Copenhagen, Denmark
Los Angeles-based painter and multidisciplinary artist Geoff McFetridge has acted as the creative lead on his second collaboration with Danish clothing manufacturer Norse Projects from the color palette to design and artwork.
Working onto Norse classics, McFetridge has created a capsule of garments encapsulated by a conceptual theme:
“The farther you go the deeper it gets.”
One of the central images in the collection is a figure holding up an object that repels a phalanx of dots.
The object connects directly to the figure’s mind. In the drawing, the mind extends out to create a barrier—some way to hold back, edit, filter, pad, repel- unhelpful forces in the outside world.
A part of this project’s inspiration was planning and doing an off-road, bike-camping trip at the base of the Sierra Nevada mountains in California.
Tucker Phillips and his brother Ely thought up the plan.
They wanted to use Leica film cameras and a battery-less 16mm Bolex to do a film that captures the feeling of these beautiful zones.
“The clothes remain simple but gain an appeal that is meant for the user, the inner space,” states McFetridge.
The main design shows a person projecting an artwork out of meditation.”
“This drawing is meant to express how transcendent action is a powerful force to push back the noise of our culture. The head is projecting a barrier to things being projected back at it.”
“Slight tone on tone embroidery, hidden texts, prints on the inside of the clothes and a hangtag made up of two small drawings and a poem.”
“Ideally, all these elements will conspire to create a unique experience for the wearer,” he continues.
“Most of the details will be seen when you do laundry or when you get dressed.”
“Nobody will see them, but you know they are there.”
Project: Geoff Mcfetridge X Norse Projects
Designers: Geoff McFetridge
Manufacturer: Norse Project
