NOKI is the world’s leading sustainable and ethical fashion brand, blending style consciousness and an innovative approach to garment design with a comprehensive and unwavering doctrine of subverting fashion and “the brand” through a up-cycling counter culture of customization, alteration, cutting, stitching and embellishing. NOKI is an assault on the homogeneity of mass-produced, globalised fashion design, with a playful rhetoric underpinned by concrete beliefs and morals owing much to the writer and founder of Culture Jam and Adbusters magazine – Kalle Lasn, whom NOKI cites as a major influence on his worldview and work as a positive critique on world globalisation
For Autumn/Winter 2012 Dr Noki’s unveils a superhero inspired collection featuring characters and graphics of the world’s most identifiable crime fighters bringing them “Crash-Pow!” into the heart of London Fashion Week’s FashionEast Menswear installations. Hyper-charged super humans tear through the fabric of Dr Noki’s AW12 designs in-line with the apocalyptic aesthetic and energy for which his collections have come to be associated. Raw material or “rag” for the collection comes courtesy of up-cycled excess or “dead” stock kindly donated by Dr Noki’s supporters at Global Licensing.
On an aesthetic level, what makes NOKI unique is his approach to designing fashion that is both ethical and provocative. Dr NOKI takes vintage pieces, unwanted garments or “rag” and turns the traditional application of pattern cuttings techniques on it’s head chopping and twisting, re-structuring and removing, splicing together multiple garments and adding sleeves, pockets, collars, panels and details to create the perfect piece. This process has lead to the establishment of the NHS – “Noki’s House of Sustainability” with an ever-growing profile after recently being enlisted to the aid of Chloe in Paris for their AW2011 catwalk collection and being supported by some of the biggest and most influential names in the industry.
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