Nanook is afraid of everything: dogs, elevators, driving, and countless other irrational things.
Her remedy? To draw herself in those moments of fear and try to disarm them with humor. This led to our first drop.
Nanook is afraid of everything. Of dogs, of driving, of elevators, of the dark, and of many other things that are not always rational. Fear pretty much follows her everywhere.
In response, she started drawing herself in those moments of fear. Not to make them bigger or heavier, but rather to disarm them with humor. She always carried a small sketchbook with her, and whenever she found herself in such a situation, she made a drawing of it.
From those sketches, NANOOK was born, the illustrated character who today serves as the narrator throughout the brand's world. She is chaotic, loses her keys three times a week, always forgets something, worries about the smallest things, and is actually a bit like you and all of us. She is a character who doesn't try to be perfect, but instead makes visible the small, uncomfortable, absurd, and recognizable moments of everyday life.
Within NANOOK, this narrator grows into a recurring character who tells every new story. She appears in drawings, prints, clothing, campaigns, and installations, thus forming the common thread between the different collections.
For the first collection, the story around fear was further explored. This involved looking back at where that fear actually began. Much of it seemed to go back to childhood, and especially to a great fear of the dark. These memories formed the starting point for a world around sleep, bedrooms and everything that happens when the lights go out.
Elements from sleepwear, bedding, and childlike imagery were translated into pronounced silhouettes and materials. This world was first developed in a more conceptual way in clothing and installations, and then formed the basis to further translate the story into pieces that can also be worn outside that context.
This led to the first drop of NANOOK: a more wearable translation of the same world, without losing the original story and humor.
LET’S TALK ABOUT FEAR doesn't stop there. The story around fear will continue to unfold in different drops, each time revealing another piece of that world.
