UKFT member NOVO is an ecommerce brand that is passionate about providing interchangeable premium essentials to modern women with a focus on advocating a capsule wardrobe.

The brand aims to empower women to adopt a timeless style and dress better with reduced purchasing. This is manifested in the garments through the use of natural fabrics, timeless colourways, and classic silhouettes that extend each garments longevity.

The business focuses on limited style runs per style to ensure it does not overproduce and is free of seasonal trends, making each piece work in the customer wardrobe each season, every year.

As a brand, NOVO is devoted to making collections more sustainable to reduce the negative impact on the environment.

What is special about NOVO

Affordability  – Timeless design to reduce the cost per wear for the customer. Quality fabric choice and manufacturing extend the life of every NOVO product. Hero pieces are designed to work with customers’ existing wardrobe and across the NOVO range.

Sustainability – Transitioning to more sustainable fabrics and extending the life of the garments reduces NOVO’s environmental impact. Premium organic cotton products are already available.

Design – Taking inspiration from Britain’s position as leaders in fashion, NOVO designs are tailored to modern women. The company is female-led, and all designs are carried out in-house in London.

Interchangeability – Designs work together so the customer can build a capsule wardrobe for almost any occasion.

What’s new for NOVO

The company is currently expanding its logistics to offer shipping and fulfilment services in both the US and Europe in addition to the UK and is looking into a number of pop up shops/ events. NOVO is also considering a standalone physical store in the future.

Why NOVO joined UKFT

“With our continued growth here in the UK and as we begin our journey of operating globally. I really felt it was important for NOVO and the team to be part of the UKFT, as it will give us access to the support, resources and a network that can help shape the future of the brand”

Killian Coyne, Managing Director, NOVO

Find out more

Follow NOVO on Instagram: @novo_london

Visit the NOVO website

NOVO is a UKFT member. Interested in UKFT membership? Find out more here.