For the fashion brand Nalu, their purpose goes beyond the clothes and instead empowering social consciousness.
“Let the way you live, be the way you give” is the motto that Dali and Finn Schonfelder have followed since the ages of 12 and 9, when they co-founded fashion brand, Nalu. 10 years later, they launch their new campaign, ‘Nova Nexus’ which sustains their collaborative, charitable efforts and creates clothes for the conscious consumer.
Over 100 guests congregate in a corner of Shoreditch, London as they celebrate the launch event for Nalu’s latest collection, with 3 London-based musicians soundtracking the space, adorned with canvases of Dali’s artwork. Their community, with binds of friendship evident, is built within the underground creative world, “we are not outsiders looking in, but active participants and contributors to the scene” remarks Finn, Nalu’s Co-founder, Creative Director, Designer and CEO. Growing upon this premise reflects the heart of Nalu, “we are not just a brand, but a cultural beacon, shining a light on the possibilities of what fashion and art can be,” he further explains.
“In a fashion system where brands exist solely for financial gains and lack purpose. It’s about belonging to a community that shares a vision of the world where style and purpose aren’t just aligned, but inseparable.”
Nalu
Their rebrand, marks the 10 year anniversary of Nalu as they continue to dedicate their work to product excellence, their community and the mission that guides them, epitomised by ‘Nova’, (when a star reaches its zenith of brightness) and ‘Nexus’, (a network and connection between events). Surrounded by a newfound market and community in London, as well as the international network that supports them, Nalu are signifying a new era, “to solidify our maturity and nonchalance as we create a memorable, targeted and consistent impression,” Finn says.
Nalu launch event in Shoreditch, London. Images by Ilaya Lek
“In a fashion system where brands exist solely for financial gains and lack purpose”, Nalu steps in to respond, “it’s about belonging to a community that shares a vision of the world where style and purpose aren’t just aligned, but inseparable.” Nalu’s manufacturing team has developed with skilled professionals from Bali, Indonesia, where the siblings grew up. Building upon personal relationships, the team strives towards a shared purpose of craft quality and innovation, “that purpose is reflected in each garment which is then felt by our end user,” Finn explains.
But for the co-founders, it’s more than the clothes. Being clad beyond aesthetics but representing values that they have upheld since starting Nalu 10 years ago. “Dali and I had a vision of creating a high-end clothing brand that can create better outcomes for the youth in need.” This journeys back to the genesis of Nalu, when 11 year old Dali and 8 year old Finn went to India where they made friends with other children whilst their parents volunteered as chiropractors. When returning, they noticed the friends they made weren’t in school as the Government only pays for children’s school fees and uniforms until the age of 12. What started as the siblings raising money for their friends’ uniforms, blossomed into a process of creating t-shirts and using the profits to pay for more uniforms.
“The reason we started Nalu 10 years ago is the same reason why we’re still doing it today; to thread the needle of meaningful impact on the lives of others“
Ceo, Finn Schonfelder
“Nalu started because we wanted to create something meaningful and impactful, using fashion as the vehicle to drive this vision forward. The reason we started Nalu 10 years ago is the same reason why we’re still doing it today; to thread the needle of meaningful impact on the lives of others,” Finn says. They have since donated over 11,000 uniforms which has provided over 5 million days of school to children across India, impacting higher attendance, increase in grades and a decrease of teenage pregnancies in surrounding villages. Reflecting upon these contributions Finn explains, “we are not the pride of what we give. The collaborative nature of our work highlights the stories and voices of those we help. We believe that giving back should be a part of doing business. This is simply what should be the norm.”
Now at 22 and 19 years old, Dali and Finn Schonfelder continue advocating the same mission they had 10 years ago: leading the fashion industry’s movement towards “quality, longevity, and social consciousness in fashion. We envision a future where everyone seeks to create and support initiatives that benefit society and the environment,” Finn says. Their young voices speak to greater volumes, as Finn finally adds, “Nalu is not what we create; Nalu is the wave of change we wish to see in the world. What we create is merely the reflection and testament of our vision.”
Homepage images by Ilaya Lek. Top inside images; Nalu giving trips in India.
