Norwegian FRILUFTSLIV, three words that define a way of life: Fri (free) + Luft (air) + Liv (life). Friluftsliv is more than connecting with nature. 

The Norwegian concept of friluftsliv occasionally surfaces in international media commentary, along the more often referenced ‘Scandinavian Noir’. The Danes have their hygge ‘cozy’ and the Swedes have lagom ‘like to hang out’. Friluftsliv should not be mistaken for the wider, culturally much more significant word FREEDOM. In Norwegian, the latter is more closely associated with the word use FRIHET. The brand MICKEY IS FREE!® is reflective, to be free over conformity.

The concept comes from Henrik Ibsen's 1859 poem På Vidderne (On The Heights), written when the norski playwright was struggling to find his purpose. His character chooses 'a free life in the wilds of nature' over village expectations. For over 5000 years, friluftsliv has shaped Norwegian society, we have laws for it. The 'Outdoor Recreation Act' includes allemannsrett, the "freedom to roam." Friluftsliv, an internationally recognized norsk phenomena, from the society of our times by the fjords. 

(Sources: Lorelou Desjardins, 2020; Dag T. Elgvin, 2009; Hemmer, 2003)

 

MICKEY IS FREE!® is a registered trademark, distinctive and independently developed, with a meaning rooted in the Norwegian cultural connection to the outdoors and to be free.

 

The phrase IS FREE! dominates the skate & surf brand message

 

THE EXCLAMATION !

In our brand, FREE! isn't just a word, it's an exclamation of distinctiveness. The exclamation mark (!) expresses forceful utterance or strong feeling and indicates major significance, interest, or contrast (Merriam-Webster Dictionary). MICKEY IS FREE!® connects Norwegian friluftsliv to skate and surf ethos. Different landscapes, same spirit. The exclamation mark ‘!’ is our brand's semantic multiplier, it amplifies our hoodies and shirts expressive function, of societal and personal independence.

We The People... many of them named Mickey

From U.S. Social Security data: approximately 25,000 Americans are named Mickey, making Mickey around 1,400th on list of popular given names in America, apparently (mynamestats.com). For boys ~ 85%, rest is girls. In a class, work or in sports, there's is a high probability of finding a person named Michael or Michelle who goes by Mickey. Mickey belongs to the people... not just the mouse.