Founded in 1973 by brothers Patrick and Gérard Pariente, Naf Naf quickly became a significant name in the French fashion industry. What began as a small boutique called “Influence” in the bustling streets of Paris, evolved into a well-known brand by the early 1980s. The breakthrough came in 1983 when Naf Naf introduced its innovative ready-to-dye cotton suits. These suits, emblazoned with the now-iconic truck logo and company phone number, could be dyed in various colors, capturing the attention of fashion-forward consumers. This inventive approach not only set Naf Naf apart from its competitors but also solidified its place in the fast-paced world of fashion.

Throughout the late 20th century, Naf Naf expanded its offerings and geographic reach. By 1985, the brand diversified into accessories such as glasses and bags, and by 1986, it had entered the Japanese market with its “By Naf Naf” collection. The subsequent years saw the introduction of swimwear, lingerie, and even a dedicated Naf Naf magazine in collaboration with Elle. The launch of its first perfume in 1991, in partnership with L’Oréal, marked Naf Naf’s foray into the beauty industry. This period of rapid expansion was characterized by a series of flagship store openings across Europe, including the prestigious Champs-Élysées in Paris, and a significant presence in the stock market by 1993.

Despite its success, Naf Naf has faced challenges in recent years, including a sale to the Vivarte group in 2006, and later, to the Chinese consortium Shanghai La Chapelle Fashion Co. in 2018. Financial difficulties led to multiple receiverships, with the most recent one occurring in 2023 due to rent arrears accrued during the COVID-19 pandemic. Today, Naf Naf employs 621 people, operates 112 branches, and maintains 60 affiliated stores. Despite these hurdles, the brand continues to adapt and evolve, holding onto its legacy while navigating the modern fashion landscape.

Incredible 90s Naf Naf Fragrance Commercial

How to tell if Naf Naf is vintage from the logo

Naf Naf has undergone several logo changes over the years, reflecting its evolving brand identity and market positioning. Recognizing these logos can help you determine the era of a Naf Naf item, making it easier to identify vintage pieces. Below is a guide to the various Naf Naf logos used throughout different periods.

1985 to 1986 Naf Naf logo

• This logo features the text “NAF NAF” in bold, capitalized letters.
• The design includes a black background with white elements resembling lily pads.
• The style is simple yet distinctive, reflecting the brand’s early graphic design efforts.

1986 to 2004 Naf Naf logo

• This logo is characterized by a circular stamp-like design.
• It includes the text “NAF-NAF” around the circle, along with “PARIS” and “MODE DE FRANCE.”
• A prominent truck image is featured in the center, symbolizing the brand’s French roots and perhaps its distribution network.

2004 to 2021 Naf Naf logo

• The logo during this period reverted to a minimalist approach.
• It consists of the text “NAF NAF” in a simple, modern font.
• The straightforward design reflects a contemporary and clean brand image.

2021 to now Naf Naf logo

• The latest logo introduces a modern twist with a slightly altered font.
• It includes a circular emblem with arrows and the initials “NN” above the brand name.
• This design combines both modern and traditional elements, showcasing the brand’s adaptability and ongoing evolution.

How to tell if Naf Naf is vintage from the tags

The evolution of Naf Naf tags provides insight into the brand’s history and stylistic changes over the decades. From the bold, playful designs of the early years to the more refined and minimalistic tags of recent times, identifying the era of a Naf Naf garment can be done by examining its tag. Here’s a detailed guide on how to recognize vintage Naf Naf tags from different eras.

Need help with vintage tags or labels? Submit a picture on our vintage tag identification page, and we’ll assist you!

1980s vintage Naf Naf tags

• Prominent use of bold, playful fonts.
• Tags often feature the brand name “NAF NAF” with simple, straightforward designs.
• Some tags include additional descriptive text or series names such as “Premiere Serie.”

1990s vintage Naf Naf tags

• Introduction of more varied tag designs, including black and white color schemes.
• Tags often feature detailed logos or additional graphics.
• Some tags incorporate more complex fonts and additional branding elements like “Collection” or specific product lines.

2000s vintage Naf Naf tags

• Tags adopt a more modern look with clean lines and contemporary fonts.
• Increased use of monochromatic color schemes, often in black, white, or grey.
• Tags may include additional details such as production information or specific care instructions.

2010s vintage Naf Naf tags

• Continued use of modern, minimalist designs with a focus on simplicity.
• Variety of tag materials and textures, reflecting a modern branding approach.
• Some tags feature slogans or additional branding like “Le Grand Méchant Look” to highlight specific collections or marketing campaigns.