Naketano is the name of an idea, a certain conception of what it is that defines truly genuine streetfashion 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.
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.
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.
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.
The Naketano favourite piece concept
