What Is Sizing Like at We Norwegians Clothing?

We Norwegians generally runs true to size, but it cuts lean and close to the body in that unmistakably Scandinavian way — so if you sit between sizes, or you want room to layer underneath, sizing up is almost always the smarter call. The brand works in letter sizes (XS to XL) built around tall, slim Norwegian proportions, and the signature knits and base layers in particular are designed to hug. Get your head around that one detail and you'll order correctly first time.

I've fitted a lot of premium knitwear over the years, and Nordic merino brands trip people up more than almost anything else — because the number on the label behaves nothing like the high street equivalent. Here's exactly how We Norwegians fits, where it catches people out, and how to nail your size without the returns faff.

Why the fit feels different to British sizing

We Norwegians is a proper Norwegian merino house — 100% extra-fine wool spun by Südwolle, the heritage Setesdal pattern, the whole "slope to après" wardrobe. Two things shape the fit:

It's drafted for a lean, longer frame. Scandinavian brands tend to cut narrower through the body and a touch longer in the sleeve and torso than UK labels. If you're petite or curvier through the bust and hip, the lean cut is the thing to watch — not the size letter itself.
Merino moves with you. Fine merino has natural give, so a size that looks snug flat on the bed will sit beautifully once it's on. The brand uses your body measurements (not the garment's) on its charts, which is why the fit feels close — it's meant to skim.

Fit changes by style — read the cut, not just the size

This is the bit most people miss. We Norwegians deliberately varies its silhouettes, so the same "M" behaves differently across the range:

Signature knits & base layers (the Setesdal zip-ups, the Snø and Voss layers) are body-hugging and slim by design. Take your true size if you love a sleek line; size up if you want it relaxed or plan to wear it over a tee.
Oversized styles like the Geilo are cut loose and slouchy on purpose, with extra-long ribbed cuffs — so don't size up here or you'll drown in it. Stick to your usual.
Everyday sweaters and the Tind essentials sit somewhere in the middle — contemporary rather than tight. True to size works well.

The shrinkage trap (this is the real one)

Here's my honest stylist confession. Years ago I tumble-dried a gorgeous fine-merino jumper "just for ten minutes" before a shoot — and it came out a size that would've fitted my niece. We Norwegians pieces can shrink up to roughly 5% if you treat them like a cotton tee. So the fit you order is only half the story; the fit you keep depends on the wash. Machine wash cold on the wool setting, wool detergent only, never tumble dry, reshape damp and dry flat. Do that and your size stays your size. Ignore it and your perfect M becomes a snug S — a sizing problem you created at home.

My quick verdict

Order your usual size for the signature and everyday styles, size up only if you're between sizes, curvier through the bust, or layering for the slopes. The quality genuinely earns its price — this is wear-for-a-decade knitwear — but it rewards people who size with intention rather than habit.

Where else to shop the look (by budget)

If We Norwegians isn't quite your fit, or you want the Nordic-merino feel at a different price point, these are the brands I'd actually send a client to.

High street & everyday

Uniqlo — the go-to for affordable extra-fine merino and Heattech base layers; brilliant for layering under a heritage knit.
M&S — reliably soft pure-wool and merino jumpers with a forgiving, true-to-UK-size cut.
Seasalt Cornwall — coastal, hard-wearing knits with the same outdoorsy DNA, cut a little roomier than We Norwegians.
GANT — Scandinavian-rooted preppy knitwear; clean lines and a similar lean-but-not-tight fit.
Lands' End — proper cold-weather merino and lambswool at honest prices, with generous sizing.
Sweaty Betty — if it's the ski base-layer feel you're after, their merino and technical layers are a strong, body-skimming alternative.
Boden — characterful merino jumpers with a relaxed British cut, great if you found We Norwegians too narrow.
Jigsaw — quietly elegant wool and merino knits that bridge high street and premium.

Premium

Brora — Scottish cashmere and lambswool at its finest; the natural step up for heritage-quality knit.
By Malene Birger — Danish, so the Scandi cut and tone will feel instantly familiar, with a more elevated, dressier edge.
Toast — beautifully made natural-fibre knitwear with a soft, slightly oversized fit.

Luxury & designer

Max Mara — investment knitwear and outerwear with impeccable wool quality and a sculptural, true-to-size fit.
Ralph Lauren — for heritage cable and Fair Isle knits with that lived-in, après-ski luxury feel.

Two off-radar independents worth knowing

Kari Traa — a Norwegian women's brand founded by an Olympic skier, doing colourful, beautifully-fitting merino base layers; a near-perfect spiritual cousin to We Norwegians.
Navygrey — a small British label built around one perfect merino jumper, made slowly and ethically; lovely if you want quality without the heritage-pattern look.

Never guess a size again — how Tellar works

Sizing maths like this is exactly why I built Tellar, the UK's leading sizing tool. You measure once — bust, waist and hip, or just tell it a brand and size you already own — and Tellar matches your body to 1,500+ brands instantly, so you'll never squint at a size guide again.

Measure once, using bust, waist, hip, or an existing brand size you trust.
Use the Store Size Lookup tool to get your precise size in any brand — COS, Reiss, Everlane, Arket and more.
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There's also the Tellar Fashion Hub — a library stacked with free posts from our top stylists. Honest, unbiased, independent and always free: style advice, top picks and the best brands for every wardrobe.

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