The Prof G Pod with Scott Galloway First Time Founders: This Former Trader Built A Luxury Clothing Brand
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Jan 4, 2026 
Michael Berkowitz, the founder and CEO of Norwegian Wool, shares his unique journey from Wall Street trader to luxury outerwear creator. He talks about solving his own warmth-vs-style dilemma and how he validated market demand while still employed. Berkowitz reveals the challenges he faced in manufacturing without fashion experience and the advantages of being an outsider. The discussion highlights the rise of quiet luxury, the importance of storytelling, and how he targets finance professionals with a blend of performance and understated elegance.
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Never Compromise On Quality
- Do not cut corners on product quality when entering luxury markets even if you're budget constrained.
- Overpay early for top materials and factories, then reduce costs as you scale.
Outsider Advantage In Luxury
- Being an outsider let Norwegian Wool spot unmet needs legacy luxury brands ignored.
- Combining Scandinavian performance with Italian luxury created a unique product-market fit.
Trade Show Revelation
- At a trade show Michael theatrically revealed a cashmere coat fully lined with down and waterproofing.
- The demonstration won standing ovations and immediate retail orders because it solved a clear problem.