NAF NAF

NAF NAF is a French ready-to-wear fashion brand established in 1973 by brothers Gérard and Patrick Pariente. The pair started with a single boutique in Paris called 'Influence' in the Sentier district. The brand name, an adaptation of 'Naphtaline', was formally adopted in 1979 and is also a nod to one of the three little pigs from the 1933 Disney film. The business gained significant traction in 1983 with its innovative 'boiler suit', a cotton canvas jumpsuit designed to be dyed in various colors, which sold over three million units and propelled the brand onto the international stage.

The company's business model is centered on the retail of women's clothing and accessories, targeting the 18 to 25-year-old demographic with a style described as feminine and whimsical. NAF NAF operates through a network of company-owned stores, affiliated boutiques, and as a wholesale distributor to department stores and other retailers. The brand also generates revenue through licensing agreements for products like perfumes, eyewear, and leather goods. While design is handled in-house, all manufacturing is outsourced. A key part of its strategy involves creating iconic pieces, such as the colorful jumpsuits of the 80s and, more recently, accessible and enchanting dresses, which have become a new emblem for the brand.

Throughout its history, NAF NAF has experienced several ownership changes. The founding Pariente brothers sold the company to the Vivarte group in 2006. It was later sold to a Chinese consortium in 2018, then acquired by SY International in 2020 following financial difficulties. The brand has faced significant challenges, including multiple receivership proceedings, reflecting the broader crisis in the mid-range ready-to-wear sector due to competition from fast fashion and online retailers. Most recently, in August 2025, the Beaumanoir group partially took over the brand after another period of judicial recovery. Despite these financial struggles, the brand continues to operate, focusing on a retail network in France and expanding internationally, particularly in Spain, its second-largest market.

Keywords: women's fashion, French ready-to-wear, apparel retail, fashion accessories, Pariente brothers, boiler suit, Le Grand Méchant Look, fast fashion, Vivarte group, SY International, Beaumanoir group, clothing retailer, young adult fashion, European fashion brand, retail network, fashion licensing, Chevignon, Paris fashion, receivership, womenswear