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THE NN07 DESIGN PHILOSOPHY
Read the story behind our brand, and why we do things the way we do them.
Meet Victor Lindh, one of our founders who’ll explain more about NN07.
THE JOURNEY STARTED IN 2006 WHEN THE TWO CLOTHING
INDUSTRY COLLEAGUES ULIK PEDERSEN AND VICTOR LINDH TRAVELLED TO TOKYO WHERE
THEY FOUND THE INSPIRATION TO START A NEW BRAND.
UPON RETURN TO DENMARK, THEY RESIGNED FROM
THEIR JOBS AND STARTED NN07. NN STANDS FOR
NO NATIONALITY. THE LAUNCH YEAR WAS 2007.
In 2006, the industry was very monochrome. Mostly black. The two colleagues decided to change that. And things went very quickly. Another trip to Tokyo for more inspiration. Then a weekend lockdown with samples, fabrics, and a thousand ideas. After that, a trip to Turkey to meet manufacturers – and voilà – the first collection went into production.
A first collection is rarely produced so fast and furiously with just a few simple rules that still apply today.
WHAT’S THE FIRST RULE?
We create clothes that we want to wear. As simple as that. There are no compromises in creating good garments. We want to be proud of the garments we create. It’s about putting products on ped- estals. You should have respect for the products. We must like what we do. We didn’t want black garments. So there were no black garments in the collection for the first 10 years.
WHAT INSPIRES YOU?
We want to be limitless in our creations. Borderless. That’s why we called the company No Nation- ality. Inspiration exists worldwide. The Japanese sense of detail and style mix. The classic tailoring in British menswear. Italian colors. Scaled-down Scandinavian design. Together, all of this becomes NN07’s identity.
Inspiration exists worldwide. The Japanese
sense of detail and style mix. The classic
tailoring in British menswear. Italian colors.
Scaled-down Scandinavian design. Together,
all of this becomes NN07’s identity.
WHAT’S MOST IMPORTANT IN THE DESIGN PROCESS?
We start from the fabric and see what we can create from the roll. We let the fabric’s characteristics determine the type of garment it will become. Then we explore the details – buttons, seams, and other things that add character and enhance the garment. We love to dig deeply into the details. Then the garment is sketched; but here, we’ve already discussed all the essentials, so the garment is in our heads and only needs to be replicated on paper.
WHAT’S CHARACTERISTIC ABOUT YOUR DESIGN PHILOSOPHY?
Unexpected encounters. Chance meetings between fabrics, functions, and colors. We try to avoid habitual thinking. We reconsider concepts and add something new to a classic garment. It’s about respect for and knowledge of fabric. What you can and must do. Finding harmony in what doesn’t really fit together. Integrating playfulness into the creative process. We love unforeseen encounters in life, when something new and interesting often arises. This also applies to clothes. New things evolve during unexpected encounters.
We try to avoid habitual thinking.
We reconsider concepts and add
something new to a classic garment.
It’s about respect for and knowledge
of fabric.
WHAT’S YOUR TAKE ON COLLECTION COLORS?
We love colors. All of them. A cornerstone in our thinking is to actively work with a dynamic color scale. No color is just a color. Everything is about a fabric’s structure and feeling. Colors change character – depending on the fabric that they’re put on. Shades are infinite. When khaki was dyed thousands of years ago, they couldn’t quite control the dyeing process with natural fabric. Then, khaki was endowed with an endless variety of shades that got the same name. Colors are also energy. They constitute one of our most primal signal systems. So you can choose to spread energy and joy, and you can express yourself by dressing in color. Coloring is an underrated form of communication. We think it signals that you can get more out of life. It’s great to get into a certain mood with the help of color. Dare to offer yourself such pleasure.
THE WHOLE OR THE DETAILS?
Both. But if I must choose, then I choose details. Adding that little extra to a garment through atten- tion to details is one of our hallmarks. We can have a long discussion about one single button style. We love to listen to how a fabric sounds. The feel between the fingers and not least how it falls. We’re divided about how wide a stitch should be or how many stitches should be in a collar. The width of belt loops or the cuffs on a pair of chinos. The weight of a zipper and its sound as it’s being pulled up. We spend many hours in the design department discussing these and other issues.
The world around us
is changing, and we
must change with it.
WHO ARE NN07 CUSTOMERS?
We serve all types, of all ages – all over the world. We don’t want to put our clothes nor our cus- tomers into a box. We provide for people who appreciate quality. Those who found their fit and style and are comfortable with their discovery. We have many repeat customers who, year after year, up- date their NN wardrobe with one or two new garments per season. Our clothes are easy to mix and match with all other types of garments. So they can create a personal style – using our garments as the foundation of their wardrobe.
WHAT IS THE KEY TO YOUR LONG SUCCESS?
Stay true to who you are. It’s about daring to believe in yourself and what you do. We’ve been working on more or less the same concept for more than 12 years. So why change it if we believe in it and it works well? Working with our originals of tomorrow concept demands a long-term perspective on clothing. Our concept is naturally a key part of the success. We talk style instead of trends and fast fashion. And we make garments that get better as time passes. Garments you wear into the future.
WHAT DO FUTURE NN07 COLLECTIONS LOOK LIKE?
Like yesterday and today – in an entirely new way. The world around us is changing, and we must change with it. We constantly work with what’s happening now and balance our traditional view about clothing against current trends. We will always be curious. We will always make room for new unexpected encounters. And we’ll be around a long time.
