Norwegian power jacket becomes quiet status symbol among elite

A discreet, high-end jacket from Norwegian brand UBR has become a favoured choice among Norway’s king, government ministers, and Premier League managers, Dagbladet reports.

The nearly 7,000-kroner (approx. €600) all-weather jacket, known for its minimalist design and technical fabrics, has been spotted on King Harald, Prime Minister Jonas Gahr Støre, NATO Secretary General Jens Stoltenberg, and former Manchester United manager Ole Gunnar Solskjær. Founder Dag Even Tresselt (51) describes the garment as projecting “control and competence without being flashy.”

The jacket’s understated appeal lies in its blend of innovation and tradition, Tresselt tells Dagbladet. “If you wear one of our coats, you’re a bit more modern, a bit more cutting-edge than in a traditional wool overcoat,” he says, noting that many customers are leaders in business, sports, and government who “need to look sharp while showing a bit of authority.”

UBR, launched in Oslo in 2009 after Tresselt’s decade-long tenure at outdoor brand Helly Hansen, now sells in over 120 Scandinavian boutiques and 400 stores worldwide. The brand’s bestseller, the 6,700-kroner Regulator Coat, exemplifies its focus on comfort—using lightweight, flexible, warm materials—and craftsmanship, with a nearly invisible logo that aligns with its low-key ethos.

Trond Blindheim, a branding expert at Kristiania University College, suggests the jacket’s subtle design resonates with power figures. “People in high positions don’t need their clothes to shout ‘look at me’—their power does that for them,” he explains. The brand’s gradual 17-year rise reflects its target audience: professionals, not celebrities, seeking durability and discretion over fleeting trends.