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Interview

OFF THE BEATEN TRACK:
GUSTAV EMIL LOFT

June 2026

Blog Home Off The Beaten TrackOTBT: Gustav Emil Loft

Interview | June 2026

To celebrate the launch of our first collaboration with NN.07, we asked the man who headed up the project - Gustav Emil Loft, Freelance Consultant, and in charge of Special Projects for NN.07, a couple of questions about where he lives, some of his favourite spots and what inspired the NN.07 + Grenson Mule.

 

Where do you live and Work?

I live in Paris. It is still very new, but obviously I have been coming here quite a lot each year for the longest time, so to be here permanently now is so incredible. The city has so much to offer, and as a person who loves to go out to eat it’s probably the best place in the world if you ask me.

Do you have any ‘off the beaten track’ restaurants, bars or parks recommendations you can share with us?

Yup, of course:

 

 

Double Dragon for dinner

Kolam for a fantastic lunch

Le Saint Gervais for beers in the summer

Rori Pizza for a mean slice

Early June for dinner

 

Double dragon

Le Saint Gervais

What is your role at NN07 and how did you get into it?

I work as a freelance consultant, but before that I was working full time for NN.07 with Global PR and Special Projects. Luckily, I still have the pleasure of working with the incredible team at NN.07 on PR and Collaborations. I have always loved the challenge of creating meaningful fusions between two different brands, so I guess I just found a perfect spot to be in. I have been wearing a whole lot of different hats throughout my career, but this one combines a lot of the creative disciplines I love.

You obviously travel a lot, where are your favourite places to go and why?

New York is probably my favourite place to go, and I am there pretty often. There’s just something about the pace of the city that I really gravitate towards. Tokyo is probably a close second, and that city is incredible as well. Great people, great food, and amazing fashion and general sense of style and aesthetics.

Cervos

What are the last 3 places you travelled to and what are 3 places you discovered that you can share with us?

New York - go to Cervos and grab dinner. Go to Colbo’s wine bar “Next Door” and have a glass of wine before. And there you have yourself a night.

 

Tokyo - Go to the Visvim store in Naka Meguro, and then straight to whatever local ramen spot you find on the side of the street. If you wanna go fancy with it, Sushi Tou is an amazing and super intimate Omakase experience.

 

London - I absolutely love eating at Berenjak in SoHo. St. Johns is great as well. And obviously Rochelle Canteen.

Why did you choose the Mule to launch the NN07 X Grenson collaboration?

There is something about a Mule for the summertime that just feels proper. We absolutely loved the silhouette from the first time we saw it, and we are happy to be a part of bringing the silhouette back from the archives with y’all.

What are some of your favourite brands that may not be on our radar?

In footwear, I have been enjoying KidsLoveGaite, and I think that they are making some super fun projects.

 

I recently stumbled upon and fell in love with The Ouze. They make handcrafted jewellery in London and it’s perfect to me.

 

For apparel, I really love Colbo’s own line. They are friends of mine, and they are making some serious silhouettes in great fabrics with an amazing attention to detail. Furthermore, I am obsessed with the Japanese labels — so Commes Des Garcons and Sacai are super high on my list as well. But those are obviously already on your radar :)

The Ouze

Colbo

What makes a collaboration between brands truly successful in your view?

I think you can feel it if it’s right. I love when I tell people about a collaboration we’ve done, and they are like “yea that makes sense”. I don't really need more than that. Furthermore, I think you can, as a person who is part of the entire project, feel if the brands you are working with actually like each other. A whole lot of what makes a collaboration great lies within the process of the actual work being done. If that’s in place, then the product will be great.

When launching a project, you work on all aspects from the initial idea and design behind the product, to the campaign imagery, to the physical activation of the launch. Which is your favourite part of bringing a project to life?

I absolutely love the creative process of figuring out the narrative. The creative direction of the process is my best asset and what I enjoy the most. Furthermore, I love gathering people to celebrate, and I love the part where the product goes into people's hands.

 

Who would be your style inspiration?

Arh maaaan, that's such a hard question. I spend so much time looking through fashion related stuff on the internet, so honestly, a lot of my style cues come from randomly noticing something on a Pinterest board or on IG. I spend quite a lot of time looking through new and old runways, and I love to take inspiration for colour matching and small styling cues from there as well.

Otis jean - In grey

Can you give us some of your favourite pieces in the current NN07 collection?

I love the Otis jeans in grey. Lovely piece that you can use all throughout the year. Also, the Justin trousers are incredible. Great fit and flow on those. Lastly, I would say the Fenton jacket is super chic and a great hybrid for the summer nights.

We have an OTBT playlist on Spotify, can you give us 3 new songs to add to it?

Stay Ready (What A Life) - Jhené Aiko featuring Kendrick Lamar

8AM in Charlotte - Drake

Self Control - Frank Ocean

Do you listen to podcasts? Can you recommend your favourites?

Honestly, I do listen to a lot of podcasts. Mostly to listen to the news and what’s going on in the world. The BOF podcast is also in my rotation, and lastly, I have been listening to a French teaching podcast a little recently.

Do you have any upcoming projects you can tell us about?

Too many to count. But we have a very exciting Fall Winter collection coming out in August, and a collaboration with Clarks Originals as well. Furthermore, we have events in Paris, New York, Copenhagen, and London during the next 5 months, so, we won't be sitting still — that's for sure.

To read all of our Off the Beaten Track interviews, click the link below:

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