Norse Projects

Norse Projects was founded in 2004 in Copenhagen by Tobia Sloth, Anton Juul, and Mikkel Grønnebæk as a multi-brand concept store that quickly began producing its own clothing alongside its retail. The shop on Pilestræde — still operating as the brand's flagship — established a particular sensibility: Danish design rigour, Japanese workwear references, technical performance fabrics, and a colour palette that runs from oat to mineral to dust. The brand's own production line settled around several archetypes: the Villads short-sleeve shirt, the Aros chino, the Vagn relaxed sweatshirt, the Reidar deck jacket, plus a steady output of waxed cotton outerwear and merino knit. Collaborations with Adidas Originals (the Tobacco, the Lacombe), New Balance (the M992 NORSE), Birkenstock, and Snow Peak have positioned Norse Projects within a particular international conversation about elevated everyday menswear. The brand is independent and family-controlled. Norse Projects operates around 6-8 stores (Copenhagen, London Soho, Stockholm, Tokyo via Bullseye), and distributes through Norse Store — the multi-brand operation that retains the brand's original concept-store identity. Tobia Sloth and the founding team continue to lead design. Few Scandinavian brands have built such a quietly recognisable product canon while maintaining an entirely independent operation.