NN.07

Legacy, elevated through curiosity

NN.07

Services

Digital Identity
UI Design
UX Design
Digital Design
Branding
E-commerce Design
Web Development
System Architecture
E-Commerce Strategy
Art Direction
Design Implementation
Concept
Photography Art Direction

Solution

Centra
Storyblok
GrebCommerce
Depict
eComID

Live site

Some collaborations start with a brief. Others grow into something more. Our relationship with NN.07 has evolved over five years, from a redesign and migration into a close partnership built on trust, shared ambition, and mutual expertise. That kind of relationship shifts the focus from delivering to building together, continuously refining, challenging, and improving. This work is a true reflection of that.

Background

Founded in Copenhagen in 2007, NN.07 set out with a simple idea: to create clothing without borders. The name, “No Nationality”, reflects a mindset rather than a place, built on openness, curiosity, and a modern approach to menswear.

Over the years, NN.07 has grown into an internationally recognized brand, known for refined everyday pieces that balance Scandinavian simplicity with global influences. Their collections focus on quality, longevity, and versatility, designed to move seamlessly across seasons and occasions.

“We translate brand identity into something tangible, something distinct. For NN.07, the ambition was to create a space you could step into, not just a content-led experience.

We turned that into a cohesive system, shaping a premium digital environment that truly feels like NN.07, with typography and the “Curiosity Code” playing a key role.”

— Emil Ahdrian, Creative Director & Co-Founder at Grebban

“What we’ve created together goes beyond design or technology. It’s a more immersive and expressive experience that brings the NN.07 brand closer to how it’s meant to be felt.”

— Henrik Hermansen, Head of E-commerce at NN.07

Objectives

An Immersive Digital Flagship: Turn the new brand identity into a true experience
From product display to Product Experience: Shifting away from a one-size-fits-all product structure to a more flexible system. Enabling NN.07 to combine editorial, inspiration, and product in a way that adds context, guidance, and depth.
Build a scalable and future-proof platform: Replacing limiting tech with a flexible setup that improves efficiency, supports localization, and enables continuous growth, both operationally and commercially.

Brand Experience

Together, we set out to create NN.07’s new digital brand experience, not just bringing the identity to life, but making it work seamlessly in a digital context. The ambition was a true flagship store where brand, storytelling, and commerce exist as one.

A key focus was rethinking imagery across the site, ensuring everything from art direction to product presentation felt cohesive and true to the brand. We built a system where editorial content and commerce come together naturally, enabling NN.07 to inspire and guide, not just present products.

Shopping & Product Experience

An immersive and interactive experience, throughout the whole customer journey as well as in the details of the micro interactions - all focusing on delivering a seamless, inspiring and high-converting shopping experience, captivating the interactive experience of the products while at the same guide you to the absolute best fit for this very moment.

“With AOV as a key priority, the experience had to encourage customers to think beyond single products. Post-launch results show a clear shift toward shopping complete looks, a strong outcome for NN.07 and a clear validation of our role as a growth partner.”

— Emil Ahdrian, Creative Director & Co-Founder at Grebban

The numbers & performance

Net sales increase for month 1 YoY

Full price sales increase

Average Order Value increase

Page speed metrics increase

Customer satisfaction (CSAT) increase

Number of items sold increase

“After more than five years of working together, this project represents a natural evolution of our partnership. With a deep, shared understanding of the brand, we’ve been able to transform our e-commerce into a true digital flagship, one that reflects NN.07 today and sets the direction for what comes next.”

— Christina Scheidemantel, E-commerce Manager at NN.07

Enabling the experience

Behind the experience sits a new technical foundation built to support both today and tomorrow.

With a new CMS and search engine, the platform is more flexible and efficient. Content moves faster, localization is smoother, and operational friction is reduced.

Building on a 5+ year partnership between NN.07, Grebban, and Centra, the solution is powered by our GrebCommerce accelerator and a modern stack, including Storyblok. Together with Depict, we optimized key features like search, filtering, and merchandising to improve product discovery and the overall customer journey, while also enhancing performance and load times.

The result is a more personalized, intelligent setup that removes limitations rather than adding them.

Tech stack

Centra
GrebCommerce
Storyblok
Depict
Klaviyo
eComID
Ingrid
Adyen
Dixa
Inretrn

Looking Ahead

Today, NN.07’s digital flagship fully reflects the brand. From storytelling and product presentation to performance and flexibility.

But more importantly, it is built to evolve.

With a stronger foundation, a clearer direction, and a partnership that continues to grow, NN.07 is set up to keep moving forward. Refining, expanding, and building on what has been created together.