Pete Hellyer launched Non with the ambition of constructing change within the denim house. This is what it’s good to know concerning the new London-based line.
Like many people over the previous 12 months, Pete Hellyer — founding father of Non, a denim-centric label based mostly in London — has been trying to find that means. With 15 years of expertise within the e-commerce and digital realms of the style business, he discovered his client-based work was changing into extra sporadic because the pandemic’s maintain intensified. “I had a variety of free time, and there was a variety of uncertainty,” says Hellyer, who had labored as artistic director for companies together with Ssense and The Outnet earlier than going freelance.
To convey somewhat cheer into his life, Hellyer — who, once more like many people, discovered himself primarily carrying loungewear all through lockdown — determine to deal with himself to a pair of denims. “I dwell in denim,” he notes of his typical apparel. “I’m a kind of individuals with a uniform [of] a white tee and denims.”
Discovering a pair with satisfying fashion,