Right in the midst of spooky season, I caught up with Amon of NOMA to delve into his latest collection, Nocturnal Being. We talked about his battles with sleepless nights, having African parents and more. The collection, inspired by insomnia, gives us a look into Ogyiri struggle with sleep and is proven victor with this new capsule. His streetwear brand is out here making waves amongst the cool kids in NY and we’re excited to have him for this exclusive interview!

Me: How are you?

Amon: I’m good. How’re you?

Me: Fantastic. I want to jump right in and first tell you how much of a good time I had at the release of your Nocturnal Being capsule. The atmosphere was so warm, the clothes were so good. I especially loved the long sleeved checkered mens top with the shawl collar. Loved the detail in the collar. It was different but not in away where it felt like it was trying too hard. y’know?

Amon: Yea, definitely. It goes with the brand name NOMA, Nostalgic Objective Minimal Aesthetic.

Me: You talked about insomnia being the inspiration behind this project and I’m curious to know how…

Amon: We’re at stage zero with the project. So stage zero, you’re awake and haven’t really slept yet. There are four stages of sleep and the release of the collection is based off of (that), with four releases. The first couple of releases have been online and the last will be in store, most likely… we’re working on it. Pressure makes diamonds.

Me: That’s exciting! I definitely see that happening! So, how does it feel finally releasing this collection?

Amon: Its definitely relieving, for a lack of a better word. A weight has been lifted off my shoulders. This collection is pretty personal to me and it just feels good to see it come into fruition; and bring it together. All over, just show people what’s going through my mind. It’s really relieving.

Me: I remember being there and hearing you mention that you had countless sleepless nights, what were some of those thoughts that kept you up at night?

Amon: A lot of things. Just my life, it was my senior year of college. Y’know what I mean? It was just like, figuring out what was going on in my life, what was going to happen to me (post graduation)… things that were going on in relationships. Y’know, family, friends… a whole bunch of things going through my mind, stopping me from my sleep. I just spit that out in my designs, the best way I knew how… it was just, a host of things that made me stay up at night and I figured I might as well make it worth it.

Me: That’s like the best thing you can do as a creative. Using things that happen to you, and figure out how to make it into something, the best way possible… did you always know you’d be a designer?

Amon: Kinda sorta, I didn’t know it would be a definite thing for a fact, I’ve always been into clothing. Ever since I was a kid, my dad would take me shopping. I always had new clothes, new sneakers. I was kinda spoiled I’m not gonna lie but, up until a certain age though. After that, it was more so, I was so used to it now, I just couldn’t stop. So, I had to hustle for my own stuff. Then I realized, I can’t really afford Louis Vuitton, Gucci, Prada and all this stuff at a young age so, I figured I make my own clothing. I can’t afford it, might as well make my own stuff…. if i’m paying $600 for Gucci shoes, I might as well make it myself.

Me: Do you find it hard to shop now, now that you know how to make clothes and knowing how much it all costs.

Amon: Yea! *laughter* It’s so… the only thing I buy are things I really, really want. I just make my own clothing at this point. I’m just a firm believer in…if you’re selling something or giving to the world, you have to be your own advocate for it. I wear my own clothing most of the time.

Me: Were you ever nervous being your own advocate when it came to your brand?

Amon: In essence, kinda, I was… just because, some pieces weren’t at the best of it’s ability, it was made for me. I know what the flaws are and giving it out to the world, people would (also) know what the flaws are.

Me: Do you think so?

Amon: Yea, I’m a perfectionist to an extent, I want it to be perfect for me. If not for me, then for someone else. I can sew a pair of pants and then know the inseam looks bad but, on the outside looks perfect. To me, everything just has to be perfect for the consumer. Or at least, somewhat perfect, to the best of my ability.

Me: I think that’s really good because, there’s a lot of people that want to be designers and they’re putting out… interesting pieces, for a lack of a better word…

Amon: And that is super…. thats what society and social media has brought it to… face value, people see pictures of things and they get and it’s not what they expected. So you want face value and the value on the defend. That’s where my head is at. Quality over quantity, if I can make it the best possible, why wouldn’t I?

