Our story had ended in January 2018.



Today, we announce with shattered hearts that this winter will mark the final sansnom. collection. Our story ends in January 2018.

In 2013, fresh out of high school, we participated in a "young designer" contest where we displayed our first ever cut & sewn products. Extremely confident in our chances of winning, we spent the day dreaming of enjoying the first place prize. Eventually, we lost and ended up taking home third place. A few weeks later, Stéphane Sultana (SUMMER) & Stéphane Ashpool (PIGALLE) ordered our first collection, which allowed us to officially start our journey. Two seasons later, Takahiro Ito was handling our distribution in Japan, where sansnom. was favored in the country's best locations. This lead to our first business trip to Tokyo, our first interviews, our first window display... This storyline reflects just a tiny part of what we’ve lived these past few years.

Failure is a lesson in humility, which, when accepted, can transform into opportunity. A process that makes each success even more gratifying and stimulating.

Our biggest win has been you, your trust, and seeing you wear our products. If this is an end, a step back, we do so knowing that it will not end our hunger to start something. That hunger is for life.

There is no finish line. 
Yoann & Romain



C’est le coeur lourd que nous vous annonçons aujourd’hui que cet Hiver est la dernière collection de sansnom. L’histoire prendra fin en Janvier 2018.

En 2013, fraichement sortis du lycée, nous participons à un concours local de jeunes créateurs et présentons nos premiers produits confectionnés. Persuadé de gagner, nous nous imaginons déjà profiter du premier prix. Nous perdons et arrivons troisième. Quelques semaines après pourtant, Stéphane Sultana (SUMMER) et Stéphane Ashpool (PIGALLE) commandent notre première collection et nous permettent de démarrer l’histoire sansnom.
Deux collections plus tard, Takahiro Ito se charge de distribuer nos produits dans les meilleures boutiques du Japon. Ce qui mène à notre premier voyage à Tokyo, nos premières interviews, nos premières vitrines… une infime illustration des expériences vécues ces dernières années. 

Un échec est une leçon d’humilité qui se transforme en opportunité et rend chaque réussite toujours plus exaltante.

Et si cela est une fin, une prise de recul, elle ne stoppera pas notre envie de commencer quelque chose. Notre plus grande satisfaction étant votre confiance et de vous voir porter nos produits. 

There’s no finish line. 
Romain & Yoann


Last post from our instagram @sansom_france
Yoann & Romain

Special Pop-Up Store for our Final Collection

Photography Ksénia Vysotskaya


"sansnom. debuted its Fall/Winter 2017 collection with the news that this will be the label’s final release. Dubbed “No Finish Line,” the brand commemorates its resolution with a 48-hour pop-up.
The Pop-Up takes place in Lyon from the 17 to the 18 of November.

The monochrome collection consists of of wardrobe staples, indicative of sansnom.’s approach to understated technical gear suited for daily life. In line with the brand’s sense of quality, swiss yarn is utilized for the brand’s knitwear, while technical fabric for the pants and outerwear is sourced from Germany and Japan. Items include a variety of logo hoodies and sweaters, as well as items printed with “DON’T SLOW DOWN” and “ADRENALIN,” in line with the season’s theme, which relates to the message of positivity at the core of sansnom. Spring/Summer 2017.

The collection’s guiding principle centers around the concept that life is similar to a race, wherein one has to bounce back following defeat, but it’s also a continuous learning process. A runner’s water bottle, produced alongside Switzerland’s SIGG, keeps in line with this motif."

Words from Hypeabest, Nov. 17


start(ed) - Jerry Rivas documentary

Against the stereotypes of super-athletes, we are paying a tribute to the people for whom sports played a significant role in their lives. Far from the spotlights, we are about to tell stories of humble yet incredible human beings.

Authentic stories showing that motivation is most of all something sentimental, almost spiritual. A drug with no side-effects that pushes you on to the good side of life. 

start(ed) is dedicated to the genuine athletes of this world who fight to change the meaning of their existence every day. People who have taken command of their own destinies. 

