the collaborations between icon visions and nørgaard paa strøget, one of copenhagen’s oldest concept stores, span over four years, all focusing on reinterpreting iconic danish design in contemporary ways.

centered on transforming the classic #101 t-shirt into new silhouettes and an updated iconic  basic, alongside limited patchwork pieces made from recycled fabrics sourced from the Mads Nørgaard sewing factory in denmark. each collaboration was supported by a distinct visual universe expressed through campaigns on street posters, lighters, window displays, video works and keychains.

beyond product design, the collaborations expanded into retail and spatial concepts, including curated in-store presentations and the icon store pop-up, emphasizing longevity, craftsmanship, and cross-generational relevance.