Founders.
NOI was founded by Ryan Hing and Lethabo Motlatle.
Ryan and Lethabo share a friendship spanning nearly two decades. Their creative partnership combines two disciplines within fashion:
• Ryan Hing — Creative Director
• Lethabo Motlatle — Fashion Stylist
Together they combine creative direction, styling, and cultural vision to shape NOI from start to end where their project lead title is split through every season.
The literal meaning of NOI translates to “a place.”
The slogan behind the name represents a place of belonging - a space where individuals within the creative and fashion community can feel connected to what we create as well as others.
NOI exists as a place where people feel inspired, welcomed, and part of a moving fashion community with no status levels or hierarchy.
NOI originates from South Africa, with its base in Cape Town, while shipping nationwide.
The idea for NOI was born during a tour across Asia, where the founders discovered an opportunity to introduce forward-thinking design to the South African market.
The inspiration came from seeing a gap in the local landscape for clothing that prioritises:
intention, quality, design innovation, cultural perspective
NOI is therefore a brand inspired by global roots — particularly at first Asian design culture — brought into the South African fashion landscape.
