What Naf Naf is known for
Founded in 1973 by brothers Patrick and Gérard Pariente; the brand's 1983 ready-to-dye cotton suits, stamped with its truck logo, became a signature of 1980s French youth fashion.
Naf Naf was founded in Paris in 1973 by brothers Patrick and Gérard Pariente. Their first shop was named Naphtaline; a second boutique, opened five years later, was called Influence, before the brand formally adopted the Naf Naf name in 1979 when the company incorporated as Naf Naf SA. The brand's breakthrough came in 1983 with a line of ready-to-dye cotton suits, stamped with the truck logo and the company's phone number, that became closely associated with 1980s French street style. Through that decade, Naf Naf's colorful, affordable ready-to-wear collections were closely tied to French youth fashion. The company expanded into accessories including eyewear and bags by 1985, entered the Japanese market with a 'By Naf Naf' collection in 1986, and launched its first perfume in partnership with L'Oréal in 1991. The brand later expanded into menswear and other categories, and though its footprint has shrunk in some markets in recent years — it ended operations in Spain after three decades there — it remains a recognizable name from the era it helped define.
How ORBIS reads this city
Best for — 80s Paris high-street playful femininity, the original grand méchant look
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