Norse Projects AW12 Collection
In 2002, an intrepid Danish design trio set out on a crusade to bring considered Scandi style to the discerning male populace. Founded by Tobia Sloth, Anton Juul and Mikkel Groennebaek, Norse Projects is one finest modern menswear labels to break on to the scene in the past decade.
Creating functional and stylish forms designed with the Scandinavian climate in mind, the brand’s ultra-cool aesthetic draws inspiration from the Nordic landscape and traditional craft skills, whilst acknowledging the odd fashion trend or two. Quiet yet sophisticated, this pinnacle of Danish nonchalance produces all its attire in Europe and U.S., ensuring their clothing is an ethically-sound wardrobe investment.
Having more than a decade of experience under its belt, Norse Projects has honed its collections into a succinct edit of mix-and-match casual separates, offered in a refreshing array of hues. The eagerly anticipated AW12 collection is one of the label’s finest to date. Consisting of easy-cool tailored jackets, nonchalant leisurewear and stateside-inspired accessories, the collection fuses the best of modern and old-school elements from both sides of the Atlantic.
Styled in an eclectic mixed-genre manner, the brand’s forward-thinking creative team suggest teaming louche track pants and sweat tops with tailored felt-wool jackets for a contemporary casual feel. Bold Mac-style cover-ups for tackling the fickle Nordic elements are highlights of the collection, as are the naturally-insulating Fair Isle and mélange knits.
The footwear offering consists of a range of heavy-duty, dependable brogues and boots in colour-pop and neutral shades, alongside sportier trainer and desert-styles that impart a dash of masculine insouciance. As expected, the quality is second to none, with every garment and accessory constructed from expertly sourced and milled materials.
With understated elegance the calling card of the well-groomed modern gent, this label’s popularity is certain to be a continual success for the forthcoming seasons. The only minor drawback to investing in your first Norse Projects piece will be the inevitable compulsion to callously purge your wardrobe to make space for the entire collection.
An exclusive selection from Norse Project’s AW12 line is available now at my-wardrobe.com.