Pilestræde 41 st, 1112 Copenhagen K, Denmark
+45 33 93 26 26 / Website
When did you open your shop and also when did you start stocking NB?
Norse Store / Norse Projects first opened its doors in mid 2004, in the central part of Copenhagen. In 2004 the distribution of New Balance wasn’t that specified so we started to import US and Japanese models before we got an official NB account around 2006.
What/who inspired you to start retailing?
Norse is a part of a retail family that sprung from Street Machine Skateshop founded by Tobia. Street Machine first opened its doors in Paris in 1989, San Diego in mid 90’s and later in Copenhagen. In 2004 Norse Projects was founded by Tobia Sloth, Anton Juul and Mikkel Grønnebæk. Norse was built around the idea to provide a retail space for like minded people as ourselves with interests in skateboarding, art, design and music; an idea that we saw as non-existent in the Copenhagen landscape at the time.
What made you pick high end street wear to form your concept around?
We all grow older and we felt there was a huge gap between the quality available in higher end casual labels like ralph lauren and the more techy stuff from sportswear brands.Most streetwear was and often still is of shabby quality, and with our European manufacturing base with Italy, Portugal and the UK having great fabric and yarn traditions combined with the Scandinavian penchant for function and design we decided that Norse Projects should embody both aspects: Hence our motto” created for life, good for all seasons”, was born, and that formed some of the descisions around the first designs.
What is unique about your retail?
I think the people behind it, the brand mix and the urge to always want to explore new fields and possibilities within retail. Our stores is also a place to meet and interact with people on different levels – we try to keep it dynamic by hosting various events and launches there, bringing friends, family, customers, and partners as well as other creatives together. On a design level the Norse store embodies our values of simplicity , quality and function, and serves as an extension of who we are as an entity.
What has changed since you opened it? e.g. brands you buy, interiors, online.
In 2007 when we decided to launch the clothing line we moved to our current location in the inner city-the new space was designed with the brand in mind, with a simple, graphic layout and a mix of wood, rolled steel, and white.
What is your perception of NB as a brand?
New Balance is a fantastic company that seems to hold many of the same values of craftsmanship and quality we do in norse.
Also the fact that new balance seems to have a philosophy of being in touch with local communities through the Domestic factories in the US, and England and the heritage and continuity that brings with it makes for a different culture.
If you were a NB shoe, which one would you be and why?
That’s hard… we all like different types of NB’s from the 577 to 998, 999 and 993’s so maybe a hybrid.
What do you like about Flimby made shoes?
The quality and passion the workers have for footwear as well as the manufacturing heritage and the culture that revolves around it.
What shoe do you wish NB would bring back?
There are too many to mention.
Do you have a favourite NB collaboration?
We were really happy with our own Norse x NB collab, but there are many so many othe great ones. An example is the older Stussy / Mad Hectic models, but also the collaborations from UNDFTD & Nonnative, that were never available in Denmark.
What is your favourite current Flimby shoe?
Hopefully the next Norse x New Balance colab.
