Denmark-based clothing company Norse Projects has once again collaborated with Los Angeles-based painter and multidisciplinary artist, Geoff McFetridge, but this time it’s all about the great outdoors. Famous for its bold take on gore-tex releases that fuse functionality with high-fashion aesthetics, Norse Projects has pulled from all avenues, tapping influences from all sides of the spectrum. This new collection marks the third time McFetridge has acted as creative lead, helping to shape the colour palette, designs and the artwork used.
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The first collection was wide-ranging and had everyday staples such as workwear-inspired jackets and trousers to more graphic pieces, including T-shirts, caps and tote bags. The second collection on the other hand channels the intersection of design and the outdoors, as now more than ever, we need to step out of the city and reconnect with ourselves, with nature and everything essential.
“With Geoff McFetridge’s second collection for Norse Projects, we take the plunge into the great outdoors and tell a story about our journey through it,” Norse Projects said. “Designed not merely as gear for the trip, but as a narrative on how technology, myth and sustainability influence our perception of the outdoors today … The collection contains many pieces that are influenced by years of being outside in varied conditions. Everything can be used in a multiple of ways and all the pieces work together if layered and combined, in and out of the mountains.”
The product offering for the second collaboration with Geoff is split across two key stories. The first of these is playfully coined “McTechridge” by Geoff, which consists of a capsule of technical stretch nylon styles designed to perform across both urban and natural environs. The second capsule features styles that are inspired by vintage pieces. These form the basis of Geoff’s everyday wardrobe, all crafted from a rugged hardwearing twill and utilising CashPad, an innovative alternative to synthetic insulations, made from recycled cashmere and wool jumpers. Similar to the first collection which featured a bike packing trip, the second collection culminated in a multi-day river trip down the Flathead River in Montana.
“Tucker and Eli Phillips filmed and took photos as we fished, drew and paddled from the Canadian border south to Whitefish,” McFetridge said. “This trip was about seeing how far out into the world a project could take us. Just as my studio benefits from a broad range of influences, I believe my collaborations with Norse Projects also benefit from this varied mix of art, adventure and design.”
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