Canada Business Report 2017

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Discovery Reports

Luxury outerwear brand Nobis champions timeless style, function and quality

Premium down outerwear and headwear fashion brand optimistic about growth in Asian markets

PUBLISHED : Monday, 13 November, 2017, 5:36pm
UPDATED : Monday, 13 November, 2017, 5:36pm

Luxury outerwear is the new “it”. Fashion savants are starting to preach this as celebrities and the jet set put on trendy yet functional outerwear on stage and on the streets. It is a welcome assertion for premium down outerwear and headwear fashion brand Nobis.

For 10 years, Nobis has been marketing its luxury outerwear as more than just a warm jacket, and with good reason. The company applies technical performance textiles and innovative features to fashionable and timeless silhouettes that look good and feel comfortable in the arctic or the city streets. Thoughtfully detailed and meticulously crafted, Nobis products integrate technical elements and classic fashion. As a result, A-list actors such as Johnny Depp and Vin Diesel, among others, trust the Nobis brand and delight in wearing its windproof, waterproof and breathable collections.

We are a subtle, classic brand that marries fashion and function
Kevin Au-yeung, president, InnoVision

“People no longer have to choose between fashion and function,” says Kevin Au-yeung, president of InnoVision, the holding company of Nobis. “There’s never been a middle point between a need and a want in this industry. We are a subtle, classic brand that marries fashion and function. We are pioneers in this category, which has opened up a lot of potential and attraction.”

Its success in Europe and North America, which extends now to Asia, is a case in point. With the ensuing jacket hype, Nobis has been approached, in the past five years, by major Asian players and distributors to meet the burgeoning demand for quality, functional and stylish outerwear particularly in South Korea.

“We are unique in the value we provide since no one looked at fashion from an innovation angle,” Au-yeung says.

With reception warming in Japan and China, Nobis is optimistic about growth in the region in the near future. Its holding company is investing significantly to bolster business relationships as it responds to the increasing level of sophistication, acceptance and the depth of scope within Asian markets.