Exclusive: Norwegian luxury knitwear label O.A.D. unveils its second drop

"For the rest of the world, knitwear is often associated solely with winter, but definitely not for Scandinavians. For evenings where the sun never sets, there is nothing like bare feet, salty hair, and a big woollen sweater," says Maria Lilly Flakk, founder and creative director of O.A.D. "Norwegian summers are beautiful and mild, but it can also change in a heartbeat."

It's this inherent understanding of the nuanced Nordic seasons, and in turn, the year-round importance of knitwear that informs O.A.D.'s new spring/summer collection. The collection follows the brand's inaugural drop in autumn and further cements the label – backed by Devold of Norway, with founder Ole Andreas Devold as its namesake – as a key player in luxury knitwear.

Since O.A.D.'s launch in 2022, the timeless designs, which embody the spirit of Devold and his principles of bravery, responsibility, and authenticity, have made the brand a fast favourite of the style-conscious – including international A-listers such as Vogue Scandinavia's digital cover star Lily Collins and her husband Charlie McDowell.

Related: Lily in Scandinavia: Lily Collins and Charlie McDowell’s hygge trip to Copenhagen

“I am immensely humbled by how O.A.D. has been embraced by the industry and, most importantly, by our customers," Flakk says. We have looked to our heritage to showcase the past, while also highlighting modern craftsmanship and the technology of the future, creating new classics that will truly last, both in quality and in design. For a small brand like ours just starting out, it means a whole lot to have someone like Lily and Charlie wear our pieces. And for me personally, it’s an honour to see what you’ve created being worn by someone you admire."

The new spring/summer collection maintains O.A.D.'s sense of integrity and quiet confidence that has created ripples across Scandinavia and beyond. Once again, Flakk and her team called upon legendary Italian designer Olmes Carretti – who has been involved with Devold since the '90s and responsible for some of its most iconic pieces – to collaborate.

Building on the brand's principles and existing set of key pieces, the 10-piece collection introduces jackets and lighter pieces, while leveraging the versatile qualities of wool to be comfortably worn throughout the season ahead, when the climate can be unpredictable at best in the Nordics. Combined with lighter natural fibres such as mohair and silk, a focus on unparalleled quality remains consistently at the forefront for O.A.D. “Wool plays an important role in pushing the industry towards a more sustainable future, and it’s an amazing material to work with for both comfort and performance," Carretti notes. "It is one of the defining aspects of the spring/summer collection, once more inspired by the heritage of Devold and Nordic culture, paired with Italian design.”

Details throughout the collection pay homage to O.A.D.’s rich heritage, including an evolution of the Blaatrøie design plucked from Devold's archives. First launched in the 1860s for workers and fishermen, the iconic Blaatrøie sweater uses a distinctive tight knit that protects against wind and rain which the brand proves is still relevant today, more than 150 years after its launch.

"It's an iconic Norwegian design that has stood the test of time for over a century, and definitely can for another one. Made for fishermen and workers, the sweater is known for its unique, tightly knit structure and water-repellent qualities, which keeps you warm and protected even in the harshest conditions. Our version builds on the same recipe, but with a modern silhouette and in the finest quality wool for a soft feel, even when worn against the skin," Flakk explains.

For this season, O.A.D. also expands its colour palette to incorporate a handful of new hues, such as a rich mossy green and delicate light sky blue, inspired by the natural surrounds of Norway. "The light here this time of year really gives everything a special tint that I don’t think you find everywhere else," Flakk says. "Coming out of a dark winter where everything is painted in different shades of stone, earth, and snow, spring and summer really fires up our days, making everyone 'våryr' [a Norwegian term for the dizzying elation when days begin to lengthen after the long, dark winter]."

"The mountains and valleys explode with trees in different shades of greens, the sky goes from bright blue to warm grey and light pink, not to mention the sea," Flakk goes on. "The natural surroundings up here are a constant inspiration, and I try to bring that into all our collections."

The latest collection was captured in O.A.D.'s hometown of Ålesund, next to the rough seas that recall the origins of the brand, with famed Norwegian photographer Lasse Fløde teaming up with top stylist Synnøve Hartgen.

O.A.D.'s spring/summer range launches this month and will be available here, in select premium hotels, and at the Devold brand store in Oslo.