Comfort and everyday favorite clothes
GREETINGS FROM THE CHIEF DESIGNER
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."
What is your favorite item of clothing?
"My dressing shows comfort and relaxation. Sometimes I'm comfortable in really relaxed clothes, but sometimes I also want to make an effort. Then I choose a blazer to wear, for example."
In design, Noora specializes in knits and prints - so it's no wonder that knits are her favorite items in her wardrobe. Even in knitwear, comfort is especially fascinating. "My favorite outfit could be a nice sweater and well-shaped pants," says Noora.
What do you want to convey with Nanso's clothes?
"The heart of our design is comfort and relaxation in clothes. I hope that these themes are also conveyed to our customers." All Nanso clothes are designed in Helsinki in Sörnäis, where work is promoted together, through joy. "We design all the clothes in our team in a good spirit, and I hope that all the positivity, joy and good atmosphere of our design will be transferred to the clothing for its wearer."
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