It's not easy to fill in the blank in the sentence "Geoff McFetridge is ______." Geoff McFetridge is an artist, yes, but within that, he's a painter, drawer, sculpter, and animator, among other things. He also likes to ski, flyfish, and bikepack. So maybe the correct answer is simply, "hard to peg." Not hard, however, for Norse Projects, which recently tapped McFetridge for a new collaborative collection of technical apparel that, somehow, does a pretty good job at filling in the blank all on its own.
As the second Norse Projects x Geoff McFetridge joint venture (check out first NP x GM collab here), it comes to us in two parts: one is a line of everyday essential apparel with a utilitarian, vintage feel—think t-shirts, crewnecks, chinos—while the other draws on technical fabrics that hikers and backcountry skiers will find familiar. The two are two sides of the same coin, unified by simple design and, of course, characteristic graphics and illustrations by McFetridge himself.