Finnes det bare dårlige klær?

I have witnessed Jonas Gahr Støre cycling in Nordmarka on several occasions. The most notable thing about these 'celebrity sightings' is not that the Norwegian Prime Minister is incredibly fit and outdoorsy. Because of course he is. It is that he is wearing jeans. You know that you have become sufficiently Norwegian when, even as a foreigner, you are slightly appalled at this blasphemous approach to Norwegian nature attire. Does he not have an outdoor uniform, THE outdoor uniform?

Norwegians are at the top of the list when it comes to money spent on outdoor and sports gear. There is a very specific look that people have, a whole wardrobe used specifically for outdoor activity. As a foreigner, I am fascinated by the blind acceptance of this cultural precept. My photo series explores this concept of a Norwegian outdoor uniform and comments on the irony that results in this specific type of virtue-signaling. The Norwegian approach to outdoor clothing is practical. But is it also pretentious and paradoxical?