Los Angeles native Nick Friedberg was introduced to fashion through film. Not really unexpected for someone with a family working in the industry and who mentally catalogued with acute detail the wardrobes of his film icons – admiring the integrity and the confidence that well-made and well-fit clothing expresses.
In 2005, after gaining production smarts and technical savvy working with James Perse and YaYa Aflalo, Friedberg founded NSF as a menswear line. Friedberg's ability to pare down and retool signature Californian lifestyle pieces quickly earned him the attention of top editors, buyers and stylists. The simple goal remains to dress discerning men and women with a relaxed sensibility and a quiet cool.