After originator and entrepreneur Anita Godell found herself lacking comfy and stylish outfits that fit her globetrotting lifestyle. She figured she could do a better sartorial job than the market was offering. With a penchant for clean-cut, high quality fashion that puts comfort in the high seat, her brand APHRU has quickly made a name for itself in Norway and abroad – and the horizons are ever expanding. The idea behind the bussiness was to make sustainable Fashion without all the fuss, clothes that were comfortable and wearable – items one wouldn’t long to change out of immediately after leaving the office.