NONE OF MY BUSINESS – NOMB Autumn Winter 2022 Collection “ELECTRONIC HARASSMENT”
NOMB was founded in 2017 in Canada, it has released 3 seasons of collections by far – one season each year. The brand mainly specializes in menswear. Its main products include knitted cotton hoodies, supported by specialized garment dying and washing techniques. It continues to release its designs of, jackets, suits, coat accessories, etc. Currently, it runs on its independent website as well as its collaboration with offline buyer stores.
NOMB aims to bring high-end design into young people and make fashion and arts more accessible, comfortable and practical so that its ideas travel through clothes and arrive as lifestyles and thoughts. The company intends to control its details and qualities as well as comfortability of the materials with the aim to bring clothing back to its essence. In the ever-evolving society, the consumer groups that are attracted by the quality and brand cultures grow to be bigger and younger.
The brand takes inspirations from the daily lives of ours instead of greater ideas such as philosophy, fine arts and humanity. It reflects the mindset of the youngsters that live in such fast-moving time where information is constantly renewing, their attitudes towards the time, their lifestyles and their understanding of the world, as well as their relationship with the contemporary norm of we media and the conversation it stirs up.
NOMB’s new collection investigates the conspiracy theory of “Electronic Harassment” as it metaphorically reflects the relationship between us and the technology that occupies us. The tools once developed to be of service for humans are now utilized to encourage the production of fake news and fragmentized information. Social media drain out time and energy with our wish to stay relevant, not knowing that our free will is sacrificed in the process.
To translate such ideas into fashion, NOMB illustrates a story where elements of garments represent the face of authority granted by the devil and the submissive masses controlled by machinery. NOMB’s new season converts these sentiments into characters that are you and me.
NOMB entertains the idea that a suit may be oversized – its inherent rigidness and pretense may be ridiculed with the usage of lightweight wool and a casual attitude; the aggression of shoulder pads is replaced by its sharpened edges to indicate power; its shape held up by an invisible coat hanger expresses a sense of humor to break down the convention. Fundamentally, machinery is proven to be limited in its attempt to replace manual labor. NOMB addresses such limitations by its dyeing techniques used for their signature tie-dye t-shirts.
The journey of NOMB continues as it grows into a grand adventure inviting our customers to dig into the essence of our time. The AW22 is the overture of this grand piece – by examining the numerous characters within the digital age, it opens the gate for the continuation of our story.
NONE OF MY BUSINESS – NOMB Autumn Winter 2022, all images courtesy of NOMB
PR Agency Autrement PR Paris