The Danish label just launched its SS17 campaign.

The marriage between fashion and technology usually sways towards Apple watches, LED lit frocks or, if you’re a Camden resident circa 2000, some kind of flashing belt. For Danish label Nosomnia, it was the idea of necessity associated with the printed circuit board.

“Every single component has a purpose. It has a unique quality,” explain founders Jonas Bier and Ida van Gaever, who’ve referenced the system for SS17, both in their pieces and the accompanying campaign, pictured above.

Titled Every Piece Matters, the new collection is comprised of layers, from T-shirts and polos through to jackets, with palette and embroidered details honouring the season’s key electronic influence; the latter layers act as a shell in a vein similar to smart phones or computer keyboards.

The third round of layering is the water resistant element, designed to perform the task of protection. “Removing a component will hence compromise the objective of the collection, jeopardising its functionality,” continue the duo. “In other words, every piece matters.”


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