Now & Then - November 2013
Since discovering NOCH mini at Playtime Paris a few years ago, we fell in love with this kids brand, beautiful and sophisticated design mixed with organic materials and low impact dies on the environment. We met Jina, for the time of an interview at Papier Mache, to know a bit more about what’s the perfect Noch mini look to adopt this winter!
What was the main reason for you to launch Noch Mini, and why Noch?
When our daughter was born, we wanted all the best quality and healthy choices we could get for her, including clothes. We quickly found out most organic clothing options were very limited in design and colors. My husband and I always wanted start our own clothing brand (I have women’s sportswear design background) and we thought this was a perfect opportunity to have cool and well-designed children’s clothing line that just happens to be using all certified organic materials and low-impact dyes.
Name inspiration came from science. N (nitrogen), O (oxygen), C (carbon), and H (hydrogen) are the basic and majority elements of everything living and organic.
Who is the Noch team, can you introduce us to them?
Jina Jang - Design
Jooyeol Oh – Management and sales
Nam Park – Design and Production
What is your ritual to design a new collection, where do you start?
I start with a search for inspiration. Inspirational moment never happens as planned or when you are trying too hard. It always happens spontaneously. Also, my daughter and every little thing around her inspires and helps my design.
All the materials you use, are organic and low impact dies, what is important for you in using Organic materials?
It is ethical to ourselves as well as the planet we live in. Made safely and fairly with sustainable materials is very important to us.
Whenever I hear about how much toxins/chemicals are used around us, including dyes and chemicals from apparel production polluting our environment, it makes us keep on doing what we do (even though I wanted to switch to conventional materals many times when I hit the wall of pricing, limited choices on materials, and indifference towards organic/sustainable concept).
We love all this minimalist cuts and designs, have you ever thought of launching an adult range?
Yes, we hope to introduce adult range sometime soon. Many of our customers ask for adult size.
Harlequins, clouds, stripes… could you tell us a bit more about this winter collection and what inspired you? Also, what is your favorite piece in this collection?
Inspiration for fall/winter 2013 collection came from Egon Schiele’s painting ‘House with Laundry’. We took the color inspiration from the painting and took the house as our main motif. Triangle pattern came from the roof shape and one of our prints is oversized repeated houses in geometric shape. My favorite piece is pom pom hoodie hat and black/ grey triangle patterned sweater pants.
As a NYC Mum, what would you recommend to do with your kids for a NYC holiday?
I love all the museum for kids and moms in NYC. We especially love Children’s Museum of the Arts and American Museum of Natural History.
While we’re dreaming of sunshine… could you give us 3 adjectives to describe your upcoming Spring Summer 14 Noch mini Collection?
Beachy, airy, comfortable.
Where can we find NOCH around the world?
Please visit our website to see our stockists. You can find Noch mini in France, Switzerland, Belgium, U.S., Hong Kong, Korea, Canada, Kuwait , Australia, Malaysia.
Thanks a lot,
Interview by Deborah Sfez