Some fashion brands emerge from boardrooms. NokNok is not one of them. It’s the product of late nights and loud music, of underground clubs and restless creativity, of a designer who wanted to bring the raw energy of rock, rebellion, and nightlife into something tangible.
At the centre of it all is Angel Nokonoko, a designer with a background in high fashion and denim craftsmanship, but an even deeper connection to the scenes that shape youth culture. With experience working for brands like John Galliano, Dior, and Hilfiger Denim, he had the technical knowledge to create something refined—but NokNok was never going to be just another luxury label. Instead, it’s a brand that channels music, movement, and attitude into every stitch.
From fashion houses to underground clubs
The idea for NokNok was in Angel’s mind long before the brand officially launched in 2019. It started forming while he was a fashion student in London, balancing work in high-end design studios with DJ sets and club nights across the city.
“I was working for different brands as a textile and denim designer, but at the same time, I was running nights and DJing to fulfil my nocturnal desires,” he recalls.
That duality—daytime precision, nighttime chaos—became the foundation of NokNok. It’s a brand that understands both worlds: the craftsmanship of luxury fashion and the raw, unfiltered energy of the underground. The result is something that feels authentic, personal, and completely unafraid to stand out.
The bigger vision
For Angel, NokNok isn’t just about the clothes. It’s about creating a community.
“The goal is to build NokNok into a global brand with flagship stores, but also a platform for music artists and creatives—a space where people can connect, perform, and collaborate,” he explains.
That connection to music and nightlife isn’t just a branding exercise—it’s woven into the DNA of NokNok. The clothes don’t just look good; they’re made for people who live fast, think freely, and move between worlds.
The latest collection: Bittersweet Rebellion 24/25
Every NokNok collection tells a story, and this season’s Bittersweet Rebellion 24/25 is one of love, loss, and reinvention. Inspired by heartbreak, it translates raw emotion into bold design choices.
“I wanted to channel the intensity of heartbreak into something visual and wearable,” Angel says.
The result is a palette that shifts with emotion—from fiery reds and electric oranges that capture love at its most intense, to pastel purples and soft pinks that reflect nostalgia and longing. The silhouettes and textures draw from a mix of influences: the rawness of 60s Bronx gang aesthetics, the practicality of workwear, the groove of funk, and the fearless attitude of rock ‘n’ roll.
What’s next for NokNok?
The brand is growing, but Angel is focused on keeping its rebellious spirit intact. The next step is to expand its direct-to-consumer business while getting NokNok stocked in more multi-brand stores worldwide. The vision is clear: reach more people, but stay true to the energy that made the brand what it is.
Starting a brand is never easy, but Angel’s advice is simple: “Be brave. If it’s your dream, go for it. Stay true to your vision, make mistakes, learn from them, and never give up.”
That’s the ethos that built NokNok—raw creativity, relentless persistence, and a refusal to follow the rules.