Timelessness with nature at the core

The Norwegian brand Cedrico was founded in 2011 by Marius Schou Johannessen. The name stems from his own youth.

– Cedrico is actually a small tribute to the teenage version of myself! When I was younger, I was completely hooked on mountain biking, and I looked up to a French athlete with Cedrico as a last name. Not exactly a world star, but a legend in my mind. Because of my passion and because I supposedly had a somewhat “foreign” appearance, my friends started calling me Cedrico. When I started the brand, the name felt perfect; it has an international ring to it, while still carrying my Nordic soul, Johannessen explains as he reminisces about the beginning.

Marius Schou Johannessen founded Cedrico in 2011. Today, you can find the brand at up to 40 retailers across the Nordic region.

It all started with a burning interest in design.

– I spent a lot of time drawing, in addition to being very interested in the production side of things. It all began with a trip abroad with my parents, who worked in the industry, to participate in production at the factory level. After that, I started my own little sewing-room and began creating my first collections, Johannessen recounts.

Hands-on approach

Establishing a brand is a large and comprehensive process, and at the beginning, Marius did a lot on his own to get his project off the ground. With great help and determination, Cedrico was established.

– It requires several involved parties and processes to make everything work, especially when you don’t have sufficient capital and a large team behind you from the start. You rely on good investors who truly believe that it will work. Today, Cedrico has existed for 14 years and consists of a small but solid and dedicated team. The brand can be found at around 40 retailers across the Nordic region, including Follestad, Ferner Jacobsen, Skonnord, and Steen og Strøm.

For Cedrico, it has been important to maintain focus on timelessness in order to keep the brand relevant throughout the years. Good quality and minimalism are some of the keywords used to describe their collections.

Timeless mindset

Over the years, much has changed in the industry; both regarding methods and trends. For Cedrico, it has been essential to stay focused on remaining relevant year after year. Despite the fact that the expression and the visual aspects have changed somewhat, Johannessen believes that the brand stands strong because it is built on strong and clear values.

– These values help us stay relevant, even in the face of digitalization, a tough market, and changing trends. It’s about having a unique design, with some clear, distinctive details that always recur and are completely unique for Cedrico, says the founder. The warm puffer jackets have taken them far, and today the brand is well-established in its segment. Nordic nature has been a clear source of inspiration from the very beginning, which is evident in design choices and brand strategy. For Cedrico, it is all about being able to hold two thoughts in your head at the same time; to adapt to the changing fashion landscape while also holding on to what makes the brand unique. It is the small details that make the big difference. A clear focus on timelessness, Johannessen believes, has been an important factor behind their success.

– We were first known for the puffer jackets with fine fur details, but we chose to cut that out a few years ago. Now, I would say that our most distinct characteristic element is the hoods. It has been essential to find something that over time can stand as a Cedrico-look, which I feel we have achieved.

Johannessen highlights their hoods as a distinct characteristic element of Cedrico.

– We have always thought that to keep a brand relevant, one must think several years ahead. For us, it’s about maintaining a classic and clean look while daring to experiment with new elements that can positively evolve our collections. This has perhaps been the most important strategy for keeping our brand strong over the years.

Exciting times ahead

Today, Cedrico can be found in several countries throughout the Nordic region, but the goal is to go global. To succeed, Marius and the others are shifting their focus from only winter to include the various seasons across borders.

Johannessen truly believes that the brand will do well in many parts of the world. The solid team has grown larger, which strengthens hope and motivation for the future.

– That also makes it easier to pave the wave forward, together.