It's a scary world out there, but the designer has spent the past few years preparing for this moment.
Author:Tyler McCallUpdated:Jan 6, 2020Original:Jan 6, 2020When Misha Nonoo first launched her eponymous label in 2011, after splitting with a partner to go out on her own, she did everything "right," according to the unwritten rules of the industry. She showed at New York Fashion Week, starting with presentations before graduating to runway shows, putting out new, often art-inspired collections every season.
Little by little, Nonoo began to tweak her business altogether: In September 2016, she closed all her wholesale accounts to bring the business fully direct-to-consumer. A year later, she pared things back even further to a seasonless capsule collection, produced on-demand to create more sustainable business practices — a goal she expressed all the way back in 2012.
The space also helped push her message of sustainability. The pop-up was inventory-less, at least as far as Nonoo's label is concerned — you can try on the Misha Nonoo pieces on display, but they're not for sale — which means customers leave empty handed, "which is a very new concept for people," she admits with a grin. On-demand production started as a business decision, but quickly became a cornerstone of her sustainability initiatives.
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