to-and from the gym and is also easy for all-day wear. We’ve got a handful of styles in this fabric this season, my personal favorite is the W’s Bitterroot Pullover, a classic crew neck sweatshirt. I love her over a midi skirt for an easy fall outfit.
Toad: OK last question! We recently read about “Kos,” Norway’s version of “Hygge” – being grateful for the simple things in life: a cozy fireside book, an epic view, a cup of coffee with an old friend. What are you grateful for right now?
Helena: Given its still summer, I’m grateful for these long summer days! Doing my best to fill them with all my favorite people, bike rides, and beach walks.
