The chief executive of Norwegian outdoor brand Norrøna, Jørgen Jørgensen, has said he was proud when the team at the company’s store in Trondheim received a request from a customer to apply a new coat of durable water repellent finish to a jacket a customer had been using for 22 years.

Mr Jørgensen said the brand often claims that if a new Norrøna product is good, a ten-year-old one is even better.

In this case though, the customer told the team she had bought the jacket in Bergen in the winter of 2000 when she was a student, continued to use it 22 years later for warmth and protection and intended to keep doing so.

She said she was flattered when the team in the Trondheim store began making a fuss over her ‘vintage’ jacket.

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