In an effort to gather and promote the rich archive material of the region in which Ætt was born, the exhibition and shop concept «Av Fjord Er Du Komen» opened in Bergen in the fall of 2013. The shop carried Ætt’s AW13 collection and exhibited photos, machinery and select items from several of the region’s textile and leather factories. In conjunction with the opening, the «Osterfjord» sweater was released, as an Ætt-commisioned collaboration between three of the remaining factories in the Osterfjord-region; yarn-producer Hillesvåg Ullvarefabrikk, knitwear manufacturers Norlender and Svein Bruvik Bandveveri, weaver of tags. All three with a history dating back to the late 19th century.
For spring 2014, Ætt joined forces with Norwegian Icons to show select items from our collections at exhibitions in Tokyo and New York, after concluding two pop-ups in Oslo, Norway, at Fuglen and Vulkan. For November – December 2014, Ætt once again returned to Oslo for our third pop-up, this time at Aker Brygge.
The pop-ups form a strong platform for Ætt to tell our brand story in context of a select few collaborators. Some key collaborators taking part in our tour were: