Naketano – a very cool streetwear label

Lari olive

Naketano is the name of an idea, a certain conception of what it is that defines truly genuine street fashion design. On this particular subject, one will come across as many varying opinions as there are fashion designers and those who consider themselves designers.

In the eyes of Nicole Christensen, Naketano´s head designer, a fashion designer receives ultimate accolade when a piece of clothing becomes a favourite piece. When one buys and wears other garments solely to combine them with the one, the favourite piece. Whoever craves to wear one item constantly (if possible or hygienically bearable), on any occasion and in all possible and impossible combinations, awards that item´s designer to the max and, at the same time, defines the benchmark Naketano perpetually aims to reach.

Arno grey melange/yellow

The Naketano favourite piece concept

A favourite piece by Naketano is supposed to be pleasing to touch. That is why choosing the right fabric is a lengthy and tedious process at Naketano. Largely due to Nicole Christensen´s extraordinary feeling for elegant cuts, Naketano´s comfortable garments never appear ungraceful, but always distinctly female and light.

Naketano collections are always marked by vivid and bright colours. Nicole Christensen uses colours either restrictedly to accentuate or in large, contrasting patches. In her five years as mazine head designer, she really made a name for herself by using colours such as turquoise and pink in contrast with army style olive and brown or grey melange. Naketano has granted her lots of authority in the design department. She uses it excessively and never ceases to amaze with outrageous colour combinations and unusual cuts.

Armin pastel violet
For whom is Naketano made?

For young women, who find favourite items in the collection. Simple as that. Naketano customers are likely to be between 20 and 30 years of age and interested in all the things 20- to 30-year old women are interested in. Which is a lot. And their interests vary all the time. Naketano hopes to appeal to those who pay attention to quality and dare to haul out of the masses by choosing an out-of-the-ordinary outfit.

Naketano works in the conviction that in this day and age of hybrid trend leaders and extremely well informed consumers, elaborate target group definitions and positioning strategies get proven utterly and mindboggingly wrong more rapidly than a tailor-dressed marketing guru can say „sorry“. In the long run, the demand of an amorphous target group is impossible to specify in detail. The people at Naketano believe that their only chance of being successful in the long run is to full-heartedly embark on the recurring adventure that encompasses every new collection. With a focus on the ultimate Naketano paradigm: to create favourite pieces.

Paula light green

Spring / Summer Collection 2008

In line with Naketano tradition, warm and merry colours dominate the upcoming collections for the warm season. The use of patches deserves extra mention, since it works wonders to accentuate and add class to an otherwise primarily sporty, yet very fashionable jersey collection. It works particulary well in combination with the tender single jersey and light sweat-fleece tops. Modal which is an extremely soft and elegant fabirc made from a mix of cotton and viscose fibre, is also widely used in the collection. It is rather complicated to make and, hence, a bit more expensive than your ordinary ready-to-wear-fabric, but the unsurpassed comfort and superb processability more than justifies its price.

For spring and summer, Naketano longsleeves come in 2 different sweat fleece and 2 different single jersey qualities. Especially in the warm season, single jersey has an advantage over the usual jersey fleece due to its superior ventilation and its more feminine silhouette. The latter being something of a general paradigm for the work on a summer collection of favourite pieces, owing to the fact that warm temperatures allow a designer to create clothes that reveal rather than conceil, without sacrificing the wellness aspect of the favourite-piece-concept.

Pattern-wise Naketano continues to use lots of Kimono-cuts. Wide, comfortably patterned tops dominate the overall picture.

Herbert black

Naketano GmbH
Max-Keith-Str. 29
45136 Essen
Germany

Telefon: +49 201/361495-5
Telefax: +49 201/361495-9
Mobil: +49 163/6357927
Mail: jozo.lonac@naketano.de
www.naketano.de

www.october.co.uk
tshirt printing, screen printing, embroidery

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