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Fashion is forever evolving, and numerous designers have gained popularity over the past few years due to their innovative design concepts. Noctex is one such brand that has managed to break the clutter and become a favorite of thousands across the world.
The competitive advantage of Noctex is that it offers handmade designs that are comfy to wear and cater to those who want a ‘grown-up goth’ look. Owned by designer Negin Izad and originally based in Vancouver, Canada, the brand has also become a favorite of people who are focused on reducing their carbon footprint. Yes, another unique aspect about Noctex is that all the designs are created from deadstock textiles and leftover cloth in clothing factories and textile mills.
Even though Negin Izad’s contemporary approach to fashion has won hearts, many are still unaware of the struggles she faced to carve a niche for herself in the industry. Negin started drawing designs when she was seven. Since then, she has believed that one’s outfits should be different, innovative and have some sentiments linked to them. At the age of 14, she was making her own clothes – a passion that was fueled further when she visited her aunt in Iran. It was at that time that Negin started mixing different patterns with her love for metal and punk wear.
Talking about her passion for creating unique designs, Negin shares, “A lot of people love fashion because of the outward effect it has or maybe because of the glamour, but I have just loved how clothes can make you feel.” During the latter part of her teen years, Negin Izad was working at a rag house and noticed that most of the selection they offered was left behind or sent to developing nations. This was when the idea of starting Noctex as a vintage shop emerged. She was hardly 18 at the time.
“I started buying leftover stuff from my workplace and created garter-stocking accessories from them,” she says. “As soon as I started selling my first pairs of Skeleton Garters in 2012-2013, they went viral on Tumblr. Later, a client wore them in a Japanese street-style magazine, and I got my first wholesale order from Tokyo,” Negin adds. This was the time when the fashion line really took off, and she went off to showcase her assortment at trade shows with the help of her father. Today, Noctex sells everything from tops and dresses to denim, swimwear, boots, cruelty-free cosmetics, nail polish, jewelry, and accessories.
However, it was not smooth sailing for Negin Izad. Even after her fashion line took off, her struggle didn’t end. From 2015 to 2017, Negin faced major problems in selling online since the university program she studied had little information on E-commerce. When she finally ended up in a showroom in Paris in the fall of 2017, she discovered that fashion designers get spots based on money and popularity, not their work. “On the third morning of the showroom, I overheard one of the showroom attendants tell a buyer that he didn’t need to go over to our floor because there was ‘nothing there’,” Negin informs. “Some of the other brands there told me my brand was lesser because I didn’t have any big stores carrying me; I was shocked that people felt the need to say that to me completely unprompted.”
But instead of giving up, Negin Izad decided to push through. She refused to let years of handwork go down the drain just because of a few people. “The entire world is a stage, but the fashion industry is the biggest stage of all,” she says. “I had an awesome time in Paris, and went home happy to know that I never wanted to do a tradeshow or showroom again.” Nothing could deter her spirits; she held her head high and moved towards achieving her dreams. “I regret so little in my career because it’s all been lessons leading me here. If anything, I wish I had more confidence earlier on,” she reveals.
As far as career mistakes are concerned, Negin Izad advises everyone to stay confident and be smart about every financial decision. “Value your work, and value your time from the beginning,” she concludes.
