20 Years of NSF: A Look Back, and a Look Ahead
It started in 2004 with Nick Friedberg designing laid-back menswear out of a small space in West Hollywood. The first collection was shown to Isetan Japan right from his apartment — using a best friend as the lookbook model — and quickly caught the attention of buyers.
By 2005, NSF was shipping its very first orders, with Barneys New York as one of the earliest retailers to take a chance on the brand.
NSF was never about chasing trends. From the beginning, Nick built the brand around how clothes feel — broken-in, lived-in, effortless. The early menswear collections took iconic pieces — the hoodie, the tee, the flannel shirt, the jean — and pushed them further. Bleach, paint splatters, destruction, distressing: Nick was among the first designers to approach these everyday staples with an experimental eye, creating something both familiar and entirely new. This raw, imperfect edge quickly became one of the signatures that set NSF apart.
By 2010, women were borrowing NSF for themselves, drawn to the same ease and attitude that made the menswear special. Naturally, the womenswear collection was born. Barneys New York picked up the first women’s season as well — and NSF’s next chapter officially began.
As the brand grew, so did the recognition. In 2015, GQ named NSF one of the Best New Menswear Designers in America — a milestone that led to a major collaboration with GAP. NSF x GAP rolled out in hundreds of stores across the country, giving a much wider audience a taste of the NSF DNA: relaxed, understated, and never overworked.
Throughout it all, one thing has never changed: the craft. NSF has always been hands-on, small-batch, and personal. Working directly with suppliers and makers allows every garment to go through a thoughtful, hands-on process — from fabric selection to finishing techniques. Discovery has always been part of that process — whether it’s a new wash, a unique hand-feel, or an unexpected detail that turns a basic into something special.
Over the years, certain pieces have become synonymous with the brand: sweats, tees, authentic denim, and garment-dyed military-inspired pants — core pieces that reflect Nick's approach to design and personal style.
As Nick describes it:
“I’ve always been about a casual uniform: a white tee, vintage jeans, cargos, a bomber jacket, a denim trucker, a holey concert tee, a long sleeve thermal. I take the same approach to building NSF, but expanding it for women gives me even more room to play.”
The NSF community has grown alongside the collections — from longtime team members like Geovani, who’s been part of the warehouse team for over 15 years, to early fans like Jake Gyllenhaal, Pharrell Williams, and Rocky Barnes. Even within the company, moments like influencer Meeka Hossain (@catchmeeksifyoucan) serving as NSF’s Marketing Director for several years reflect the organic, collaborative spirit that’s always defined the brand.
Of course, the road hasn’t always been smooth. Like many entrepreneurs, Nick faced tough business lessons early on — navigating challenging partnerships and legal battles that tested both the brand and his resilience. But walking away was never an option. The craft mattered too much:
"Good or bad, I have an inability to quit. I love a challenge, and fighting for my business has always felt like the right thing to do because I love the craft so much."
Today, NSF continues to evolve — always refining, cycling back to its roots, and pushing forward at the same time. Now, as NSF hits 20 years, the focus stays true to what built the brand: elevated essentials. The core collection of tees, hoodies, and sweats — pieces that have evolved and refined over time — remains at the center of NSF’s identity. This season introduces a few new styles into the core lineup, alongside limited seasonal colors that bring fresh energy to the timeless NSF uniform.
In recent years, the direct-to-consumer business has opened up a new chapter. Having that direct connection to loyal NSF customers has allowed for even more experimentation, more innovation, and more freedom to create the pieces that Nick loves developing most.
After 20 years, the vision is still clear: small batch, hands-on, and always personal. The brand may have grown, but the heart of NSF remains exactly where it started — built on craft, integrity, and a lived-in sense of cool that can’t be manufactured.
This 20-Year Anniversary Collection is a nod to the originals — and to the people who made them iconic.
[Read about our first 10yrs HERE]