THE niets WAY of SEENING
Each niets object begins with something we notice: a feeling, a memory, a state of mind, or a passing thought. These small observations find their way into the design, giving each piece a story of its own.
We like things that feel familiar, with something slightly unexpected. Comfortable shapes meet muted tones, bright colors, unusual materials, playful graphics, and small details. The result is easy to wear, but never quite ordinary.
At its core, niets is about making space for feelings and imagination in everyday life. Pieces that feel good, bring a little joy, and become part of your wardrobe in their own way.
“Things Seen At 3km/h”
niets为首个系列打造的两款帽子“游线 Stray Lines HAT”，灵感来自在遛狗时时速3km/h步速的视野里蜿蜒的金属铁门曲线与建筑墙体的沉默色块。我们选用带有原生粗糙感的帆布作为基底，它自带肌理，像城市里随时间累积布满痕迹的墙面。珠光绣线在其上游走，粗糙与细腻、即兴与经营，在碰撞中产生新的视觉质地。
For its first series, niets introduces the “Stray Lines HAT”, inspired by the winding curves of metal gates and the muted color blocks of building walls, observed at a walking pace of 3 km/h. We chose a raw, textured canvas as the base — a surface that carries the same lived-in quality as the urban walls layered with marks over time. Pearlescent threads wander across its surface, where rough and refined, instinctive and intentional, collide to create a new visual texture.
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“Homemade Winner”
我们从F1赛车帽汲取灵感，刺绣部分沿用金线工艺，保留经典桂冠元素，用睡得正香的腊肠狗替代了帽檐上象征胜利的橄榄树枝条。
于是胜利不再只围绕发车灯和终点线，而是化作赤裸、舒服而真实的生活状态，是皱皱的沙发、没叠的被子，和那只永远在睡的腊肠。
Taking cues from the classic F1 racing cap, we kept the gold embroidery and laurel motif, but replaced the symbol of victory with a dachshund sleeping soundly on the brim.
Because maybe victory isn’t always about the starting lights or the finish line. Sometimes, it’s simply a wrinkled sofa, an unmade bed, and a dachshund that refuses to wake up.
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“WOMAN MADE”
回溯最原始的“女性制造”，即是创造生命本身，如同大地一般，沉默、磅礴、孕育万物而不言。于是，我们将“WOMAN MADE”设计为粗体力量感字型刺绣，意在拓宽女性形象的边界。女性可以温柔承载，也能坚韧如碑；可以孕育生命，也可以改写规则。
这一次，我们将镜头聚焦于职场占比最大的办公室女性。从《广告狂人》时代里接电话的前台，到如今坐进老板室。女性还能站到更广阔的位置。
To trace “WOMAN MADE” back to its most primal form is to return to the act of creating life itself — like the earth: quiet, immense, nurturing all things without a word.
We turned “WOMAN MADE” into a bold, powerful embroidered typeface, with the intention of expanding the boundaries of what a woman can be. She can be soft enough to hold, yet strong enough to stand like a monument. She can create life, and she can rewrite the rules.
This time, we turn our lens to the women who make up the largest part of the modern workplace. From the receptionist answering phones in the era of Mad Men to the woman sitting in the boss’s office today.
There is always a bigger place for women to take.
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