If you know NSF, then you know this: the label's a go-to for easy knits, polished but not overly complicated separates, and a cool, tomboy aesthetic. Its evolution from menswear brand to a women's line with an independent SoCal spirit that draws closely on its menswear roots is now a mission that creative director Jamie Haller will confidently expand. With more than 10 years of experience as a designer in LA, plus a memorable run at the helm of Ever, a brand she relaunched as an instant success (with a major celebrity following) in 2008, Jamie has big plans for taking NSF into even more awesome territory. For starters, she's expanded the collection's base of knits to include a selection of soft, drapy sportswear, Italian leather finishes, and Japanese hand-processed denim — and it's only been about a year since Jamie took the reins. Keep reading to learn more about the very talented Miss Haller and just why we're crushing on the creative director and her very cool-girl collection.
- On the NSF girl: "Relaxed, casual, and cool are words that best describe the NSF girl. She is free spirited, easygoing, [and] timeless, but with a forward sensibility. Our customer wants to be both laid back and yet look pulled together, to be styled, and yet understated."
- On what inspires the collection: "Everything. I try not to be too rigid about how the collection comes together. It is a very organic process. I look at a lot of different fabrics, silhouette inspirations, vintage. I go flea market hunting, we scour our own closets for old favorites, and I borrow from the boys. We sit around and daydream about good ideas and what we would be really excited to design or wear. Sometimes something as simple as a distressed old tee can be really inspirational. Pulling the collection together is an evolution. I trust that sometimes what we do at the last minute is often the best thing in the line."