Editorial
NORSE PROJECTS X GEOFF MCFETRIDGE: A Deep Affinity With the Great Outdoors
24 June 2022Norse Projects and Geoff McFetridge reunite with a capsule that celebrates the artist's affinity with the great outdoors.
Geoff McFetridge, the Canadian-born creative, is renowned for his exuberant approach to artwork; striking, dream-like imagery that taps into the familiar while ultimately distorting it. Throughout the past twenty years, McFetridge has remained heavily focused on his work as an artist, though an integral element has helped create balance and spur on his creativity: experiencing the great outdoors in various conditions.
With the artist’s second collection with Norse Projects, it’s this love of the great outdoors that forms the basis. McFetridge and Norse Projects take the plunge into the great outdoors and tell a story about their journey through it, with gear designed not merely for the trip itself, but a narrative on how technology, myth and sustainability influence our perception of the outdoors.
When discussing the collaboration, McFetridge stated “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 in the collection is split across two key stories; the first of these is named “McTechridge”: pieces made using technical stretch nylon that performs both in and out of the city. The second consists of a capsule inspired by vintage pieces that form the basis of Geoff’s everyday style, all of which are made using a rugged twill and CashPad®: an alternative to synthetic insulations, derived from recycled cashmere and wool jumpers.
NORSE PROJECTS X GEOFF MCFETRIDGE AT END.
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