The winner of the first installment of Project Runway in Sweden, Naim Josefi doesn’t shy from making a fashion statement. His brand, innovative and bold, is known for its experimental approach to clothing. Amongst their many achievements are the first 3D printed shoes in the world, and they were also praised for using laser techniques as treatment of their jeans to lower the use of chemicals and water.
“I approach designing clothes very scientifically,” reflected Josefi in an interview with Fashion Stories. With an eye for fashion-forward design and sophisticated tailoring, combined with high technology and innovation, his work has received several prestigious awards. Now, his goal is to be a 100% sustainable brand.
But like most fashion designers, when it comes to his own wardrobe his approach is very laid back, sticking to monochrome and comfortable clothes. “I sometimes borrow clothes from my wife,” he admits. “I cannot be bothered to think about what to wear so much when it comes to my own style.”
Now fully immersed in the fashion scene, it’s hard to imagine that Josefi had been anything but a fashion enthusiast. In actuality, when he was 23-years-old and moved from Iran to Sweden, he was determined to study medicine. But after working as a help nurse, and seeing a lot of people suffer, he decided to change direction. “I saw too much suffering, I wanted to make people happy instead,” he relayed.
His statement pieces might just put a smile on your face.
