When asked about the meaning of the brand name NATIVE UNION, Fabien Naroi, head of design, replied, "NATIVE means original, and UNION means to connect. We want to create products that connect people to people and things to people." John Borghetti, commercial director, smiled and said, "User feedback is very important to us. You can only really understand how a gadget accessory feels when you use it, so it makes us happiest when users say 'LOVE!'"

Fabien Naroi (left), Head of Design at Native Union, and John Borghetti (right), Commercial Director.

Gadget accessories that highlight your personality when you use them.

Designer Fabien, visiting Japan for the first time, said, "I want to see Japanese design and culture and get some new inspiration." Director John, who is visiting Japan for the fourth time, explained, "Native Union accessories are widely used in America, but Japan, with its large iPhone user base, is also an important market."
Fabienned Union was founded in 2009 in the UK by French interior designer Igor Decoux and product designer John Bruner. I joined the company early on and, as a designer, helped build the brand concept and design direction.
John: My job is to find business partners around the world and to connect with good users through our products. Japan is a country I'm particularly interested in, so I want more people to see our products there.


When Fabian Native Union was founded by two people, it was based on premium interior design, but now device accessories are our main products. What I focus on in design is "making personality stand out through use." There are many device accessories in the world, but most of them are mass products and lack individuality. When I look at the things around me, I am disappointed by the difference between "designed things and undesigned things." As a designer, I value designing things that are not designed, creating new values, and sharing them with many people.
John Native Union stands out from other brands in its design. The biggest difference is its "quality," which is also a defining characteristic of the brand. They use high-quality materials such as genuine marble, genuine leather, and genuine wood. Another unique aspect is that even cables, which are often carried around, are designed with the perspective of how they can blend naturally into modern life.

Products that blend seamlessly into everyday life and become something you "attach" to.

While the Fabien iPhone is an exceptionally well-made industrial product, its cover and cable reflect one's individuality and personality. We use natural materials such as marble, leather, and wood because no two natural materials are exactly alike, and their charm lies in the subtle differences in color and pattern that develop with use. We push the boundaries to bring out that charm.
John, for example, marble is a material that breaks easily the thinner it is. I spent about a year experimenting to make it into an iPhone case.
By laminating fiberglass onto marble that has been thinly shaved to a thickness of 0.8mm, the Fabienne maintains both thinness and strength. The wooden case is also made of a material that develops an aging effect the more it is used.

We use the power of design to provide solutions that improve the convenience of everyday life.

I actually use a John Click card myself, and I usually keep my company key card in the "slash" section, which is the signature of Native Union's case, and my hotel key card when I'm on a business trip so I don't forget it. You can also put an IC card in the slash section, and it's convenient that it's designed so that it doesn't interfere with Apple Pay payments.
The slash design on the Fabienne Case is great for advertising, as the cover is perfectly visible when celebrities take selfies on the red carpet and other public places (laughs).
John Cable offers a variety of cables, which we call the "Cable Family." For example, a charging cord with a keychain is not only convenient to carry around, but it also serves as a "communication tool" that naturally attracts attention and starts conversations in meeting rooms or cafes.


What do you think the "knot" on Fabien cables is? We call it the "monkey fist knot," and it solves the problem of the cord slipping out of reach of iPhone users who charge their phones at night, especially in bed. The knot acts as a stopper to prevent the cord from falling.
John Native Union accessories prioritize both functionality and design. Our aim is to provide solutions through design, making the increasingly numerous devices around us more convenient and comfortable to use.
Fabien: I'm currently working on a different project, and as the number of devices increases, so do the cables. We're planning to launch a charging accessory this fall that will smartly solve that problem, so please look forward to it.

*iPhone is a registered trademark of Apple Inc. iPhone devices are not sold here.

Photo: Tatsuya Ozawa
Text: ISETAN MEN'S net

inquiry
Isetan Shinjuku Store, Men's Building 8th Floor = Isetan Men's Residence
03-3352-1111 (main representative)