Working from home? This label is devoted to easy, everyday wear
British brand NRBY puts the luxe into loungewear – we meet founder Jo Hooper to find out more
‘Once you’ve got over the novelty of working from home in your pyjamas, you might want to start taking a little more care in how you dress,’ says Jo Hooper, founder of British brand NRBY. Its name – an abbreviation of ‘nearby’ – spells out exactly what it offers: easy, timeless clothing for local living, where working from your kitchen table can be equal parts comfortable and stylish.
‘This brand isn’t about fashion,’ affirms Jo, who, incidentally, was head of womenswear buying for John Lewis & Partners until 2014. ‘It’s about clothes that you’ll really want to wear, that you’ll go back to every day.’
The simple yet clever concept was inspired by what the Japanese call ‘one-mile wear’, explains Jo. ‘So you’re not working in your pyjamas – you’re wearing comfortable clothing that feels good, looks good, and if you need to pop out and get a coffee or grab some milk or have a conference call, you are still dressed in a way that feels appropriate.’
The result is a covetable collection of loose jumpsuits, flowing white shirts and easy maxi dresses. Fabrics are premium with an emphasis on natural fibres, such as linen, silk, cashmere and alpaca. ‘These feel great against your skin and because they’re natural, they don’t require as much washing as man-made materials. With the exception of cashmere, everything can be thrown in the washing machine,’ says Jo.
Jo understands first-hand that people are now less likely to follow seasons and are seeking considered, lasting buys. ‘It’s about layering: a brilliant white shirt you wear on its own in spring can be layered in autumn,’ she says. Her favourite pieces include the new Mimi pants, a harem-style cargo pant that she’ll ‘probably wear most days’, and the Millie sweater, a one-size-fits-all V-neck.