Brand Spotlight: Nori
At Classic Six, we're always on the lookout for innovative brands that are changing the game—and Nori is one of those rare companies doing just that. Founded by two trailblazing women, Courtney Toll and Annabel Love, Nori has revolutionized the way we think about ironing with its bestselling steam iron that requires no ironing board. But how did they come up with such a groundbreaking idea? And what drives these inventors every day as they continue to disrupt the home appliance industry?
We had the chance to sit down with co-founder, Courtney, to dive into their entrepreneurial journey, the challenges they’ve overcome, and the passion that fuels their mission to make everyday life a little easier for all of us. In this exclusive interview, we get a behind-the-scenes look at what keeps them motivated—and how they’re shaping the future of household technology, one wrinkle-free shirt at a time.
What was the catalyst in starting the brand?
Nori is the direct result of a personal pain point! Annabel and I had just started our professional careers in NYC and would wake up in these tiny New York apartments with a lack of space for an ironing board, a lack of time to deal with a leaky and inefficient steamer and a lack of funds to pay for dry cleaning. Instead, we would use the hack of ironing clothes with a hair straightener. This DIY solution sent us on a 2+ year journey to create a better way to iron our clothes inspired by the hair-straightener method.
What is the dream for the brand in the next 5 years?
We dream of Nori becoming this next generation clothing care brand that inspires consumers to invest in nicer garments because of a confidence in the tools they have to care for them! We hope capsule wardrobes replace fast fashion and the mass market turns to Nori for products ranging from irons, steamers, hampers, fabric shavers, etc.
Do you have a favorite collection or piece to date?
The Nori Press, our handheld steam iron, is our first child and has carried our growth on its back due to its patented innovation that has seemed to strike a chord with consumers! Every feature and value-add we incorporated was informed by collected consumer feedback and our 2+ years of product testing and prototyping has led to a product we are so proud of.
What’s your favorite thing in your closet right now?
Right now, I am obsessed with my La Ligne sweaters! We recently launched a collaboration with them alongside our high performance fabric shaver, the Nori Trim. There is nothing better than loving a piece dearly, but then having the tools to refresh it from pills and lint so that it always feels brand new.
What’s the best piece of advice you’ve ever received?
Choose a cofounder that you LOVE spending time with! I chose to go into business with my best friend, Annabel, and while many people told cautionary tales of partnership with friends, I think one of my greatest blessings is that I have so much FUN working on Nori alongside one of my favorite people. We have a deep trust in one another and the highs and lows of entrepreneurship are made easier alongside a true friend.
Who is your style icon?
Kate Middleton
Best gift you’ve ever received?
My engagement ring! It is a family ring that has been in my family for three generations and it felt like such a special gift from my fiance and whole family combined.
What does the word “Classic” mean to you?
It means embracing timeless silhouettes and investing in looks and garments that transcend time, allowing them to remain “classic” for decades to come.
QUICKFIRE
Sign: Leo
Dark chocolate or milk chocolate: Dark
Coffee or Tea: Tea, Earl Grey always
Favorite Classic Movie: Father of the Bride (really anything Nancy Meyers)
Never without: Pictures of my nephew
Favorite city: London
Last book you read: A Court of Thorn and Roses (in my fantasy era)
Favorite Restaurant: BondST in NYC
Hotel you’re dreaming of: Stanglwirt in Austria (never been, but has always been at the top of my bucket list)
Fashion will always: Come back! Once a trend is a trend, it shall return in the future
If you were a color it would be: Nori blue!
If you had to pick one Classic Six piece, what would it be? Katharine Double-Breasted Blazer
P.S see Classic Six and Nori in action here, by our brand friend and creator, Suzi Nadeau, who uses her Nori on her Classic Six Donna shirt - it's like magic!