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. 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. It is 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-yearold 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.

The word Naketano is a composition of the ancient Germanic term "Naket", meaning nakedness in the sense of undisguised - or personal - appearance. The part "tano" stems from an ancient romanic word to denote a value, commonly used in the form of a question such as "how much is it worth?".

Though from various sorts of national and cultural backgrounds, the people behind Naketano all grew up in Germany. Hence the choice of a combination of a Germanic and Romanic (the common denominator for all European languages, especially the Romanic ones being Latin) term.

Naketano can best be translated as the worth of ones personal appearance. The name leads directly to the Naketano mission of creating favourite pieces.

The Naketano production is outsourced.

Though the people behind Naketano have been in the streetfashion business for almost a decade, the brand as such is new and thus, it is not distributed widely, yet. There are a few contemporary streetfashion stores in the US that stock Naketano´s current collection, for example Yellow Rat Bastard in NYC. Meanwhile Naketano is available in more European countries like Switzerland, Austria, the Netherlands and Italy.

We are working with UPS worldwide shipping.

1-4 days usually.

Our #1 articles are all hoodies basically. Very popular! We make 5% of our turnover through internet sales.

We recruit the models ourselves.

We took part at B&B Barcelona, IPSO Munich and the Magic in Las Vegas.

It is all 100% controlled by us.

Naketano is promoted in international magazines, internet sites, fashion blogs and some tv shows. Also street promotion. The promotion will be done in the language of the specific country.

We use PR (blogs, editorials, give-aways), web-affiliate marketing, event marketing and different guerilla tactics.

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.