Nununu: kids’ fashion redefined.

We can make black colour playful and turn grey shade into something bright!

Iris and Tali from Nununu ensure us.

Oh, and white colour is not easily soiled anymore – they say matter-of-factly.

This candour inspires us to believe them, as Nununu are genuinely unique. Granted, there were many geniuses in the history of fashion to achieve similar results. But no one has ever used sombre colours in kids casual clothing before.

Nununu: stars and skulls

I have befriended Nununu designers by accident. This story deserves a separate post, but what these mothers have achieved is no less impressive.

Maybe someone wants to see their kids as “pink elephants and piglets” or “fluffy rabbits and pups”, but not Tali and Iris.

After becoming mothers, they faced a tricky problem: all kids clothing turns their little ones into Mikey Mouse. But each child, in their belief, is a personality, not a cartoon character.

Why do kids have to look like stuffed toys if being a rock star is more exciting and innate?

This rebellious idea gave a start to the Nununu company in 2006. Today, this idea transformed into a brand philosophy.

Nununu concept

It’s a well-known fact that any alternative phenomenon roots in underground. All rock legends started in garages. But Iris and Tali broke the pattern here again as their first headquarters was an attic.

However, it wasn’t a creepy place covered in web at the city’s outskirts, but a spacey minimalist loft one of Tel Aviv’s office buildings. A place as stylish as the clothes Nununu makes!

Here’s the concept Iris and Tali came up with:

• Firstly, clothes should be comfortable because children are not fictional characters but the metropolis’s inhabitants, albeit small. Therefore, a unique cut was created that does not hinder movement;
• Secondly, any element of children’s clothing should be practical, so they don’t have to change every 15 minutes. The kids discover the world around them, which is not always sterile – hence the corresponding colour range of the line;
• Thirdly, the city is not a royal ball. Only prints in harmony with the environment are appropriate here: strict geometric shapes symbolizing urban space, pointed stars and crosses reminiscent of guitar riffs, funny pirate skulls as a symbol of rebellion against boring ruffles.

Thus, extraordinary design was born. And combined with high-quality textiles, Nununu became kids’ and parents’ favourite.

Nununu – a global brand

The company has been showered in success. Today, more than 400 shops in the world’s largest metropolitan areas are opening their doors every day for Nununu fans. The assortment also includes collections of bed linen which are no less popular.

The effect is enhanced by Iris and Tali’s meticulous approach to selecting fabrics and the quality of clothing.

Surprisingly, some mothers began to try on Nununu clothes for themselves since the brand has a teenage line along with the toddlers’ clothes. Therefore, designers are now engaged in creating an adult collection.

I can’t wait to tell you about the new adult clothing, as I had a chance to hold it in my hands when I visited Iris & Tali at Nununu headquarters. But I will save my impressions for another story.