On the second floor of NK Stockholm, a striking new installation commands attention: a large, gleaming monolith catches the ambient light, gently diffusing it along the web of intricate wires draped languidly across its surface. This is Scandinavia’s first experience of Swiss brand Nomaka.
The brand has officially launched in Sweden, bringing its heritage of meticulous craftsmanship to outerwear through a considered fashion lens. Rooted in the same principles that define Swiss design – clarity, functionality, and longevity – Nomaka creates pieces built to last beyond seasons, made for movement rather than display. Each garment reflects a distinctly Swiss sensibility: one that is closely mirrored and is sure to resonate in Scandinavia. It’s a brand for those who wish to let their actions, not their clothing, do the talking.
As Harry Nuriev, founder of Crosby Studios and creative director of Nomaka, puts it: “You want to live your life comfortably. We’re running our everyday lives, and sometimes, we want to be invisible.” For Nuriev, this idea captures the essence of Nomaka’s mission: to create designs that support the individual in their daily lives – practical, durable, and refined, without the need to overshadow the person wearing them. It’s about allowing the wearer to express their individuality, not through ostentatious clothing, but through the confidence that comes with a well-made, thoughtful garment.
While Nomaka’s designs are grounded in simplicity, Nuriev is quick to point out that this doesn’t mean they lack personality. “I’m sure we all have some decorative part of our closet we could add to it with,’ he adds, acknowledging that personal expression through fashion is important. But for him, it was Nomaka’s underlying philosophy of functional, adaptable luxury that drew him to the brand. “I was touched by their idea. Creating a brand that can take you from the mountains to the office, from a flight to the gym, with equal ease,” he explains.
For Nuriev, the appeal is clear: Nomaka’s garments are not just clothing – they are tools for modern living. As a self-proclaimed “professional customer” of the brand’s concept, he sees the potential for the Swiss label to become a wardrobe staple for those who want versatility and quality, without the pressure of having their clothing define them.
It is this sentiment that Nuriev has translated into reality at the NK pop-up. The aforementioned monolith installation is framed by demi-matte black walls, an equally pitch-dark carpet underfoot, and utilitarian office-style ceiling tiles above, the setting feels deliberately stark, almost inhospitable. And yet, it draws you deeper into the space, where warmth awaits: rows of plush jackets and gilets line minimalist rails, inviting touch and comfort. Rendered in a palette of muted earthy tones – moss, sand, brick and charcoal – they stand in quiet contrast to the architectural austerity surrounding them. Each piece promises not just protection from the elements, but a kind of sensory refuge, a moment of stillness and softness in an otherwise impersonal space.
“It is actually about juxtaposition,” explains Nuriev of his vision for the space. “It’s a conversation. Food and plates are made up of different materials – they don’t match – but there is some magic to the way they come together, and then it can be beautiful.” This is the vision he holds for Nomaka, in the contrast between the clothes and the environment. “They’re best friends, and not twins. They complement each other.”