BEHIND THE SEAMS: HIGHLIGHTS FROM 2024
A new year, and we’ve turned 10!
For those who want unfiltered facts and company updates – we’re happy to share.
Written by: CEO Jo Egil Tobiassen
1. SALES AND FINANCE
(We’re still waiting for the 2024 financial statements, so take this with a grain of salt.)
Revenue: approx. 27 MNOK
Growth: approx. 20%
Result: approx. -3 MNOK (compared to -5 MNOK the year before)
Looking at the market around us, 20% growth is good - perhaps even very good. At the same time, our goal for the year was profitability. We needed more growth to reach that goal. Until December, we had a 40% increase from the previous year, but with a “full-stop” in the final weeks, the total ended up at “only” 20%.
The graph shows the revenue growth for the 10-year old Northern Playground. Considering all the bankruptcies and the brutal market in recent years, this journey is something to celebrate - perhaps especially given that we changed our business model along the way and are now actively encouraging people to buy fewer clothes. 😊
2. GOALS FOR 2025
Our goal for this year is simple: Profitability.
We can’t prove that our business model is better without profitability. We can’t prove that it’s possible to make money while promoting reduced consumption without profitability. To achieve this, we’re focusing on two things: growth and cost reductions.
In short, we’ll put even more effort into sales in 2025. Unfortunately, we also need to cut costs, which is tough for a small company, but we’re determined to come out stronger on the other side.
3. PRODUCTS
Some still see us as a wool underwear brand or an outdoor brand. We are neither - and both. But what we truly aim to be is the "wear it for everything, for a long time" brand. Our products are increasingly becoming part of everyday life, summer parties, and city streets. At the same time, we’re making bigger strides toward eliminating oil-based materials from our production.
Some new products sold out almost immediately last year, especially Shorts and Chinos (Men’s), as well as The Shirt, which was frequently out of stock.
New product launches in 2025 include: "The Camel", The Canvas Shirt, new wool underwear, Chinos and Shorts for women, wool vest and a knitted wool sweater.
Best-selling products by volume in 2024:
1. T-shirt in wool and silk, 2. Grandpa Longsleeve in wool and silk, 3. The Sock, 4. Ziplongs ¾, 5. Zipbra side
Top revenue-generating products in 2024:
1. T-shirt in wool and silk, 2. Grandpa Longsleeve in wool and silk, 3. The Shirt, 4. The Last Jacket, 5. Crew Longsleeve in wool and silk
4. STORE IN GRÜNERLØKKA
Last year’s big project was the opening of our new store. While Youngstorget was a cool start and a great test, Grünerløkka is now a true brand store. If you haven’t stopped by yet - we hope to see you soon!
After five months, we’re confident in our choice. Many of our regular customers are still getting used to the new location, but at the same time, we’re being exposed to a lot of new people in one of the city’s busiest shopping streets. We also love seeing that physical retail is making a comeback. People are tired of screens—they want to get out and experience the streets, the products, and the people. Markveien in Løkka might be Norway’s best oasis for a shopping street that feels like the exact opposite of a mall packed with cheap junk. Perfect for us!
When you visit, you’ll notice that we use the street and our windows for unconventional messages in a commercial setting. The city authorities have even given us a couple of small fines for displaying “fuck fast fashion” a bit too boldly on the sidewalk. We’ve trimmed down the width of our signs, but Temu will be getting called out forever.
We’re now based in an office in the same location as the store. This gives us a unique opportunity to connect our entire team with both customers and the repairs and production now happening right inside the store.
5. LAUNCHING OUR FIRST DRESS
Although it was officially launched in 2025, this campaign has been in the works for a long time. Almost a year ago, we decided to step completely out of our comfort zone and use our environmental tax to spread the vision of wearing clothes for longer. We quickly fell for a creative idea from TRY.
Our goal was twofold: to change attitudes around consumption - encouraging people to wear their clothes longer - and to introduce Northern Playground and our vision to a broader audience.
In the fall of 2024, we secretly purchased clothing from Norway’s biggest influencers - items that had been "worn once." This term is a symptom of the fashion industry’s biggest problem: overconsumption. It fuels a culture where we constantly crave something new and avoid wearing the same outfit multiple times. We dream of a world where “worn 50, 100, or 500+ times” becomes a new mark of quality.
Haven’t seen it yet? Check it out below! Maybe you’ll even want to borrow it (for free) for your own 40th birthday party? It’s already been booked for various events - including a wedding.
6. BIGGEST LETDOWN OF THE YEAR
Financial challenges over the past year have forced us to use the very tool that often defines overconsumption and consumer culture: discounts. That little % symbol that makes the human brain lose all rationality.
Every time we do it, it feels like we’re chipping away at our brand, but when we have to - we have to. We hope for forgiveness from those of you who hate the "3-for-2 society" as much as we do.
7. BIGGEST HIGHLIGHT OF THE YEAR
Within the team, we all agree: The new store.
Not only is it a unique space that truly represents what we stand for, but it was also built in just four weeks, entirely through volunteer effort and using only reclaimed materials. Crazy exhausting and crazy fun.
8. WHAT NOW?
Expect a bit of innovation and some playful experiments from us this year too. But just a little.
Now, we’re going to focus on what we do best—and almost nothing else: We are going to develop and sell products. At the same time we are going to convince you that your life - and our planet - will be much better off if you use your products twice as long. At the very least. And we will sell enough to become a profitable, large company - so that this philosophy is copied by every business that survives on consumption.
End of discussion.