This is the story of Jerry Rivas from the Pico Union area of Los Angeles, California


start(ed) edito - Building an imaginary creative bridge between Lyon and London

Photography Wendy Huynh
Lyon, France to London, UK

What made you start?
The private pleasure taken in the journey of starting something is as exciting as the things we are trying to create. 

Starting something is meeting people. 
People doing what you’re doing – starting – though, in their own lanes, in their own times.
Everyone emerges from a different comfort zone.

Some people will find what you’re starting to be uninteresting. They will tell you the fashion brand you founded is silly because there are already plenty of those. Good point. 
What they fail to grasp is the journey’s richly nourishing highs and lows, winding, curving roads, and steep, rugged cliffs that feed you only once you have set foot on them.

One thought that guides us is the unspoken form of mutual respect and appreciation found between individuals who have started something on their own. This portrait series is an ode to some of the people we have met along our journey, and the amazing things they are doing. An homage to what they have started. A procession of faces that you might already know, or maybe will know one day, which we hope will inspire your next start.

Alongside photographer Wendy Huynh, we imagined a creative bridge connecting Lyon with London. As Wendy’s home base and the city where several of our good friends live, London made the ideal backdrop for this multicultural exchange as we brought our experiences from our hometown, Lyon, across the English Channel. 

Now let’s meet the starters.


Leo Gibbon & Tomi Ahmed - creatives - started shaping fragrances with IIUVO - LONDON


Thibaut Grevet - director / photographer started creating images - LYON


Nabihah Iqbal (Throwing Shade) - artist / dj / producer - started creating music - LONDON


Manoo - dj / producer - started creating music - LYON


Stephane & Emmett aka The Colour Purple / Roof Access - Dj / Radio hosts - started playing vibes on Balamii Radio & Blonded radio - LONDON
@stephanepoux / @mcroofaccess


Olivier Abry - designer - started WO&WE - LYON


Joy Miessi - artist / painter - started painting beautiful things - LONDON


Stephane Sultana - tastemaker / curator - started SUMMER - LYON


Fall Winter 17 Edito & Interview for The New Order Magazine Vol.17

Photography Thibaut Grevet
Interview James Oliver
Models Steven Frossard & Farid Moubani

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What was the catalyst for starting sansnom.?

Romain (R): Yoann and I met each other at school in Lyon, France. We are still living in the same neighbourhood right now. We started to think about sansnom. at the age of 16, and it was just about doing something to give more meaning to our daily lives. It was all about our duo and how to model our mutual energy. Our first product came under the "Start Something" slogan, because our energy was coming from this idea to create - to start the action. Clothing was the support and the means to express a need for action.

Step-by-step, that simple idea to "start the action" turned into a real challenge due to our young age and the real competition in this business. So, motivation came from different goals, like reaching the product we had in mind, from the idea of creating a company, working with people we love, working for ourselves and working together. Launching a brand from A to Z and being involved in a 24/24 project was our first opportunity, as kids, to truly be ourselves. It was a mix of excitement and unlimited possibilities.

Yoann (Y) : When we started sansnom., there was one guy on the rise that has been a huge inspiration to us. Stephane Ashpool of Pigalle opened up a door for young guys like us, without any fashion background to stand up and create as much as they can. Watching him grow over the years has been a great learning experience for us - and that's not name-dropping, it's sincere respect.

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Can you talk about your relationship and your roles within the label?

R: We have been friends for more than 13years - we grew up together. sansnom. is a big part of our personalities and we spend the majority of our time together. We have common interests and common passions, but at the end of the day we are really different. Yoann is the more creative guy and I like to think that my role is to offer him the best conditions to create.


Is there any particular vision or concept that defines the label?

Y: We refer to sansnom. as a sportswear label, but only in a very mathematic way of thinking. Sportswear at its core is about jerseys and knitted garments that make you feel comfortable. I see a strong difference between sportswear and what we can call performance - or athletic wear. Coco Chanel introduced sportswear in the early 20s with collection that changed women's relationship with their bodies and their lifestyles. But when you think about Chanel, you never think about sports, right? So I think we just refer to sansnom. as a sportswear label because, indeed, it is sportswear, but the real thing for us and our concept it that we are inspired by the emotions and imagery transmitted by competition and sport.

