"Suntainable" at nuhü division: Store Opening
On Thursday, December 2nd, 2021, the nuhü division concept boutique opened to the media.
Launching 100% Plastic Free Retail Concept
nuhü division
The luxury loungewear collection is sustainably sourced of organic & recycled cottons, all dyed with low environmental impact dyes & certified as such by two separate certification of bodies.
Image courtesy of Cartonlab and Studio AnimalThe NYC luxury brand launched in 2020 and it has been committed to several environmental practices including the use of Organic Content Standard (OCS) certified cotton and 100% recycled packaging. Even the packing tape used to ship orders is flexible plastic free. The company's entire manufacturing and distribution process is plastic-free. Furthermore, their dyes efficiently are OEKO-TEX certified, naturally making it cleaner dying system for your body and the environment.
nuhü teamed up with two Spanish based firms, eco-design firm Cartonlab, and the award-winning design agency Studio Animal. The company specializes in high-impact event and store design using 100% recycled cardboard that has been certified by the Forest Stewardship Council.
“Compared to other materials such as wood, plastic or metal, cardboard is hard to beat! It is incredibly lightweight, allows cost-time efficient production and easy to transport.”
Nuhü has created a store experience that causes an optical illusion similar to reverse embroidery or children's crayon etching but in three-dimensional form. Walking through the space will feel like conducting an exploration through a skeletal cave colored in a rainbow as one transition from one section to the next.
“The project enhances the geometry of the store, which is narrow and deep, working with perspective to generate a powerful visual game from the street.”
Bernice Bai, CEO of nuhü division
“ 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.”
Image courtesy of Cartonlab and Studio AnimalHours will be daily from 11am-7pm through the holiday season.
Please visit nuhudivision.com for more information.