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For Yeezy alumni Alfred Settimio, brand-new holds no appeal. After many years exploring the second life of existing materials as creative director for Harley Davidson, for his original label Great China Wall, as well as in collaboration with Amiri and Seven For All Mankind, Settimio’s Los Angeles upcycling studio became renowned for unique colour dye and wash processes. Today, the Italian-born designer furthers his regenerative fashion philosophy with the launch of NotSoNormal.
Where previous works transformed found garments through the addition of Swarovski crystals and vintage pop culture imagery, NotSoNormal utilises Settimio’s signature dyeing processes to refashion deadstock and organic fabrics. Dyes are natural and exclusive to the brand, materials are individually sourced and repaired by hand, water is conserved wherever possible and not two garments are the same. The NotSoNormal approach reinvents classic styles in modern and sustainable ways. LN-CC invites you to discover the debut collection as we twist, wrap and rework the custom-dyed sweatshirts and vintage 501s that tease the sophisticated LA aesthetic of the full collection.