NOBIS introduces Michael Kerr as new Design Director

Canadian premium outerwear brand Nobis celebrates its 15th Anniversary and presents its AW21 collection, design debut by the new designated Design Director, Michael Kerr.

With the AW21, collection Michael Kerr improved his experience combinig traditional tailoring and premium functionality. Kerr worked in the design team of different companies, both Canadian and international, such as Roots, Nike, Canada Goose and The North Face.

“This idea of innovation –– of making things that are crafted, not just mass-produced –– it’s crucial” he says. “Our strategy for upcoming designs? Sleek, expertly tailored pieces created for a customer that values quality over quantity and sustainability over fast fashion. I think we’re all very excited about this new generation. They want the best in class but are also minimalist. Instead of 20 mediocre jackets crowding the closet, you acquire three that work for everything”, says Michael.

“When designing outerwear, you’re making something that has to work with the person who will wear it. The goal is a jacket that allows you to go about your day in comfort, never thinking beyond ‘wow, this looks and feels great on me,’ but maybe this jacket has a membrane that allows it to breathe or perhaps it’s water repellent. The jacket might have a gusset that opens and closes to increase comfort. What we’re crafting is technical outerwear, meaning each piece works like a machine designed to increase its wearability, even without any mechanical parts.”