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NORWEGIAN’S IN A REAL MOOD: When Norwegian Air Shuttle, JFK Airport in New York’s newest carrier, touches down for the first time today, the in-flight crew will be decked out in uniforms from Moods of Norway. The 300 passengers on the no-frills airline’s inaugural flight between Oslo and New York will pick up a 20 percent discount card for the Moods of Norway store in Manhattan’s SoHo neighborhood.
Norwegian has had an easier time sorting out staffers’ attire than lining up its long-haul aircraft. Due to Boeing’s ongoing headaches with the 787 Dreamliner, the low-budget airline has had to lease planes from Airbus for the summer. But Moods of Norway’s founders Simen Staalnacke, Peder Børresen and Stefan Dahlkvist have delivered as promised. The trio’s main goal “besides making their grandmas happy is to make clothes for happy people around the world.” In keeping with that sentiment, uniforms carry such tags as “Made Just for You by Tall Blond Hunky Guys” and have trims that read “Happy Clothes for Happy Crew.” Flight attendants also have scarves and jacket linings with whimsical illustrations of rolling hills, farm animals, skyscrapers and a terminal with a “Super Duper Airport” sign. Male staffers will wear socks imprinted with “Remember: toothbrush. Be on time. Buckle up” and other travel tips. As the brand’s site attests, “Moods of Norway has been doing the hibbedy-dibbedy on the international fashion dance floor since 2003, and the philosophy is still the same even though the Norwegian oil price is as flexible as a Bulgarian gymnast after 14 tequila shots.”
This story first appeared in the May 30, 2013 issue of WWD. Subscribe Today.