Non Sense is a new Swedish womenswear label launching in the UK for spring 16 via London sales agency Chiltern Street Studios.
It is created by Karin Jimfelt-Ghatan and Per Holknekt, two of the founders of contemporary womenswear brand Odd Molly, who left the label in 2013.
Launched in its native Sweden for high summer 2015, UK sales will start this August with first deliveries expected to arrive store in December.
Key pieces include embellished tops and blouses, relaxed throw-on knitwear, bohemian silky dresses and suede jackets.
“We founded Odd Molly in 2002 and found a tone of voice that really rocketed the brand in the market,” co-founder Holknekt told Drapers. “Soon after this, the company went public. While the market evolved, Odd Molly got stuck in a loop. We wanted to keep on playing and be in tune with ‘today’ so it was inevitable for us to move forward.”
“Non Sense sold its first season to 120 stores out of 120 approached [in Sweden], only from sketches and with no samples to show. This in itself must be a bit of a record,” said Holknekt. “The UK, with our dream partner Chiltern Street Studio, will be the natural first move [abroad] for us.
“Our pricing is within reach. Not cheap, not high-end. We do not compromise on quality so expect no low-budget business. But we always aim to be highly commercial.”
Wholesale prices are approximately £30 for short-sleeved shirts, £92 for linen- and cotton-blend long cardigans, £20 to £40 for cotton fleeces, £150 for suede jackets and £250 for leather jackets.
020 7486 4800