Noorism NYC: Remodelling Vintage Jeans Into Shades of Lavish Denim Staples

Emphasising functionality and wearer’s individuality, Noorism is a young NYC-based upcycle brand remodelling old, discarded jeans into unique, adhoc fashion items. The founder and FIT graduate Noor Zakka was fascinated by turning seemingly valueless rich shades of vintage denim leftovers into lavish luxury pieces that each have their own story to tell. We cannot wait to cocoon into Noorism label’s conscious statement denim this spring — a touch of denim never goes out of style, after all. 

  Noorism SS17.

Noorism SS17.

What influences have come together in you latest SS17 collection?

I was inspired by the work of Marcel Duchamp and his 'ready mades'. The concept of taking something that is discarded and deemed valueless, and elevating it by turning it into a luxury item that is well-crafted fascinates me.  

What brought you to the idea of remodelling old denim? 

I wanted to create an ethical fashion brand and vintage denim was easy to find and relatively inexpensive to source.  It's also a very classic and universal fabric that never goes out of style and has a such a rich history. 

What makes it perhaps difficult to work with denim? What's the most interesting part?

Working with vintage denim can be challenging because each old pair of jeans is slightly different in size, colour and shape. We also have to watch out for stains and it is a labor-intensive process to take jeans apart and re-cut them into new styles.  The most interesting part is finding all the different vintage pairs and also the beautiful shades and marks that show once we take off the original pockets and undo the hems.  

"The concept of taking something that is discarded and deemed valueless, and elevating it by turning it into a luxury item that is well-crafted fascinates me." 

  Noorism SS17.

Noorism SS17.

What inspires you in your creative direction?

I am inspired by traveling [I went to Italy and Puerto Rico recently], books I read [I just finished reading Just Kids by Patti Smith], living in Brooklyn, Museum exhibits and also by sustainability.  I am constantly striving to discover more things I could be doing, such as the idea of zero waste fashion, and also by creating styles that use up my own scraps.  

Describe the Noorism woman in a few lines?

The Noorism woman is independent and strong.  She cares about the environment, loves denim, loves vintage, but wants high quality pieces that are special and will last a long time in her closet.

Shop here:

www.noorism.com