MD Skull Leggings
Use code 'OH CANADA' to save 35% off SS17 & AW16
- Machine wash cold
On the racks in children’s stores and on countless online shopping portals, as far as the eye could see, everything was brightly colored and somewhat complicated. There were so many choices, most of them springing from a surprisingly narrow set of beliefs. One, that children are creatures of limited expression; and two, that parenthood and great taste are mutually exclusive.
They believed children were simply potential people, that had their own ideas and perspectives. And while the knew first hand how profoundly having a child could change you, it had never occurred to them that becoming a parent meant you had to stop being cool.
They wanted the same things for their children that they wanted for themselves: quality, comfort and style. But once they began shopping for them, they couldn’t find anything they really loved. They didn’t understand why kids, small and vulnerable, weren’t introduced to the wonderful mystery of minimalism.
So Nununu became the brand that dressed kids in black. Black is innocent. Black is promising. Much like a child, black is a blank slate, ready to be filled with ideas.
In a sea of fairies, cartoon animals and rainbow colors, muted hues and minimalist designs were almost taboo. But that only made it more exciting to create a clothing line that would become the antithesis of clichéd baby wear and over-stimulating kid stuff. Nununu believed babies and children were beautiful and creative. They didn’t need a whole lot of decoration, they just wanted to be comfortable and Nununu wanted to make clothing that would let them shine at every stage, from newborn to teen. They wanted to make clothes that adults would envy and want for themselves.
Nununu began with the basics: black, grey, white, maybe a touch of color here and there. They designed practical shapes that wore well and looked great. Nununu took graphic inspiration from geometric designs, architecture and industrial design. Their fabrics had a worn and weathered feel you’d normally associate with someone who had done a lot more living. Each piece was special, with a handmade feel. Nununu created counterpoint by dressing kids in clothes that were thought of as adult-like. They had a sense of humor about it, but stayed serious about quality and detail and embedded their signature scent deep in the garments (it comes out after a few washes. once you smell it, you are hooked!).