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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From Trader To Coat Founder
- Michael Berkowitz left Wall Street after testing coat samples with specialty stores and getting repeat orders.
- He quit when retailers asked for next-season orders and lined up investment to scale production.
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.