Copenhagen was recently named the world’s most sustainable city. For designer Nynne Kunde, whose namesake brand NYNNE showcased its Fall/ Wi2022 collection at Copenhagen Fashion Week, the news comes as no surprise. Not only is the city known for bicyclists staving off car pollution, even the fashion set hops on bikes to and from shows. And, as a designer who focuses on ethical and sustainable production, Nynne is constantly evolving to ensure that her collections have the smallest impact possible. That means using recycled or certified sustainable materials, partnering with family-run manufacturers and using packaging materials that are made from recycled fibers.
Nynne’s ‘less is more’ philosophy is another sustainable element to her brand. Moving away from the fast fashion model, each piece in her collection is meant to be added into women’s existing wardrobes and are constructed to last a lifestyle. From the clean, bold lines and sharp tailoring, this minimalist aesthetic can be seen in NYNNE’s FW22 collection.
After the FW22 show, Nynne spoke more about her sustainable vision for her brand and how the city that she calls home for fashion week, deserves the title of ‘the world’s most sustainable city’.
Each season we are getting a step closer to fully sustainable sourcing. For AW21 we are proud to say that 60% of all the fabrics used for the collection are recycled or are certified sustainable.
What inspired the Spring / Summer 2022 collection?
I took inspiration from the work of 20th-century design-duo, artists Christo and Jeanne-Claude, namely their early Nighties work, The Umbrellas, for the presentation. I developed an interest in art and design from such a young age, so a lot of inspiration comes from this. Their public art installation was intended to spread joy through challenging compositions that reflect the spring/summer 2022 collection. The vivid hues and enduring neutral tones of the color palette is dominated by reflecting the sense of renewed energy that the world is feeling, with personal expression and the celebration of dressing up receiving a welcome return.
How do you build a long-lasting relationship with clothes?
My label’s philosophy lies in the exploration of dressing as a form of power. This being said, NYNNE aims to uplift the everyday wardrobe of women globally through glamorous yet pragmatic clothing meant to amplify confidence. Our mission is to put fewer clothes out, and give customers the option to restyle and rework our pieces in their wardrobe and therefore give it longer durability.
What ways do you ensure that your brand is sustainable?
With two collections a year, we have eight key areas of sustainability we focus on: materials, production, proximity, avoiding dead stock, consciousness, durability, packaging, and our own ‘Diana’ concept. The Diana, which is our signature piece, showcases our way of designing. As we are a small brand, we work with European-based family-run manufacturers who we have a great relationship with. After a year of uncertainty, it’s so important to create those relationships and work with people you trust.
How has Copenhagen Fashion Week become more sustainable?
Copenhagen Fashion Week has crafted alternative ways of presenting collections this season. A lot of people cycle from show to show, and invites are digital too! The digital showcasing format works great for smaller brands like us as it allows anyone in the world to watch our digital film, it allows for inclusivity and more brand awareness.
Why do you think the fashion industry is becoming more sustainable?
The fast fashion industry has a massive climate footprint that needs to be looked at to create change. Overproduction is one of the most polluting elements of the fashion industry and brands should care about making sustainable efforts in several areas of their business. A lot of it is about mindset too.
How are you sustainable in your everyday life?
For myself, I try to shop with the intention of quality over quantity. Nynne represents a culture of buying less but buying better. I also love to research and ask people for advice on sustainability. I love learning where I could improve and implement this into my day-to-day life.
