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A Love Letter to Palma…and New Beginnings

A Love Letter to Palma…and New Beginnings

At the heart of our founder’s journey into the fashion industry is a passionate commitment to positively impact our planet while promoting a simpler, slower lifestyle for our cherished customers. Noema’s ethos was born in the sun-soaked streets of Mallorca where our founder, by the same name, spent her childhood.

Growing up in Palma, Noema was surrounded by sustainable practices–beautiful, natural, and simple ways of living that went completely unquestioned and appeared effortless. The Mallorcan lifestyle dictated a consideration for the planet without obligation or hope for praise.

In her village, Noema would see tradition thriving as women would gather on the streets after lunch, needles clicking as they knit the jumpers that would warm their families through winter. These scenes remain unchanged today and they’re much more than glimpses of the past; they're integral to Noema’s identity and the rich cultural tapestry that inspired both the woman and the brand.

The way of life in Mallorca intertwines simplicity and sustainability. Solar panels adorn rooftops, harnessing the sun's energy, while every meal is a testament to what the earth graciously provides. A thriving vegetable patch sustains a family, and the tradition of trading fruits and vegetables with loved ones fosters a sense of community and connection that is truly invaluable.

Seeing women in handmade straw hats and bags, and draping themselves in linen throughout the seasons, instilled a profound appreciation within our founder for simple, conscious living. It was this organic connection to a lifestyle rooted in simplicity that eventually inspired the birth of her namesake brand decades later.

Noema made the not-so-typical transition from aeronautical engineering to starting her own slow fashion lifestyle brand, drawing on something she’d been told earlier in her career: “Every engineer has an artist and an entrepreneur hidden deep inside.”

The pandemic turned a lot of lives upside down but for Noema, not being able to conduct her post-doctorate research led her to step away from the world of engineering and academia and journey back to her origins. A return to her roots offered a much-needed reset that embraced a slower pace and reconnected her with the cherished way of life she had known and loved during her upbringing in Mallorca.

This is why our mission at Noema goes beyond merely creating clothing; it's about enabling a connection between individuals and the environment they inhabit. It’s with this in mind that we are dedicated to crafting garments that not only meet the highest standards of quality but also prioritise sustainable practices at every step.

When someone brings home one of our pieces, our wish is that they feel a sense of pride, knowing that they are not simply acquiring new clothing, but investing in a movement–one that celebrates craftsmanship, honours sustainability, and welcomes a brighter future for generations to come; a movement that began in the streets of Palma.