Good For All Seasons: Norse Projects

Nordic sensibility.

Norse Projects is the eponymous prêt-à-porter of Norse Store, the retail front started in 2004 by Tobia Sloth, Anton Juul and Mikkel Grønnebæk. Unlike many retailers who choose to dabble with in-house apparel projects to pad out their bottom line, Norse Projects collections have successfully broken out as their own entity.

For the past 10 years, the Danish label has released clothing and accessories with an underlying Nordic sensibility, characterised by practical cuts, fine fabrics, and enduring quality.

For Norse, timelessness is key. Seasonal collections transition seamlessly into one another. As such, they’ve adopted the very pragmatic mantra: ‘Good For All Seasons’.

A lightweight trouser such as the aptly named Aros Slim Light chino could be worn in spring or summer, and then well into autumn. Meanwhile, a heavier gauge fabric on the same cut could suit chillier conditions. For that, there’s the Aros Heavy chino. There’s that Nordic sensibility on show…

The name of Norse Projects’ game is ‘layers’. From GORE-TEX shells to nylon spray jackets, the technical pieces are inherently functional, not a means to an end. Where other brands’ inclement weather garbs appear overtly ‘space age’, Norse designs keep their clever designs beneath the bonnet.

Images with thanks to Norse Projects

Despite a readiness to use new-age technology, Norse Projects doesn’t shy away from old-world methods. Recently, the label combined classically crafted Harris Tweed with GORE-TEX INFINIUM WINDSTOPPER membranes, creating an overcoat that could very well last a lifetime. For those who prefer waxed cotton, British Millerain cotton jackets are currently in the mix, too.

Rest assured, Norse Projects isn’t just about utilitarian statement pieces. On paper, ‘premium basics’ may sound contradictory, but they make for perfect daily essentials, as everyday items should be the most durable. For this, the label offers terry cotton Vagn Classic hoodies or the Anton Oxford – perfect for dressing up or down.

The same goes for palettes, which often consist of olive drab, navy and grey. Seasonally, this is punctuated by injections of bright hues such as yellow and clay red, while not entering garish territory. The consistent colour choice doesn’t mean Norse Projects never have any fun – they save the playful prints for garment graphics and party shirts, even working with fabrics from London’s Liberty.

For Autumn ‘19, butter yellow and duck brown are among the statement colours for distinct layering. The Adam Lambswool Cardigan comes in chic ‘Montpellier Yellow’, showcasing more versatility than your average ‘Casual Friday’ flex. Norse Projects pieces deserve to be worn all the time – not just saved for special occasions.

Norse Projects collections naturally cater to the entire outfit spectrum. For out-of-office situations, you can pair super-relaxed striped Johannes tees with Albin corduroy pants. When a suit and tie is required, consider the CORDURA-reinforced Filip Combat Wool Jacket and Italian-Made Evald Work Pants.

Packed with plenty of fatherly inspiration, Norse Projects ‘dad hats’ preceded the accompanying footwear trend by at least half a decade. The curved-bill headwear is now a staple among sartorial types, and regularly appears in new fabrics each season. Expect to see twill and wool options with the idiosyncratic ‘N’ logo in classic colours. For those chilly mornings fit for knits, the Merino Wool beanies with subtle edge labels are a versatile option.

No stranger to collaborations, Norse Projects’ partnerships began with New Balance on the criminally underrated UK-Made 670 in 2009. This intercontinental connection has been revisited twice since, on suitably utilitarian colourways. In fact, there was a 1500 pack literally named after ‘Danish Weather’. Joint efforts with adidas, Suicoke, Dr. Martens, and Vans have also been released in past seasons.

In 2018, the team at gastronomic wonderland noma were clothed in co-branded Norse Projects uniforms and collaborative Dr. Martens on feet. Now, that’s a properly rare collaboration – the only way to obtain it was to work there. Given noma is almost literally a stone’s throw from Norse Projects HQ in Copenhagen, this partnership came as no surprise.

For everyone else, there’s the latest season of Norse Projects that’s just landed at the SneakerHub. Shop the collection today and lock down some lifetime pieces.

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