A LARGE ROCK

Northern Playground was born because we love to challenge. We are the opposite of everything established in the clothing industry. We aim to be a thorn in the side of the industry, of politicians, and of the throwaway culture.

The industry has seen frighteningly little development since the Industrial Revolution. The losers are the planet and workers earning near-slave wages.

Our vision is therefore to reduce the world’s clothing consumption, and we do this by challenging the entire business model of the textile industry. While “everyone” else works to convince you that this year’s products are better than last year’s, we aim to encourage you to keep your clothes for a long time—ideally forever. The main reason is that everything revolves around maximizing volume. No sustainability measure makes any difference as long as production keeps increasing. Someone has to say it like it is: the volume must go down!

That’s why it was important for us to have a logo that symbolized something steady and real, rather than something fast and trendy. The Norwegian gray stone does just that. When we came up with the stone, we fell for its authenticity and durability, the fact that it wears down very slowly, and not least because the stone is a symbol of rebellion.

We want to be a thorn in the side of the industry, and we won’t give up until they listen. And we hope to have many stones with us along the way. (And the expression thorn in the side actually is "a stone in the shoe" in Norwegian, which is exactly our intention!)