Originally launched as a menswear brand in 2005, L.A. native Nick S. Friedberg’s NSF shifted its focus to women’s attire when key distributor Barneys New York shuttered. Now, the SoCal label synonymous with casual luxury is debuting its first men’s collection since 2018.
“My older sister is an award-winning costume designer,” says native Angeleno Nick S. Friedberg of sister Alix Friedberg—who won an Emmy for her work on HBO series Big Little Lies.“She always told me what to wear and what not to wear starting as a teenager. I developed my own level of taste at a really young age.”
NSF’s new menswear collection embodies casual luxury with pieces like the bomber, slim tee and slim work pant (left), and the easy cable crew and pull-on pant. PHOTO BY SHANE MCCAULEY
After working in clothing production for two popular L.A. casual brands, James Perse and YAYA, in 2005, Friedberg launched his debut label, NSF (nsfclothing.com). “Growing up in West Hollywood gave me exposure on a high level to everything from skate to designer,” says Friedberg, whose SoCal-inspired brand boasts a clean and understated cool aesthetic, textured details and sexy boyish charm. “I try to make approachable pieces that are soft, effortless and always have a touch, detail or treatment that’s unconventional.” In 2010, NSF expanded into womenswear, using denim as a foundation for sportswear pieces. “It’s by far my favorite fabric to work with,” says Friedberg, who also loves the knit tops and sweaters that possess an androgynous ease and quiet confidence. However, following the collapse of Barneys New York, which comprised 80% of his men’s business, Friedberg focused solely on womenswear.
“I TRY TO MAKE APPROACHABLE PIECES THAT ARE SOFT, EFFORTLESS AND ALWAYS HAVE A TOUCH, DETAIL OR TREATMENT THAT’S UNCONVENTIONAL.” –NICK S. FRIEDBERG
NSF founder Nick S. Friedberg PHOTO: COURTESY OF NSF
NSF’s new menswear collection—now available at Saks Fifth Avenue, Neiman Marcus, Revolve and the flagship NSF store Friedberg opened in April in the hip Sycamore district—is the brand’s first since 2018. “The ability to dress casual has never been more available,” says Friedberg, who sees NSF occupying the middle ground between “street, designer, logo-driven menswear” and “cheaper, more basic stuff.” The 16 styles embody casual luxury through pieces like hand-dyed easy-fit crew sweaters, painted black denim and buffalo plaid shirts, and slim-fit thermals and utility pants. Friedberg simply designed what he felt was needed. “A guy is going to be able to find something from NSF that fits handsomely and gives a lot of wear while still making him feel like he has a supercool piece on,” he says.
NSF opened a flagship in the Sycamore district. BY HEATHER GILDROY
This winter, Friedberg will launch a gender-neutral capsule collection and a third collaboration with his favorite jewelry designer, Los Angeles-based Jacquie Aiche. Eighteen years later, NSF remains true to Friedberg’s vision of a small, exclusively distributed brand made predominantly by local artisans in his hometown. He notes, “I’ve always believed that you have to be about your own backyard, first and foremost.”
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