nice rice is conceived as a fashion lifestyle solution rather than a conventional fashion brand. The brand places its focus on the garments themselves, expressing the wearer’s individuality through texture, restraint, and timeless, logo-free pieces.
By removing unnecessary symbols and excess design, nice rice conveys a simple belief: it is just clothing. A quiet, considered approach that allows the character of the wearer to come through naturally.
nice rice embraces environmentally responsible materials wherever possible, integrating sustainability into every aspect of our work.
Shanghai LIVAT
At Shanghai LIVAT, nice rice set out to create an environmentally conscious retail space distinct from its other locations. Drawing from the brand’s minimalist garment patterns, the design translates these paper templates into an architectural language. Each product line is mapped one-to-one, forming clean, folded display structures with a sense of precision and clarity.
As Shanghai continues to evolve, traces of its architectural past remain. Discarded building materials from old residences and high-rise structures accumulate in factories across the city. nice rice collects and reconstructs these reclaimed wooden boards, transforming them into the store’s core decorative material and assembling them across all display surfaces.
Each reclaimed board carries a different origin, resulting in natural variations in tone and grain. The use of recycled materials introduces a raw, organic quality to the space, while the neutral palette of the wood subtly highlights the texture, structure, and silhouette of the garments on display.