Me: Where do you want to see your clothing?

Amon: Selfridges, VFiles, my own store, really, if we’re gonna be honest. But retail, RSVP, boutiques, Patron of the New, stores of that caliber.

Me: I can see that happening. You’ve got the support here on this side… What were the most rewarding and challenging parts of creating this line or the brand?

Amon: Most challenging was being away at school and balancing it (NOMA) with my schoolwork. Up until this time, that has been the most challenging, just being able to balance schoolwork and the brand… and patience. Being patient and working, knowing that you have something good on your hands but, you just have to wait until your time has come. The most rewarding thing was graduating and being able to fully grasp, (have) a full 100% grasp on the brand.

Me: Does that motivate you even more?

Amon: Of course! It motivates me even more. I’m African so my parents are like, “what’s the job?” My job is my clothing line and they’re like “ummm…no it’s not” *laughter* “they don’t pay your loans”. It’s just me trying to bring that up to a point where that is my career, that is my job.

Me: So they kinda don’t get it?

Amon: They get it, they get it in a sense, like everything, you always want to have multiple streams of income. When those loans start to kick-in…

Me: Oh they’re kickin… You’ve got six months brotha *laughter*

Amon: Exactlyyy… It’s not bad to have that job or career it’s just figuring out what job to get or even calling it a job at that. The job force isn’t easy at all and it’s more so, taking advantage of that and working hard for myself to bring this company to that caliber.

Me: They’ll (truly) eventually get it.

Amon: Yea, they’ll get it.

Me: I’m sure they’re really proud of you though…

Amon: Yea they really are. They actually support it more than they used to ’cause they see where I’m trying to bring it to, its not a side hobby. This is a company that can bring more opportunities for us, in terms of building as a lifestyle.

Me: That’s exciting. I come from a Caribbean background and its kinda like the same thing, the same stereotype, this isn’t a job this is a hobby. Painting and “basketweaving” is not (work)…. working your way up to it (building a fashion company) is not easy. Especially when it’s not paid consistently in the beginning so you kinda wing it.

Amon: Yea exactly, and they’re funny, they’re like if I’m on the couch watching tv, or on my phone, they’re like, “wyd you should be at work” *laughter*

Me: So we talked about starting your collection, finding that it was something that really made you happy, and what it’s like being an African designer and student with African parents… what do you think your nine year old self will say about you, right now?

Amon: My nine year old self… he’ll be like, “yo, you’re cool as shit bro” *laughter* deadass… my nine year old self was the same person I am now, I feel like, just me living out my dreams — that I thought about when I was 9 years old… I’ve always been into fashion since I was young, always been into clothing, high end and, living a luxurious lifestyle. Me not forgetting that and projecting that into the world, would be my 9 year old self looking at me (my current self) like “yo, you’re a cool guy.”

Me: I love that so much! There’s a technique in psychology where you’re essentially re-parenting yourself. In it, you’re understanding who your childhood self was to navigate challenges you face in your adulthood; to become the person you’ve always wanted to be. I feel like you’re doing that with your collection…

Amon: Yea, definitely. And its embedded in the acronym of the brand, Nostalgia. Nostalgia, is so important to design, in my opinion, it makes you remember a moment where you felt good, a certain type of feeling in your body like, “damn, I wish I can feel that again.” Nostalgic is the objective & the Aesthetic is Minimal, less is more. That is so important in my design and my design process, making someone feel like they’ve been there before.

Me: So, what’s next for NOMA?

Amon: Whole lot of projects, whole lot of design, we’re working on a few collabs right now. Now that there are two sections of the brand, we are now balancing both of them. It’s pretty much the grind and keeping the ball rollin’ and bringing things to another level in all aspects. As far as whats next, you’re gonna see what’s next.

Me: Can’t wait. Thanks Amon.

Amon: Thank you for having me.

Special thank you to Aaron, our lovely photographer for the evening.