Pop colors and retro silhouette: Naf Naf unveils a “Heritage” collection that smells of the 1990s

Straight lines, sturdy cotton canvas and a cheerful color palette: it was with a combination that Naf Naf became known in the 1980s. Created by the brothers Patrick and Gérard Pariente in Paris, at the beginning of the 1980s. 1970, the brand then established itself as a staple of French ready-to-wear, furnishing the locker rooms of young girls and women at the end of the twentieth century.

Glorious hours on which she returns today with a collection called "Heritage", with soft vintage accents.

Naf Naf is resurrecting its signature jumpsuit and nine other pieces for its

collection .

NAF Naf

Looking back

The look, drawn from the 1980s and 1990s and from the fashion practices of the moment, is based on a pretty jumble of iconic pieces: sweatshirts, bomber jackets or wide jeans.

Clothes stamped with the multicolored “Naf Naf” letters resurrect the aesthetics of yesteryear, when recycled materials are brought into line with today's eco-conscious demands.

To make this anniversary collection even more desirable, the clothes are produced in limited and numbered series, between two hundred and three hundred copies depending on the model.

Unisex and made in France with recycled materials, the Naf Naf heritage capsule collection looks retro.

NAF Naf

French ready-to-wear in disarray

If the brand can blow out its fifty candles today, this is far from being the case for most of its contemporaries.

Camaïeu, Cop.Copine, San Marina... These French brands, which once shone alongside Naf Naf, are for some in turmoil, when they have not disappeared.

The company has not escaped the blows: it had to deal with the movement of yellow vests or the Covid-19 epidemic, which largely slowed down store traffic.

But she did not waver.

Sold by the founding brothers to the Vivarte group (La Halle, Caroll...) in 2006, Naf Naf was sold in 2018 to the Chinese group La Chapelle & Co, before being placed in receivership.

That was before its historic supplier, the Franco-Turkish group SY Corporate, took over.

From now on, the brand is advancing without intermediaries with factories located in Tunisia which produce exclusively for it.

The strategy ?

Be able to face new crises and shortages by adjusting production in real time, with greater agility.

The other plan of attack to fight against the crisis which rages in ready-to-wear consists in investing in the shops, which represent 75% of its turnover.

For this, it will rethink the spaces, in particular by including its line of perfumes, as is already the case in the Spanish branches of the brand, as well as that of the 14th arrondissement in Paris.

But also create new ones, with a target of fifty openings by 2024).

Finally, to continue to write the history of the brand, the label opts for the strategy of the bridge between its first generation of customers and the new one.

Between nostalgia and contemporary desires.