Nattofranco: Redefining Streetwear

Nattofranco was founded in 2014 by Noémie Aiko Sebayashi, a half-French, half-Japanese designer, and her brand is now very much at the forefront of the revival of streetwear. Considered somewhat of a ‘crossbred’ brand, Natto refers to this young woman’s favourite Japanese snack, and Franco to the country where she grew up. This multicultural label draws all its strength from the creation of its patterns which, very often, pay homage to Japanese culture.

Nattofranco offers shapes mixing a street aesthetic with more classic, timeless cuts. For instance, the jogging bottoms are tight, making them more like jeggings; the t-shirts can be baggy and with a roll-neck, and the tops are sometimes decorated with embroidery and at other times with artisanal prints.

Strongly inspired by the 1980s, her observation of urban culture and current social changes make Nattofranco a complete label in its own right. Furthermore, her avant-garde approach and unisex, pared-down shapes have already seduced many lovers of fashion and street culture. It’s a unique blend which breaks down the boundaries between French and Japanese fashion. Between practicality and originality, Nattofranco is gradually conquering the fashion world.