**The Rise of Norwegian Wool: How Michael Berkowitz Built a Luxury Outerwear Brand for the World’s Elite**
In the summer of 2014, Michael Berkowitz found himself pacing back and forth in a walk-in freezer inside a West Harlem supermarket. It was 95 degrees outside, but Berkowitz was on a mission: to test the warmth and waterproofing of the first prototype from his new apparel venture, Norwegian Wool. This unconventional product test—his face numbed by the cold, but his body insulated and warm—marked the beginning of what would become a remarkable entrepreneurial journey.
At the time, Berkowitz was a commodities trader living in The Bronx, New York, nurturing the dream of launching his own business. He was dissatisfied with the outerwear options available to professionals like himself: classic wool coats from Italy had the right look, but lacked the insulation needed for harsh North American winters. Meanwhile, the warmer alternatives from Canada or Scandinavia, such as bulky parkas, often sacrificed style for practicality, making them less suitable for formal business settings.
**A Market Gap Becomes a Business Idea**
Berkowitz’s “aha” moment came in 2013, while shivering on a subway platform with a friend. He lamented the absence of a coat that was both elegant enough for the office and warm enough for New York’s winter. His friend responded with a chuckle, suggesting that if Berkowitz ever found such a coat, he should get him one too.
Digging deeper, Berkowitz discovered the root of the problem: fashionably tailored wool coats were typically designed in places like Florence, Italy, where winter temperatures are relatively mild. In contrast, cities like New York and Chicago experience much harsher conditions. On the other hand, outerwear designed for severe cold—like those from Canada or Scandinavia—tended to prioritize function over form. These two worlds rarely intersected, as one Italian designer told him: “the two industries don’t talk to each other.”
**From Concept to Prototype**
Determined to bridge this gap, Berkowitz spent months traveling back and forth to Italy, meeting with factory owners and experimenting with materials and designs. He invested $250,000—$50,000 of his own savings and $200,000 from a former CFO who learned of Berkowitz’s efforts through a colleague. This money funded the sampling process and an initial production run of 200 coats.
Balancing his day job with his new venture, Berkowitz would spend nights, weekends, and vacation days lugging those coats around the country. He visited family-owned luxury stores, pitching directly to sales associates who understood the dilemma faced by well-dressed professionals in cold climates. Within three months, he had sold all 200 coats.
Buoyed by this early success, Berkowitz quit his job in early 2015 to focus full-time on Norwegian Wool. The transition was not without its challenges; he worked long hours and kept his side project secret from his employer, who later described him as “street smart” and exceptionally dedicated.
**Building a Brand and Finding Success**
The real turning point came in 2017, when Norwegian Wool secured its first partnership with a major department store. The following year, the company completed two seven-figure fundraising rounds with private investors, allowing for expansion and greater brand visibility. Berkowitz remains the majority owner.
Today, Norwegian Wool’s coats have become a status symbol among the global elite. The brand’s products have been spotted on billionaires, actors, politicians, and financiers at high-profile events such as the World Economic Forum in Davos, Switzerland, and even made an appearance in HBO’s “Succession.” Berkowitz claims that around 40 billionaires have purchased Norwegian Wool coats.
The brand is now available in over 100 stores worldwide, including Saks Fifth Avenue, Bloomingdale’s, Nordstrom, and via an appointment-only showroom in New York. Norwegian Wool’s mid-length Euro Coats—its bestseller—retail for between $1,545 and $2,945, depending on the type of wool used. The company also offers a range of other outerwear styles and accessories for both men and women, including blazers, sport coats, rain jackets, ski jackets, and more.
**Luxury, Warmth, and Practicality**
What sets Norwegian Wool apart is its unique blend of style and functionality. For professionals—especially those in finance or high-powered industries—appearance is paramount. A p