NORMFORM Champions Those Who Do Not Fit Societal Norms
References: normform.world & hypebae
NORMFORM is about embracing individuality and creating fashion for those who don’t conform to the norm while helping people feel confident in their skin. The brand offers everyday wardrobe staples with a bold twist, including double-layer hoodies, oversized tees, structured workwear trousers, and vintage-inspired tank tops.
One standout piece is the 'Worm Top,' a fresh take on a fitted hood featuring a draped cowl neck for a unique, sculptural look. Every NORMFORM piece is made from 100% organic cotton and produced in a small, family-run factory in Portugal, ensuring both high quality and a commitment to sustainable fashion.
“For us, the current basics brands on the market felt so aesthetically homogenous — you see the same type of photography, art direction, lighting and inauthentic casting (to tick an inclusivity box,) especially on the high street,” Dhingra shares. “We wanted to create a 360-brand experience through NORMFORM that feels authentically inclusive, thought-provoking, sexy and fresh.”
Image Credit: NORMFORM, hypebae, normform.world
One standout piece is the 'Worm Top,' a fresh take on a fitted hood featuring a draped cowl neck for a unique, sculptural look. Every NORMFORM piece is made from 100% organic cotton and produced in a small, family-run factory in Portugal, ensuring both high quality and a commitment to sustainable fashion.
“For us, the current basics brands on the market felt so aesthetically homogenous — you see the same type of photography, art direction, lighting and inauthentic casting (to tick an inclusivity box,) especially on the high street,” Dhingra shares. “We wanted to create a 360-brand experience through NORMFORM that feels authentically inclusive, thought-provoking, sexy and fresh.”
Image Credit: NORMFORM, hypebae, normform.world
Trend Themes
1. Inclusive Fashion Staples - The shift towards inclusive fashion staples is redefining wardrobe essentials by focusing on individuality and embracing non-traditional aesthetics.
2. Sustainable Fabric Adoption - The use of 100% organic cotton in NORMFORM's products highlights the growing trend of sustainable fabric adoption, appealing to eco-conscious consumers.
3. Artisanal and Ethical Production - Producing garments in a small, family-run factory in Portugal exemplifies the trend towards artisanal and ethical production methods.
Industry Implications
1. Apparel and Fashion - Custom-designed clothing like NORMFORM's unique pieces contributes to the evolving landscape of the apparel and fashion industry by emphasizing personal expression.
2. Sustainable Textiles - The commitment to organic materials in NORMFORM's range underscores the growing importance of the sustainable textiles industry in modern fashion.
3. Small-scale Manufacturing - The collaboration with a family-run factory spotlights the small-scale manufacturing industry, which supports fair labor practices and high-quality craftsmanship.
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