Meet the Indie Clothing Brand Stirring Fashion’s Appetite for Cult Foodie Garms
Are fashion and food finally becoming… friends? Back in the noughties, it wasn’t trendy to so much as think about a burger (a la kate Moss) skinny was in. Luckily these days, shouting about your fave food and bevs has become a cool form of self-expression.
Launched in the middle of lockdown as a nostalgic love-letter to the fave holiday food and drinks we were all missing out on, Novel Mart is a playful online clothing company blending fashion and food with statement slogan apparel.
Already loved by celebs and pop-stars including Ella Eyre, Joel Dommett and the Made in Chelsea cast, the unisex t-shirts, caps, swimwear and sweatshirts swap out college names for cult food and drink.
Whether you’re into dim sum, burrata, gnocchi, negronis or margaritas, you can boldly celebrate and wear your fave food and drinks the same way you would your favourite sports team.
The range is the perfect summer-holiday attire, from comfy-soft airport hoodies to fun swimwear, caps and beach-towels emblazoned with your favourite tipples, instantly putting you into vacay mode.
The brand’s hero slogans include favourites ‘Spritz’, ‘Cacio E Pepe’, ‘Croissant’ ‘Negroni’ and ‘Rosé’ among other delights. Available in a variety of colourways, each premium cotton Novel Mart piece offers a minimum of four colours as standard with some key styles up to six.
Novel Mart drops a new tongue-in-cheek collection every month which is sure to inc fan favourites. Coming up this summer; mexican and hot sauce collections will be spicing things up, along with a delicious new Olive Oil collection.
Pricing starts from £25 and goes up to £60, with varying clothing sizes available ranging from S-5XL. Novel Mart also keeps sustainability in mind, with each clothing piece being made to order, dramatically reducing wastage.
Founder Lucas Nicholson said:
“Having lost my job in the first wave of pandemic redundancies I was looking for a temporary way to make ends meet. Being stuck in one place (lockdown) after a job where I was travelling 80% of the time, I had the rare opportunity to take stock of my life.
Throw in the heatwave of 2020 and not being able to socialise or see friends, the feeling of nostalgia was palpable.” Says Lucas Nicholson, Founder of Novel Mart. “I had the idea to create a range of food and drink based merch using nostalgia that I was feeling off the back of these experiences. Novel Mart is for everyone, find your food or drink tribe and wear your Novel Mart merch proudly.”
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