On December 3rd, luxury loungewear brand, ‘nuhü division’ opened their first 100% plastic-free retail store in SoHo, NYC.
The New York-based, luxury loungewear brand recently collaborated with eco-design firm and design agency Studio Animal, to open a 100% plastic-free retail store. Since the brand launched in 2020, nuhü division has been committed to sustainable and environmental practices. Nuhü division’s sustainable efforts have included them using Organic Content Standard (OCS) certified cotton, Oeko-Tex® certified dyes, 100% recycled packaging, and eliminating the use of plastic throughout their entire manufacturing and distribution process; even the packing tape used to ship orders is plastic-free. With nuhü-division being committed to their sustainability efforts, it’s no surprise that they worked with Cartonlab to create a storefront made of 100% recycled cardboard that has been certified by the Forest Stewardship Council (FSC). “Compared to other materials such as wood, plastic, or metal, cardboard is hard to beat! It is incredibly lightweight, allows cost-time efficient production, is easy to transport, and also easy to assemble. In addition, cardboard is quick and easy to work with, which means faster reaction times and more possibilities of design. Lastly, as a recycled and recyclable material, the cardboard will keep ensuring low costs in the future,” says Pablo García Mora, Co-Founder of Cartonlab.
The nuhü division store-front is not just a store but a colorful art installation that allows the store’s guests to experience the colorful nuhü universe. The nuhü division brand isn’t only based in NYC but the color palette is inspired by the colors that make up NYC. “Color is such an integral part of our brand DNA and what we are known for. We literally print each garment with its respective color code from Coloro. With our first retail store, we want to make color the very first thing that customers see. We want to surround them in color from the moment they see the storefront all the way through to the fitting rooms and checkout. With Cartonlab and Studio Animal, we were able to create this experience in a way that is effective, efficient, and eco-friendly,” says Bernice Bai, CEO of nuhü division.
The nuhü division store is located at 426 West Broadway in SoHo, NYC, and is truly a sight to see. With the fashion industry overall moving towards being more sustainable and environmentally friendly, nuhü division efforts demonstrate that sustainability is something that can still be luxury and chic. Visually the store is gorgeous and fun to be in! I love that each section of merchandise focuses on color. The clothing from this luxury loungewear line is incredibly comfortable and even though nuhü division is a luxury brand the price point for the FW 2021 collection won’t break the bank.
Also, check out nuhü division on Instagram!
