About

RYE® is an independent fashion company creating artisan products through extensive research, craftsmanship, and selective distribution. RYE® was founded in 2014 and is based in the center of Oslo, Norway.

With a slow-fashion approach, RYE® combines timeless design with quality fabrics, special dyes, and printing techniques to create enduring, well-made products. Each piece is developed with reference to iconic styles, focusing on functional design, craftsmanship, and sustainability. We take pride in sourcing superior fabrics and trims from the best mills, materials that fade beautifully over time, giving garments patina and spirit, as well as strong secondhand value. Production takes place in Norway, Portugal, and the USA.

Experience and research are key. The founder grew up with street and skate culture in the 90s and worked in a skate shop from the age of 17. This shaped his aesthetic taste and interest in clothing. After many years in the fashion industry, with annual trips to Tokyo, LA, NYC, and London, his experience concluded in the founding of RYE®. As a longtime collector of vintage clothing, the design philosophy is rooted in vintage workwear, military, and outdoor garments, aiming to create the best possible product with a balance between contemporary style and function.

“RYE® is much more than a brand. It's about new ways of thinking about a product, and new ways of getting out to the consumer. Working and designing hands-on is crucial to how a piece looks and feels, staying true to the DIY mentality and viewing products as projects that should develop organically. Design should be simple and effortless; great design cannot be forced.”
— Jens B., Founder and Creative Director.