R: We started practicing and learning under the name sansnom. at 16. We had to learn and organise things ourselves, so there was a time when we had to sit down and make the decision to do things properly. We thought about the "why" - why we do what we do, why we started this - and all the answers started to form principles and values, like ambition, practice, competition, adrenalin, passion, goals, trophies. That was part of the process and it became obvious that these values came to us from sport.

Are there any sports in particular that impact you as designers?

R: For my part it's football. That could be said for almost all the kids from our generation but I live with it, not as a crazy passion, but more like an obvious background. It has an everyday life impact because it's a powerful socialisation tool, in both professional and personal life.

Y: I have played basketball competitively since the age of eight. It has been my main sport since then. However, living in France, you are almost forced to like or watch football. I think the direct impact we can translate from that is the notion and feeling of being the outsider right now.


Where do you think sansnom. fits into the market?

R: We are not trying to get into a particular market or niche, we are just following what we love. Our positioning comes from the research of truth behind our approach. I believe this truth fits with people needs.

Y: It's hard to put ourselves in a box. It's a good business-plan exercice, but I don't really like business plan. We're trying to do good product - not too serious but still well-made clothing. We are in stores alongside very high-end designers that we have admired for so long. We just try to get some room and show our own vision of elegant sportswear. sansnom. is somewhere between a great menswear brand and a core sportswear brand. The idea is to be able to make very cool printed hoodies and nice pants with very technical fabric, made entirely in France. We want to control as much as we can in both fields so if someone wants some "chic" pant with a little bit of cool, they can try ours. I honestly respect fashion and designers too much to call myself a fashion designer, so we create for people who are going to buy it and wear it without thinking about the market, press and trends - at least that's what we try to do.

Where do you find inspiration?

Y: That's a question I very often ask myself. I would love to know exactly what inspires me so I could work on some kind of methodical process. But in the end, it's a mix of many different things. Recently, personal experiences or feeling have been the starting point, which may sound very cliché but it's the truth.

Lyon is definitely a huge inspiration. In France and in fashion, everything outside Paris doesn't mean anything. Coming from a smaller town, we have the retreat to watch the whole scene from the outside. Today's fashion world is all about phenomenon - trends come and go much quicker than a few years back. What inspires me more and more, season after season, is travelling and meeting people as much as we can.

Again it sounds cliché, but I really watch how people are dressing in the streets. Between London, Tokyo, Los Angeles - even the small villages in Portugal and France where the factories are based - it's easy to see the differences. I try to take a little bit from all these places and bring it back to Lyon, where things are more low-key and casual. This little recipe is one of our biggest inspirations. We try to keep our feet on the ground, you know. To stay connected to reality and not live in the fashion bubble.


What is the story behind the name "sansnom."?

R: sansnom. means nameless in French. When we started the brand, that name was like our virgin base - our blank page to write on. We knew we were going to grow and change with the name. It affects and represents our capacity to always evolve and innovate from the same foundation. I also like the idea of mystery behind it.

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Can you describe your process for creating a new collection?

Y : Creating a collection has to start from an idea or a feeling, as I explained earlier, and from that idea comes a theme that always try to link with sports. This allows us to work on imagery and gain a wider vision for the clothing details. We go to a Paris tradeshow to meet with suppliers from around the world and see the colours and fabrics of the next season. I try to focus on the global ideas of the collection before checking the swatches, but sometimes ideas can come directly from the fabric. The coat we did this winter for example, is an instant crush on the booth of a supplier we saw during a tradeshow.

Once we get everything right, it's an exchange between us, the patternmaker and our manufacturers. Most of our factories are located within a one-hour drive from our office, so we can easily go there and exchange ideas. As we are 100 self-taught, it's very important for us to visit the factories as foten as we can to learn about the process of making clothes.


Function obviously plays a huge role in the label, but how do you balance function with conceptual design?

