Masters of Scandinavian Subtlety: the Norse Projects SS17 Collection

The NORSE PROJECTS SS17 COLLECTION strikes a fine balance between simplicity and unexpected details.

It can be easy to dismiss the virtues of wearability and understated design in a world choc-full of hype; but a carefully considered range of basics is often the starting point for most of our wardrobe staples, and you would be hard pressed to find a better place to start than with the ever-consistent Scandi-suave Gods. Norse’s instantly recognizable, pared-back aesthetic mixed with an unswerving use of colour has been a constant theme since their inception back in 2009, and bucked the pervasive stereotype of all-black-wearing Copenhagen dwellers. This distinct style has been exported and appropriated to great effect in the intervening years, with Norse now a genuine heavyweight for all the right reasons.

The Spring/Summer 2017 collection continues to re-invent menswear classics with a decidedly summery colour palette that bases itself around white, beige and navy, playfully accented by pastel hues of fusion pink, edge yellow and boundary blue across a staple variety of shirting, lightweight outerwear, jersey and fine-gauge knitwear.

The NORSE PROJECTS SS17 COLLECTION is AVAILABLE NOW with select retailers including STUARTS LONDON. Take a look at the range in more detail below, and hit the banners to shop the collection.