THE WAY IT IS...

January 13, 2018 151 Comments

Today we create beautiful, functional garments for women, and it all started back in 2012. It’s been a bumpy ride, but your support is what keeps us going!

   “Ironically some of our main competitors today are three companies I started several years ago.”

Let’s take a look back in time, even before I started in the fashion industry.

Year 2007
Going back over ten years ago I was active in the fitness industry. It was my passion and work. At this time the industry was different from what it is today. Going to the gym, lifting weights, taking supplements and competing was not as acceptable as it is nowadays. Four years later…

Year 2011
My life changed a lot and so did the fitness industry. With trends such as calisthenics (street workout) and yoga things were moving in a healthier and more versatile direction, but the big game changer came when Cross Fit blew up! This became a major opener for the gym industry. Going from underground to something mainstream. A lot changed, but most importantly “everyone” started to go to the gym (good trend though).

I saw this coming at an early stage and I knew people craved better looking gym and sportswear. At that time you had basically two choices.
Option 1.) sportswear from hardcore fitness brands
Option 2.) sportswear from brands such as Nike (their collections was far from what it is today, and the selection in Scandinavia was very limited.)

At that time I decided to make the perfect tights/leggings. Perfect in terms of fit, comfort and touch of the fabric.

Year 2012
With my previous partner I visited several factories to understand and start the process. During the research & development phase we ended up (instead of creating our own sportswear) working as agents for an Italian sports fashion company. It became a worldwide success with the main focus on women’s pants and sportswear. It was awesome!

 

 

 “With our experience from a manufacturer and consumer point of view, we have a great advantage others don’t have.”

 

Year 2014
While still working for the Italian brand I continued to explore and learn from manufacturers around the world. I made quality checks on already made products to improve future productions because quality was my number one focus area.

Year 2015
I took the research & development to a new level. Traveling back and forth from Norway to Italy, France, China and Japan to visit prestigious manufacturers. I educated myself in developing sportswear, functional fabrics, cotton jersey, denim fabrics and the finishing of denim.

I worked as a consultant teaming up with the most renowned factories in the world of fashion and sportswear.

Soon I thought I was done with sportswear. But before I even quitted I was included in a new project. It was a bad decision I made, and ironically this company is one of our biggest competitors today. I quitted and continued in the denim business.

Year 2016
My current partner gave life to Famme. In less than four months we released our first collection with custom-made fabrics made in Italy by Sitip S.P.A.

I had super high expectations because of our good products, but the reality was harsh. Starting in late 2016 was nothing compared to a few years ago. It was difficult and the marketing and competition was much harder. We struggled and almost shut down the business.

Year 2017
After eight months we had the option to either quit or go all in. If you’re still reading you can obviously understand which option we went for.

This experience and hard beginning actually makes us motivated to work even harder to give you the greatest experience ever! We are forever grateful for all the support from you.

As we grow, we strive to remember where we’ve been and who we are as a company, while also pushing forward to constantly innovate and improve. We reinvest in our products in the hope of creating tomorrow’s essentials.

Famme


100 Responses

Ronit
Ronit

March 18, 2018

I’m touched and very inspired with your journey.

Therese Fløttkjær
Therese Fløttkjær

January 18, 2018

From 2012 to august 2017 <3

I adore your clothes! It complete my workouts so much!! It fit’s perfectly and looks amazing on too!! Keep up the good work, I love it :) fammely ❤️

Therese Fløttkjær (ig: theresemkf)

Dora
Dora

January 18, 2018

So hard to compete now a days glad you guys stayed!

martina
martina

January 18, 2018

after 8 months, glad you decided to continue ?

Camilla W
Camilla W

January 18, 2018

August 2017 ?

Saga Andersson
Saga Andersson

January 18, 2018

5 years and 8 months! ❤

Hilde Kåstad
Hilde Kåstad

January 18, 2018

August 2017, keep it up❤️

Miriam
Miriam

January 18, 2018

August 2017!

Linn Petrine
Linn Petrine

January 18, 2018

5 years and 8 Months. From 2012 to august 2017. ❤️❤️ i love your clothing ❤️fammely ❤️

Amina Bergliot
Amina Bergliot

January 18, 2018

August 2017?

