Pukaar Magazine

CONSCIOUS CLOTHING

Online womenswear brand Nadinoo was born out of a love for the process of making good clothes. Jessica Challoner-Sterland speaks to the brands designer Nadia Izruna about her handmade, functional designs and making the decision to slow things down.

Fashion moves at an incredibly fast pace, and it’s often difficult to keep up with the influx of new trends flooding into stores month-after-month. What’s worse, it’s having a crippling impact on our environment.

Conscious clothing

Image Credit: Nadia Izruna

The need to utilise her creativity, move away from fast fashion and get back into the hands-on process of designing, led Nadia to leave her apparel design job for Puma in Germany. With a final pay packet in hand, Nadinoo was set-up in 2009 in her attic studio: “Designs were simple and playful, stitched in Liberty’s classic cotton prints which most people already knew and adored. This simple formula of upbeat handmade designs was very well received and bloggers were generous with their love and support.

“The style and fabrics have evolved and grown up with me in the years since, but the philosophy and ethos are very much the same. I am still a part of every process and feel fortunate I have been able to continue doing what I love all these years on.”

Conscious Clothing

Image Credit: Nadia Izruna

Although each collection takes inspiration from different sources, it’s functional clothing suitable for womanhood which is the starting-point of a Nadinoo design. The brand’s stunning collection Shibui Wear, which launched in August, takes inspiration from simple Japanese style and detailing: “Each collection will begin with a simple design concept pulled together through mood evoking imagery or a selection of textured tonal fabrics that tell a story.”

Conscious Clothing

Image Credit: Nadia Izruna

Helping to reduce her carbon footprint, Nadia sources fabrics from UK mills and suppliers, and prefers to work with 100% natural fibres including linens and organic cotton: “For Nadinoo the fabrics are our biggest outlay, so I want to make sure that money is invested in companies I believe in and who share the same ethos and love for the craft. But I’m also keen to support small fair trade organisations from India who train their craftsman and support ethical and sustainable practices.”

It was four years ago that Nadia and her family made a new home for themselves in Rutland, an idyllic location that is undoubtedly a great fit for Nadinoo: “It was the perfect antidote to city living, moving to a quiet village with only one shop, a pub and a cafe. I just loved the calm and slow pace of village life, learning to appreciate the simple things and take the time to live well.”

Conscious Clothing

Image Credit: Nadia Izruna

For more information or to shop Nadinoo, visit: www.nadinoo.com

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