COLLECTION 01 was not based on a physical artwork.
The art lives in the story. The artwork was designed into the photoshoot itself, the narrative, the intention, the energy behind each image. This collection was created to introduce the soul of NOT NORMAL STORE through visual language, before placing that soul onto objects.
The products are intentionally simple, marked only by the Not Normal logo. They are not the artwork, they are the vessels.
Before the Brand could exist in the world, it needed to be visualised, embodied, and made real. Without that process, the brand could not breathe. The Not Normal logo had to come to life in its truest form before it could be carried forward.
COLLECTION 01 was the birth. COLLECTION 01 was the tourniquet. The moment where vision stopped bleeding and became whole.
COLLECTION 01 IS THE HARMONIOUS DANCE OF YIN AND YANG, STRENGTH AND SOFTNESS, CHAOS AND GRACE
COLLECTION 01 is the first creation from NOT NORMAL STORE the purest embodiment of the label’s soul a powerful greeting to the world. minimal, magnetic, and made to turn heads, every piece is a celebration of bold self-expression and empowered luxury. Crafted with the finest sustainable materials, these designs honour quality that is not fleeting but sacred.
Luxury is not superficial, it is a conscious decision, a declaration that you love yourself enough to demand the best. kindness is stitched into every seam. Made from ECONYL®, a revolutionary fabric reborn from discarded fishing nets and human-made pollution, each piece transforms what once damaged our oceans into something rare, refined, and radiant. It is proof that beauty can be born from what was broken, that balance can be found where chaos once lived.
IN THE DANCE BETWEEN LIGHT AND SHADOW, WE FIND HARMONY
BLACK MAGIC and FAIRY LUX are the embodiment of life’s beautiful chaos. Two forces, each with its own rhythm, intertwining to create something whole. The strength of darkness meets the softness of light, teaching us that in embracing both the yin and the yang, we discover the peace that lies in balance. Its in the contrasts where beauty thrives, where we are reminded that power and grace, like night and day, are never truly separate. They are one.
BLACK MAGIC, the strength of the night, bold and untamed. A symbol of power and mystery, this hue embodies the fearless soul who dares to defy. FAIRY LUX, a soft, glowing whisper of dreams, light and transformation. Representing the magic that lifts us, the beauty of hope and rebirth woven into every thread. Light and shadow, strength and grace, the world exists between them. So do you.
CRAFTED WITH ECONYL®
By choosing econyl, you aren’t just embracing sustainability, you’re promoting a kinder, cleaner planet. At the heart of COLLECTION 01 is econyl, a revolutionary fabric that redefines what it means to be sustainable, luxurious, and performance-driven. Crafted entirely from regenerated nylon, econyl is made from discarded fishing nets, fabric scraps, and industrial plastic waste that would otherwise pollute our oceans and landfills. Through a sophisticated regeneration and purification process, this waste is transformed into a nylon yarn that is chemically identical to virgin nylon, yet infinitely more conscious. What makes econyl extraordinary is not just its origin, but its impact. For every 10,000 tons of econyl raw material produced, 70,000 barrels of crude oil are saved, and 65,100 tons of co2 emissions are avoided compared to traditional nylon. This dramatically reduces the environmental footprint, making it a truly circular material that can be regenerated again and again without compromising quality. From a design perspective, econyl offers an unmatched feel of softness, strength, and stretch. The kind of comfort and elegance that turns swimwear into your second skin. It hugs the body beautifully, resists chlorine, sunscreen, and uv rays, and maintains its shape and colour over time. It’s the perfect fusion of eco-conscious innovation and refined luxury.
Emily Jane
