Natif's dads launch their new brand

The project had been in the works for several months. It finally came to the attention of the Varois this Wednesday, July 16, with the official launch of Supported clothing and accessories. Designed by Arnaud Marchand and Geoffrey Ryon, the entrepreneurs behind the success of the Natif brand, these products this time abandon the pastels, waves, and flowers of the Porquerolles brand to give pride of place to the world of electronic music.

"The idea came last summer , , rewinds Arnaud Marchand , co-founder of Natif and Supported. While talking with the artists, we realized that there was no real brand oriented towards electronic music, while it is a phenomenon that is really gaining momentum. And since we are proud of the identity of Natif and we do not want to change it, we thought it was better to set up a second brand."

A point of sale in Grand Var

The objective of Supported is to offer stylish clothes in an oversized cut (1), "with a slightly underground side to the choice of colors and materials, in order to correspond to the world of electro" . And thus develop a completely different style, with a "less local and more international" vocation, even if the fathers of the project remain the same .

To develop their new recipe, the creators are continuing their collaboration with the Boo Creative Studio agency, which is still in charge of artistic direction. "We have the same team, with dedicated people to manage the new image ," explains Arnaud, who adds that "the suppliers are also the same."

Today, around twenty men's, women's, and unisex clothing items (mostly t-shirts), as well as around fifteen accessories, have already been developed. Most of them are available on the brand's website (2) and in a dedicated corner located at the Citadium store in Grand Var, La Valette. "We will soon have resellers throughout France!" announces the Toulon entrepreneur.

A surprise for the Native?

The release of new pieces will be based on the desires and inspirations of the creators, who say they are "letting themselves be carried along" in this new adventure: "Our ambitions? I don't know! (laughs) Native, it was so surprising..."

The development plan for their second baby has been well thought out. And, if it works out, another success could be on the horizon: "Our other ambition with this brand is to be able to offer artists support and manage their merchandising. Something we learned to do at Natif."

In short, building collaborations with different DJs and festivals, blending their respective styles with the brand's image and developing specific product lines. "Discussions are underway with artists. Once we've signed several, it could snowball. [...] The market is huge. It's up to us to maintain the same philosophy and take this seriously." So that this project, born in the Var region, can explore even more distant horizons.

1. The garment is deliberately looser, with longer sleeves in particular.

2. supported-shop.com