Fraser Searle, Founder of Sustainable Clothing Brand NNEE
- What is NNEE and what inspired you to create the brand?
“For me NNEE is the embodiment of years of frustration in lots of different ways. Frustration about job applications not going well, frustration about brands not caring about people or planet and frustration and not ever feeling I had the time to pursue my creativity throughout school or uni.
I had a Eureka moment as a result of the pandemic and furlough, which gave me time and money to pursue the concept for NNEE – after 2 months of playing Xbox I wanted to use my free time more purposefully, so began developing the company.”
- What has been your most successful experiment?
“Being a sustainable fashion start-up in the middle of a pandemic basically meant that almost everything I did was an experiment. It felt like there was a lot more that could go wrong, or a lot more reasons as to why something did or didn’t work – so it’s been difficult defining what has and hasn’t worked. But I can say that my experiment with new products has been massively useful.
When I introduced the hoodies, it was on the back of whim (I wasn’t planning on doing them until the beginning of year 2) but they sold out in a week. This helped me realise the value in pursuing last minute (and therefore a little risky) ideas and gave me a great indication of what people liked!”
- What piece of advice would you give others who are interested in setting up a sustainable fashion brand?
“Tough question. There’s lots of ways a brand can be sustainable in how they produce/re-use products, so I guess my advice would be to have a great understanding of what sustainability means at least to your brand. The better you can define how you would like your brand to be sustainable, the better you can work towards making that concept a reality.”
4. What has been your biggest hurdle or challenge so far?
“Being sustainable! The fashion market demands new trends/colours/fits and the sustainable market is still playing catch up at the moment. It doesn’t mean you can’t do things in a more sustainable way, but when it comes to new products there’s generally less availability of colours/fits etc. than non-sustainable options.
There’s definitely a trend toward more sustainable fashion in consumers but it’s going to take a lot to break the fashion model of new new new that’s been set by fast fashion over the last decade or so.”
5. How do you stay motivated?
“Normally working with people who are rubbish at their job motivates me. Like if they can run a successful business, why the fuck can’t I? In the last year I’ve worked with a variety of suppliers who have been great and really not great – but all as successful as each other.
Other than that, I like to think about what running NNEE currently lets me do and kinda let my imagination go wild and when thinking about what it will let me do in the future (4 day working week babyyyy!!!!!).”
6. Recommendations – What would you recommend people go check out this month?
“Bob Ross on youtube. Sit down and watch a couple of his videos. The dood is a magician at art and at perspective. After sitting and watching Bob I always feel great about the business and myself.”
7. What’s next for NNEE, do you have any launches or new products or collaborations coming up?
“There’s a lot of bits in the works for NNEE, some of it’s top secret! But I can let you know that I’m currently working on a collection with a Drum and Bass label that should be available in the coming months. Alongside that there’s an entire new collection just around the corner with the return of a lot of fan favourites!”
8. What are three media sources/platforms/channels/blogs/content creators that you read regularly and keep up to date with?
“BOB ROSS YOUTUBE CHANNEL”
9. What’s your current manifestation – what are you wanting to put out into the universe?
“I want to spread awareness of the statement Nothing Normal Everything Extra through as many channels as possible.
I’ve been collaborating with a whole bunch of talented people from DJs and MCs to roller bladers and shufflers. I want people to know that Nothing Normal Everything Extra is more than just a description of clothing; there’s no limit to its meaning – it can mean whatever you want it to. For me it’s an embodiment of who I am as a dood.
Maybe you can relate, or maybe it means something completely different for you, or maybe nothing at all. But if you’re at all drawn to it for any reason, I’d encourage you to explore that little bit of Extra that I believe everyone has inside them.”
Big thanks to Fraser for being our Creative Careers interviewee this week.
Check out the website to buy yourself some autumn fits: www.nnee.co.uk
