Our story began in 1868, when Ole Andreas Devold developed the Blaatrøie at Devoldfabrikken — a garment that would define Norwegian coastal knitwear for generations.
O.A.D. continues this legacy, redefining timeless designs with a contemporary edge. Each garment we produce is a result of a no-compromises approach, carefully crafted for today’s modern lifestyle, using innovative production techniques and the world’s highest-quality natural fibres. Our mission is to showcase what’s possible when quality, craftsmanship, authenticity, and sustainability take centre stage. Timeless styles that will last for generations.
Our Heritage
For centuries, fishermen in the city of Ålesund, nestled amongst the islands and enveloped by the fjords, have set out to face the Norwegian Sea’s hazardous and unpredictable conditions. In 1868, galvanised by the spirit and resilience of this community, Ole Andreas Devold established his production of Blaatrøie at Devoldfabrikken. He set out to create knitwear suitable for land and sea — pieces that would protect against the elements, keeping workers warm and dry. The company continues its dedication to mastering wool, building a reputation as one of the world’s leading merino outdoor specialists.
Born out of the same heritage, O.A.D. builds on more than 170 years of craftsmanship and knitwear expertise, creating refined pieces for a classic, considered wardrobe.
The recognition of this master craftsmanship was cemented when great polar explorers of the time, such as Lincoln Ellsworth, selected the garments to outfit their expeditions. In the harsh tundra, the garments were put to the ultimate test, and the brand emerged as an expert in outdoor performance knitwear.
Through passion, hard work, and the relentless pursuit of innovation, the business continued to grow; and today, this legacy remains one of Norway’s most respected names in wool craftsmanship.
O.A.D. remains true to Ole Andreas Devold’s principles, building on knowledge acquired through generations of innovation and craftsmanship to create knits with a refined and contemporary aesthetic. With a modern and sustainable mindset, O.A.D. stands at the intersection of quality and responsibility, ready to forge a confident path into the future.
Photo: National Library of Norway
A legacy of wool
All across Norway, hills, mountains and pastures have always been dotted with grazing sheep. For centuries, wool has been one of the world’s most unique and versatile resources. Naturally water-repellent and with a superior ability to regulate temperature and humidity, wool is the perfect companion in harsh weather, keeping us dry and comfortable in any season.
Using our knowledge, rooted in our heritage, we continue the tradition of mastering wool — not only because it is beautifully functional, but because this biodegradable and renewable resource is part of our legacy.
Our Classic Patterns
With more than 170 years of experience in knitwear production, a broad and distinctive archive of patterns has been developed over time. O.A.D. strives to reimagine and redefine these heritage designs to create a timeless collection inspired by vintage Norwegian knits preserved in the archives.
Each garment we produce is thoughtfully considered and crafted to combine classic design with luxurious materials. By taking a modern approach to traditional silhouettes, we create timeless styles that will last for generations.
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Iconic Blaatrøie
Today, one of our most beloved styles is actually a reinterpretation of an original Ole Andreas Devold design, the iconic Blaatrøie. Its unique tightly-woven knitting technique and water-repellent qualities made it an indispensable garment for the fisherman of the 19th and 20th centuries. With our updates, it will remain a staple for the 21st century and beyond.
Classic Lus
Another classic we are reimagining is the traditional lus pattern, a definitive design in the history of Norwegian knits. Recognisable the world over for its distinctive chevron detail - the smallest pattern possible with two threads – the lus was designed to add an extra layer of warmth and insulation, keeping fishermen warm at sea. With O.A.D., we are proud to introduce this traditional pattern in Ole, in premium mohair wool.
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The Designer
When approaching the design for O.A.D., Olmes Carretti had a clear vision in mind: "The Norwegian spirit, infused into premium designs that feel at home wherever you are in the world."
The legendary designer, and native of the town of Reggio Emilia in northern Italy, has a creative spirit that transcends borders and boundaries, clearly evident in his work throughout the five decades of his career. Working with internationally-acclaimed brands and his own label, Best Company, Carretti defined generations of European youth in the 1980s and 1990s.
Carretti’s journey with premium Norwegian knitwear began in 1995, leading to some of the most iconic sweater designs of the era, including the classic Svalbard. His creations became timeless status symbols, built on the belief that garments should merge beauty and functionality — blending high-quality materials with innovative production techniques to deliver pieces that look as good as they perform.
With O.A.D., Olmes Carretti revisits the allure of the Norwegian landscape, harnessing his passion for nature and its inspiring colours, with a collection that recalls the fjords and forests in every slip stitch and every ribbed border.