“Relaxed, casual & cool are words that best describe the NSF customer. We believe in casual luxury and easy elegance. Our customer wants a timeless shape with a hip casual vibe. NSF is a west coast brand and perfectly exudes the attitude of a place like Los Angeles. The look is a mix of casual and sophisticated, it is both laid back and yet still pulled together, styled and yet understated.” ______________________________________________________________________________________________________________
Inspired by it’s Southern California origins, NSF provides a modern expression of American style rich with textural detailing and sexy boyish charm. Founded in 2005 by Nick Friedberg, NSF has earned a loyal following for it’s clean aesthetic, understated cool and eminently wearable collections. Blending a relevant, directional attitude with an understated softness of it’s early menswear roots, the brand continues to expand and evolve. Women seek NSF for it’s quiet ease, confident attitude and cool independent spirit. With a pointed ability to retool casual luxury, NSF dresses discerning men and women with a relaxed and sophisticated point of view.
Nick Friedberg, born and raised in Los Angeles, started NSF after working for 15 years in the Los Angeles fashion scene for companies such as YAYA & James Perse. NSF, originally founded as a men’s brand in 2005, was an instant success. Classic and modern California basics have defined NSF since it’s inception. In 2011, Jamie Haller was tapped as Creative Director for NSF, overseeing all design and development. Jamie’s first priority at NSF has been to grow, expand and evolve the women’s collection. Before aligning with NSF, Jamie had spent the previous 10 years working as a designer for various Los Angeles design companies, most notably, for the former contemporary label EVER where she re-launched and oversaw their very successful women’s collection.
“We started doing women’s denim because there weren’t any jeans in the market I wanted to buy” says Jamie Haller, Creative Director and designer for NSF. “Our approach to denim has been to design what we love without worrying about whether or not it was going to be accepted. Our denim is classic, straightforward, with a little bit of dirt and a sexy tomboy slouchy straight fit. Every pair of jeans is made in Los Angeles, with hand executed washes, some with 15-20 steps each. Our approach to quality craftsmanship and authentic denim washes stands out.”