Visit Rein Love’s shop for shopping and you might experience an event, too. Photo: Ludvik Baksaas
A brand for an independent mind In many ways, Rein Love has come far from its beginnings as a pop-up shop selling T-shirts. The heart of the brand, however, remains unchanged — as does its deep attachment to the city of Tromsø in Northern Norway. By Hanna Heiskanen
Located today on the high street of Tromsø, Rein Love is the child of Eirik Simonsen and a group of his friends. The ‘music-loving’ company first saw daylight in 2014 as a small collection of T-shirts sold at local music events as well as online. Since then, it has grown into a business specialising in streetwear and adventure wear with a cool twist.
inspired by the wilderness of the north. Another important aspect of the brand is the quality of the clothes and their environmental impact, and fair-wear and
More than clothes The inspiration behind the brand is the rare white reindeer, which is known for not following the herd. “The white reindeer symbolises choosing your own path and following your passion. This is why our slogan is ‘don’t follow the herd, stay wild’,” says Simonsen. The designs are 40 | Issue 137 | December 2021
Rein Love’s rings will soon feature on the big screen. Photo: Guille Golosino
vegan-certified clothes are also available to purchase. Early on, it was decided that Rein Love was not to be just about clothes, though. Simonsen, who has called Tromsø his home for the past decade, talks about the importance of local businesses and individuals supporting one another, but also about making anyone paying a visit feel at home. “One of our first popups was set up in a closed restaurant and bar, and this is where we started hand brewing coffee for our guests for real,” explains Simonsen, sitting in Rein Love’s current headquarters and flagship store, with large windows facing the busy street. A small group of designers are busy working on the future of the brand in the upstairs studio. Despite the current trend to go online, bricks and mortar remain very much the foundation for Rein Love.