At the same time that Erling Braut Haaland plays big for Manchester City in the Premier League, a committed City manager stands on the sidelines and gestures. In a Norwegian-designed jacket. – It’s incredibly nice, you feel proud. These are people who can do exactly what they want. That they choose to wear something from us is super cool. That’s what Ubr founder Dag Even Tresselt from Stavanger says. Manchester City’s manager Josep “Pep” Guardiola and Manchester United manager Erik ten Hag can both be seen in jackets signed by the Norwegian entrepreneur. Dag Even Tresselt is the founder of Ubr. Photo: Michael Ray Vera Cruz – They are very lucky There has been no football career for Tresselt himself, but his clothes do well in international football. Ole Gunnar Solskjær coached Manchester United from 2019 to 2021. He was the first in the Premier League to use the Norwegian brand. Photo: ALBERTO LINGRIA / Reuters – When I was little, I played Pol on Tasta. Then I thought that Aston Villa had very nice kits, and have stuck with them ever since. I don’t watch the matches myself, but I get a message from football-interested friends when my jackets appear on the TV screen, he says. Although he is not known to sit down in front of the TV screen to watch a football match every weekend, he thinks it is great that several profiles choose to use his creations. – Most people use it privately. But then we suddenly see that when it’s cold, they have a problem with having to look sharp on the bench, because they’re on TV. When they end up wearing clothes from us, it’s fantastic. Pep Guardiola gives feedback to Erling Braut Haaland. Photo: PAUL ELLIS / AFP – Is there any sponsorship in this? – No, everyone who wore our jackets at the weekend has an annual salary equal to our annual turnover. It is not possible to sponsor such people. – The eye of the needle has gotten a little bit bigger Docent at the Institute of Marketing in Kristiania, Trond Blindheim, says the Norwegian company has shot the golden bird. – They are very lucky. The football coaches in that league can probably buy the clothes they want. If they choose this Norwegian brand, it will have an effect, both through increased attention and that it will get traction for distribution in England, he says. Docent at the University of Kristiania, Trond Blindheim. Photo: Høyskolen Kristiania TV2’s fashion expert Marianne Jemtegård knows Ubr well, and says it is great that the high-profile trainers are using a Norwegian brand. – Even bigger is the fact that no advertising has been bought and paid for. The fact that they have chosen to purchase these jackets is both credibility and enormous marketing value. Turnover for 86 million Dag Even Tresselt had ten years of experience from Helly Hansen behind him, when he decided to start for himself in 2009. – I entered the industry from a pure product perspective. I wanted to create a global niche product. That was the ambition, he says. 13 years later, the brand has 400 stores in 16 countries, including the USA, Canada, Japan, Korea. Last year, Ubr had a turnover of NOK 86 million. – We gradually get used to our jackets suddenly popping up here and there. We have royalty, heads of state and business leaders, says a kry Tresselt. He will not go further into who it is. Nevertheless, news has managed to find photo evidence of both King Harald and NATO chief Jens Stoltenberg in the Stavanger man’s jackets. His Majesty King Harald and NATO chief Jens Stoltenberg have both been seen in Ubr jackets. Photo: CORNELIUS POPPE / NTB & MATT DUNHAM / AP – The eye of the needle has become a little bigger Traditionally, Norwegian fashion has not been a large industry that has had many success factors, says TV2’s fashion expert Marianne Jemtegård. Nevertheless, there are exceptions, such as Per Spook and Peter Dundas. But now Jemtegård sees a change. – Eventually, many Norwegian brands are doing well. Holzweiler has received a lot of attention, and if you are in an exclusive department store in London, there are suddenly floral dresses from Bytimo hanging on the hangers there. TV2’s fashion expert Marianne Jemtegård. Photo: Fraxx publishing house She points to a commercialization and professionalization of the industry that has developed in recent years. – At the same time, there is still a way to go before we are in line with, for example, the Swedes who have H & M, Acne and other fashion giants, who have done well internationally for many years. Jemtegård says she still looks hopeful at the future of the Norwegian fashion industry. – It fits well in a time where there is more focus on sustainability, material consumption and transparency in all stages of production. It makes it more interesting for people to look at smaller countries as well, not just the mass-produced goods. – So the eye of the needle to make an international impact has become bigger? – It’s still a tiny little pinhole, but it’s gotten a little bigger now, she replies.
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Premier League managers Pep Guardiola and Erik ten Hag wear Norwegian designer jackets from UBR – news Rogaland – Local news, TV and radio
