Noki

The pseudonym and brand of the British designer J.J. Hudson. He was born in Aberdeen, Scotland, in 1971. He shares his time between London and Brighton and is an icon in the gay community and beyond. Of his work as a designer, it is said “he bases himself more on philosophical concepts than on fashion and fashion marketing.” In addition to designing T-“shirts, sweatshirts, jeans and shoes, he also works as a multi-media artist. During London Fashion Week 2002, for example, an exhibition was held displaying some of creations. Noki works on imperfect, used or partly creased garments and adds details to them: inserts, designs, applications of various sorts. His garments are all, therefore, unique and are sold in some of the trendiest shops in London. He is passionate about Adidas trainers from the 1980s, and made a name for himself with a T-“shirt with the logo of the German company, altered and partly covered but recognizable nevertheless. As a consequence, Adidas invited him to design a limited edition of trainers for them.