Founded in 1853, Devold is one of the world's oldest wool brands — a Norwegian heritage company that transformed 170 years of woolwear expertise into modern merino performance gear.
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See all ads on AdLibrary →Devold is a Norwegian woolwear brand founded in 1853 by Ole Andreas Devold in Ålesund. One of the world's oldest wool textile companies, Devold modernised around merino performance base layers while maintaining strong Norwegian heritage storytelling. It sells DTC online and through outdoor specialty retail.
Devold's paid strategy leads with heritage credibility as its primary differentiator in a crowded merino market. 'Since 1853' anchors the brand above competitors like Icebreaker and Smartwool in terms of provenance. Meta campaigns target outdoor enthusiasts and hikers with performance claims backed by historical credibility. Browse Devold's ad creative on AdLibrary to see how heritage years function as trust signals in technical outdoor advertising.
Devold uses Instagram for lifestyle-in-nature content — hikers, skiers, and sailors wearing base layers in Norwegian landscapes. Facebook retargeting focuses on performance-oriented buyers. The brand's vintage imagery and archive references appear in heritage-angle posts, while product performance content targets decision-stage buyers.
Core copy themes: Norwegian heritage ('since 1853', 'generations of woolwear'), merino performance ('naturally temperature-regulating', 'odour-resistant'), and sustainability (natural fibre, longevity). Historical black-and-white imagery contrasted with modern outdoor photography creates a narrative of tradition meeting performance.
Devold shows how extreme age can be a performance brand's strongest asset if positioned correctly. Instead of hiding its 170-year history as old-fashioned, the brand treats longevity as proof of material reliability — if wool has worked for Norwegian fishermen for 170 years, it will work for your mountain hike. This logic is bulletproof and impossible for Icebreaker or Smartwool to replicate.
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