Meet NORMFORM, the New Basics Brand That's Anything but Basic
The London-based label champions individuality in celebration of “those who don’t fit the norm.”
About a decade ago, American Apparel was the undisputed destination for effortlessly cool, staple pieces. Some might say Parade followed in its footsteps, but since then, no label has commanded the same cultural stronghold.
That gap in the market ignited Eshaan Dhingra and Nathalie Wimmer‘s vision for NORMFORM. The two former LN-CC buyers set out to redefine the basics landscape, crafting a London-based brand that champions individuality. As shared in the press release, NORMFORM “stands for those who don’t fit into the norm” and “aims to help you feel comfortable in your own form.”
“For us, the current basics brands on the market felt so aesthetically homogenous — you see the same type of photography, art direction, lighting and inauthentic casting (to tick an inclusivity box,) especially on the high street,” Dhingra shares. “We wanted to create a 360-brand experience through NORMFORM that feels authentically inclusive, thought-provoking, sexy and fresh.”
Authenticity runs deep in the brand’s DNA. Its debut campaign spotlighted true underground creatives, featuring the likes of musician Brian Nasty, DJ Mina Galan and boxer-model Jill Leflour — figures who embody the label’s ethos rather than simply wear it.
The brand’s lineup delivers wardrobe essentials with a distinct edge like double-layer hoodies, oversized tees, structured workwear trousers and worn-looking tank tops. A standout design that we love is the “Worm Top,” which reimagines a fitted hood with a draped cowl neck. The top also features contrasting ribbing along the neckline and lower back. Available in grey-and-red or black-and-green combinations, the piece adds a sculptural twist to everyday dressing. Each of the label’s garments are crafted from 100% organic cotton and produced in a small, family-run factory in Portugal — reinforcing its commitment to quality and sustainability.
NORMFORM’s current collection is available for purchase through the brand’s official website.
Click the gallery for a closer look at the collection.
For more emerging labels, read about the latest collection from Edge O’Beyond — a British, Black-owned lingerie brand.
