Trendy Tractor
TE20 Fergusons drive “cool” message for mod clothing company.
By Diana Lambdin Meyer | Photos By Moods of Norway
It’s not a scene you would expect to see even in rural areas. So, imagine the reaction Stefan Dahlkvist gets as he drives a 1947 TE20 Ferguson tractor—spray-painted hot pink, no less—through the streets of his West Hollywood Hills, Calif., neighborhood.
Moods of Norway founders Simen Staalnacke, Peder Børresen and Stefan Dahlkvist jump over one of their colorful TE Ferguson tractors.
Dahlkvist, who also keeps a glossy gold TE20 right in his front yard, is a cofounder of a creative and colorful clothing line called Moods of Norway. With headquarters in Stryn, Norway, Dahlkvist and his partners strive to encompass the country’s images and heritage in their company. The TE20—along with sheep, waterfalls and magnificent fjords—is just such an iconic symbol.
From 1946 to 1956, more than half a million TE20 Fergusons were made in a former armaments factory in Coventry, England, and shipped around the world, helping mechanize farming in countries like Norway. Not only are many TE20s still in use, but a new generation loves the TE20 “Little Grey Fergie” character created in the 1990s by Norwegian author Morten Myklebust in his children’s books, live-action TV series, movies, music albums, theme-park attraction and even a farm adventure video game. When asked why Moods of Norway picked the historic Ferguson tractor as their brand symbol, Dahlkvist’s simple answer was: “They are the coolest.”
Now, with new color schemes, such as hot pink, shiny gold, bright green and splashy purple, the TE20 tractors can be found in the 19 Moods of Norway stores in Norway and throughout Europe. However, they’ve not yet figured out how to get a tractor through the front door of the U.S. flagship store they opened in 2009 in West Hollywood.
Shoppers there, though, will still find tractor images on belt buckles and cufflinks, boxer shorts and dress socks, women’s perfume and men’s cologne bottles. A tractor outline is also embroidered on the sleeve of all woven men’s shirts. For the truly committed fan of vintage tractors, consider the Moods of Norway pink waffle iron in the shape of the adorable TE20. Breakfast will never be the same.
For more, see moodsofnorway.com.
