Fashion Brand Nicholas K Cites ‘Longevity’ as Key to Sustainability

In a fast-fashion world, the concept of “seasonless,” enduring apparel is a breath of fresh air. And for sustainable fashion brands such as Nicholas K, designed by Arizona-born brother-sister duo Nicholas Kunz and Chris Kunz, longevity is the cornerstone of its company ethos.
True to form, its brick-and-mortar store in New York’s SoHo is light, breezy and brimming with viridescent foliage. Fully aligned with its “urban nomad” aesthetic, the store contrasts the city environment around it with a “green entry” and series of hanging plants that cascade between suspended clothing racks. Billowy vintage white silken parachutes hang from the ceilings to form dressing rooms, and charcoal Shou Sugi Ban Live Edge slab tables and benches — built by Nicholas herself — are spread throughout the store atop whitewashed floors and furnishings. Nicholas K’s ultracool, luxe and edgy collection is outfitted in sustainable fibers and materials such as Alpaca, organic cotton, linen, Tencel and silk.
Here, Nicholas Kunz and Chris Kunz talk to WWD about its “conscious design” philosophy, product longevity and sustainable business model.
WWD: How would you describe “conscious design?” How is Nicholas K’s design process differentiated in the market?
Chris Kunz: Conscious design is simply about longevity. Longevity in the supply chain, physical

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