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Back in May of 2021, Danish brand Norse Projects and Los Angeles-based painter and multidisciplinary artist, Geoff McFetridge, teamed up for the first time. Now the duo has linked up once again, for a collection that is inspired by the outdoors, with several garments designed for an adventure in nature and divided into 2 parts. The first, called “McTechridge”, focuses on technical silhouettes made from stretchy nylon, and the second draws inspiration from vintage pieces from McFetridge’s personal wardrobe.
“When I was a kid the short film Paddle to the Sea seemed to always be on TV. I grew up in St. Albert, Albert. A small town in Canada. It was the late 70s and we only had local TV. 2 channels over the air. No cable. It tells the story of a boy who carves a wooden figure in a canoe and places him on a river where he floats all the way to the sea. Along the way, the story of the canoe shows us the connectedness of our ecosystem and places the viewer in the middle of an adventure clearly determined by fate. It is well crafted but also feels like a collection of moments that just happened, but were captured on film.
– Geoff McFetridge
The lookbook was filmed and shot on a trip down the Flathead River in Montana, while fishing, drawing and rowing from Canada’s southern border to Whitefish where all of the garments were put to the test.
The Norse Projects x Geoff McFetridge collection is available now, on the Norse Projects website.
Photos: Norse Projects / Tucker Phillips