Founder Story

Nooltrends is an independent, gender-neutral clothing brand from London, founded in 2022, making embroidered pieces for creatives.

We design for the people who make things: musicians, DJs, dancers, chefs, illustrators, theatre makers. Our clothes are made to be worn while you work, perform and create, and to last well beyond one season.

How it started

Nooltrends didn't begin as a business plan. Our founder had always expressed herself through movement and dance. Then an accident left her unable to walk for several months. Embroidery became her way to keep creating: hand-stitching positive messages onto canvas, one stitch at a time. In 2022 that practice became Nooltrends.

What we make

• The Palmeraie Jacket. Our first outerwear piece is a 100% cotton jacket with palm tree embroidery, a dual zip and a generous inner pocket. It comes in separate men's and women's cuts, because each was designed and measured for that body.
• Embroidered T-shirts and sweatshirts, including our Wildlife Collection, plus caps and totes.

Every piece is designed in London. Our T-shirts, sweatshirts, crop top and totes are stitched by our founder in the UK. The Palmeraie Jacket and our caps are made in China.

A home for creatives

Nooltrends is a community as much as a label. Through Project Nool we document the creatives who wear our pieces, and we've taken the brand offline with events like our pop-up at Chelsea Old Town Hall.

Where to find us

Shop at nooltrends.com or on Wolf & Badger. Follow @nooltrends on Instagram and TikTok.