‘I’d worked in fashion all my life,’ Jo Cooper tells me, name-checking the likes of Debenhams, John Lewis and Clements Ribeiro. ‘But I could see how women’s clothing was changing. Where there was Wi-Fi and coffee, there was a workplace. Women were dressing for themselves.’ Comfort, Jo believed, had become the new cool – an idea Coco Chanel captured perfectly: ‘Luxury must be comfortable, otherwise it is not luxury.’
At the same time, she felt disillusioned by the rise of fast fashion. ‘Rails of unwanted, unthought-through polyester made me sad,’ she says. So Jo distilled everything she valued in her own wardrobe – natural fabrics, colour, ease, clothes that move with real life – and NRBY was born. The brand’s mantra, ‘Clothes for home and nearby,’ became shorthand for what…
