NSF Clothing Redefines Casual Cool
For someone who doesn’t have a design background and isn’t trained in pattern making, Nick Friedberg, founder of NSF Clothing, is doing something right. He’s captured a generation of guys whose casual aesthetic is constantly drawn to softer fabrics, reinterpreted classics, and new shapes that still maintain their masculinity. With a new Japanese denim line underway (designed by Simon Miller) and plans to tackle the world of women’s wear, Friedberg fills us in on the future of NSF, his connection to Van Halen, and why the Beach Boys will be supplying the soundtrack to his California summer.
NM: Was directing a clothing line something you always saw in your future?
NF: I’m not by any means a designer by training. I have a specific taste level and I constantly search for the best materials and techniques while keeping the aesthetic as modern and clean as possible.
NM: Rumor has it that before you dove into fashion, you spent sometime working in the film industry. Fact or fiction?
NF: If you can call being in a Van Halen video when I was a kid being involved in the film industry, then yes. Film has always been a big part of my family growing up and still is. Although I am not in that industry, living in L.A., it is all interconnected. A lot of the inspiration comes from characters in old movies.
Nick Friedberg
NM: If NSF had a summer playlist what would be on constant rotation?
NF: That’s easy, Beach Boys.
NM: What’s next for the brand?
NF: Denim! The denim collection was designed and developed by Simon Miller and is arguably the best fitting made in Los Angeles Japanese selvedge denim currently on the market.
NM: What are five items every man should own in their closet? Why?
NF: Nike Air Force in black. They are the most versatile high-top sneakers ever made.
NSF RAW straight fit jeans. They are the best straight fit jeans, made from the best Japanese denim, supplied by the oldest Japanese denim mill. The more you wear them, the cooler they become.
A white tee shirt. I have my personal favorites but everyone’s body is different. This is the cleanest, purest most timeless tee that can be worn.
All-black shades. Personally I like Oliver Peoples and I think Persol is back in the game with their vintage frames in a good way. Every dude needs to have a pair of sweet shades…nothing too fancy, simple, or subdued, but quality.
A vintage Levi’s jean jacket. Preferably purchased at a swap meet. This is a true piece of American attitude and style. It will last forever and never go out of style.
NM: What are you doing to expand the NSF lifestyle?
NF: We just brought on Jamie Haller formerly of Ever as our creative director, under her creative control the NSF women’s business is about to take on a whole new shape. I’m exploring introducing accessories and footwear in the near future. I am also exploring opening retail stores in Los Angeles and New York.
NM: You launched in 2005. Why do you think NSF has stood out among the plethora of emerging American men’s wear brands?
NF: It is masculine and accessible without sacrificing material or construction. We don’t push the limits of direction but rather keep it restrained enough so it always has a more classic appeal.