Signe Solli Røset
Signe Solli Røset

January 18, 2018

August 2017?

Mai-Lisa Hjelen
Mai-Lisa Hjelen

January 18, 2018

August 2017 ☺️

Veronica
Veronica

January 18, 2018

8 måneder inn i 2017, altså august 2017 ❤️

Brenda
Brenda

January 18, 2018

Totally legit! Enjoyed read your blog resistance, heart, & action. Looking forward to seeing you guys dominate!

Mikaela Westerlund
Mikaela Westerlund

January 18, 2018

August 2017! Keep up working with this great brand! Best Wishes / Mikaela

Kelly
Kelly

January 18, 2018

August 2017, but you didn’t give up!! And thank you for not!! Love love love your products ?❤️?

Abigail Farrow
Abigail Farrow

January 18, 2018

I knew that I would continue when I woke up one day feeling so awful and bad about my image, I knew that going to the gym would make me happy and so I went and it turned out to be one of the best day. July 18, 2016. Im forever grateful for my fitness journey! ??

Rotem
Rotem

January 18, 2018

August 2017

Nadia chimwiset
Nadia chimwiset

January 18, 2018

Altså 8 måneder

Nadia chimwiset
Nadia chimwiset

January 18, 2018

I august 2017. Viktig å ikke gi opp, man vet aldri hvor langt man kan komme. Man må bare fortsette, keep working hard så når man målet sitt. famme er et perfekt eksempel, keep going ? det kommer fantastisk resultat av det, det har vi alle sett #fammely

Kinga Krajczár
Kinga Krajczár

January 18, 2018

August 2017 ☺️

Megan
Megan

January 18, 2018

Year 2017 month August go all in, or just quit and give up on a dream.

Maya Davidsen
Maya Davidsen

January 17, 2018

8 måneder inn i året- august 2017?

Lorena
Lorena

January 17, 2018

August 2017. ? love your clothes!

Bella
Bella

January 17, 2018

:) :)

”Year 2017
After eight months we had the option to either quit or go all in” :)

Sandra H
Sandra H

January 17, 2018

In August 2017, you decided to continue your journey towards the success you have today, with the beautiful sportswear brand, Famme.

Julie
Julie

January 17, 2018

Etter 8 måneder inn i 2017, altså august 2017?❤️❤️❤️??

Chloe
Chloe

January 17, 2018

August 2017
Josefin
Josefin

January 17, 2018

Augusti 2017, efter 8 månader tog du valet?:)

Heidi Anine Mundal Nesset
Heidi Anine Mundal Nesset

January 17, 2018

Etter 8 måneder inn i 2017, altså august 2017? ☺️

Bestilte akkurat en treningsgenser og den var så behagelig å trene i ? stå på!!

Jackie
Jackie

January 17, 2018

Aug 2017 ?✨

Camilla Markussen
Camilla Markussen

January 17, 2018

8 måneder inn i året- august 2017?

Lizzie
Lizzie

January 17, 2018

I received your first leggings a couple of months ago and they are such a gorgeous fit and colour, your expertise really show in the products! I’m glad you never gave up in 2017! It says after 8 months and I’m not sure if this meant 8 months after starting the business, launching your 1st range or 8 months into the year (trying to read between the lines) lol xxx

Helen Karlsson
Helen Karlsson

January 17, 2018

Efter 8 månader var ni tvungna att bestämma er. Vill bara säga att jag älskar era träningskläder och önskar er all lycka till! Kram

Maria
Maria

January 17, 2018

I august tog du valget om at fortsætte ??

johanne
johanne

January 17, 2018

august 2017

Isabell
Isabell

January 17, 2018

August 2017???

Fanny Backman
Fanny Backman

January 17, 2018

I augusti 2017 ??✨ Ni är fantastiska!!

Emelie
Emelie

January 17, 2018

Efter 8 månader i 2017 så i augusti 2017?

