Aesthetics, Affordability, and Circularity Guide the Designs of Núnoo
Designers Pia Silfen-Jensen and Naja Silfen - who also happen to be sisters - started the accessories brand Núnoo just over a decade ago. While it’s possible to find handbags at all different price points in today’s accessories market, the options for handcrafted items made from natural and sustainable materials are limited. Pia and Naja wanted to change that, driven by the desire to create “statement-making bags that are accessible to everyone.” When choosing which materials to work with, the brand always looks to recycled and biodegradable origins, including recycled nylon, canvas, and bamboo fibre; and all leather goods are made with LWG certified leather.
Scandi fashion has been influencing American and European markets for a long time now with brands like Ganni proving popular with style insiders and casual shoppers alike, as the appetite for ‘timeless but with a twist’ essentials continues to grow. At Núnoo, the designers take inspiration from their native city of Copenhagen, letting trends influence designs without overtaking the brand’s central design principles. A quick glance at the current range reflects this - we spot styles clearly influenced by the Y2K trend, bags made out of woven leather, and bright pops of colour across the range. The trendiness, however, doesn’t overshadow practicality and timelessness especially as the quality of the craftsmanship means that they can be worn for years to come.
When the brand first launched, it focused its marketing efforts on micro-influencers, tapping into their more connected audiences to create brand awareness and genuine connections. As the brand continues to grow, this strategy is evolving organically, though Pia and Naja still want to capture and hold on to the feeling of asking a friend where they got their new bag across different social media platforms.
Today, LBB’s Zhenya Tsenzharyk spoke to Pia and Naja about creating timeless, quality accessories, inspiring their audience on social media, and the brand’s plans to achieve 100% circularity by 2030.
LBB> Tell us a little bit about how the idea for the brand was first conceived - what kind of gap in the market did you spot?
Pia> We noticed that the market was flooded with 'it' bags that were either too pricey or too exclusive for everyday fashion lovers like us. We wanted to change that. Imagine owning a bag that turns heads without draining your bank account. That's what we set out to create – stylish, statement-making bags that are accessible to everyone. We believe that fashion should be fun, expressive, and most importantly, inclusive.
Naja> Our designs are a reflection of that. Each piece is carefully designed to strike the perfect balance between fashion-forward aesthetics and affordability. Whether you're running errands or hitting the town, our bags are designed to complement your unique style effortlessly. But Núnoo goes beyond just making bags. We want to empower our customers and followers to express themselves authentically through fashion. That’s why we have so many different styles to compliment all kinds of people and personalities.
LBB> Núnoo is a Scandi brand and in recent years, Scandi style has had a huge influence on American and European fashion. Did this popularity factor into your decision to launch the brand?
Naja> We always dreamt about building an international brand. Scandinavian design and aesthetics have always been important things in our lives and we wanted to bring our heritage into our brand. We didn’t do it because it was popular, but it has helped the brand so much and bigger Scandinavian brands like Ganni have helped lead the way for us. I love the fact that the city where we were both born has become so important for the fashion scene.
LBB> And what, in your opinion, is the state of the accessories market right now?
Pia> It is so exciting right now. When we started Núnoo we only had one style, for our friends to know which bag was theirs we made tassels from leftover leather. We thought it was fun to customise your bag. This trend is coming back and I love it. It is all about having fun when styling your accessories. Another trend I love is all the new materials being developed for bags and shoes that make a small impact on the environment. We are looking at cactus, apple and bamboo materials. Improving the footprint of the product is very important to us.
Designers and sisters Pia Silfen-Jensen and Naja Silfen.
LBB> Who does Núnoo aim to appeal to - who is the brand’s target audience?
Pia> I always find this a little difficult to answer. I feel age is floating and we make bags for people who love fashion. For our Mother’s Day campaign we worked with our mom, she is 72 years old and looks amazing with the new collection.
LBB> Despite the tendency of some brands to maintain a distance from their audience Nunno makes an effort to actively engage across different social media channels. Can you talk about Núnoo’s decision to take this approach?
Pia> We love talking to our followers and customers and hearing their stories about wearing Núnoo bags. It makes us feel connected to them and it’s important to us to get their honest feedback about our products – it helps us when we’re thinking about designs for upcoming collections.
Pia> We have a very simple set of rules for our communication on social media, it has to inspire our audience, entertain them and be genuine. I think it is so important not to waste people’s time or push any triggering behaviour. We live by the quote: You are beautiful as you are and remember to have fun. Instagram is definitely our biggest channel, but I also think TikTok is so much fun to work with. I am learning something every day. We make sure to create different content for every platform.
LBB> A goal of Núnoo is to inspire, and the ‘Inspiration’ tab on your website showcases creative ways to style the bags. How does this emphasis on self-expression and individuality align with the brand's overall ethos and values?
Naja & Pia> At Núnoo, we're all about celebrating your unique style! Our Inspiration tab on the website is like your personal stylist, offering creative ideas on how to rock our bags in your own way. The great thing about Núnoo bags is that there are so many different ways to style them. We love colour, texture, and prints, and when it comes to personal style, we love to break the rules. Núnoo bags are designed for all kinds of people who love to dress playfully, people who love trends, and people who want to be different. We believe that fashion is all about self-expression and embracing what makes you, you! So whether you're into bold prints, classic looks, or mixing it up, we've got you covered.
LBB> How do you source your materials and what kind of considerations go into the sourcing process? How does sustainability come into play?
Naja> At Núnoo, sustainability is at the core of everything we do while realising that we are not perfect. We're fully committed to evolving into an eco-conscious brand, and that starts with how we source our materials. We always strive to first select materials from recycled and biodegradable origins, including recycled nylon, canvas, bamboo fibre, and LWG certified leather. Every material choice is made with sustainability in mind, ensuring that we minimise our environmental footprint while still delivering stylish and functional handbags. Our goal is clear: we aim to achieve 100% circularity by 2030.
LBB> How do you balance offering designs that are timeless and in step with the current trends too? Does one outweigh the other for you?
Naja> The most important thing for us is to follow our own design DNA. Following trends but making them Núnoo. I definitely feel that the Scandinavian design is defined by being well-crafted and having an effortless look. We are for sure influenced by Copenhagen and the people that surround us.
LBB> When you first started the brand, you focused your marketing strategy on micro-influencers in particular - what did this strategy afford you?
Pia> Focusing on micro-influencers helped us build real connections with people who genuinely love our brand. These influencers may have smaller followings, but they're super engaged and passionate about what we do. By teaming up with them, we reached out to people who share our style and values, creating a tight-knit community around Núnoo.
LBB> How are you evolving your influencer marketing strategy?
Pia> It’s important to us to build connections with people who genuinely like our bags and whose content feels aligned with our mission, which is all about celebrating independence, individuality, and friendship. How many times have you gone up to someone to compliment what they’re wearing and ask, ‘Where do you get that?’ A simple interaction like that is how a lot of people meet their best friends. And that’s what we’re trying to do with Núnoo.
LBB> Although Núnoo has been around for almost 10 years now, it is still relatively new in terms of the fashion industry. What are your plans for the future and how are you planning to grow and evolve the brand?
Naja> This is definitely true; we still have a long way to go. We want to focus on what we are good at and that is making bags. We’re also so ambitious about the company and the brand going forward.
Pia> In the future I see Núnoo as an international accessories brand with a strong community surrounding us. I dream that the company will be B-certified doing good for the community and environment. In the end, I hope that we have changed the perception of It bags making it all a little more fun and not so serious.
