By Hannah DiPilato
With a line that unites sustainability and style, Noorullah is a brand to watch. The timeless collection features unique and versatile pieces that appeal to everyone.
Recently, we caught up with designer Noorullah Amiri who explained what makes the line different from the rest of current-day high fashion.
Where did you pull inspiration from for this line?
I pulled inspiration from the Ancient Egyptian wardrobe, which is a white linen fabric that has drape. Linen fibers create a very functional fabric that is breathable and good for temperatures all year round. For the pajama styles, I took inspiration from Gian Lorenzo Bernini’s stained glass window in the St. Peter’s Basilica from 1660. It was fitting to use that print for the pajamas, which you can lounge and meditate in.
The tracksuit is inspired by Ancient Greek Olympians, who would participate in the Olympic events. The idea was to create a comfortable and functional tracksuit also for lounging or exercising in cold weather. I also made use of genuine snake leather for small leather goods in relation to Ancient Greek biblical artworks: “Adam and Eve” and “Laocoon and His Sons”. And also, lamb leather in relation to “The Sacrifice of Issac”.
What made you want to create sustainable fashion?
In the fashion industry, 85% of textiles go to the dumb each year and bits of fibers from the washing machine pollute the ocean. Producing new clothes causes pollution and there is post-consumption pollution as well. The best way to be sustainable is to close the loop in the fashion cycle and use only recycled textiles for making new fibers and materials.
It is our duty to take care of the planet for a better quality of life. And the fashion industry needs to be more sustainable to preserve the ecosystem. Our approach currently, is to focus on style and quality to create sustainable products. Style determines how long products will remain relevant and desirable, while quality determines how long the design will hold up during its use. We fully commit to our highly detailed designs with confidence so that they can be everlasting in terms of style and durability.
Have you had any community involvement relating to your company’s purpose?
Last year in San Francisco, on Earth Day, I went to a fair to gain and spread knowledge about sustainability, and also planted redwood tree sprouts that can grow up to 300 feet.
Where do you hope to see your designs in the future?
I hope to keep the designs exclusive and desirable so they can be enjoyed for a long time. We would like to have a strong global online presence with boutiques in strategic locations.
It is a dream to be able to provide people an experience from our world when shopping inside a brick-and-mortar location. I have a passion for storytelling through visual merchandising. In addition, I hope to have a limited wholesale partnership with a luxury department store.
What is your personal favorite piece from the collection and what makes this your favorite?
If I have one pick, I am going with the Wool Overcoat because it is comfortable and warm. I can wear almost anything underneath and still maintain a modern look. Also, similar to all of the garments from the collection, I created each pattern piece custom for your body. And I like that it has 4 deep pockets for holding valuables.
What would you say is the one thing that makes you stand out against other designers?
I would say it is my confidence because my design process is functional yet artistic, producing something with its own identity. I can pull inspiration from nature, for example, to create something that is unique in design having function and playing with silhouettes or other design elements.
When did you begin designing and how did you get started?
I began designing vector artwork using Adobe illustrator in 2011. I was working on a streetwear brand with t-shirts and fleece before designing window displays and private label brands for assignments in college.
I got started with the Noorullah brand by gathering inspiration and having an end-use in mind for the products. The end-use is when the garments will be worn, where, and by who. Getting an understanding of end-use is what enabled me to get started with bringing the inspirations to life.
Why do some pieces have only limited numbers available? Is this something you plan to change or continue doing in the future?
Everything from the collection is very limited because there are so many ideas to play with for new designs. The collection is truly exclusive and there will be a fresh collection to build from the previous one. In the future, as we expand our business, we will continue to keep the merchandise exclusive in proportion to consumer demands.
What is your process of designing sustainable products to ensure they’re functional and stylish?
To have a sustainable design we begin with the yarns that make up the fabric. To have durable fabrics we select the ones made from long filament yarns which are more durable, produce less fiber waste in the washing machine, and even have a better hand. We pay attention to construction details to make products functional, comfortable, and permanent. This way the products fulfill their intended uses while providing comfort and not becoming damaged. Along with durable materials and construction, we produce designs everlasting in terms of style.
How would you summarize the goal of the line in one sentence?
To give the wearer a high sense of confidence with luxury only for them to know.
Do you believe other brands should move away from fast fashion and create more sustainable clothing?
Yes, absolutely. The biggest way to impact the planet through sustainability in the fashion industry is to not produce any more clothes, but even that will not undo the existing pollution that has already been set in motion many years ago. And since we must continue producing products, it is best to be as ethical as possible.
Although the demand for fast fashion is high because some styles are trendy and affordable, the price that the planet pays is too great. Because fast fashion produces fads, where clothing goes out of style rapidly and they are made poorly to save pennies in productions.
What advice would you give to other designers about becoming more sustainable?
To source only recycled materials, and produce clothing that is classic and high quality.