Nuhü division opens completely plastic-free retail concept


nuhü division storefont

Interior of the nuhü division store

Interior of the nuhü division store

nuhü division store detail

nuhü division store detail

Sustainable loungewear brand Nuhü Division opens 100% plastic-free retail concept in Soho, New York.

NEW YORK, NY, USA, December 27, 2021 / – The nuhü division of the New York-based luxury loungewear collection is launching a sustainable retail pop-up for the holidays. Located at 426 W. Broadway in Soho, the brand’s first brick-and-mortar project is completely plastic-free, a continuation of their global efforts toward sustainability.

Since the launch of the brand in 2020, the nuhü division has engaged in several environmental practices, including the use of cotton certified Organic Content Standard (OCS), Oeko-Tex® certified dyes, 100% recycled packaging and the elimination of the use of plastic throughout their manufacturing and distribution process; even the packing tape used to ship orders is plastic free.

In order to create an environmentally friendly and dynamic store design, the nuhü division has teamed up with two Spanish companies, the eco-design company Cartonlab and the award-winning design agency Studio Animal. Cartonlab is a leading company in the structural design of cardboard spaces and furniture, and Studio Animal is a benchmark office in the retail world with its innovative and colorful designs. The Cartonlab production team specializes in designing high impact events and stores using 100% recycled cardboard that has been certified by the Forest Stewardship Council (FSC). Cardboard is used for its versatility, lightness, and as a much more durable option than traditional building materials.

“Compared to other materials like wood, plastic or metal, cardboard is hard to beat! It is incredibly light, enables profitable production, easy to transport and also easy to assemble. Plus, cardboard is quick and easy to process, which means faster reaction times and more design possibilities. Finally, as a recycled and recyclable material, cardboard will continue to ensure low costs in the future, ”says Pablo García Mora, co-founder of Cartonlab.

The result is an entirely unique display cabinet design for clothing retail that plays into the bold color schemes for which the nuhü division has become known. Brightly colored asymmetrical cardboard “frames” will be layered throughout the store to create an optical illusion similar to reverse embroidery or children’s pencil engraving, but in a three-dimensional form. Walking through space feels like exploring a rainbow-colored geometric and skeletal cave, as you move from one section to the next.

“The nuhü division’s pop-up is a space that generates a memorable experience, it is an installation that immerses the visitor in the world of nuhü. The project improves the geometry of the store, which is narrow and deep, working with perspective to generate a powerful visual game from the street. It is a chromatic and spatially powerful space that is sure to be a fantastic experience. We believe that it will be difficult to miss it and not feel attracted to enter ”, explains Javier Jiménez Iniesta, director of Studio Animal.

The colors will also reflect the company’s color scheme for the 2021 holiday season.

“Color is an integral part of our brand DNA and what we are known for. We literally print each garment with its respective Coloro color code. With our first retail store, we want to make color the very first thing customers see. We want to surround them in color from the moment they see the storefront to the fitting rooms and checkout. Together with Cartonlab and Studio Animal, we were able to create this experience in an effective, efficient and environmentally friendly way, ”said Bernice Bai, CEO of the nuhü division.

The pop-up store is open every day from 11 a.m. to 7 p.m. during the holiday season. Please visit for more information.

ABOUT nuhü division
Every point in the nuhü division is imbued with the vivid, vivid colors and spirit of city living. The sustainable loungewear collection uses high quality production, eco-friendly manufacturing and is made and packaged with ZERO plastic! The material is French terrycloth and made from OCS certified organic and recycled cotton, and colored with low impact, non-toxic dyes. It is perfect for those looking for a luxurious leisure experience without sacrificing our planet.

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