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Nowa The Label

Home > Adelaide > Fashion | Shopping | Shopping Centres | Street Art
by Your Local Hok (subscribe)
I'm a freelance writer and photographer based in Adelaide. Find my work on
Published April 21st 2019
Step down in to the basement and see the light
Nowa The Label is an independent streetwear store located down James Place in Rundle Mall. Founded by Jorgia Dunn and Adrian Dorsey, Nowa opened up its doors in January.

Nowa The Label
Outside of Nowa (Photo by Stephen Hok)

The store is located underground in a basement, which is a common concept seen throughout streetwear stores across Europe and America. As you walk down, the hallway is decorated with wall art and murals by local and emerging artists. Throughout the store itself, the walls are finished in sheet metal, creating a cool and futuristic space.

Nowa The Label
The hallway into Nowa (Photo by Stephen Hok)

Nowa The Label
Wall art (Photo by Stephen Hok)

Speaking with the founders of the label, it is evident that Nowa is not just another fashion label that simply attaches their logo onto a piece of clothing. Choosing to mill their own fabrics in-house, using natural fabrics exclusively, and offering made-to-order alterations to existing pieces are some of the ways in which Nowa differentiates itself from other streetwear labels.

Nowa The Label
Racks of clothing (Photo by Stephen Hok)

Nowa The Label
One of their tote-bag designs (Photo by Stephen Hok)

Additionally, sourcing from one factory in Bangladesh allows Nowa to keep track of their supply chain and inner workings of the factory. In this day and age of starting a fashion label, making clothes sustainably and ethically is gradually becoming the norm in the fashion industry, and Nowa has taken this approach.

Nowa The Label
The metal table centerpiece (Photo by Stephen Hok)

Indeed, similar styles and designs are offered at mainstream streetwear stores like General Pants Co. However, it is clear that Nowa puts a lot more consideration and effort into the type of clothing they produce. Nowa offers a range of garments spanning different fabric weights and prices, in order to cater to a wide range of customers. Regardless of the price range, every garment is made with the same quality.

Nowa The Label
The infamous custom-made pink couch (Photo by Stephen Hok)

Offering women's, men's, and unisex styles, Nowa has T-shirts, shirts, jackets, pants, and accessories. In addition to their in-house label, they also stock a range of internationally-renowned streetwear labels, which are exclusive to Nowa. These labels include Chinatown Market, Carrots By Anwar Carrots, and Jungles Jungles.

Nowa The Label
Some of the exclusively-stocked labels (Photo by Stephen Hok)

In the near future, Nowa is planning to set-up a bar inside their store for those who want to enjoy a drink or two whilst shopping.

Head down to the basement of Nowa, and explore a sustainable approach to streetwear.
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Why? A sustainable and independent streetwear basement store
When: Mon-Thurs, 10am–5pm, Fri, 10am–9pm, Sat, 10am–5pm, Sun, 11am–5pm
Phone: 8212 0045
Where: James Place, 21-23 Rundle Mall, Adelaide, 5000
Cost: $$-$$$
Your Comment
Great find!
by Michael Genrich (score: 3|1698) 638 days ago
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