Misha Nonoo launched her eponymous ready-to-wear collection in fall 2011 and two years later was a finalist in the CFDA/Vogue Fashion Fund. But after seven years of doing business as usual in the fashion industry, she decided to radically transform her company from the ground up. Rather than doing seasonal collections, she creates sophisticated basics centered around a collection of eight garments that can be worn in 22 ways, taking a woman from the office to a gala.
To cut down on waste, she no longer owns any inventory but works with a factory in Hong Kong to make clothes as soon as a customer places an order. Clothes arrive at the customer's home within a week. Over the next few months, Nonoo is hoping to scale this model and invest in a wider size range as well as customization.