Norse Projects was founded in 2004 in the frigid northern city of Copenhagen, Denmark. It started out as a retail shop in the city's hip Nörreport district and soon became one of the best street wear shops in all of Scandinavia. The goal of founders Tobia Sloth, Anton Juul and Mikkel Groennebaek was to create an international store that combines the best of street wear, classic work wear and fashion culture. Norse Projects has maintained its position at the vanguard of the Scandinavian clothing scene, offering an exclusive hand-picked collection of apparel and footwear from all over the planet.
After earning a name for itself in the Northern European fashion world, in 2009 the brand unveiled its first very own clothing collection, which became available in select retail shops around the world. The collection focused on basic, functional pieces with simplistic designs. The label's sweaters, shirts and hats were given a unique Scandinavian flavor, inspired in the region's weather and environment and infused with subtle street wear touches.
This year the brand continues to roll out new clothing lines that feature similar styles but with a new twist. The new pieces pay special attention to today's trend of men seeking more put-together looks. Norse Projects is the perfect fit for guys who aim for a relevant, fresh look but who are turned off by the excessively designed and branded apparel that many street wear brands can't seem to evolve away from.
While Sloth, Juul and Groennebaek come from distict backgrounds, they founded their partnership on common interest. Juul is a skateboarder, Groennebaek was a gallery owner and Sloth had opened the Street Machine skate shop in 1989. The company is small and tight-knit, run by a team of eight people plus two interns who take care of day-to-day operations. Each person's opinion is taken into account when forming a new collection, from the brand manager to the shop staff. When it comes to collaborations, Norse Projects chooses its alliances carefully, teaming up only with those companies that have a compatible aesthetic. They've collaborated with Trickers, Adidas and, most recently, Danish rain wear expert Elka on a fashionable and functional raincoat collection. Mikkel says, "Quality is a key word within Norse and always will be. Most of our knitwear is made in Italy from Italian yarns, shirts from Japanese and European fabrics; outerwear and headwear from traditional UK fabrics as well as Italian and US wool fabrics". As regards the importance of prestige he states, "I think a few brands can always be successful with just prestige. There will always be customers out there willing to pay for hype, a brand name or a logo. But Norse Projects have never been about prestige or hype. For us it's about offering a good product at reasonable prices; a key word for us has always been value for money."
Author Resource:-
Terrence Jones is a fashion student in London, focusing on Mens Fashion.
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