Nicce Clothing has to be one of the fastest growing independent clothing brands around at the moment. In little over a year the team behind the brand have taken it from strength to strength. Nicce is now being stocked in major retailers such as ASOS and Topshop and being worn by celebrities like Radio 1’s Sound of 2014 star Ella Eyre and indie band Bombay Bicycle Club. Just this past week they’ve had more celebrity fans come onboard including, SBTRKT, Sampha, Jessie Ware, Scuba and Delilah to name a few. So today we are excited to bring you an exclusive interview with the guys behind this fantastic brand:
Hey guys, wow so your just over a year old!? You must be extremely proud of what you’ve achieved in such a small period of time. Lets get straight into it:
BN: First things first, if somebody had never heard of Nicce before how would you describe the brand to them?
N: I would describe it as clean, simple and on trend streetwear.
BN: Lets talk about the name. Where did the name “Nicce” come from?
N: It originates from the word ‘nice’. It actually came from within our friendship group as we always used to say nice at the end of everything, like “well niccccceee” . It was always said as banter really so when it came to thinking of a name, we played around with it and ‘nicce’ to us looked the cleanest. It’s now pronounced “ni”-“che”.
BN: Has Nicce now become a full time job and how does it feel being able to make money doing something as enjoyable as running a clothing brand?
N: Yes, it was basically a full time after 2 months! It simply just doesn’t feel like work as I have two of my best friends with me every day. And then the money is just a bonus.
BN: How big is your team currently? Is there secretly a load of people behind the brand and that’s the reason for its fast success, or is Nicce really just a “tight-nit” team?
N: I’d say we are definitely a tight nit team. We now have 3 full time (myself and my two best mates), an intern and 3 freelancers covering PR, social media and wholesale.
BN: So you’ve been working on the brand for a year now, What would you say has been your biggest struggle this past year?
N: As none of us had any fashion qualifications, mostly graphic design, our biggest challenge has been finding suppliers and understanding materials, which we have all had to work out mostly ourselves.
BN: Getting stocked in Topman and ASOS is huge! How did this come about and will we be seeing your brand stocked in many more retailers in the future?
N: It all happened so quick really, and if I’m honest it was mostly down to me simply phoning the buyers up and making them aware of the brand. Yes, one of my ambitions was to get it into Selfridges when we started which I will definitely make sure we do!
BN: Who was the first Celebrity that you saw wearing Nicce and how did you feel when you found out they were supporting the brand?
N: First major celebrity was Elle Eyre and yes, it felt great as she seems to have wore it a few times now so she must like it! We’ve also had some amazing musicians become fans of the brand recently so you’ll be seeing a lot more celebs wearing the brand in the coming months.
BN: Who is your favorite celebrity that has been seen to wear your brand?
N: Hot since 82 wore it not too long after we started it which was amazing as we are massive fans of his. And he naturally drew lots of attention to us.
BN: So it’s not going to be long until you release your new range, right? With your past clothing designs being such a huge success, how have you found coming up with new ideas to top the old ones?
N: This collection has been really difficult as we have covered nearly everything from backpacks to jog pants but we have some really cool pieces in the collection which I think all our fans will love. People tend to love our original logo so we’re always trying to evolve our products whilst still keeping them true to the brand.
BN: Now we notice that many brands currently starting up only seem to aim their clothes at the male market. Do you think this is where you have the upper hand, by offering clothes for both sexes?
N: Yes of course, if girls like your designs then basically all male clothing is unisex and we wanted to offer everyone the Nicce brand. It literally doubles your market!
BN: Which has been your most successful garment to date? And have you been able to understand why this has been such a success?
N: It’s definitely the MMX design with the big box which again has the original logo within it. We also loved this design so we heavily pushed this through the electronic music scene and it really paid off as people love it.
BN: I noticed that you have recently reached 15k Facebook fans! Would you say the Internet has played the biggest part in getting your brand out there? Or do you like to do lots of pop up shops and get your brands into physical retail stores to get your brand out there?
N: 100% we owe pretty much all of our success to the guys over at Bam digital, Who cover all of our Social Media. We found this is a key thing to getting outsource as it has enabled us to concentrate on the brand.
BN: Where do you see yourself in a year’s time? Where do you want to be and what do you want to be doing this time next year?
N: In a year’s time I’d like to say we are in Selfridges and Urban Outfitters and have a massive presence worldwide. We will be concentrating on a lot more trade shows and will have a full women’s range out.
BN: Thank you for taking the time to do this interview with us. I definitely think it will inspire other people to start a clothing brand of their own. If you could give one piece of advice to someone starting up a brand what would it be?
N: Out source as much as you can when the time is right and viable and concentrate on what your role is so the brand can evolve in the right direction.
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