NÒMARHYTHM TEXTILE Opens Its First Hong Kong Pop-up at BELOWGROUND

NÒMARHYTHM TEXTILE and BELOWGROUND have officially partnered to host the Tokyo-based brand’s first-ever pop-up store in Hong Kong. Founded in 2005 by Masako Noguchi and Takuma Sasaki, the label—formerly known as NOMA t.d.—transcends traditional fashion boundaries by applying its intricate, hand-drawn textiles to apparel, interiors, and art. The upcoming activation serves as a physical manifestation of the duo’s global design philosophy, bridging their Japanese roots with specialized fabric techniques sourced from international hubs like India and Europe.

The BELOWGROUND pop-up heavily spotlights the brand’s signature “Draw your garden” motif, a recurring floral and bandana-inspired pattern that intentionally defies the standard seasonal fashion cycle. Instead of replacing the design each season, Noguchi and Sasaki continuously reinterpret the print through new colorways, fabrics, and applications. This approach is highlighted in a special multi-layered textile piece available at the pop-up, functioning much like a traditional quilt that physically stitches together past seasons and memories through uniquely bled dyes and intensive handcrafting. Noguchi—who initially studied product and interior design in Tokyo before focusing on textiles in London—attributes the brand’s expansive vision to her diverse background. “Textile is a non limit. It doesn’t have to be fashion. It could be art. Interior, you know, even for like cars,” Noguchi explains. This mindset naturally led to her partnership with Sasaki, a former football player who shared a deep passion for the fashion industry. When discussing the brand’s signature prints, Noguchi notes that their work is not strictly meant to represent Japanese landscapes, but rather universal expressions of art. “We want to work with textile outside of Japan too. That’s why we work in India, sometimes in Europe,” she states. Rejecting the fast-paced nature of seasonal trends, Noguchi affirms the brand’s core ethos, “We believe that good design should last long and any textile should last long.” By refusing to categorize themselves purely as fashion designers or artists, the duo ensures their creative rhythm remains boundless.

Beyond garments, the space features an array of lifestyle objects, including custom pillows and a rare selection of exclusive ceramics. Produced alongside a cooperating master ceramic artist, these non-traditional clay pieces are only developed once every few years, reflecting the founders’ refusal to be boxed in by standard industry categorizations. By treating clay with the same intentionality as woven fabric, the creators ensure their artistic rhythm and narrative remain consistent across every medium they touch.

The NÒMARHYTHM TEXTILE is now at BELOWGROUND in Hong Kong until April 19.

BELOWGROUND
Basement, Landmark Atrium
15 Queen’s Road Central
Central, Hong Kong