Northern Playground Appoints Nature as Director
As the first company in the Nordic region, and among the first in the world, Northern Playground voted at its General Assembly on 3 June 2026 to appoint Nature as a formal member of its board.
Karoline Andaur, Secretary General of WWF Norway, takes up the role of Nature's Proxy, with the same rights and responsibilities as other board members — including the right to speak and to vote.
"If a company genuinely believes we must do more to protect nature and biodiversity, it should also give Nature real power". says CEO Jo Egil Tobiassen.
Northern Playground has, since its founding over a decade ago, established itself as a challenger brand with sustainability and social responsibility at the core of its business model — a pioneer that has never shied away from charting its own course.
The company is now, quite literally, returning to its roots — both to secure its long-term future and to inspire others to follow.
"We make clothes and equipment for people who love the outdoors, and we use natural materials in our products. It goes without saying that we depend on nature remaining intact."
From Principle to Practice
To minimise its impact on climate and nature, Northern Playground's ambition is for people to buy fewer garments — ones designed to last, and to be repaired rather than replaced.
Consideration for nature and biodiversity, and the fight against overconsumption, are already embedded in daily discussion across management and the product team. Yet these considerations have rarely made it into the boardroom. Examples of matters that would not ordinarily reach the board, but likely will now, include:
• Should the permanent collections be expanded with more colours and variants to drive sales — or would this contribute to unnecessary consumption?
• Can limited use of recycled polyester be permitted if it extends the lifespan of garments, or is the fight against microplastics the greater priority?
• Is it strategically sound to go all in on repair now, even if it means a longer road to profitability?
With Nature on board, such questions become board-level matters — particularly where there is a tension between nature and economic interests, and where decisions could reshape the business model or affect the brand's standing.
“Bringing Nature onto the board has two dimensions. One is about securing our business model and values — we never know who might own us tomorrow. The other is about sparking a debate and inspiring larger companies to follow. Imagine if some of Norway’s biggest property developers had Nature on the board — or the Government Pension Fund
Global. What decisions would that lead to?”
— Jo Egil Tobiassen, Founder, Northern Playground
Karoline Andaur Speaks for Nature
Karoline Andaur joins the board as Nature's Proxy. She brings substantial expertise as Secretary General of WWF Norway and has extensive board experience. The Proxy will speak and vote on behalf of Nature in all nature-related matters — from the choice of materials and production locations to the business models and sustainability initiatives the company pursues.
“Even though Northern Playground is going against the current in the clothing industry, there may be situations where Nature’s interests come second. In those cases, it is my responsibility to bring nature’s perspective into the boardroom in a way that genuinely influences decisions. This is an incredibly exciting pioneering effort, and I hope it can create ripple effects across other boards.”
— Karoline Andaur, Nature’s Proxy
The Proxy is elected by the General Assembly for two-year terms, with the possibility of re-election up to a total of six years. Compensation is the same as for other board members.
The first company in the Nordic Region
Northern Playground is the first company in the Nordic region to formally enshrine Nature as a board member in its articles of association. Globally, a number of British companies have led the way: cosmetics company Faith in Nature brought Nature onto its board in 2022, followed by interior design company House of Hackney. Both draw inspiration from the growing Rights of Nature movement internationally. Northern Playground has grounded
Nature's representation in its articles of association, establishing a concrete and binding framework — rather than a statement of intent alone.
“We don’t have all the answers about how board dynamics and power structures will evolve. But we can already see that meetings will change — with more room for nature, and less for economics,” says Tobiassen.
Earth Law Center behind the framework
The legal and operational foundation has been developed in collaboration with Earth Law Center and Anne Solgaard — investor in Northern Playground and one of Norway’s leading experts on bringing Nature’s on Board. The framework is adapted to Norwegian Companies Act and draws on international practices from the Rights of Nature field.
The new articles of association establish, among other things, a board duty to justify any overriding of Nature's vote, a requirement for an annual Nature Report, and a safety valve that temporarily suspends Nature’s board role should the board be required to act under the Norwegian Companies Act §3-5.
Over 1,100 Shareholders — Broad Ownership Behind the Decision
Northern Playground completed a successful share issuance in early 2026, adding 400 new shareholders. The company now has over 1,100 owners — a broad and engaged shareholder base that embodies its values. That the General Assembly unanimously backed the decision to bring Nature onto the board comes as no surprise: many shareholders are customers, outdoor enthusiasts, and people with a personal connection to the nature Northern Playground makes equipment for.
A Pilot Year to Learn
The first year — from the 2026 General Assembly to the 2027 General Assembly — is designated as a pilot year. The board, Nature's Proxy, and management will work together to develop what it means in practice to represent Nature in Northern Playground's boardroom.
The board will establish board and role instructions, and will present a Nature Report to the General Assembly annually. Findings and lessons from the pilot year will be reported at the following General Assembly.
Nature on the board – in brief
- Northern Playground AS is the first company in the Nordic region with Nature as a formally enshrined board member
- Nature holds voting rights and the same rights as other board members — but not veto power
- Karoline Andaur (Secretary General, WWF Norway) has been elected as Nature’s Proxy
- The framework was developed by Earth Law Center, represented by Anne Solgaard
- The new articles of association include §3b (Nature as board member), §3c (election and removal), and §3d (nature-related matters, reporting, and wind-down)
- Other companies that have done the same: Faith in Nature (UK, 2022), House of Hackney (UK, 2023), Better Business Network (UK, 2024), EcoShift (Belgium, 2025)
- Northern Playground has over 1,100 shareholders supporting the new provisions
- June 2026 – June 2027 is designated as a pilot year
Contact
Northern Playground AS
Korsgata 24, 0551 Oslo
jo@northernplayground.no
post@northernplayground.no
+47 91886877