Y: I think that today, you have to keep function in mind when designing everyday clothing. We are selling to people that live in huge cities and spend a long time commuting. These people are probably wearing the same outfit from morning to night, so it has to be functional and elegant.

R: We see function as a pillar of design. Each of our products is made to be worn in everyday life, so functionality is essential to us. Conceptual designs and function are closely linked and they both make sense within our collections.

Moreover we are amazed by the know-how of manufacturers and the various methods of making technical clothes. The fabrication process and the people behind it are incredibly specialized and passionate. That whole environment is very exciting and it gives a certain stature to the product. The best example is the factory in St Malo, France that we are working with, who mainly make clothes and products for the french army.


Going forward, what is your vision for sansnom. ?

R: We need to communicate more about who we are and why we are doing this. Like this interview for example. I think people wants more information about what they are buying and where it comes from. Transparency and honesty are an important part of my vision. It goes through different means such as always offering the best product we can and always being true to ourselves.

Y: Hopefully we will open our very own store. We want to create a space where we can communicate what we do and transmit that to other young people like us - people who want to start something on their own.

To be able to work with and meet the people that inspired me is a dream come true. Getting in magazines like this one and stores like Slam Jam, or travelling to shoot a lookbook in Iceland or a documentary in Los Angeles - I live for that feeling and that is my vision.

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Start Something Short Film 3

We present our latest Start Something short film.
Showcasing essentials of the brand and reflecting the values of sport and life in one simple statement. Start Something, always.

Thanks to Frenzy Paris for their help & support
Director Thibaut Grevet
DOP Ludovic Zuilli
Sound Design Benzen Music
Cast Akihiro Hata
Paris, France

Music Tchicos Pablo (intro) & Josh Pan / "The king »
Thanks to the Patriots baseball team, Cleim Haring

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Slam Jam Socialism introducing sansnom. - Interview

Motion Edito for SlamJamSocialism.com
Photography Thibaut Grevet
New York, United States

A long-lasting friendship turned into a business partnership, a fully-fledged idea of sportswear and a name that crosses any categorizations. These are some of the elements that make up sansnom.‘s identity, a new player in the sportswear game.

Just a couple of years ago, Yoann Wenger and Romain Sabatier kicked off their label with a cutting-edge mission in mind. Filling a gap they felt was evident within the French activewear industry and offering products able to mix the functionality and performance features of sports gear with the comfort of urban clothing. And to achieve this, no compromise is needed according to sansnom.’s founders and creative minds. Simple, timeless designs and performance constructions are paired with premium materials and ultimate French craftsmanship, for a range of products which provides the ideal city uniform.

The inspiration for the label’s collections reflects sansnom. dual purpose. It feeds on sports’ genuine values such as ambition, competition and hard work and on the daily needs Romain and Yoann experience as modern men living the urban space. The same attitude you find in their latest FW16 editorial, named ‘Motion’, a powerful series of blurry, black-and-white shots by photographer Thibaut Grevet. The overall idea for this editorial is portray a casual day at the court while showing the tension and speed of movement of the game.

We aligned with Yoann and Romain to get to know more about this up-and-coming label. From the reason behind its name to the main challenges of running a brand at such a young age, we shed a light on what makes sansnom. different from any other brand around.

Shots to fell the tension ans speed of sport.

Shots to fell the tension ans speed of sport.

What is sansnom.?
sansnom. is basically modern sportswear, which means clothing focusing on technicality, functionality and comfort at the same time. Designing basic and yet interesting clothes, suitable both for performance and the urban life.

When starting sansnom., did you feel like there was something missing in the sportswear industry or did you want to introduce a new approach to activewear?
We felt something was missing among the French brands available at the time. But most importantly, how we came to sportswear is something very organic because we started by printing t-shirts when we were sixteen. Back then, with sansnom. we were trying to find what we’d like to wear and to create something representative of sports values and sportswear. Like clothing more focused on city functionality but still being suitable for everyday life.

