03 June 2016 16:00:00
NORSE PROJECTS: REASONABLE AND STYLISH
The history of a company which founders had made a long way from a small multibrand store to one of the most respected European brand
It is not a secret that that Copenhagen is the heart of street fashion in North Europe, especially during the last two decades: new brands are appearing and growing fast. For instance, take a look at Han Kjøbenhavn that opened four stores in the most prestigious spots worldwide over the 8 years. Norse Project’s evolution is quite similar but of course has its own differences.
Despite the fact that the first Norse Project store was opened in 2004 its roots are deeper. There are three founders of Norse Project – Mikkel Grønnebæk, Anton Juul and Tobia Sloth and each of them was fond of skateboarding. Moreover, Mikkel and Anton met in 1990’s and their level was advanced. In Wet Days video filmed in Copenhagen you can see the most popular skateboarders of that time (1993) and Anton was that video too.
The third founder Tobia Sloth opened his first skateboarding store in Paris in 1988. It was called Streetmachine and existed not for so long but but some people said it was one of the main places of skateboarding culture. There is an information gap about Tobia till 1996 when he reopened Streetmachine in Copenhagen but in that time it looked well. It is working now being one of the biggest skate shops in the city.
In 1999 Mikkel and Anton launched their first clothing brand called Castle the idea of which wasn't sensation at all and had no differences from other skateboarding brands but they didn't know Tobia yet. In general it was caps and hats with prints and sometimes having in stock t-shirts. It’s hard to estimate how successful it was but Castle was closed just because Mikkel and Anton were not teenagers but adults with work taking the major part of their time.
The final step was Tobia's meet with above-mentioned duo and opening the store in 2002. However, it was hard to call it a store or even a brand – there was no name, no clear conception – some art space with a wide range of street wear. Only in 2004 it took shape and received their name – Norse Projects.
Anyway the slow but steady store’s growth led to their own business, especially looking back at the previous experience of the founders. Basic t-shirts and caps appeared in 2006 and complete clothing line in 2009. Implementing their philosophy which is in high-quality clothing and reasonable clothing they captured massive attention both within and out of the native country and in 2015 launched their first line of women’s clothing.
Norse Projects is a perfect fit for those who don’t want stuff a cloakroom with fussy clothes but keeping up with trends.
You will find a wide range of Norse Projects’ products at our store.
NORSE PROJECTS Men's windrunner jacket Nunk Summer Ecru
NORSE PROJECTS Men's sweatshirt Ketel Logo Navy
NORSE PROJECTS Men's shirt Anton Chambrey Indigo
NORSE PROJECTS Men's T-shirt James Mouline Olive
NORSE PROJECTS Men's shorts Aros Slim Light Twill Khaki
NORSE PROJECTS Backpack Louie Light Ripstop Olive
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