THE NN07 DESIGN PHILOSOPHY
Read the story behind our brand, and why we
do things the way we do them. Meet Victor Lindh,
one of our founders who’ll explain more about NN07.
THE JOURNEY STARTED IN 2006 WHEN THE TWO CLOTHING
INDUSTRY COLLEAGUES ULIK PEDERSEN AND VICTOR LINDH TRAVELLED TO TOKYO WHERE
THEY FOUND THE INSPIRATION TO START A NEW BRAND.
UPON RETURN TO DENMARK, THEY RESIGNED FROM
THEIR JOBS AND STARTED NN07. NN STANDS FOR
NO NATIONALITY. THE LAUNCH YEAR WAS 2007.
In 2006, the industry was very monochrome. Mostly black. The two colleagues decided to change that. And things went very quickly. Another trip to Tokyo for more inspiration. Then a weekend lockdown with samples, fabrics, and a thousand ideas. After that, a trip to Turkey to meet manufacturers – and voilà – the first collection went into production.
A first collection is rarely produced so fast and furiously with just a few simple rules that still apply today.
WHAT’S THE FIRST RULE?
We create clothes that we want to wear. As simple as that. There are no compromises in creating good garments. We want to be proud of the garments we create. It’s about putting products on ped- estals. You should have respect for the products. We must like what we do. We didn’t want black garments. So there were no black garments in the collection for the first 10 years.
WHAT INSPIRES YOU?
We want to be limitless in our creations. Borderless. That’s why we called the company No Nation- ality. Inspiration exists worldwide. The Japanese sense of detail and style mix. The classic tailoring in British menswear. Italian colors. Scaled-down Scandinavian design. Together, all of this becomes NN07’s identity.
Inspiration exists worldwide.
The Japanese sense of detail and style
mix. The classic tailoring in British
menswear. Italian colors.
Scaled-down Scandinavian design.
Together, all of this becomes
NN07’s identity.
WHAT’S MOST IMPORTANT IN THE DESIGN PROCESS?
We start from the fabric and see what we can create from the roll. We let the fabric’s characteristics determine the type of garment it will become. Then we explore the details – buttons, seams, and other things that add character and enhance the garment. We love to dig deeply into the details. Then the garment is sketched; but here, we’ve already discussed all the essentials, so the garment is in our heads and only needs to be replicated on paper.
WHAT’S CHARACTERISTIC ABOUT YOUR DESIGN PHILOSOPHY?
Unexpected encounters. Chance meetings between fabrics, functions, and colors. We try to avoid habitual thinking. We reconsider concepts and add something new to a classic garment. It’s about respect for and knowledge of fabric. What you can and must do. Finding harmony in what doesn’t really fit together. Integrating playfulness into the creative process. We love unforeseen encounters in life, when something new and interesting often arises. This also applies to clothes. New things evolve during unexpected encounters.
WHAT’S YOUR TAKE ON COLLECTION COLORS?
We love colors. All of them. A cornerstone in our thinking is to actively work with a dynamic color scale. No color is just a color. Everything is about a fabric’s structure and feeling. Colors change character – depending on the fabric that they’re put on. Shades are infinite. When khaki was dyed thousands of years ago, they couldn’t quite control the dyeing process with natural fabric. Then, khaki was endowed with an endless variety of shades that got the same name. Colors are also energy. They constitute one of our most primal signal systems. So you can choose to spread energy and joy, and you can express yourself by dressing in color. Coloring is an underrated form of communication. We think it signals that you can get more out of life. It’s great to get into a certain mood with the help of color. Dare to offer yourself such pleasure.
We try to avoid habitual thinking.
We reconsider concepts and add
something new to a classic garment.
It’s about respect for and
knowledge of fabric.
THE WHOLE OR THE DETAILS?
Both. But if I must choose, then I choose details. Adding that little extra to a garment through atten- tion to details is one of our hallmarks. We can have a long discussion about one single button style. We love to listen to how a fabric sounds. The feel between the fingers and not least how it falls. We’re divided about how wide a stitch should be or how many stitches should be in a collar. The width of belt loops or the cuffs on a pair of chinos. The weight of a zipper and its sound as it’s being pulled up. We spend many hours in the design department discussing these and other issues.
WHO ARE NN07 CUSTOMERS?
We serve all types, of all ages – all over the world. We don’t want to put our clothes nor our cus- tomers into a box. We provide for people who appreciate quality. Those who found their fit and style and are comfortable with their discovery. We have many repeat customers who, year after year, up- date their NN wardrobe with one or two new garments per season. Our clothes are easy to mix and match with all other types of garments. So they can create a personal style – using our garments as the foundation of their wardrobe.
WHAT IS THE KEY TO YOUR LONG SUCCESS?
Stay true to who you are. It’s about daring to believe in yourself and what you do. We’ve been working on more or less the same concept for more than 12 years. So why change it if we believe in it and it works well? Working with our originals of tomorrow concept demands a long-term perspective on clothing. Our concept is naturally a key part of the success. We talk style instead of trends and fast fashion. And we make garments that get better as time passes. Garments you wear into the future.
The world around
us is changing, and we
must change with it.
WHAT DO FUTURE NN07 COLLECTIONS LOOK LIKE?
Like yesterday and today – in an entirely new way. The world around us is changing, and we must change with it. We constantly work with what’s happening now and balance our traditional view about clothing against current trends. We will always be curious. We will always make room for new unexpected encounters. And we’ll be around a long time.
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