Interview with Nynne Kunde, founder of NYNNE

We’ve had the pleasure to chat with Nynne Kunde, the founder of NYNNE. The Danish brand finds inspiration from Scandinavian practicality, London’s bold colors and the tradition of Italian craftsmanship. Get to know Nynne and her brand in this exclusive interview.

Can you elaborate on your professional journey and let us know how you entered the industry?

I knew since I was around 13 years old that I was interested in the creative field. I started by sewing dresses from my parent’s old curtains for my first parties and that was what sparked the initial interest for design.
Furthermore, I had a very creative upbringing in general. When turning 19 I entered a course at Central Saint Martins in London, and it quickly became clear that I wanted to become a womenswear designer. Thereafter, I started studying at Istituto Marangoni in London.

Before founding NYNNE, I worked with other emerging fashion brands which was a great start of my career. When working for smaller brands, you learn a lot and gain a 360-degree view of running a brand, especially how all the departments need to collaborate to make the full machinery run.
In 2018 I founded my own brand, NYNNE. This was after being announced Designer of the Year and winning the Alumni Collection Evolution award from Istituto Marangoni. This enabled the brand to participate during fashion week in Milan and from there, we onboarded quite a few wholesalers like Luisa Via Roma.

When was NYNNE established and what is the inspiration behind the brand?

The brand launched in 2018 after I graduated from Istituto Marangoni in London and was named “Women’s Wear Designer of the Year”.
The inspiration behind the brand was to create something cosmopolitan that draws inspiration from many places. We are inspired by the Scandinavian practicality, London’s bold colors and the tradition of Italian craftsmanship. The brand was founded with the aim to create a brand that caters to various body types, as that was something that we felt was lacking in the industry. This remains as one of our core beliefs, and it is a focal point in every collection.

What is the essence of the brand NYNNE?

NYNNE is all about being bold. Our designs are created from a mixture of feminine softness and curves, mixed with masculine, bolder design lines. NYNNE is made to fit all women and takes various body types into account when developing our styles. We believe fashion and clothes should be fun, uplifting and experimental, but still wearable. The clothes you wear should make you feel like the best version of yourself.

Running a fashion brand entails various responsibilities. What in your opinion is the most rewarding aspect of managing your own label?

One of the most rewarding things for me as a designer is to see my designs on strangers in the street.
Other than that, it is always exciting to see your ideas come to life and to be part of the full process, from idea to the finished garment. We create most of our prototypes and toiles directly in the Copenhagen Studio - to me it’s very rewarding to be able to work that closely to the product to ensure perfection and fit.

For individuals aspiring to work in the fashion industry or start their own brand, do you have any valuable tips or advice based on your experiences?

Always have a clear point of view! Set goals for yourself and have a long-term perspective of where you want to go and who you are designing for. Trust in yourself and your abilities, be resilient and don’t let setbacks bring you down.

When you are starting your own brand, opinions and advice will follow from people around you. I believe it is important to listen and learn, but never compromise on your core goals and vision. It can be very easy to then lose track of your own vision when getting a lot of opinions and advice from others.

How do you find inspiration for your designs and how do you ensure your creative vision aligns with the brand identity?

I believe that inspiration always comes from the most unexpected places, and when I am not actively searching for it. In the past, I often looked at strong female characters throughout different time periods, whereas now I am focusing more on current leading characters. Art is also a great source of inspiration for me; it goes hand in hand with fashion as it is a response to society and a result of our time.

I love people watching and I draw inspiration from how Italian women wear colors, how Scandinavians are very practical, and how New Yorkers can look chaotic and put together at the same time.
We have a very strong design DNA at NYNNE, which we incorporate into every collection. For example, our curved design lines, intricate detailing, unique trims and signature silhouettes. This ensures that we are aligned with our brand identity and that our collections are innovative yet unmistakably NYNNE.

Can you walk us through your typical design process, from concept to final product?

A collection usually starts with an idea of textures and silhouettes. We then look closer at details, and think about what we want to develop for the season. From there, we create mood boards for inspiration. After that we start experimenting with silhouettes in our atelier in Copenhagen and do several fittings on various body types to see how we can make the designs fit for as many as possible.

