Nanso's chief designer Noora Niinikoski has been designing everyday favorite clothes for Nanso for nine years. Niinikoski sees the designer's work as a kind of service profession, where the designer solves the problem of dressing. "Getting dressed is not always an easy thing. As a designer, I see that my job is to make dressing easy for the customer and to solve challenges related to dressing," Noora reflects.

Clothes are often associated with superficial themes, such as trends. Noora feels that dressing also involves a lot of emotional topics that are less discussed. For example, being comfortable in clothes can be seen as part of well-being. "When designing, I want to think about which clothes feel comfortable, where the customer is comfortable and feels good. Good clothes give energy."

At Nanso, we want all women to be able to find comfortable everyday favorite clothes in the collections. "We design clothes for a wide range of people and we also approach design through diversity. For example, age does not define style."