Our philosophy
Walk around the in-house studio of Nadinoo and see things that soften the edges of a busy afternoon and speak of calm; to step into this space is to tunnel out of the clamour and find a clearing. Nadia, founder and designer of Nadinoo, has built this little sanctum through many years of skilled work and growth to become what it is today, working and reworking forms in fabrics to create garments that are simple, comfortable, and versatile, with a creative process revolving around a core commitment to be as kind to the earth as possible. The principle of thoughtful living is present in all of Nadinoo’s offerings - dedicated to making tried and tested clothes that lend nuance to everyday routines and objects to help you slow down. We invite you to halt the pace of the day, and make yourself comfortable as we guide you through our philosophy.
OUR JOURNEY
Nadinoo was founded in 2009 with vintage-inspired pieces imagined in a very different way to the loose, free-flowing garments that now make up our shop. Its slow evolution germinated from a pivotal point in Nadia’s life: becoming a mother. She found herself needing more substance in her clothing - small hands and active playtime demanded something robust and durable that still allowed for freedom of movement. This birthed an adaptive shift from fashionable, fitted styles, to more thoughtful, utility-inspired pieces, able to work with us through all stages of womanhood no matter how the body changes over time. The Simplewear collection was the first to come, boldly overhauling Nadinoo’s signature style to move forward with relaxed silhouettes that embody comfort and ease.
Two children later, Nadia’s work still carries the enduring thread that runs from the beginning of Nadinoo to the present: the desire to create clothing for womanhood - though time has allowed her to broaden her inspirations and culminate these into staple silhouettes, with details reminiscent of many cultures who’ve fostered the idea of slow living for centuries. I see this most vividly through the eyes of our customers - some pick out the influence of clean Japanese silhouettes, whilst others tell me that our little shop provides a sense of Nordic minimalism. Muted, earthy tones remind some visitors of our own historic, rural English surroundings. Without doubt, these influences will continue to grow as we play with fabrics and patterns, and find fun in unexpected colours and styles. Our eclectic influence is a reflection of how slowing down is a pervading, uniting element of every culture: something that surpasses the boundaries of language as we all look to preserve a little calm in our lives.
SHIFTING PERSPECTIVES
Working with Nadia over the last two years, it’s been impossible not to notice the impact her philosophy has had on people intrigued by a simpler, more thoughtful way of dressing. The concept of ‘relaxed and comfortable’ versus ‘sexy’ or ‘feminine’ dressing are often difficult to reconcile - in magazines and on the runway, they’re often defined as polar opposites. As women, we’re taught that feeling good about the way we look is achieved by compressing ourselves into an outfit and being hyper-aware of our womanly bodies, even if it makes us uncomfortable. Of course, a slinky dress or a sheer blouse isn’t a write off, but they shouldn’t have to be a necessity to make us feel seductive, or indulgent. Nadinoo, and slow fashion as a wider concept, deconstructs this idea to entwine feeling sexy with confidence and creative spirit instead, letting us women take up space and be comfortable in our bodies without shrinking ourselves down to fit fashions current desired body shape. The garments we choose to adorn ourselves with should fit us - not the other way round.
Minding the shop twice a week, I rejoice when a new customer finds something that speaks to them - it’s a joy to see our garments tried, tested, and celebrated by people who have taken a leap of faith often entirely outside of their comfort zone in order to listen to their body and embrace comfort in a new way. Nadinoo utilises pared down, unobtrusive silhouettes with unfixed waist points, without darts or restrictions to embrace a design philosophy of free movement. Clothing - perhaps our most important and basic form of expression - should work for us, act as an echo of our aspirations for womanhood, and embody our ethical values too.
A COMMITMENT TO SUSTAINABILITY
The concept of slow fashion is inextricably linked with sustainability. ‘Slow’ not only refers to the handcrafting processes behind the scenes in the studio, but also the long lifespan of the garments themselves. It’s an honest approach to clothing that’s absent from the passing trends of fast fashion, carefully considering the time-honoured connections between maker, environment, raw materials, and the finished product. Sourcing responsibly and crafting small batches in-house allows us to be completely transparent with these processes. Every decision made is scrutinised to ensure we’re doing the most we can to support the rise of eco-friendly business practises. Slow making is an ever-evolving effort to better ourselves and what we make, and it’s crucial to ensuring we have a future in which to continue creating beautiful things.
You’ll notice that amongst other natural fibres, we’re rather partial to working with linen at Nadinoo. Harking back to Nadia’s need as a new mum to foster a wardrobe that would endure the everyday, she looked for a fabric that was hardy, versatile, and yet still able to drape and layer beautifully without becoming restrictive. Linen was the perfect low maintenance, high-stamina all-rounder, and the catalyst for all of our creations thereafter. It’s incredibly sustainable due to its minimal water consumption, whilst its ability to keep you cool in the heat and warm when there’s a nip in the air allows it to stay with you perennially, softening and relaxing with every wear. The idea of ‘slow’ fashion again becomes relevant in a slightly different sense when we consider the textural value of raw materials. The simple, tactile depth of linen can ground us by engaging our senses with a rich weave and sumptuous weight, proving slow fashion to be a holistic experience that can provide a break from the overstimulation of everyday life.
Making mindful choices about what we wear involves looking back at the heritage and function of hard-working fabrics to make decisions in the knowledge that slow fashion can not only be inspired by what looks and feels good, but what can endure and respond accordingly to all chapters of womanhood. Paired with the desire to bring beautiful garments into existence, Nadinoo crafts clothes to help you feel liberated and at ease. We hope that these five minutes, set aside to read a little about our journey, have allowed you to slow down and discover our reason to mindfully make.
Words by Lily Burrows