"Behind the Brand" is our column where you get exclusive behind-the-scenes access to our partner brands and learn more about the people that make our products. Today, we meet Marta, the Marketing Specialist at Näz.
What is the story behind Näz? When did it start and what was the inspiration behind it?
Näz started when Cristiana (the founder) was still on her master's degree and started testing the brand in markets and fairs. Soon she realized that most of the brands we admire were producing in Portugal (well, lucky us!) but there was no brand from Portugal, and so, in 2017 we started producing for stores.
What are the values that drive Näz?
Näz was born as an answer for the search of a new way of producing clothes, combining minimalist and democratic design and, at the same time, transparent, fair and ecological processes. Understanding that sustainability is a balance and that we can hardly produce something that doesn’t have any environmental impact, we are constantly looking for the best way to obtain local, raw and quality material, without generating more impact on the environment.
"Behind the Brand" is our column where you get exclusive behind-the-scenes access to our partner brands and learn more about the people that make our products. Today, we meet Marta, the Marketing Specialist at Näz.
What is the story behind Näz? When did it start and what was the inspiration behind it?
Näz started when Cristiana (the founder) was still on her master's degree and started testing the brand in markets and fairs. Soon she realized that most of the brands we admire were producing in Portugal (well, lucky us!) but there was no brand from Portugal, and so, in 2017 we started producing for stores.
Which image do you personally feel really represents what Näz is all about?
The balance between fashion and nature.
What are the distinctive features of Näz’s products?
Minimalist, modern and Democratic Design.Even though all our production is made and sourced in Portugal one of our main goals is to develop more products in a smaller area of Portugal known as Beira Interior, that used to be known as the center of textile industry, specialized in working with high quality wool fibers.And that’s why our products from our recycled line are made there, from the recycling to the weaving and knitting and even the sewing, this line is fully traceable, and it’s incredible that, as a small brand, we are able to do so and that every process is less than one hour distance from our atelier.
How does the creative process for the products carry out?
We design for the everyday needs in this modern and not so calm lifestyle we all have keeping in mind some trends and always with a minimal aesthetic that you can easily adapt to yout wardrobe and be fashionably eco-friendly.Our creative process always starts with our partners, sourcing what's already made in terms of fabrics. Most of our collections are made with surpluses but occasionally we can’t find every deadstock fabric we need to make a collection. So when this happens (which, gladly for us, is not that often) we meet our partners to see what they have been producing and we always end up finding the perfect fabric to fit the collection.
Personally, what is your day like working at Näz?
Every day is different. Although most of the times I'm at the office, I have the opportunity to work in different branches of the company. My main focus is Marketing, so one part of my day is attending to customers in our social media platforms and posting, oh a lot of posting. Newsletters, press releases, and making our Instagram and Facebook a living thing is a big part of my day. On the B2B part, one of my jobs is looking for new resellers for our products but also taking care of the marketing communication to them.
Is there a specific product or piece that has proved iconic for the brand?
Our Recycled Line is definitely the brand's bestseller. This line includes sweaters and coats made in Beira Interior, with our recycling yarn partners.
I know one shouldn’t pick favorites but… what is your personal favorite piece from your current collection?
High neck jumper in Grey!
How has The Feeting Room played into the brand's growth?
We've joined TFR during our last year summer collection, and it has been a great partnership so far. The partnership actually started in a rather difficult hour for us, because we had just lost a consignment partnership in Lisbon and we had a lot of leftover stock, so it was a real save because we've managed to sell all the products there! TFR is a well known store, and for us to be part of the brand's directory is really special.
