Minimalist maximalism: NON’s earth day capsule collection.

In celebration of this year’s Earth Day, the minimalist-conscious denim label releases an exclusive collection. The gender-inclusive collection displays seven staple pieces, each bold, reserved and unique. From Wide Jeans, Relaxed Jeans, a Raglan Jacket, Pocket Jacket and Work Jacket. Craftsmanship is embedded in denim hand-painted designs. The classic tote stays steadfast, tying the collection together.

Hellyer hones in on Non’s conscious selvedge denim and gender-inclusive roots, by revising relaxed, and oversized denim silhouettes. As seen in previous collections, the London-based brand has continued to champion using only organic, recycled materials and environmentally conscious production processes and partners. In doing so, we as customers become part of their mission, and minimising our impact on the environment becomes embedded in the fabric of our everyday lives.

Creative Sustainability becomes the beating heart of the collection. Each piece has experienced Non’s newly developed laundering process in which black selvedge denim is laundered, transforming it into A mid-grey before an ecological bleaching agent is applied. Non understand, the role a brand plays in harming the environment. As, unlike most bleaching processes. This one doesn’t harm the environment. It prioritises non-toxicity with low energy and water consumption. With this collection, Creative Director Pete Hellyer envisions what it means to be a “minimalist maximalist”, as all three coordinated looks can be mixed and matched with ease and finesse. In his own words, “The collection is based upon the concept of 'minimalist maximalism' which I have harboured for years. The idea is that something maximalist or bold —whether a print or graphic— when head-to-toe is more minimalist than a singular bold element contrasting with neutral surroundings. These designs are the first iteration of this concept and something we will explore more in the future."

I had the privilege of asking Hellyer how this differs from previous collections. He said "This capsule is the first collection with a graphic element — previously all pieces had been very minimal aside from some contrasting stitching. For this, we developed a unique treatment using an ecological alternative to bleaching, which is usually a toxic and energy-intensive treatment." He concluded by drawing on his personal history. "I have always been drawn to expressions of individuality and counter-cultures which developed into a career initially in fashion photography before moving into creative direction. I love to bring people together around a story, a concept or idea, to create something of cultural value — something that needs to exist rather than just content to fill a schedule."

Check out the collection below- https://www.ln-cc.com/en/brands/men/ln-cc-x-non.