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Robertson Boulevard was filled with even more high-cheekboned blondes than usual yesterday, as Moods of Norway celebrated its first foray into the US. As we recently reported, the zany Scandinavian brand has taken over Madison's old space, quickly transforming it into a tongue-in-cheek homage to its homeland.
Conveniently enough, the party coincided with Norway's National Day (their version of July 4th), which meant this wasn't your standard champagne-and-air-kissing Robertson fete. A slew of impossibly gorgeous Norwegian transplants juggled mini-flags with their beer and waffles, girls dressed in the country's traditional costume milled around a massive gilded tractor, while plaid-suited gents and maxidress-clad ladies started an impromptu paper plane-throwing competition—we were told it's a national pasttime.
"We combine elements of Norwegian heritage with international fashion trends," explains co-founder Stefan Dahlkvist, who presides over the label with Simen Staalnacke and Peder Børresen. This results in a surprising level of detail in each garment, attracting fans like Tommy Lee and Dave Navarro. Extra-deep jeans pockets are stitched with "the graph from the year Norway found the oil"; shirt cuffs are stitched with "229,265", or the number of tractors in Norway; jackets are embroidered with a 1,000-year-old symbol from Norwegian folk costume. We hardly saw any womenswear—we suspect most of it was cleared for the party, and the rest was trapped behind the bar—but Dahlkvist assured us that it'll be in keeping with the Robertson mentality. "We love California's culture, and think LA will appreciate our vibrant colors and fun-loving spirit." Either that, or their knack for throwing a good party.
· Moods of Norway Brings Tractors, Waffles and Plaid to Robertson [Racked LA]
· Moods of Norway [Official Site]