From Handmade Jeans to Luxury Streetwear: The Transformation of Nay Affords
Parijs, woensdag, 2 juli 2025.
Nay Affords, the specialised denim brand founded by Ornella Moreira, is transforming the fashion industry with her unique approach to personalised jeans. After five years of stable growth, the brand is preparing to scale up with a strategy focused on individual customer experience and custom design. Moreira’s ‘luxury streetwear’ vision stands out through handmade, unique pieces worn by renowned celebrities. With monthly revenues between £7,000 and £15,000 and a growing international customer base, Nay Affords positions itself as an innovative brand that emphasises the value of authenticity and personal touch in fashion.
Founding and Vision of Nay Affords
Ornella Moreira, also known as Nayaroz, founded Nay Affords in 2020 during the COVID-19 pandemic. Her brand distinguishes itself by creating personalised jeans inspired by streetwear, with each garment manually deconstructed and reassembled [1][2]. Moreira positions her brand as ‘luxury streetwear’, crafting unique pieces that reflect her personal touch [3].
International Recognition and Customer Base
Nay Affords has now gained international recognition, with creations worn by celebrities such as Aya Nakamura, Achraf Hakimi, and Teyana Taylor [1]. The brand currently sells in various countries, including the United States, France, Spain, Portugal, Italy, Canada, Japan, and several African countries [3]. The average price of a pair of jeans is around £200, attracting customers who value uniqueness and craftsmanship [2].
Business Development
Moreira generates monthly revenues between £7,000 and £15,000 [3]. She is currently considering expansion by potentially introducing the brand in physical stores like Galeries Lafayette and Citadium, while maintaining the luxury streetwear identity of the brand [1][2].