Alexandra
Alexandra

January 17, 2018

I Augusti 2017 bestämde ni er för att gå all in och fortsätta er riktning mot er dröm :)

Trude Gaustadsæter
Trude Gaustadsæter

January 17, 2018

Etter 8 mnd i august 2017. ?
Så glad for at jeg oppdaget dere. Noen av mine beste tights og de jeg har fått mest komplimenter for kommer fra dere. ?Fantastisk design og farger. Sitter spent i vente på hva mere dere har i gjære for oss. Gleder meg til ett nytt treningsår med dere og forhåpentligvis noe nytt og inspirerende i treningsgarderoben min ❤ fortsett med den fantastiske jobben dere gjør. En Må treffe noen motbakker før man når toppen. ?

Vilde
Vilde

January 17, 2018

8 måneder inn i 2017?

Bec O’Donoghue
Bec O’Donoghue

January 17, 2018

After 8 months (August 2017) you decided to make the ultimate choice! The struggle must have been so difficult. But I’m so glad you decided to push through the obstacles to get to your dream goal!
It’s a great and inspirational story, which I’m positive will inspire others!
Keep up the amazing work. I’ve recently purchased my first items and I can’t wait to receive them! Xxx

Libby
Libby

January 17, 2018

It was In August 2017 you made the choice

Libby
Libby

January 17, 2018

It was In August 2017 you made the choice

Libby
Libby

January 17, 2018

Some of my favorite leggings and hope to see this company grow and continue to push! I had the ultimatum back in March 2017. That’s when I decided I needed a change. I game up what I thought was my everything (cheerleading) in hopes of finding myself and growing into the person I want to be. Choosing to follow my happiness and persue fitness was the best decision I made for myself. I haven’t looked back and regretted the journey I have made for myself and am still pushing for my dreams in fitness!

Thea
Thea

January 17, 2018

Etter 8 måneder i 2017!
Famme! Jeg er helt frelst etter at jeg kjøpte første tightsen fra dere for ikke lenge siden <3 Gleder meg til påfyll og nye lanseringer!

Amanda Fors
Amanda Fors

January 17, 2018

8 månader in i 2017 så behövde ni göra valet att fortsätta eller sluta, och gud vad glad man är att ni fortsatte. Älskar verkligen era träningskläder!!! Ni är grymma som lyckades göra er dröm till verklighet!

Live kjernet
Live kjernet

January 17, 2018

8 måneder inn i 2017 ! Veldig glad for at dere aldri ga opp? har selv to tightser og en bh, men kjøpte før dere kom med highwaist og er ikke så glad i low waist. Men kvaliteten og stoffet er fantastisk og ville vært kult å få prøve mere

Efter30
Efter30

January 17, 2018

Efter 8 månader 2017 så i augusti 2017 ???

kristine
kristine

January 17, 2018

Such an inspire!! 8 months in to 2017 you decided to go all in, and that was the perfect thing to do ? amazing ??

Belinda
Belinda

January 17, 2018

Efter 8 månader 2017 ???

Amalie Strand
Amalie Strand

January 17, 2018

Etter 8mnd i 2017 ❤️❤️❤️❤️

Jessica4.0
Jessica4.0

January 17, 2018

Efter 8 månader Augusti 2017? Ni är grymma?? keep up the good woork?

Amarante
Amarante

January 17, 2018

Orderd as soon as i heard from you! Best tights i ever had! Keep it up!

Katarina Rose Dige
Katarina Rose Dige

January 17, 2018

I er so amazing! Jeg elsker deres tøy??
Svar: 2017 var året hvor dere måtte gå all in eller quitte ??‍♀️❤️

Nanna Ottesen
Nanna Ottesen

January 17, 2018

Efter 8 måneder i 2017.

Virkelig inspirerende og motiverende gjort. Det kræver at være lavet af noget særligt stof for at kunne gennemføre det I har gjort! You got balls. ??
Det er vi andre taknemmelige for – I forkæler os jo med lækkerier! ❤️

Benedikte Nevstad
Benedikte Nevstad

January 17, 2018

Etter 8 mnd i 2017, altså august 2017❤️ og takk gud for det! For noen nydelige klær

Louise Rasmussen
Louise Rasmussen

January 17, 2018

August 2017! Elsker jeres lækre tøj, har allerede en god samling ?

