No sleep for Nosomnia
If you regard yourself a fashion buff, you’ve probably heard of Nosomnia – the just one year old brand that has already cemented itself as one of the most promising Danish up-comers right now. With features in Highsnobiety, Fuuucking Young!, Soundvenue and Euroman (who dubs them “a brand to watch in 2016”) there’s no telling where Nosomnia will be at in just a year from now.
Headed by Jonas David Bier and Ida van Gaever, the two young forces behind Nosomnia collectively strive to create a brand that successfully incorporates classic menswear and urban street style while maintaining a focus on great craftsmanship, creative details and high quality fabrics.
Fun fact: All materials used in their garments are carefully selected based on the experiences gained from bi-annual trips to the world’s leading fabrics fair Première Vision.
Currently set in humble surroundings in a small office on Nørrebro in Copenhagen, it quickly becomes evident that all of their combined energy and ressources are being spent on improving their product. Furthermore, the name Nosomnia was derived from the contraction of “insomnia” and “no sleep”, which beautifully describes the young creatives’ passion and devotion to their brand, as they continuously work long hours and rarely get a full night’s sleep – all in the pursuit of their entrepreneurial dream.
As a graduate from the leading Danish design institute Margretheskolen, courses from Central Saint Martins and as a former intern at Stine Goya, van Gaever is in charge of design – whereas Bier with extensive experience in branding and communication handles the day-to-day administration of Nosomnia. At first sight some might classify them as an odd couple, but after meeting them, it’s clear that they support each other beautifully.
Founded in the beginning of 2015, the upcoming AW16 collection is only Nosomnia’s second full collection, not counting their “Prologue” collection, which only consisted of 7 styles.
The new collection is entitled “Distinguished”, and uses the technique of overlapping textures, layers and prints as a way to make Nosomnia’s garments stand out from that of its competitors. Bier and van Gaever describe the collection as being a visual representation of its title, and it’s meant to “distinguish” itself from traditional ideas of masculinity as well as emancipate menswear from its old clichés.
Whether Nosomnia will succeed in emancipating menswear, only time will tell. One thing is for certain though, and that is that Bier and van Gaever won’t be getting much sleep for the time being. Put in other words – there’s no sleep for Nosomnia…
All pictures used for this article are shot by Oscar Meyer for Nosomnia’s “Distinguished” lookbook. For more about the young Danish brand – go check out their website and follow their Instagram-profile!