Simu Liu Punctuates the 15th Year of Nobis: Challenging the Status Quo

Written by Deborah Lau-Yu

Creative Director: Simu Liu
Director & Editor: Jorden Lee
Production: Pique Toronto | Music & Sound Design: Della Orrey
Nobis: Sharad Mohan, Gargi Ghugare, Lochlyn Manol
Director of Photography: Lester Millado | Assistant Director: Michael Falco
Production Manager: Keisha Beattie | 1st AC: Richard Gonzales | 2nd AC: Dorian Findlay
Gaffer: Kay Grospe | Key Grip: Artur Vetstein | Dolly Grip: Daniel Shpuntov

Photography: Justin Wu | Assisted by Marianna Darlene
Digital technician: Mori Arany | Production Designer: Flora Yin
Art Assisatnt Zach Noftall, Liyan Begmohamed | Stylist: Shea Hurley⁣ MUA: Ryan Patrick Hair: Giancarlo Hair
Colourist: Kevin Wu | BTS Video: Pat Greenall | BTS Photographer: Christine Do⁣
PA: Liam Bursey, David Falco, Tiger Saysavanh | Studio: Startwell Studios, Pie In the Sky Studios

SIMU liu 劉思慕 wearing Nobis Chris Men's Mid Weight Reversible Puffer Jacket & Vulcan Unisex Tactical Vest — **SIMU liu 劉思慕 wearing Nobis**
Chris Men's Mid Weight Reversible Puffer Jacket & Vulcan Unisex Tactical Vest

Talk the talk and walk the walk. The list of credits above is already an admirable statement in inclusion and diversity, which is fitting for a campaign that puts Hollywood’s new breakthrough star and Canadian, Simu Liu, at its centre. Nobis has announced Simu Liu as a Global Ambassador, with the introduction of a new collection that reflects the actor’s values: push boundaries, sense of purpose (timelessness and function), and authenticity. The campaign’s commercial is directed by Jorden Lee, and the stills captured by Justin Wu.

In the 15 years of Nobis, the Canadian luxury outerwear brand has been focussed on innovation and functionality. Recently, it has curated, very selectively, meaningful partnerships, including with former Toronto Raptor, Serge Ibaka during their championship year. The Canadian brand has captured the hearts of its Canadian fanbase once again with a timely collaboration with Simu, who is from Toronto, known for his recent title role in Marvel’s Shang-Chi and The Legend of the Ten Rings. He is celebrating his movie’s $400 million global box office success (which isn’t even finished yet, since it is still exclusively in theatres until this weekend.) Liu has been a vocal advocate for challenging the status quo in representation since the start of his career as an actor. Our editorial team at Fete Chinoise previously captured his pre-Marvel story and incredible energy, which was already breaking barriers that were difficult to grasp for most people.

The new partnership between Simu Liu and Nobis  represents the pursuit of excellence,  discovering  your own opportunities and unapologetically pursuing your passions — an  ethos that  Nobis embodies through  innovation,  performance, and style.  These are not just punch words, but represent the reasons why Nobis has graced the pages of press from technology to fashion.

fete-chinoise-chinese-blog-english-bilingual-culture-cultural-weekly-edit-simu-liu-nobis-celebrity-kim's convenience-shangchi-super-hero-Canadian-Winters-canada-luxury outerwear-parkas-jacket-coats-8.jpg

SIMU liu 劉思慕 wearing Nobis Yves Mens Parka

Simu Liu 劉思慕 wearing Nobis Yatesy Men's Long Parka — **Simu Liu 劉思慕 wearing Nobis** Yatesy Men's Long Parka

Simu Liu has continually placed a strong importance on supporting Asian creators and entrepreneurs throughout his career. And as an actor, he has sought out roles in film and television that frequently challenge the status quo. This includes the well-loved Canadian hit television series, Kim’s Convenience, which was hugely popular for all of its five seasons, and was his first widely known role on screen. After Shang-Chi, Simu’s next role in One True Loves, the film adaption of Taylor Jenkins Reid’s best-selling novel of the same name. All three instances place the star at what was/is a pivotal moment in the overall landscape or specific genre and universe that challenges stereotypes in our culture.

The vision for this global ambassador partnership was to apply that same fresh perspective of challenging conventions and celebrating them on a global stage.  Nobis’ culture aligns effortlessly with Simu’s vision to lead with excellence, passion, and inclusivity - a priority commitment that has been present for founders, Kevin Au-Yeung & Robin Yates for the brand’s past decade and a half of business. 

"Over the last 15 years, Nobis has pushed the boundaries of excellence with it’s innovative approach to highly adaptable, fashion forward performance apparel, as such we are extremely honoured to be partnering with a beacon of excellence, change and diversity Simu Liu" say Nobis’ Founders Kevin Au-Yeung & Robin Yates. “His determination for diversification and influential strength is inspiring and embodies the Nobis ethos authentically and naturally for this incredibly special milestone.”

Simu Liu and Nobis co-founder Kevin Au-Yeung also share something in common: identity and the challenges that have inevitably come as Asian-Canadians forging new and exciting territory in their respective careers and community leadership.

Simu Liu 劉思慕 wearing Nobis Oliver Men's Reversible Puffer Jacket — **Simu Liu 劉思慕 wearing Nobis** Oliver Men's Reversible Puffer Jacket

Uniqueness and authenticity in storytelling is at the heart of this ambassador collaboration, which is consistent with the thoughtful methodology of the brand. Inspired to provide consumers with a confidence to express themselves, Simu and Nobis created a series of vignettes throughout this new campaign that correspond with different elements of Simu’s personal journey and professional career. These important components of his life include music, sports and writing, and signify the obstacles he has overcome throughout his life based on preconceived misconceptions due to his ethnicity.  

“To me, this new adventure with Nobis is personal - it has provided me with the chance to help continue to pave the way for those who are denied opportunity based on their ethnicity, in ways that bring their voices and stories to the forefront,” says Simu Liu. 

This is as much about Nobis and Simu as it is a huge moment for Canadian fashion at large — embracing the notion of defying society’s parameters through fashion: how fashion is made, consumed, perceived and inspires.

Happy 15th anniversary, Nobis.