Siri Wold Andersrød
Siri Wold Andersrød

January 17, 2018

Etter 8mnd i 2017?✋?

Erin Donnelley
Erin Donnelley

January 16, 2018

?⚡️ 2017 baby was the year! The most comfortable leggings ever for workouts. They are the best.

Sofie Markman
Sofie Markman

January 16, 2018

Efter 8 måneder❤️??‍♀️

MyfirstIronwoman
MyfirstIronwoman

January 16, 2018

Efter 8 månader under 2017, starkt att våga köra all in i denna tuffa branschen! Många bra träningskläder finns det! Men jag tror ni är på helt rätt spår, enkelhet o stilrent!! Ser framemot att följa er! Och hade gärna haft ett set o träna i!

Julie
Julie

January 16, 2018

Amazing ??

Caro
Caro

January 16, 2018

I love your company keep it up ?? And it was in August 2017 when you decided to give it all and in my opinion it is the best decision especially when there is more like your techna leggings coming :)

Erika
Erika

January 16, 2018

Häftig resa och imponerande, det är en läskig känsla att gå all in, men bra gjort att göra det efter 8 månader och under 2017, känns som konkurrensen blev större under just 2016-2017 här i Skandinavien. Kläderna ser supersnygga ut!

Anna
Anna

January 16, 2018

Etter 8 måneder inn i 2017 valgte dere å gå all in!! Utrolig historie, er så glad for at dere valgte å fortsette! ? Masse lykke til videre #fammely?

milena_gym
milena_gym

January 16, 2018

After 8 month in 2017 ☺️
Your Story Is very impressive and amazing! And the work You do Is perfect. I Would Be so happy to Wear your clothes ☺️❤️

Camilla Vik Nygård
Camilla Vik Nygård

January 16, 2018

Etter 8 mnd, i 2017! ? Elsker produktene deres?!

Cecilia
Cecilia

January 16, 2018

Etter 8 måneder i 2017 ?stå på !!!vil gjerne prøve ut deres produkt ??❤️

Matilde
Matilde

January 16, 2018

Dere hadde ultimatiumet 8 måneder etter at dere startet opp i 2017. :)

Masse lykke til videre, produktene dere har kommet opp med ser så bra ut!

Tania
Tania

January 16, 2018

After 8 month in 2017.
Wow! That’s hell of a journey, so glad that you pulled through and kept going strong!

Brittney
Brittney

January 16, 2018

After 8 months was when you decided to through all your chips in! Amazing story, inspiring to women like myself chasing our own dreams!!

Devan Hagen
Devan Hagen

January 16, 2018

After 8 months! And I truly love your story. I am so ready to begin my journey!

Nana
Nana

January 16, 2018

I really love the pictures you post! Hav’nt tried your clothes I currently live in the US. It seems you learned a lot about athleisure during the years, and took you 8 months to go all in! Congrats, dont gove up and I hope I can try the clothes sooon!

Alexandra Jonasdottir
Alexandra Jonasdottir

January 16, 2018

@lexa.fitness
I valgte efter 8 måneder at det var ‘all or nothing’ & tog det store skridt i 2017!
Bedste valg, for se nu – vi elsker jeres træningstøj! Jeres tights er mine yndlings trænings tights – perfekt fit, lækkert materiale & squat proof!! Whats not to love?

Catharina Haagensen
Catharina Haagensen

January 16, 2018

Etter 8 måneder. 2017.

Nathalie Kristiansen
Nathalie Kristiansen

January 16, 2018

Etter 8 måneder, i 2017 ✨

Caro
Caro

January 16, 2018

Don’t you ever quit I love your leggings and I can see and feel the thought you have put in them to make them the perfect fit

IDA
IDA

January 15, 2018

I augusti 2017 fick ni göra erat framtida val! O helt rätt val gjorde ni då det är så kul med fler nya företag som gör träningskläder då man lever i träningskläder här hemma! Sen att dom är enkla, stilrena o super fräscha är ett stort plus i kanten så: GOOD JOB! ???

