AS TWO BOURNEMOUTH UNIVERSITY STUDENTS EMBARK ON THEIR JOURNEY INTO FASHION, BUSINESS, AND MARKETING, NERVE ONLINE TAKES A LOOK AT THE RISE OF THEIR CLOTHING BRAND ‘NOCTURNAL CLOTHING’. WE FIND OUT HOW IT CAME ABOUT AND THE TRUE MEANING BEHIND IT.
Launching 8 months ago, the underground streetwear brand has changed the scene in such a short space of time. And, with support from worldwide underground artists (Miguel Campbell, Josh Butler, and Jozeph K to name a few), local students and communities in and around Bournemouth area the success is set to continue.
What is the brand all about?
With the slogan
Dream, but do not sleep. We own the night
the concept of the brand is to bring new and aspiring ideas to street wear. The designs focus is on the night and influential people, times of our history, science, politics, astrology and culture. It’s not just your average t-shirt, with true education and meaning behind every single item. And that’s not all. Once ordered, the t-shirt comes with an information card, offering knowledge about what it represents.
The illusion of the brand touches on the reposition of culture, propaganda and exploits the reality and perception of society. Examples of these included the iconic tee’s “pray to re-create”, “transforming culture.”, “Lisa green.”
Essentially, the concept is to create an identity and feel around the brand which is more than just clothing, enhancing the customer experience and culture.
How did it all begin?
Firstly, Nocturnal Clothing was born when a love for Fashion, Underground culture, and music, collided with the creators marketing and designs backgrounds. Most important? The makers were two of Bournemouth University’s very own students. The team is made up of a business management and design graduate (Matthew Cosier) and a current marketing and events degree student (Khianna Smith).
But, where did it all really kick off? When Khianna was given the opportunity to complete her placement in Ibiza, working in one of the best clubs in the world ‘Sankey’s Ibiza’. As a social media and logistics assistant, she had first-hand access to those traveling from all over the world to see the worldwide DJ’s playing every night and experience the iconic underground culture of Ibiza.
This is where the brand first started to gain attraction and outside interest and the rest fell into place. But it didn’t stop there. Now back in England, the brand is collaborating with student night Decibel UK to promote student events and businesses.
How important have students been to the brand?
Nocturnal has a good ethic towards students and know the experience is everything to them.
Impressively, students are the masterminds behind the photography and videography. As a result, the brand is a perfect example of how much of an impact students can have. And to demonstrate this, an outstanding content marketing video was created by two Bournemouth University media students, who have set up a company called TT filming.
Furthermore, competitions are then aimed to give back to the students. Frequently, they are run alongside student events, not limited to the recent competition offering 4 students a chance to win 4 – t-shirts of their choice and tickets to the event with Steve Lawler. Who wouldn’t want to win that!?
What happens next for the brand?
Nocturnal clothing has some very exciting marketing campaigns planned for next year. Also, there are plenty of huge announcements to be made, not exclusive to collaborations with festivals, nightlife events, and record labels. So keep an eye out! And, if that wasn’t enough, there’s a clever twist coming with the new range dropping on the day of the full moon in February. If you know the brand, you will know one of its best sellers is ‘Full Moons Eclipse’ design.
Lastly, if any other students are interested in working alongside or would like to collaborate with the fast growing underground brand, then make sure you get in contact.
Working with other students is the desired future of Nocturnal!
And to show just how much they love students: use code BMTHUNI10 and you will receive 10% off!
Summery & main points about the brand:
- Launched 8 months ago
- Slogan: “Dream, but do not sleep. We own the night.”
- Interests of the audience: Underground culture, nightlife scene, and underground music lovers
- 2 Bournemouth University students
- Both students spent summer in Ibiza, working at one of the best nightclubs in the world ‘Sankey’s Ibiza.’
- Worked with local students from Bournemouth University, collaborated with two 2nd year students doing media production
- Now working in Bournemouth and collaborating with student night’s including, Decibel UK at halo Bournemouth
- Plans to launch a night next year for our clothing brand
- All students received 10 % off
- Next range of clothing will drop on the full moon in February
- Working with more local brands next year including; festivals, shops, barbers, nightclubs, student events and record labels
Information locating the brand: