Nuhü Division opens colorful SoHo pop-ups for sustainable fashion – WWD

Nuhü Division wants to bring color back New York City.

Tired of the pandemic-induced paleness of the once-vibrant city, the luxury magnifying glass brand has set its sights on SoHo for its first physical store – a 100% plastic-free shopping experience, The equivalent of art installations and shops – in full and vivid color.

The sustainable brand’s pop-up, opening at 426 West Broadway Friday, is created almost entirely out of recycled cardboard, with color – the brand’s core focus – as the main theme.

“In the midst of a pandemic, somehow every time I walk in New York the street, everything is closed [there was] a lot of black and gray,” Nuhü Division creative director Minjoon Kim told WWD. “For me, it is the most beautiful city, there are so many colors but somehow I feel like all the colors have disappeared. That’s why [we thought] hey, why don’t we bring color? ”

Upon entering the store, customers are met with a multicolored tunnel, with each part of the narrow and deep space having its own color, from blue to rainbow. It’s like a 3D optical illusion thanks to a collaboration between Nuhü and eco-design firm Cartonlab based in Spain and design agency Studio Animal.

Rendered Nuhu Division store design, Courtesy Cartonlab and Studio Animal.

Render of Nuhü Division store design, Courtesy Cartonlab and Studio Animal.
Courtesy Cartonlab Paper and Animals Studio.

“The Nuhü Division pop-up is a space that creates a memorable experience, it is an installation that immerses the visitor in the Nuhü universe,” Javier Jiménez Iniesta, head of Studio Animal, said in a statement. “The project enhances the shape of the store, which is narrow and deep, working with perspective to create a visually powerful game from the street. It’s a colorful and powerful space that is sure to be a great experience. We believe it will be difficult to walk through and not feel attracted when entering.”

In each area of ​​the store, cardboard shelves, racks, hangers and mannequins will showcase Organic Standards-certified cotton clothing in the brand’s relative range of colors, made with Oeko-Tex certified dyes and using 100% recycled packaging – even the tape used to seal the boxes for shipments is made completely plastic-free. Typically, cardboard hang tags, poly bags, and in-store shopping bags come in recycled cotton versions. The cash desk will be cardboard, and the cardboard stools around the store promise to be sturdy enough to sit on.

And to do it all in New York, not just home to the brand’s headquarters, is to demonstrate what can happen in a city not known for being green much.

“[With] New York, everyone thought it was just a big city and it wasn’t like people would think more about environmental things, and so we thought of having a pop-up that doesn’t just sell pants. shirt, we’re showing people from the store renovations,” said Bernice Bai, chief executive officer of Nuhü Division. “This is what sustainability means – it’s everything, not just clothes.”

Cardboard and cash wrap in Nuhu Division Soho store design, Courtesy Cartonlab and Studio Animal.

Cardboard dummies (left) and money wraps (right) in shop design drawings courtesy of Nuhü Division SoHo, Cartonlab and Studio Animal.
Courtesy Cartonlab Paper and Animals Studio.

But when it comes to clothing, the brand is made up of self-proclaimed “tailors” with over 20 years in the manufacturing business, working hard to ensure that there’s nothing to blame for sustainable active wear. Made from organic cotton. The style is somewhat streetwear, with the unique feature of having Coloro color codes printed on the back of some sets or embedded in the jacquard fabric of others, demonstrating its commitment to colour.

“It is very now, it is today but also sustainable. So we wanted to really promote that with our brand. It looks comfortable but that’s natural,” said Nuhü Division General Manager, Alisa Nappa, who wanted to emphasize, especially to Gen Z, that there’s more to fashion than fast and cheap. “We wanted to raise awareness that you can shop, being trendy but also sustainable, so I think that’s an important part of our brand.”

The pop-up opens on Fridays with daily hours from 11am to 7pm throughout the holiday season. At least for now, it’s set to stay open at the SoHo location for a year, at which point all the recycled cardboard used to design the store space, can be recycled. processing again.

While there’s no firm plan for a permanent location yet, that’s the goal if the pop-up test is to work.

“This is the idea that came from testing a sustainable store. We have shelves, we have mannequins, we have stools – this is really a year-long experiment, once we know it’s going to work, we plant that idea in SoHo and at the beginning of everyone in New York, we really wanted to move forward with a more permanent store,” said Celina Mylene, Nuhü PR communications director. “Our roots are in New York, so we’d love to do it in New York, but first we really wanted to do this pop-up to demonstrate that you can have a durable storefront. firmly in New York, trendy fashion is also fashionable, and then we will continue from there. “ Nuhü Division opens colorful SoHo pop-ups for sustainable fashion – WWD


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