One to Look Out for at Copenhagen: Noir

NOIR Campaign AW10

Over the past few years more and more businesses have been prompted to view their companies objectively. Assessing their positions on ethical issues such as fair trade, their ecological, environmental stance and their carbon footprint. The fashion industry is no exception, having been countlessly criticized for every aspect of it’s livelihood, for the very idea of seasons, and the disposable nature of what we wear, how long for and what effect this has on our environment.

One brand that’s positioned these questions at the very centre of its philosophy is NOIR, the Copenhagen based luxury brand that has a clear and powerful mission: to make ethical fashion sexy…The man behind the concept is Peter Ingwersen, former brand manager of Levi’s Red and Levi’s Vintage before becoming Managing Director at Day, Birger et Milkkelsen. Since 2006 Ingwersen has been creating fashion for the socially conscious consumer, who can in turn endorse the act of consumption, knowing that the clothing on their back is supporting sustainable business processes in the third world:

“We have NOIR, which is the luxury label inspired by the Victorian age and modern art sculptures, it is an exclusive collection and was introduced in 2006. BLLACK NOIR is a diffusion line, a more inclusive collection introduced in 2009 and inspired by rock chic from the past, present and future and finally we work on Illuminati II. Illuminati II is a cotton fabric brand out of Uganda, Africa where we work with a local partner producing fair trade and organic cotton.”, says Ingwersen.

Technology is the new rock n’ roll…

Of course, the fashion industry is not only changing in terms of the way it responds to and interacts with the environment, technology is becoming increasingly important to the way we do business, and Noir is no exception:

“I cannot live without my HTC phone, the mother of all inventions. Today all work goes via the net. I think it’s not so much a question of how technology has improved business, but rather how technology will shape business in the future.”

Inspiration is everywhere

“It can be a 15 year old kid on her way to school, wearing her leather jacket in an innovative way, the grocery man wearing a pair of socks in a purely practical way but it sparks an idea, just watching traffic, graffiti, little old ladies, the local Taschen Store or just plain conversation with housekeeping at hotels, ordering room service. Inspiration comes from everywhere these days.”

And since renewal is the name of Peter’s game, what would he be reborn as?

“A chip. I would let the energy flow through me and be able to connect to billions of pieces of data from all over the world. With no spam filter. And not have an opinion about what is transferred via my chip.”

Check out Noir at their Showroom or at Gallery.