Lauded for their signature brand of Scandinavian minimalism, few labels own the resume of Norse Projects. Established in 2004, Norse Projects began as a Copenhagen retail concept, spearheading many of the local trends in streetwear and men's fashion during the mid 2000s. Noticing an industry-wide void of minimalist everyday clothing, the store launched their eponymous clothing line in 2009 headed by Creative Director Tobia Sloth. Sloth's first design was the Niels T-Shirt, a design that has since become a staple for Norse Projects and remains in the collection nearly 10 years later. Withstanding the test of time is the foremost influence of Norse Projects designs, believing that the true mark of luxury is not the grand gesture, but the simple things done well.