Sustainable brand Nagnata’s mantra is “Movements Not Seasons,” as collections are defined by ‘movements’ - the brand doesn't adhere to seasons and takes a stance against sales (even Black Friday). Find out how founder Laura May is rewriting the athleisure brand rules.
Since its launch, Nagnata has released two “Core” and seven “Movement” collections — the most recent being Core 02 and Movement 007. The Core performance collection is known for its superfine Merino knitwear, designed with minimal seams and an innovative second skin fabrication exclusively developed by Nagnata, in collaboration with The Woolmark Company.
“Coming from Australia, I've always lived by the beach. It's that outdoor lifestyle and ease of jumping in the ocean in the morning, and then needing to race to work quickly,” May explains. “I really wanted a wardrobe that could take me through all these kinds of scenarios. But also look chic and stylish, and not like everybody else. At the same time, I’ve always hated wearing really tight synthetics while doing yoga.
At a time when every brand participates in mass sales that have become a global, annual occurrence and expectation, it’s a notable move to opt out. “Another element of our approach is community,” May continues. “We listen to our customers' needs and create small injections of our most coveted pieces.”
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