 |
| via Crooked Tongues |
Over the last couple of years, many practitioners of screen-printed sweats and tees have made a switch into the loftier realm of denim, shirting and pieces that bridge a gap between all-out casual looks and quasi-formality. Most have failed, because it takes more than mere entrepreneurial spirit and gift-of-the-gab to make that leap. Plus their product is mostly corny.
Denmark seems to hold the majority of the talent for simplicity, quality and design, and Norse Projects are key players in the wave of great Danes who use collective backgrounds misspent in graffiti and skating for the forces of good, giving us exactly what we want in our wardrobes. Scandinavia’s interpretation of streetwear is serious. Over the last couple of years, we’ve seen the Norse Projects patch as the signoff on a substantial amount of hats, shirts, knitwear, jackets and the t-shirts we’ve owned in a long, long time.
There’s collaborations too—our favourites are the Elka coats and gloves, but their appreciation for the sneaker side of things is deep. We’re assuming that Norse get approaches to join half-baked collaborative “programs” on the regular, but their footwear output at time-of-writing has been fairly frugal—an excellent New Balance 670 and a very good Kopenhagen for adidas. We suspect that there’s more on the way in the not-too-distant future. Our man in Denmark, Mads Therkildsen spoke to Norse’s Mikkel Grønnebæk to get some extra insight on the brand.
