nonnative
TNP Co., Ltd. · Japan
nonnative is a Japanese menswear brand founded in Tokyo in 1999. Under designer Takayuki Fujii it makes functional, understated everyday clothing that blends workwear, outdoor and tailoring.
| Founded | 1999, Tokyo |
|---|---|
| Founder | Satoshi Saffen |
| Designer | Takayuki Fujii (since 2001) |
| Operating company | TNP Co., Ltd. |
| Website | nonnative.com |
What is nonnative?
nonnative is a Tokyo menswear label known for functional, low key clothing with a muted colour palette of taupe, charcoal, olive, khaki and navy. It avoids large logos and relies on silhouette, fabric and hardware to define its pieces.
History
The brand was founded in Tokyo in 1999 by Satoshi Saffen. Takayuki Fujii, who had previously worked as a sales assistant at BEAMS, joined in 2001 and took over creative direction the same year. nonnative was among the first Japanese labels to bring technical membranes such as GORE-TEX and Windstopper into casual workwear.
Products and positioning
- Outerwear resembling military field jackets and chore coats
- Tailored trousers, including the signature Dweller trousers with articulated knees and tapered legs
- Cut and sew menswear and canvas footwear
The brand has collaborated on footwear with New Balance, Asics and Mizuno.
Distribution
nonnative runs its own shops in Tokyo and Osaka and is stocked internationally by menswear retailers such as HBX.
Why it matters
nonnative helped establish the Japanese style of everyday technical menswear, combining outdoor fabrics with refined cuts, an approach that has since been widely adopted.
Frequently asked questions
Who designs nonnative?
Takayuki Fujii has led creative direction at nonnative since 2001; the brand was founded by Satoshi Saffen in 1999.
Where is nonnative from?
nonnative is a menswear brand from Tokyo, Japan.