A more assertive fashion silhouette

Norse Projects demonstrates its ability to step outside its comfort zone. “We need to show buyers that Norse can deliver fashion silhouettes, not just Gore-Tex outerwear,” explains Edwyn. The goal is not volume, but to attract through a sharper proposition while staying true to the brand’s philosophy.

Summer layering (Falster Tencel shirt)

“The Tencel cotton shirt has a very cool wrinkled effect. It’s lighter, perfect for customers who want a relaxed shirt for hot summer days,” he adds. A clear expression of Scandinavian functionality.

Controlled neo-vintage

A classic silhouette featuring wide cream trousers, a key seasonal trend, paired with a washed grey jersey polo inspired by early 2000s wardrobes. A balanced take on trend without excess.

Exploration-inspired design

With this waterproof Photographer Jacket, Norse Projects continues to draw from travel and exploration. Multiple zips and straps respond to practical needs, turning the garment into a functional tool.

Resist-dyed denim

A standout of the season. A full denim set based on the Korshavn trousers features a pigment fade treatment. “It gives a washed, modern look that feels very fashion-forward,” notes Edwyn.

The purple/brown set

A strong alternative palette aimed at retailers looking to energize their racks with unexpected tones, reinforcing the contemporary direction of the SS26 menswear collection.

Jersey jackets

The return of the trucker collar and lightweight zip jackets. “They used jersey to create a jacket that wears like a sweatshirt,” explains Edwyn. Asymmetrical pockets add a subtle but effective visual twist.

Premium herringbone (Vandel)

A structured jacket and trousers in herringbone. “For customers who appreciate craftsmanship. Once worn, the construction and fabric justify the price,” says Edwyn.

Tech* Merino tracksuit (Corso)

A wide set inspired by Harrington jackets and The Sopranos aesthetic, made from Alpinix™ 37.5 wool blend. This mineral-based technology regulates body temperature. A luxurious reinterpretation of the modern wardrobe.

Ultra-premium French denim

For purists. A cotton/linen blend denim from Manufacture Métis. “A heritage product inspired by the 1950s,” Edwyn explains. A high-end piece for selvedge enthusiasts.

The Commuter Pack

An overshirt and shorts in Japanese double-weave fabric by Komatsu. “With trousers instead of shorts, this becomes a modern alternative to the traditional suit,” he notes. Breathable, stretch, and understated — a contemporary workwear option.

Oversized double-pocket shirt

“Accessible efficiency,” summarizes Edwyn. The typical product made for a contemporary customer. A strong early-season product, impactful yet easy to wear.

Raw denim

A classic selvedge option targeting heritage-focused customers. This cotton/linen capsule is competing with Japanese brands and vintage American denim.

Safari overshirt

In textured cotton (seersucker-like) with large chest pockets, bridging shirt and jacket. Ideal for layering amateurs. It mixes utilitarian and urban vocabulary and sits between a jacket and a shirt.

Affordable canvas jacket

A robust summer cotton jacket at a competitive price point. A safe commercial piece across customer profiles, easy to wear and to sell to a large audience.

Crochet short-sleeve shirt

A trending material appealing both to younger fashion customers and those nostalgic for 1950s Italian classical elegance (think Dolce Vita and Mr Ripley). A core summer piece.

The “Spring vs Summer” paradox

Danish collections often lean toward spring conditions (heavy knits, darker tones), suited to Northern Europe.
“In the South of France, customers need real summer products. Even early in the season, knitwear barely sells,” explains Edwyn.

Barbour-style outerwear

Despite Norse Projects’ strength in outerwear, mid-season jackets (including Gore-Tex pieces) remain niche in France.

“What works in the UK doesn’t always convert into sales here.”

Jorts

A baggy silhouette for a niche audience.
“Customers who wear jorts usually shop other brands. The target is unclear in France.”
After all, the key lies in careful styling and mix & match : fashion involves risk-taking.