Our Founder

Victoria Ashley and James Carter

Normcore was born from Victoria’s passion for textiles and self-expression and James’s expertise in blending functionality with modern aesthetics. Together, they created a brand celebrating individuality and conscious living. With years in the fashion industry, they envisioned Normcore as a movement redefining minimalism through ethical practices and high-quality craftsmanship.

Their designs empower confidence, authenticity, and comfort while reflecting a belief that fashion is about feeling good and making a positive impact. Follow their journey and connect with them on Instagram: @victoriaashley and @jamescarter.

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Product DNA

Crafted for Quality and Sustainability

At Normcore, every product starts with a commitment to the finest materials. We believe exceptional fashion begins with high-quality fabrics, so we carefully select those offering durability, comfort, and timeless elegance. Our collection features premium options like organic cotton, breathable linen, luxurious wool blends, and recycled fibers—all chosen for performance and sustainability. By partnering with ethical suppliers, we minimize environmental impact while upholding superior craftsmanship. At Normcore, quality is not just about appearance but also about feel and the story each piece tells.

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Designed to last

Made with care

Designed to last

Made with care

Designed to last

Made with care

Designed to last

Made with care

Designed to last

Made with care

Designed to last

Made with care

Designed to last

Made with care

Designed to last

Made with care

Designed to last

Made with care

Designed to last

Made with care