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He has experience working as a pattern maker at Yves Saint Laurent (Saint Laurent), where he was in charge of men's and women's designs and patterns.
This brand was launched in Autumn/Winter 2023 by Atsushi Sugihara, who has designed for several major fashion houses and domestic knitwear manufacturers.
Nonotto is committed to every detail, from materials to patterns. Our concept is to create clothing that suits everyday life.
The name is a neologism combining the French word "non" (negation), the English word "not," and the French word "te," meaning "you."
The name was chosen to convey the meaning of "denying back what denies you," and to represent a time when even dressing up is frowned upon, aiming to create clothing that empowers the wearer from within.
The use of French as the base language reflects his connection to France, where he gained experience.
We offer items that pursue three-dimensional forms using high-quality materials and delicate techniques.

nonnotte Fall Winter 2026 salon d'essayage n°7
"To move forward in small steps in our daily lives"
This season, the question is, "Why don't I own this piece of clothing yet?"
It all started with this very personal question.
Even though I absolutely love clothes, an abnormal obsession with and questioning of "clothes I don't own" crossed my mind.
I think about clothes every day, yet for some reason, there are some clothes that I never actually own.
I thought there must be a reason for that.
What kind of design would I truly want to wear? What kind of shape would I want to incorporate into my daily life?
The balance of material composition, twist, structure, and yarn count.
This season's clothing design began with gradually questioning existing rules and picking up on small inconsistencies one by one.
Small questions can lead to a much wider range of thoughts.
The reason you don't own something is because you haven't bought it, and there's always a reason why you haven't bought it.
From trivial matters to things that seem insignificant, the scattered questions in my mind are endless.
But in order to fulfill my own desires, I simply cannot leave those questions unanswered.
Enduring that is like holding your breath, like closing your eyes, and unless I overcome it, my daily creative work cannot move forward.
From the outside, it might seem like a trivial, insignificant question.
But for me, that is the most important origin, and the "seed" of my craftsmanship.
We work together with Japanese craftsmen to nurture those seeds, water them, help them bloom, and show them to someone.
I believe that being a designer is that kind of profession. It takes time, but every time I see that bud take shape, I am deeply moved.
And with the sole desire to convey that feeling to the end user, we approached this season's clothing production.
We may still be a small brand, but we are approaching everything with the most passionate spirit.
Sugihara