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20 Bond Street


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+64 4 381 4653

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Mon - Thur: 10.00am – 5.00pm

Friday: 10.00am – 6.00pm

Saturday: 10.30am – 5.00pm

Sunday: 11.00am – 4.00pm

May 18 2021

The further you go the deeper it gets — a capsule collection created by Norse Projects and Los Angeles based artist Geoff Mcfetridge.

Norse Projects x Geoff Mcfetridge

Geoff Mcfetridge has teamed up with Norse Projects to redefine Norse classics - encapsulated by the theme: The further you go the deeper it gets. The collection is exclusive to Good As Gold in NZ.


Born in 1971, in Calgary Canada, Geoff Mcfetridge is a multidisciplinary artist. Based in Los Angeles he is best known as a painter however his artwork covers multiple mediums. Instinctively ignoring creative boundaries, Mcfetridge has created poetry, animation, ceramics, movies and wallpaper.

Mcfetridge’s interest in the art world started through skateboarding, and eventually into snowboarding. With snowboarding in its infancy in the 80’s Mcfetridge was one of the first artists putting art on snowboards. Through his graphic work in the world of snowboarding he was able to put himself through the Alberta college of Art and eventually the California Institute of Arts. His work involves bold colours, lines, repetition, perspective and simplicity.



Acrylic on gesso canvas



Acrylic on raw canvas

The Capsule Collection is available online and in-store now.

After a job interview with Andy Jenkins at Girl Skateboards (which he failed to get) Mcfetridge was introduced to the editor of Grand Royale, the acclaimed underground Beastie Boys magazine where for two years Mcfetridge worked as Art Director.

Since then Mcfetridge went on to found the design studio Champion Graphics — here he has collaborated with other creatives to produce notable work such as the opening credits for Sofia Coppolas 'Virgin Suicides', the Charlie Kaufman written and Spike Jonze directed film 'Adaption', and 'Where the wild things are'. In 2013 he worked alongside Spike Jonze again on the film Her to create the iconic interface graphics featured throughout.

Mcfetridge’s list of clients that he has produced work for commercially is both diverse and impressive. He has made animations for Apple and the The New York Times; done work for MTV; designed shoes for Nike; painted a mural for Warby Parker; and illustrated covers for multiple magazines. Half his time however, is spent methodically painting canvases in his Los Angeles Studio, where he continues to build upon his obsessiveness with the power of images.

A unification throughout Mcfetridges work is his understanding of the power of image. The ability for an image to communicate complex ideas instantaneously, and the ability for them to present a confounding puzzle that a viewer must work out is central to all of Mcferidges work. Mcfetdridges work is hard to categorize. With so many different mediums he bridges the gap between many art worlds - be it illustration, design and art direction for brands.

This year he has teamed up with Norse Projects, redefining the classic Norse garments to create something new, all encapsulated with the central theme: The farther you go the deeper it gets.

Long time collaborator Tucker Phillips has also teamed up with Geoff and Norse Projects to produce a short film titled 'Doing without knowing'. Shot on 16mm film it showcases Mcfetridges trip camping, with the new collection from Norse Projects.

“The clothes remain simple, but gain an appeal that is meant for the user, the innerspace. 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.”

'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. A precipice. Transcendence. Before you are swimming.'


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New Zealand:

Free courier delivery when you spend over $99.00.
Purchases under $99.00 will be charged $5.00 for courier delivery.

Orders will be shipped in normal time frames but because of Covid-19 restrictions please allow an additional 3 – 5 days due to additional safety measures put in place to ensure the safety of our team and couriers.

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Full priced items may be returned for a credit with Good as Gold within 7 days of receipt for New Zealand purchases, and 10 days of receipt for international purchases.

Contact must be made via [email protected] within 48 hours of receiving the goods advising us of return.

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