New blow for those who grew up with this fashion claw from the 90s… After Esprit, Gap France or Minelli, another brand of iconic ready-to-wear is in danger.
And one more. In the ready-to-wear world, the adage “once is not custom” is not worth a nail. Indeed, in recent years, many fashion brands have known financial difficulties to the point of being placed in receivership. If some claws end up reviewing the light thanks to continuation plans skillfully orchestrated by their buyer (s); Others do not get out of it and definitively put the key under the door.
Even the most popular, those that have dressed entire generations with their stylish clothes, are not spared. Proof is: Jennyfer or Minelli have already flanked. An umpteenth fashion mark well anchored in the imagination of the French will thus be placed in receivership, while waiting for us to rule on his fate. This female fashion brand is none other than Naf Naf.
For the third consecutive time, the Directorate of La Griffe requested its investment in receivership at the Commercial Court of Bobigny. The news fell this Wednesday, May 21, following an extraordinary social and economic committee (CSE).
As a reminder, Naf Naf had a few months suspended, following its acquisition in June 2024 by the fabric manufacturing company Migiboy Tekstil. The latter had invested nearly 1.5 million euros there with a view to saving 90% of jobs and 99 claw shops. It has not finally borne fruit … Since 2020, many stores Naf Naf have already closed: their number would have gone from 235 to 200 with the first buyer (Sy International), then from 200 to 99 stores with the second (Migiboy Tekstil). COVID-19, Inflation, climbing the ultra fast fashion have jeopardized the house.
These 99 shops are distributed in large as the small French towns: Bordeaux (33), Lyon (69), Paris (75), Rouen (76), Strasbourg (67) … in addition to the threat of closures, “just under 700 employees” are immersed in uncertainty about their future.
Created in 1973 by the Brothers Gérard and Patrick Pariente, Naf Naf exploded in 1981 thanks to his famous “Combination that all women wanted to wear.” It reached its peak in the 90s, alongside other iconic labels like Kookai or Pimkie. Its bold, accessible fashion, full of fantasy and optimism has left an indelible mark on the fashionists of 90´s and other decades.
It is a whole generation of little girls today accomplished women who therefore risks being saddened by this announcement published on Wednesday. Will the big wolf of ultra fast fashion be right for the brand “big bad look” ? Case to follow.
