Devold

Devold in the index

In the August 2026 edition, Devold ranks #116 of 184 brands overall and #39 of 60 in Apparel. Its Scale score is driven most by social audience, with site traffic its relatively weakest signal. Over the past year, branded search is steady, with a seasonal peak in November and December, and site traffic is growing strongly. Its Momentum score of 50 says the brand is roughly flat overall (50 means flat).

About Devold

Devold is a Norwegian wool clothing brand making baselayers, sweaters, jackets and accessories for men, women and children. Its products are organised by layer, activity and product family, covering uses such as hiking, expedition, ski touring, running, cross-country skiing, hunting and fishing, as well as everyday wear. The brand traces its history back to 1853 and describes wool as a natural fibre suited to temperature regulation and moisture management.

The brand positions itself around a controlled wool supply chain, referring to a "Sheep to Shop" approach that follows wool from farmers through its own mill to finished garments, alongside sustainability initiatives such as the Nordic Swan Ecolabel and a value-chain transparency map. Devold sells online through its own website, organised by gender, age group, layer, activity and product family, and also offers an outlet range of discounted wool garments.