How we chose between London and Tokyo
A dual cultural code: what British restraint and Tokyo precision each answer for in NOSOX.
How we chose between London and Tokyo
The short answer is that we didn't: we took the best of both. But the road to this decision was not easy, and we want to tell you why our brand carries two cities in its name.
London: the discipline of classics
First there was London. We studied the traditions of English knitting: strict colours, proportions proven over centuries, respect for the rules. This gave us a base - the conservative core of the collection.
Tokyo: attention to detail
Then there was Tokyo. The Japanese school taught us something different: a detail is a way to tell a story. A small pattern on the cuff, an unexpected thread in the composition, a well-thought-out fit. The Tokyo approach added character.
The synthesis
The final formula is simple: English strictness of form plus Japanese precision of execution. We do not position ourselves 'as a British brand' and do not imitate the Japanese - we combine two traditions we respect.
That is why the NOSOX label carries two cities. And we are proud of both.