It all started in August last year when Umashan Naidoo, the head of menswear at Tata Trent, saw a group of people beautifying a wall in Bandra, Mumbai. He immediately contacted the husband wife duo of design studio Bubble Design and wanted to know how he could collaborate with them to create a funky line of clothing for the youth which is inspired by local speak – thus was born the NuonX freestyle capsule collection.
Nuon, is a youth oriented private label brand by Tata Trent’s Westside.
As Neisha Sylva, Business Head of Bubble Design explains, “Over the years Bubble has worked to give new-comers each with their own artistic capabilities and opportunity a platform to showcase their skills.
For this particular collaboration, four local artists were shortlisted Akshay Lushte (who wants his art to touch peoples lives), Chaitrali Kadam (who used to conduct art classes to supplement the family income), Radhika Gohil (a student who supports her family by way of freelance gigs that come her way) and Sandeep Shelar (an uber driver with a highly versatile illustrative style).
Vivek Sylva, creative head, Bubble Design, explains how once the brief was received, they dove straight into researching each of the 7 shortlisted themes. From finding the right fabric to integrating with the logistics at Trent to deliver on the brief. All of it finally came together at Trent’s fabrication unit in Tirupur. Akhila Chandrashekhar from the purchase department at Trent commented that this range would be a great way for the youth to express themselves. We wish them all the best with such future initiatives.