Founded in 2005 by LA native Nick Friedberg, NSF is inspired by its Southern California origins, and has earned a loyal following for its relevant and directional attitude blended with soft comfort. "Our approach to denim has been to design what we love without worrying about whether or not it was going to be accepted"- Jamie Haller, NSF Creative Director. NSF mixes innovate hand-produced washes, dye treatments, and finishes, capturing lived-in luxury with cool sensibility. We love NSF for its sophisticated street vibe and effortless California attitude. Shop NSF.