Monday, September 30, 2013

nido


I'm loving this campaign from Argentinian knitwear label Nido for their spring/summer 2014 collection (found via Miss Moss).  It's a great example of thoughtful branding and marketing.  Not that I don't love what they do and what they stand for: hand-knit goods produced locally in Buenos Aires in small batches from Argentinian sheep's wool.  What's not to love about that?  But it is true that the individual pieces they produce are quite simple, and without the sweet story they're selling, they might just go unnoticed.


And that would be a great shame.  Things like branding and marketing have been on my mind for a while now, and I love to find examples where it's done tastefully and successfully without feeling manipulative in any way.  Nido nails it.  I'm more than happy to lap up the story they're telling; it does nothing but make me feel good.  And want to bundle up in a cozy lightweight sweater while I'm at it.


More from the Nido ss14 lookbook as well as some bits from their store and tumblr...


Their world seems like a pretty magical place, doesn't it?  Sadly this stuff isn't available yet in their shop, and they really just have a few pieces right now, but I'd keep my eye on them because hopefully their stock will grow and replenish soon.  For now, a few more handknits to whet your appetite:


Good photography and good intentions can really affect how invested I feel towards any given brand, don't you find that to be true?


6 comments:

  1. I think they look beautiful. They remind me of the kind of jumpers you would associate with Toast. I like the ruggedness of them and the colours are so tranquil. And the lack of obvious branding is a big winner with me. I've found over the last couple of years I've become more and more picky about clothing with obvious branding and prefer something with is discreet and verging on plain.

    I can imagine you in any of the items featured and wouldn't the jumpers go a treat with some of those rugged boots you have? Like the Globus or the Momas? Match made in heaven.

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    1. Oh why do you keep tempting me with mentions of Toast? I had almost just forgotten about their pjs and now you bring up their sweaters? You know I have a real weakness for things like that... ;)

      So true how it feels better and better to move away from any labels that scream out their own branding. I think it's a movement on a global scale as well, as we all wake up and think, why would I pay money to be a walking advertisement for some brand I have no connection with? When what we really want is to look good and feel good and use our clothing to bring out the best in ourselves, rather than portray something else.

      I've actually been thinking about selling those momas... I find that I don't get much wear out of them at all. I am however, beyond impressed that you remember my boots ;)

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  2. This is a very nice find indeed, and a clever marketing positioning - I think local made items with natural fabrics really have a public these days. I really love their simple cosy style, and the dropping October temperatures call for that kind of knits :)

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    1. Agreed. I think more and more people all over the world are starting to treasure locally produced thoughtfully made and marketed goods. That's actually the idea behind a pet project of mine, hopefully I'll have it running in the next few months!

      I love it when the temps begin to drop. Nothing better than being able to bundle up in coziness without actually feeling cold at any point. I love fall!

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  3. the lookbook is so cute! i love the knits, they seem the perfect guage, not too chunky and not too delicate. are you planning to get some? ;)

    steph / absolutely-fuzzy.com

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    1. You're totally right, the guage is just right. Sturdy and cozy without being too bulky or chunky. I would seriously consider one, but they're not yet available. I think they've only released the lookbook to get us salivating ;)

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