Brand Profile: Norse Projects

Learn more about this store-turned label from Copenhagen.

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Photo by Sacha Maric

BRAND: Norse Projects

SINCE: 2002 (store), 2009 (collection)

FOUNDED BY: Tobia Sloth, Anton Juul and Mikkel Groennebaek

HOME BASE:Copenhagen, Denmark

WHY WE CO-SIGN: After establishing itself as one of Northern Europe's best street and footwear boutiques, Norse Projects rolled out an in-house brand of the same name last year. Concentrating on functional basics such as sweaters, shirts, and hats, the label opted for simple designs influenced by Scandinavian weather and surroundings with subtle streetwear twists. The collection was well-received by many, and the brand continues to bring heat this year with a new line that features similar characteristics as the last but also pays extra attention to the current trend of men embracing more put-together looks. With that said, Norse Projects is perfect if you have been looking to move away from the over-designed, over-branded apparel many streetwear brands have been stuck on, but still want to keep your wardrobe stocked with relevant, fresh gear.

Keep reading for our interview with Mikkel Grønnebæk, his five winter essentials, and our picks from Norse Projects 2010 collection...

Photo by Sacha Maric

Complex: What are your five winter essentials?
Mikkel: As we are a company consisting of many different types of people, you would get five different answers. But since we are based in the cold north we would have five things in mind—warmth, function, good quality, good fits & looking sharp...

Complex: What was the first designer item you bought or wore?
Mikkel: It depends on what you would consider a designer label?

Photo by Sacha Maric

Complex: What's your favorite piece in the collection?
Mikkel: Again if you ask our sales rep or the creative team there will be many different favorite pieces. But a good piece never goes out of style and can be worn by a 15-year old to a 70-year old. Classics never go out of style.

Photo by Sacha Maric

Complex: Are there any special projects/collaborations we can look forward to in the near future?
Mikkel: We are working on quite a few projects that we can't tell you about at this stage, but they will be different and Scandinavian. With the Fall 2010, we have two collaboration projects, which we are very happy about: a mountain rucksack made with British bag maker Ally Cappelino & a jacket collabo with Manchester's finest shop OiPolloi.

Photo by Sacha Maric

Complex: What can we expect in your next collection?
Mikkel: Nobody knows what the future holds, but I'm sure it will be bright.

Photo by Sacha Maric

WHERE TO FIND IT:Norse Projects flagship store, Hideout (London), Colette (Paris), OiPolloi (Manchester), Good Hood (London), Dover Street Market (London), Precinct 5 (Amsterdam), Chiodo (Melbourne) and others. From Fall/Winter 2010, accounts will be opened in the US and Japan.


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