Before NOOON existed as a brand, Jose Peon was working in sculpture and painting in Cuba. The studio practice was physical and material-led, anchored in the formal logic of objects in space. Then a friend, Cesar Amezaga, introduced him to 3D design, and the work began to migrate. The medium changed; the underlying questions did not. How a thing sits in space. How it negotiates with the body. How form follows pressure.
In 2021, Peon left Cuba for the United States. The transition was not easy or romantic. He arrived in New York, started over, and began building a practice that wove digital and physical mediums into a single working method. By May 2024, Office Magazine ran the first major piece on him, framing his work across fashion, 3D rendering, photography, and campaign direction. I need these tools to accomplish my creative vision, he told the magazine.
Four months later, NOOON staged its debut at New York Fashion Week. Twenty-five models walked the brand's first physical collection, HOME, through an industrial setting on September 7, 2024. The presentation closed with the Cuban flag.
The work that followed has continued to operate at the intersection of clothing and technology, but Peon's training in sculpture is what gives the garments their architectural sense of weight. NOOON pieces are designed around the body the way an object is designed around a function. Heavyweight cotton. Bonded technical fabric. Hidden zippers, concealed drawstrings, ribbed cuffs that disappear into the construction. Embedded NFC tags that connect each garment to its own digital page. Every detail earns its place by working.
The brand's vocabulary has expanded since HOME, through REBOOT in summer 2025, the IMMRSV SHWRM virtual showroom in early 2026, and the GRDT collection that followed. What has stayed constant is the underlying premise: clothing as one of the oldest human technologies, reconsidered through the tools of the present.