When we are happy with the silhouettes, we start working on the final sample, either with our factory partners in Europe or in our atelier to keep full control over how the final product ends up looking.

As the founder of NYNNE, what core values do you believe define your brand? How do these values influence your design decisions and the company’s overall direction?

We are conscious - We do not overproduce, we work with deadstock, and we always try to do better, being aware of the different issues the industry has. Instead of choosing the easy way, we choose the most conscious way.

Great fit and craftmanship – We aim for our garments to fit all types of women and body types.

True to our DNA - We aim to deliver unexpected pairings of textiles and colors. While we love to experiment, we will always keep consistency in our silhouettes and DNA. We believe strongly in the idea that clothes should have a practical element but also work as a fashion armor to tackle the world in.

Great aesthetics - We are not tied down by location, we are a cosmopolitan brand that draws inspiration from various places. Our mindset is Scandinavian, which comes to light by the pragmatic, durable and sustainable practices we incorporate into the brand. Our inspirational and unexpected color and design choices originate from my background in London. Lastly, we mix this with classic Italian construction and tradition of craftsmanship.

Fashion is a dynamic industry with rapidly changing trends. How do you stay innovative and adaptable to evolving market demands?

We don’t believe in following trends for the sake of it, we prefer to make timeless garments that can be dressed up or down for different occasions and seasons. Of course, we look at current trends to a certain extent, but more generally. For example, we follow what is happening in our society, micro tendencies and how we can develop with that tendency. We always strive to find new, innovative, and more sustainable materials every season. Besides textiles we also look at online tendencies, how to engage and communicate with our audience visually.

Given the growing importance of sustainability in the fashion industry, how do you integrate sustainable practices in your business?

Sustainability is something we consider in everything we do; it is built into the core of who we are. For a young brand it can be challenging to reach the minimums and to access innovative new materials. However, sourcing and investing time in the right partners, have been beneficial for us. We believe it is a work in progress and each season we aim to do better. It’s not always easy, but we always keep challenging ourselves and never take the easy route.

The measures we have currently implemented:

Deadstock & Repurposing
In both our sampling and production, we work with deadstock and certified material. This is typically leftover material from mills that work with bigger brands/corporations that are not using all the fabric that was produced for them. By using this we help reduce waste and take care of what has already been produced.
If there are any unused fabrics from previous seasons we strive to rework or dye the material to give it a new life, ensuring it doesn’t end up unused. We are committed to sourcing high-quality materials, with the least possible impact on the environment, prioritizing longevity.

Pre-order system/ Ordering what we need
We are offering pre-ordering ahead of each season. This means you have the possibility to order unreleased garments a few months before receiving it. By pre-ordering, our customers help us to predict the amounts of material and manufacturing needed. This helps us to avoid waste of raw material and overproduction, which is one of the most polluting elements of the fashion industry.

Made in Europe
Our suppliers and manufacturers are all small, mostly family-owned businesses within Europe, which helps us minimize and limit the movement of samples and goods.

Longevity
Our signature piece, the Diana dress, is representative of our way of designing. We create pieces that are meant to be worn in the most versatile way possible, giving the customer the chance to dress up and down a garment, wearing it to both casual and formal occasions. The Diana dress is appropriate for the office as well as a wedding or a walk in the park. With this mindset, we envision our customers to have a smaller wardrobe and to buy less. We stand by the belief that buying less and smarter is one of the most powerful changes that one can do for the environment.

What challenges have you faced in this area, and how have you addressed them?

As a relatively young and smaller brand, it can be challenging to get access to certain innovative and new materials, as certain suppliers often require you to purchase large amounts. Same goes for meeting minimum quantities in production while keeping an accessible price point for our customers. We are lucky to have found great manufacturers who can accommodate our needs without sacrificing the quality of the garments.

What are your three best styling tips?

At NYNNE, we believe in quality before quantity. Therefore, we like to encourage people to buy timeless, good quality pieces that will last for a long time and that can be styled in many ways.

Mix unexpected materials, texture, and reinvent your wardrobe by adding fun details.

Make your own rules and have fun! Find garments that compliment your body and that you feel confident in. If a trend is not for you then don’t go for it. When you find a piece you love, the garments will last longer in your closet.