The night is a sport
Six to ten hours of dancing is a workout. NICH is cut and built the way running brands build for the track: for movement, sweat and a long night.
Experiment · validation stage
NICH.
Performance wear for the dancefloor. “Nich” means “night” in Ukrainian. A clothing experiment under Y-DAO: first we test whether people want it, then we make it.
The idea
People dance for eight hours in cotton that is soaked within one.
Club fashion is either costume or whatever was in the wardrobe. Sportswear is technical but looks like the gym. NICH sits in between: breathable mesh, anti-odour finish, flat seams, a hidden zip pocket and reflective details for the bike ride home, in a dark, minimal, slightly provocative look that belongs in the club.
The first product is NICH .001 Night Tank: a technical mesh tank with an open, strapped back and a reflective figure that only shows up when the night does. Edition of 111 numbered pieces. Pre-order price €79, later €95.
The experiment
Validate first, produce second.
- 01
Show the idea
One page: the story, the fabric and construction, one product with a price.
- 02
Collect reservations
Email and size. No money taken. Each reservation locks the pre-order price and a low number.
- 03
Prototype on a real night
A hand-made sample worn on stage at the 811 party in Amsterdam, 6 November 2026.
- 04
Decide with numbers
At 50 reservations we confirm production and send payment links. Below that, nothing is produced.
Principles
Sportswear for the night.
Clean outside, detail inside
Minimal black silhouette. The attitude lives in the details: an open strapped back, a hidden pocket, flat seams, a matte metal buckle.
Visible only at night
A dancing figure made of the letters N, I, C, H is printed on the back in reflective ink. Invisible by day. It lights up under a strobe.
What we measure
Reservations, not likes.
The page takes no payment. A reservation is a stronger signal than a follow and a weaker one than a sale, and it is honest: nobody owes anything until production is confirmed.
- Target
- 50 reservations to confirm production; 111 pieces in the edition
- Signals
- Visits to reservations, size split, where people came from (Instagram, X, 811, Y-DAO)
- Launch
- 811 Underground Rave, Amsterdam, 6 November 2026: a prototype on stage, QR codes in the venue
- Stack
- Static page on y-dao.com, Supabase for reservations, EU manufacturing shortlisted in Portugal
- Results
- To be updated after the launch
Reserve a number.
NICH .001 Night Tank, €79 on pre-order. Email and size, no payment until production is confirmed.
Open NICH