French footwear brand Nomasei is making waves in the fashion world, and it’s preparing for its next big leap forward. A year after its successful pop-up debut in New York City, the Parisian shoe label has returned to the Big Apple for another week-long showcase, marking an important milestone as the brand steps into its next growth phase. With plans to raise capital in its first funding round, Nomasei is expanding its direct-to-consumer strategy, all while offering a one-of-a-kind shopping experience in the heart of New York’s vibrant NoLIta neighborhood.
From October 9 to 14, Nomasei is occupying a 450-square-foot space at 251 Elizabeth Street, where it is presenting a curated collection of its best-selling models, including the Nono loafer and the Sonics derbies. The event offers an exclusive opportunity for consumers to attend by-appointment customization workshops, creating a unique, personal connection between the brand and its clientele. Additionally, the brand is hosting dance classes in partnership with Kalon, a Parisian fitness brand founded by professional dancers, bringing a fusion of fashion and fitness to the event.
A Vision of Craft and Sustainability
Nomasei was founded six years ago by Paule Tenaillon and Marine Braquet, two former Chloé insiders with impressive backgrounds spanning top-tier fashion houses such as Chanel, Dior, Givenchy, Jil Sander, and Louis Vuitton. Their vision for Nomasei was clear from the outset: to create luxury footwear that was not only chic and timeless but also comfortable enough to be worn all day—including while dancing. With a commitment to sustainable and fair practices, Nomasei’s core values were always intertwined with ethical production and conscious consumerism.
In an interview with WWD and Footwear News, Braquet emphasized the importance of the brand’s collaborative philosophy. The name “Nomasei” itself is derived from the Italian phrase “sei mani,” meaning “six hands,” reflecting the brand’s belief in collective effort and mutual respect. Tenaillon explained, “It’s the idea that no one works alone. In the big fashion houses, there’s often one person who gets all the glory, and everyone else is overlooked.” To combat this, Nomasei has taken the unique step of offering its Italian manufacturing partner, located in Montopoli in Tuscany, a 15% stake in the brand, further fostering an atmosphere of partnership.
Building Visibility and Success in the U.S.
New York City holds a special place for Nomasei, as it was the location of the brand’s introduction to the U.S. market in 2019. Following an initial press introduction that generated immediate e-commerce sales, the COVID-19 pandemic temporarily halted their momentum. But once business picked up in 2021, the U.S. market quickly emerged as the company’s top-performing region, currently accounting for 50% of Nomasei’s sales—significantly outpacing its home market in France (30%) and the U.K. (10%).
The impact of celebrity endorsements and media exposure cannot be underestimated in Nomasei’s rise. The brand’s footwear has been spotted on a host of bold-face names such as Bella and Gigi Hadid, Julia Roberts, Nicole Kidman, Sarah Jessica Parker, and Pamela Anderson. Additionally, Nomasei gained significant visibility from its appearance in Emily in Paris, where the show’s character, played by Lily Collins, sported the brand’s chic shoes. This kind of high-profile exposure has allowed Nomasei to quickly build a dedicated following and generate buzz around its unique, luxury products.
Braquet and Tenaillon attribute much of the brand’s success to its combination of visibility, affordability, and distinctive design. As Tenaillon put it, “The key to our success has been visibility with a product that’s affordable.” Nomasei’s U.S. prices range from $595 for the Nono loafer to $1,095 for over-the-knee boots, making it a luxury brand that’s accessible to a broader consumer base. Despite a 15% price increase in August 2025 due to European tariffs, Nomasei remains committed to offering high-quality, comfortable footwear for a variety of tastes and budgets.
Sustainability at the Core
Sustainability is more than just a buzzword for Nomasei. The brand integrates environmental consciousness into every aspect of its operations, from using pre-existing materials to minimizing overproduction through preorders. Seasonless styles, designed to endure beyond trends, are another cornerstone of the brand’s sustainability efforts. Additionally, Nomasei’s footwear includes a visible repairability index, in collaboration with the Paris-based cobbler Galoche & Patin, which encourages customers to repair and reuse their shoes rather than replace them.
This sustainable ethos reflects the founders’ commitment to making a positive impact on both the fashion industry and the environment. For Braquet and Tenaillon, it’s not just about creating beautiful products but also about ensuring that those products are made in a way that respects both people and the planet.
The Road to Profitability
After overcoming significant challenges, including the pandemic’s impact and the need to restructure the business, Nomasei has hit a critical milestone: profitability. Braquet and Tenaillon paid off the brand’s pandemic debt in August 2025, thanks to a line of credit from their Italian factory. They also implemented significant cuts in marketing expenses and launched an affiliate program in the U.S., both of which helped boost sales. The brand’s year-on-year growth has been substantial, with repeat customers accounting for 37% of the business every month.
Despite these successes, the founders are still pushing for more. The next step for Nomasei is to raise funds in its first official funding round, aimed at fueling further growth. By early 2026, the brand hopes to raise €1 million to strengthen its operations and demonstrate its capability for sustainable growth. In two years, the founders hope to secure an additional €10 million to truly accelerate their expansion.
Nomasei’s long-term vision includes potentially opening permanent retail locations as part of its direct-to-consumer strategy, solidifying the brand’s presence in key global markets. As the founders work toward these goals, they remain committed to their core values of high-quality, sustainable production, and providing consumers with footwear that is both luxurious and wearable.
Looking Ahead
In addition to the New York pop-up, Nomasei is preparing for a London pop-up in Notting Hill starting November 19, 2025. As the brand expands, its focus will remain on offering customers personalized experiences through its by-appointment customization service, currently available only at its Paris showroom and during pop-ups. In 2026, Nomasei plans to expand this service to its website, offering more people around the world the opportunity to personalize their footwear.
With a clear vision for the future, an expanding international presence, and a dedication to sustainable fashion practices, Nomasei is poised to take the next step in its journey. As the brand continues to evolve, it is likely to remain at the forefront of the luxury footwear market, balancing aesthetics, comfort, and ethics in every pair of shoes it creates.
