Our Oslo Journey: From Meeting Room to Flagship Store
Where It All Began: A Store Inside a Meeting Room
In 2013, Alexander and Sebastian Adams set out to redefine Scandinavian craftsmanship in headwear. Without a dedicated store or office, they transformed the meeting room of their parents’ architectural firm into a retail space. The setup was simple: a few shelves, a handful of caps, and a doorbell customers had to ring to be let in.
That meeting room quickly became more than just a shop. It was also Varsity Headwear´s office, studio, and fulfillment center — every online order was packed and shipped from the same space where customers browsed caps in person.
Craftsmanship and Community
Upstairs, a small embroidery machine offered customers the chance to personalize their cap. Each one was stitched by hand, often by the brothers themselves. That hands-on approach, combined with face-to-face conversations with customers, helped shape the products Varsity Headwear would become known for: timeless design, high-quality materials, and craftsmanship.
The doorbell outside became part of the charm — a reminder that behind every product was a small, dedicated team listening, learning, and refining.
From Side Street to Main Street
After nearly eight years, Varsity Headwear outgrew the side street and decided to move down the road to Oslo's main shopping street Bogstadveien. This new space welcomed a broader community of customers and gave space for Varsity Headwear to continue evolving the product range. As for the original shop? It has since been repurposed back into a meeting room once again and the entire building now serves as the company’s headquarters.
A New Chapter in 2025
The move to Bogstadveien was a great success, but as the brand continued to grow, the need for more space became evident.
This year marks a milestone for Varsity Headwear: the grand opening of a new, bigger flagship store in the heart of Oslo. Just steps away from the brand’s previous locations, the new store is designed to bring the Varsity universe to life — a space to showcase its growing collection, host events, and welcome its community. Visit us here.
“Over the years, our collection has grown significantly, and we wanted more space to showcase it. But more than that, we wanted a place where we could truly welcome our community—our loyal customers and collectors who have been with us on this journey. This flagship store is our way of inviting you all in.”
—Sebastian Adams, Founder
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