On 1 August 2024, Raus presented its garments to the public for the first time.  The plan is to have the first items hit the store shelves in the spring of 2025, and Texcon stores will be the first to receive them.

“We started with the idea that we’ve always wanted to challenge the traditional way of thinking about branding and collections. We didn’t want to be dictated by what happens on the catwalks or seasonal colour trends. Instead, our aim was to create timeless clothing that could be worn year after year. With Vakre Vene, we have actively used our sales experience to learn what works and when it works,” says Tor Bjerkestrand Mo, partner and co-founder of N.E.W. Agency.

“Our aim is to present the right product at the right time. We want to think big from day one. That may be a fairly atypical perspective, but it helped us set the standard for what was to come. We brought on an industry partner at an early stage who was excited about the idea. Our ownership structure is quite unique and threefold. You have us from N.E.W. Agency in sales, with 20 years of experience. Then we have Vakre Vene with its significant sales experience. In charge of production is a Scandinavian giant in the industry who will also assist in logistics and general infrastructure,” says Remi Mikkelsen, general manager of N.E.W. Agency.

Stylish, elegant and timeless fashion for women

“Our first collection was arranged so that the items fit perfectly together. The whole idea was to enable customers to buy the entire collection. These garments are defined by a feminine, Scandinavian twist – created for the average Norwegian woman,” says Mikkelsen.

“We stand out among our competitors with details that are present in all our garments. We’ve drawn much of our inspiration from France,” says Bjerkestrand Mo.

“These garments are defined by a feminine, Scandinavian twist – created for the average Norwegian woman.”

Remi Mikkelsen

“What garments are included in the collection?

“We have everything from dresses to t-shirts, blouses and shirts. There has been a strong focus on knitwear for this collection, but that will change depending on the season. We are very proud of what we have accomplished,” says Bjerkestrand Mo with a smile.

Extensive experience in the textile industry

Both Tor and Remi have extensive experience in the industry. They were involved in building the G-Star brand in Scandinavia, achieving a revenue of almost NOK 700 million. N.E.W. Agency was established in 2016, and since then it has built up a broad brand portfolio that includes Moss Copenhagen, Norr and Nudie Jeans.

“How do you launch a new fashion brand?”

“The most important thing is to make sure the products are good enough. If your products are good enough, you can achieve what you want. Good products at the right price and the right quality that customers like,” Mikkelsen says.

“But you should never forget the importance of a solid network.
Because we have been doing this for so long, we’ve built up an enormous network, both in Europe and Norway.

Texcon deal from day one

“The Texcon agreement from day one means a lot to us. We’ve achieved a large volume from the start, which is unique. The most difficult part of starting a brand is to ensure both the volume and the customers you want to start working with. Kristine has been an important resource for us and has helped us a great deal. We didn’t know much about women’s fashion when starting NEW Agency in 2016, but she did. She’s been an excellent sparring partner,” says Mikkelsen.

“We’ve always wanted to challenge the traditional way of thinking about branding and collections.”

Tor Bjerkestrand Mo

“We’ve been working with Texcon for many years. They have an enormous customer portfolio and are extremely professional, to say the least. When we were asked to make a deal with Texcon on Raus, there was no doubt that we’d seize the opportunity,” says Bjerkestrand Mo.

Starting nationally, aiming internationally

Both the name and garments have been given considerable thought to ensure that they work for both Norwegian and international markets. Texcon has been a key partner during the start-up phase.

“Our goal was to reach the international market, and not simply Norway and Denmark. We have extensive experience from our 20 years in the industry, also internationally. Our first collection will be presented in Norway, after which we’ll present in Denmark at a trade fair in February 2025. The plan is then to roll it out to Sweden, Germany, the Netherlands and Belgium,” says Mikkelsen.

“The Texcon agreement from day one means a lot to us.”

Remi Mikkelsen

“Kristine from Texcon was actually with us when we decided on the name. We were sitting there throwing out ideas for a name. The name had to work internationally and preferably also hold some meaning for us. When we arrived at my favourite word, raus, it was perfect. I think it’s a fantastic word, and both Tor and Kristine agreed,” says Mikkelsen.