Geoff McFetridge, born 1971 in Calgary, Canada, is a Los Angeles-based painter and multidisciplinary artist. Instinctively ignoring creative boundaries, McFetridge has created everything from poetry to animation, from graphics to ceramics, movies to wallpaper.
He has exhibited widely throughout Europe, America and Japan, and for this season, Geoff McFetridge has acted as the creative lead on his second collaboration with Norse Projects, from the colour palette to design and artwork. Working onto Norse classics, Geoff has created a capsule of garments encapsulated by a conceptual theme: The farther you go the deeper it gets.
"The clothes remain simple, but gain an appeal that is meant for the user, the inner space. The main design shows a person projecting an artwork out of a meditation. This drawing is meant to express how transcendent action is a powerful force to push back the noise of our culture. The head is projecting a barrier to things being projected back at it."
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The farther you go the deeper it gets
Walking out into the lake there is a moment before you swim
When the tips of your toes no longer keep your nose in the air
Before you are swimming