BRAND FEATURE
GO EASY. GO NOMII.
T
his season marks the launch of Nomii, a fresh new sub-brand from the makers of the Healthy Back Bag. Designed with
creativity, versatility and ease in mind, Nomii brings a playful new energy to the HBB family – introducing a visual and functional language shaped by smart silhouettes, thoughtful details, and an effortless attitude! The company said its first step was to
reimagine and reintroduce some of its most- loved styles – Bagletts and Slings – under this bold new identity, complete with a fresh name and logo. While Nomii will stand alone for new audiences, it also offers continuity and evolution for HBB’s loyal community… “This is just the beginning,” says Will Jarrett,
E-commerce and Marketing. “More shapes and surprises are on the horizon, keep an eye out for the Nomii Pocket launching in May!” Nomii is the grab-and-go crossbody bag made
for people who like things simple, but never basic. Designed for life on the move, Nomii Slings, Bagletts and Mini Bagletts bring comfort with smart organisation, featuring intuitive pockets for small tech and everyday essentials. Compact, adjustable and hands-free, the
bags are built for busy days, spontaneous plans and everything in between. They are made from lightweight, weather-resistant recycled
Introducing Nomii – born from the Healthy Back Bag, designed to meet the demands of everyday use. Smart design, responsibly made, and built for ease.
Nomii - Lightweight, well-organised, and built for all-day comfort
materials, and as a result, Nomii balances responsible design with a whole new vibe. From daily commutes to weekend escapes, Nomii moves with you – wherever life takes you.
It’s the everyday crossbody vibe for daily commutes, weekend escapes and everything in between; Featuring intuitive, multi-pocket systems in ‘Slings’, ‘Bagletts’, and ‘Mini Bagletts’ – perfect for carrying small tech, everyday items and travel essentials; It’s a compact, handsfree design to wear on your front, back or shoulder, with capacity ranging from 1L to 3.5L, plus there’s an adjustable strap; Nomii bags are weather-resistant and made from lightweight, recycled materials; They are machine washable on a cold wash, so they’re easy to care for.
To find out more, follow @nomii_uk on Instagram and TikTok, or get in touch with
evelyn@thehealthybackbag.co.uk.
18 • FOOTWEAR & FASHION TODAY • APRIL 2026
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