Ann Helen Bernardino Løvdal
Ann Helen Bernardino Løvdal

January 15, 2018

Etter åtte måneder ?

Hedda
Hedda

January 15, 2018

Etter 8 mnd i 2017, kjempe bra beslutning! Dere har super fine produkter, til bra priser. Stå på videre, så blir dette mer suksess enn det har blitt allerede <3 har ikke fått gleden av å prøve produktene enda, men gleder meg til dagen jeg får!!

Antonia Backman
Antonia Backman

January 15, 2018

After 8 months you went all in ?? And some years of learning before that of course! So glad you did, love the ethics behind your fabrics and garments. So hard to find sportswear that’s not made in China and where you ONLY pay for the brand..

Britney Leon
Britney Leon

January 15, 2018

Your story actually brought tears to my eyes, because I’ve felt similar to what you have felt. It’s hard starting later, when there is so much more competition. But, I’ve come to believe that the Universe holds unlimited amounts of abundance and at that moment of last year at the eight month mark, when you decided to go all in, is so inspiring. Your line is beautiful, many wishes of success and abundance to you. ?

Thea Ormestad
Thea Ormestad

January 15, 2018

Etter 8 måneder!!

Kamilla
Kamilla

January 15, 2018

Etter 8 måneder, i 2017!

Stå på :)

Amalie
Amalie

January 15, 2018

Etter 8 mnd, 2017!

Utrolig fornøyd med produktene deres!
Det har kommet så utrolig mye fine kolleksjoner i den siste tiden.
Gleder meg til å se hva dere kommer til å produsere mer av :-)

Emma Westman
Emma Westman

January 15, 2018

Efter 8 månader (2017) valde ni att gå all in!!
Älskar era kläder, både passform, design och kvalité på topp!

Simone B-W
Simone B-W

January 15, 2018

With deciding at that 8 month mark to go all in or quit, what made you decide to go all in?
I’m a female who works in the fitness industry (manage a gym) and train 4-5 times a week so I live in my workout clothes. So thank you for taking the time to develop this clothing brand!

Laila
Laila

January 15, 2018

Etter 8 mnd, 2017!

Utrolig fornøyd med produktene deres! Gleder meg masse til hva dere kommer til å produsere i fremtiden:)

Elisa M.
Elisa M.

January 15, 2018

After 8 months! I love your tenacity, It’s really wonderful. I find your products comfortable, but also beautiful. When I have them on I feel so so so so good, so I will never stop to thank you for your decision to go on ?

Siv-Kaia
Siv-Kaia

January 15, 2018

Etter 8 mnd i 2017 ?

Har så lyst til å prøve et helt sett fra dere ?

Sofia
Sofia

January 15, 2018

Grymt märke, älskar era seamless!
(Efter 8 månader,2017, valde ni att gå all in!)

Michelle Lieverse
Michelle Lieverse

January 15, 2018

I know how it feels to get on top, faling down and then get it al back together and even better! I started gymnastics when I was 4 years old. I had to stop at 14 because I’ve got a bad injury.. But now 3 years later I feel better then ever. I train almost everyday in the gym and help other people to start training! Can’t be more proud at myself.

Brands like Famme helped me to get motivation to start training. And I am realy happy and proud that you keep going and don’t give up! Thankyou ♥️

Sofia
Sofia

January 15, 2018

Grymt märke, älskar era seamless!
(2017 valde ni att gå all in)

Hannah
Hannah

January 15, 2018

Etter 8 måneder

Heather Savonne Kettl
Heather Savonne Kettl

January 15, 2018

I would love to model for you company one day and get it over her in the USA!

Camilla Marie S
Camilla Marie S

January 15, 2018

Svar: etter 8 mnd!

Er så glad i produktene deres! En favoritt på trening og hverdagen? Gleder meg til nyheter!

Line
Line

January 15, 2018

Etter 8 måneder?

Midia
Midia

January 15, 2018

after 8 months! I ADORE your tights. In my collection yours are my favorites ? cant wait to see new designs and fingers crossed to be a winner :)

1 2 Next

Leave a comment

Subscribe