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ORIGINALS OF TOMORROW
CREATING GARMENTS YOU’LL NEVER TOSS
THIS IS THE STORY ABOUT CREATING GARMENTS YOU NEVER LET GO OF. THIS IS ABOUT THE PAIR OF CHINOS WE BROUGHT TO THE MERZOUGA DESERT AND BACK. THE PAIR THAT HAS BEEN WORN, AND LOVED SINCE THEN. 11 YEARS AGO.
IT’S PRETTY SIMPLE. YOU ALWAYS HAVE YOUR FAVORITES WHEN IT COMES TO FOOD, MUSIC, AND CLOTHES. YOU ALWAYS RETURN TO THE ONES YOU LOVE MOST. THE ORIGINALS. AGAIN AND AGAIN. IT’S A MATTER OF FEELING COMFORTABLE, FEELING LIKE YOURSELF.
FROM WASH TO WORK. That’s how we often describe our garments’ daily lives. The ones that never make it to the closet, because once they’re washed, they’re put on and worn again. That’s exactly how we like to see the lives of NN07 garments.

Since its launch, the NN07 mission has been to create the originals of tomorrow. Classic, well-made garments that withstand the test of time and get better after every wash. Garments created for comfort, rather than the latest craze. The result? Long-lasting items with style and character.

NN07 continuously puts pride into making basic, indispensable garments that become the originals of tomorrow. It’s a challenge, and it’s difficult. Why? Because classic garments demand foresight and planning. And going basic means fewer details and cuts with which to work. But we love the challenge.
When we got home,
we unpacked our
garments, looking for
scorpions, and pouring
sand out of all pockets all
over the office floor.
READ MORE ABOUT OUR JOURNEY TO THE
MERZOUGA DESERT AT THE BOTTOM OF THIS PAGE
Certain criteria define what can be called an original of tomorrow. And we always comply with them when we create what we believe will become an essential garment in someone’s wardrobe.

Mixing and matching cuts, fabrics, and details from one garment in another garment creates a hybrid. For example, applying several trouser details combined with a sturdier fabric resulted in one of our first successes – our chinos. Another example: using classic cotton or heavy wool shirting fabrics and adding a zipper rather than buttons to create an overshirt.
THAT SAID, THESE CRITERIA DRIVE THE DESIGN AND DEVELOPMENT OF OUR GARMENTS: First of all they must be comfortable. No matter how attractive, fancy, or well made a garment is, if it’s not comfortable, you won’t use it. And a garment collecting dust in a closet is a really, really poor investment.

They must be made to last by using materials that get better with time. Factors such as high-quality fabrics, cut, and construction enable garments to be washed again and again. Good fabric fades beautifully as it soften with age. The longer you wear a garment, the better for Mother Nature and your wallet. Nothing makes us happier than seeing our old classics on the streets – still in fashion yet mended and worn with pride.

They must last over time when it comes to trends – classic styles with attention to details, cut, and fit. They’re not always the most conspicuous garments, but they’re always in style – so wear them with confidence.

They must be subtle and discreet, so you can wear them wherever and whenever you want. An original of tomorrow can be mixed and matched endlessly and worn in various milieu and situations. Wear the same shirt you wear at work to a wedding. Use your chinos during summer sailing and during your first dinner with your new in-laws in early autumn. A versatile garment adapts to all situations.

They must have the right nuances. What first meets the eye should be comforting. We use a classic color palette with a twist. We can put an extra dark shade into a classic khaki. Make the brown a tad softer, and the green a nuance paler.
That way, you stand out – without standing out.
THE EVIDENCE
Desert chinos are alive and worn.

Not so long after the NN07 launch, we did a legendary photo shoot in the Merzouga desert. On the border between Morocco and Algeria, we found a tribe at an oasis – after traveling for two days by plane, car, and camel. We spent a few days with these gentle souls, who helped us create our summer 2010 campaign.

When we returned, we unpacked our garments, looked for scorpions, and poured sand out of all our pockets. A friend came by, fell in love with a pair of chinos, and very politely asked if he could have them. “Of course,” we said, “they’ve done their job. Wear them in good health.”

