ICONS SPRING 2018-
ICONS was launched in 2016 as a passion project for Nick Friedberg and Jamie Haller, of NSF Clothing, satisfying the LA duo's insatiable appetite for authentic vintage clothing. For Spring 2018, ICONS is evolving into a fully tailored cut and sew collection, adding a feminine perspective inspired by iconic vintage silhouettes and prints.
The original ICONS collection was a highly edited capsule of authentic and hard to find vintage favorites specifically curated for retailers such as Barneys NY or Maxfield's in Malibu. The newly expanded ICONS collection is a 21 piece collection including both cut and sew, vintage-inspired, women's separates and a few hard to find, authentic vintage favorites from the original line.
"ICONS new direction is portrayed in the emotive pairing of a vintage 501, the perfectly understated partner to a 70's era inspired silk secretary blouse. A military parka nonchalantly pairs with a Victorian Inspired tea dress. It is always about both. The masculine and the feminine, the contrast. "
"The previous iteration of ICONS was fun to curate and source, but it only told half of the story. It felt too masculine. I felt I wasn't accessing the emotion of what vintage has always meant to me. The feminine pieces we are adding are archetypal. The Camisole, the Secretary blouse, a staple from the 70's and 80's, a 1930s-inspired wrap dress, the Victorian inspired high neck ruffle dress. These are pieces that inspire designers season after season. They are iconic. They are the inspiration. " explains Co-founder and Creative Director Jamie Haller, " The way we are styling the collection is the way I wear vintage. "
The duo had always envisioned something larger than the collections original conception, that being a highly edited vintage capsule. "The timing felt right to expand on those original ideas, " add's Nick Friedberg, Co-founder and CEO, " We also admit to doing whatever we want, because why not, sometimes decisions are made on instincts. It's just the way we roll."
The new collection was shown to exclusive stores by appointment only during NYFW Spring 2018 and ships March 2018. Icons will be available at select stores such as Barneys NY, Forward Forward, Tsum in Moscow and Tom Greyhound in Seoul.
Nick Friedberg and Jamie Haller joined forces 7 years ago when she joined NSF as the company's Creative Director. The LA Design Duo found they were a great pair and worked easily together. NSF has found sustaining success and that has a lot to do with the artful pairing of these two.
In 2016, they decided to partner on a new venture ICONS, a passion project they talked about for years before doing it. Nick, ICONS Co-founder and CEO, is the savvy streetwise business man and all knowing production manager. With a strong foothold in the LA fashion manufacturing community and years of experience working previously for iconic companies such as YAYA and James Perse, he controls the aspects of business which most would classify as right brained. Jamie, ICONS Co-founder and Creative Director, hails from 17 years of design experience having relaunched NSF women's collection in 2012, previously launching and directing the women's collection for casually iconic label EVER and holding senior design positions for some of LA's biggest fashion retailers Guess and BEBE.
"We pride ourselves on being mellow but extremely focused. We work hard, get our work done and we live our lives. Work-Life balance is extremely important to us."
Both industry vets know what it's like to work in a stressful fashion environment and pledge to keep their office stress free and focused on the creative.