Norse Projects AW21: Coming To Stuarts London

The Danish brand’s minimally styled, well-made wardrobe essentials have catapulted them to the forefront of the menswear space where they have sat comfortably for quite some time now. Despite this widespread appeal and acceptance into the mainstream – the brand is uncompromising with their artistic vision, every season pushing their creativity, never settling. And with the release of their AW21 Campaign, it is clear to see that the clothing is just one part of the much wider artistic vision the brand wants to express.

Shot mostly in grainy black and white film upon the backdrop of the Scottish highlands, Norse Projects have handed over the reins to British photographer/videographer Samuel Bradley whose distinctive visual style colours the entire AW21 campaign. This in combination with music provided by Mount Kimbie and a local Gaelic Choir that provide a striking, almost surreal image when combined with the backdrop reminiscent of a scene from Ingmar Bergman film. Various looks from the new collection have expertly peppered the scenes in an interesting visual experience where art and fashion meet.

For this AW21 collection, there are some exciting new additions including a collaboration with Pertex®, aptly named Weightless Warmth. This collection within a collection does just that with their high-tech outerwear options that sit at the cutting edge of lightweight, functional winter garments. The fabric gives a tightly woven structure to provide a light and soft windproof fabric that allows insulation to fully loft. Designed to trap still air and improve insulation efficiency. A favourite from the range being the Jens Light Pertex Quantum – a superlightweight overshirt that works wonders as a top layer or for those extra cold nights as a mid-layer to help trap in as much warmth as possible.

The collection also sees some old Stuarts London’s favourites returning for another season and looking better than ever including the Johannes, the Vagn Classic Crew, Vagn Classic Hoodie, Falun Classic Sweatpants. The Johannes long sleeve loves for its build quality, minimal style and versatility is back for AW21 in a heavyweight weight weave that is somewhere between a long sleeve t-shirt and a jumper and now with the option of a tonal Norse Projects branding on the chest, so tastefully done that it adds a new dimension to the piece that we all agree is really nice.

Technology is a central theme throughout the collection with yet another cutting edge fabric 37.5® – a groundbreaking material that ground in temperature regulation. The fabric aims to keep your body temperature regulated at the ideal of 37.5°C as well as keeping the microclimate next to your skin at the relative ideal humidity of 37.5°C – hence the name. This is done through patented active particles embedded in the removing sweat in its vapour stage before liquid particles are formed. When the temperature is colder, those same active particles work to trap warmth.

Tradition and innovation stand proudly shoulder to shoulder or are combined in new imaginings to produce a collection that is truly something to get excited about. Keep an eye on our new arrivals page for the latest from Norse Projects AW21 coming very soon.

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