And he did. And he still does! After almost 10 years, these chinos still do their job and are being put on nearly every week. Evidence that our theory works in practice. A pair of originals of tomorrow. This is Simon. Nowadays named The Desert Pants: when he first wore them, sand fell out of the pockets. Today, it’s all gone.
ORIGINALS OF TOMORROW
CREATING GARMENTS YOU’LL NEVER TOSS
THIS IS THE STORY ABOUT CREATING GARMENTS YOU NEVER LET GO OF.
THIS IS ABOUT THE PAIR OF CHINOS WE BROUGHT TO THE MERZOUGA DESERT AND BACK.
THE PAIR THAT HAS BEEN WORN, AND LOVED SINCE THEN. 11 YEARS AGO.
IT’S PRETTY SIMPLE. YOU ALWAYS HAVE YOUR
FAVORITES WHEN IT COMES TO FOOD, MUSIC,
AND CLOTHES. YOU ALWAYS RETURN TO THE
ONES YOU LOVE MOST. THE ORIGINALS. AGAIN AND
AGAIN. IT’S A MATTER OF FEELING COMFORTABLE,
FEELING LIKE YOURSELF.
THE EVIDENCE
Desert chinos are alive and worn.


Not so long after the NN07 launch, we did a legendary photo shoot in the Merzouga desert. On the border between Morocco and Algeria, we found a tribe at an oasis – after traveling for two days by plane, car, and camel. We spent a few days with these gentle souls, who helped us create our summer 2010 campaign When we returned, we unpacked our garments, looked for scorpions, and poured sand out of all our pockets. A friend came by, fell in love with a pair of chinos, and very politely asked if he could have them.
“Of course,” we said, “they’ve done their job. Wear them in good health.”

And he did. And he still does! After almost 10 years, these chinos still do their job and are being put on nearly every week. Evidence that our theory works in practice. A pair of originals of tomorrow. This is Simon. Nowadays named The Desert Pants: when he first wore them, sand fell out of the pockets. Today, it’s all gone.
FROM WASH TO WORK. That’s how we often describe our garments’ daily lives. The ones that never make it to the closet, because once they’re washed, they’re put on and worn again. That’s exactly how we like to see the lives of NN07 garments.

Since its launch, the NN07 mission has been to create the originals of tomorrow. Classic, well-made garments that withstand the test of time and get better after every wash. Garments created for comfort, rather than the latest craze. The result? Long-lasting items with style and character.

NN07 continuously puts pride into making basic, indispensable garments that become the originals of tomorrow. It’s a challenge, and it’s difficult. Why? Because classic garments demand foresight and planning. And going basic means fewer details and cuts with which to work. But we love the challenge.
Certain criteria define what can be called an original of tomorrow. And we always comply with them when we create what we believe will become an essential garment in someone’s wardrobe.

Mixing and matching cuts, fabrics, and details from one garment in another garment creates a hybrid. For example, applying several trouser details combined with a sturdier fabric resulted in one of our first successes – our chinos. Another example: using classic cotton or heavy wool shirting fabrics and adding a zipper rather than buttons to create an overshirt.

THAT SAID, THESE CRITERIA DRIVE THE DESIGN AND
DEVELOPMENT OF OUR GARMENTS:

First of all they must be comfortable. No matter how attractive, fancy, or well made a garment is, if it’s not comfortable, you won’t use it. And a garment collecting dust in a closet is a really, really poor investment.

They must be made to last by using materials that get better with time. Factors such as high-quality fabrics, cut, and construction enable garments to be washed again and again. Good fabric fades beautifully as it soften with age. The longer you wear a garment, the better for Mother Nature and your wallet. Nothing makes us happier than seeing our old classics on the streets – still in fashion yet mended and worn with pride.

They must last over time when it comes to trends – classic styles with attention to details, cut, and fit. They’re not always the most conspicuous garments, but they’re always in style – so wear them with confidence.

They must be subtle and discreet, so you can wear them wherever and whenever you want. An original of tomorrow can be mixed and matched endlessly and worn in various milieu and situations. Wear the same shirt you wear at work to a wedding. Use your chinos during summer sailing and during your first dinner with your new in-laws in early autumn. A versatile garment adapts to all situations.

They must have the right nuances. What first meets the eye should be comforting. We use a classic color palette with a twist. We can put an extra dark shade into a classic khaki. Make the brown a tad softer, and the green a nuance paler. That way, you stand out – without standing out.
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