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. it’s 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. Own both, and wear the balance of all that you are. Together, they create
harmony, two souls in conversation. Black magic grounds, fairy lux lifts. Strength
and softness, chaos and calm. Never rivals, only reflections. To wear both is to
embody harmony itself.
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.