What has been inspiring your work the most?
Actually the inspiration for our brand came from our direct personal experience, from our daily needs. So daily life is the element which has been affecting our work the most. Of course, as we grew up, our inspirations have changed. It’s difficult to find something specific when it comes to inspiration, but I think that sports values have been a constant inspiration for the identity of the brand, which is not strictly related to clothing itself but it’s rather a global idea dealing with ambition and competition.

What are the most important features of the sansnom. products? What makes them different from the products of the other brands around?
I give you an example. Let’s take the technical jacket, that was quite a big challenge for us because we managed to make it entirely in France. You have three-layer jackets from many other brands, which are made from amazing fabrics. But what we did it’s actually taking a more seasonal approach to make a very good jacket and made in a very small factory. So you have an amazing technical product which expresses a very specific French savoir-faire. It was a big challenge for us and we are very happy with the result and the design. Maybe that’s the best product we’ve been doing so far, together with the Repellant Pants we introduced with this season. The fabric is amazing, it’s from Japan, it has a cotton touch but it is entirely repellent. So it provides weather protection and still looks very elegant. We think these are the main features of the brand’s products, they are weatherproof and yet elegant, and totally made in France.

It seems like the brand owns a very well-defined identity, and yet you have a rather neutral name, meaning ‘nameless’. Why did you decide to go for it?
To be honest, when we launched sansnom. we were young and still in high school. At that time, we were just trying to find a good name for our brand, but we couldn’t find one. We came up with this name because we wanted one that could make people laugh at first, so we could introduce the brand in a happy way. Basically that was the idea, and then it became something stronger and I think this name gives us the ability to do whatever we want as we are not closed in one specific kind of concept and style. It’s like our brand is a blank page which gives us the chance to experiment.

You started sansnom. recently, what have been the main challenges of building and running your clothing label?
I think the biggest challenge with starting a brand nowadays is approaching your work in the most authentic way possible, it’s very hard to spread the right message. And when you start a brand at a young age, which is our case, it is complicated to follow both the part related to the product and looking after the business side of the company. Overall, starting a brand is quite a challenge, but also one of the best ones, it’s an amazing experience. You’re costantly learning every aspect of the business and building experience on your own, every single day.

"I wanted to show my vision of this sport by something abstract and blurry, where you can really feel the tension, the speed of it."

You’ve just come out with your latest FW editorial, named ‘Motion’. What’s the idea behind it?
Our latest editorial ‘Motion’ revolves around basketball essentially. But the idea behind it is showing the story of ordinary human beings that are sport-addicted or that consider sport as an integral part of their lives. We wanted to show how a casual Sunday at the park looks like, which is basically the typical kind of Sunday we spend, just chilling around playing basketball or football. And we wanted to portray this in a very artistic way. We were fascinated by the movement and by blurry, black-and-white pictures. We’ve been talking a lot about this with Thibaut Grevet, the photographer, and we were inspired by the work of Martin Munkasci, by the feeling of sport animation of his shots. What we wanted to convey is the feeling of movement that you have in sport through photographs.

Is there a specific reason why you chose New York as the landscape for your editorial?
We think New York has something very particular with basketball. It’s a very symbolic place for the orange ball and the truth is that things happened in a very organic way. Thibaut, who’s a great friend of ours, happened to be in New York and we had been talking about this kind of project for quite a long time. It was the best moment to do it, and we decided to do it last minute – which usually is the best thing – and thought the big apple was the best place to portray basketball.

It seems like there’s a great energy between you and Thibaut Grevet. How did you guys first connect?
We met in Lyon, and the amazing thing about this city is that good people tend to connect and work together in one way or another. With Thibaut, we started working together for a video shooting maybe three years ago now, and since then we’ve been working very closely and we’ve become fast friends. He is a very strong partner in sansnom.’s DNA as he’s been contributing to the brand’s identity with his shots and look books. We make a very strong team because we understand each other very well. I just boost some ideas with Thibaut and I know he’s going to be the right person to interpret them, it’s very easy to work together and it also happens very naturally.

What are some of your favorite sansnom. pieces?
Knitwear represents very well our works, it is made 100% in France like all the products we do, and it’s made in a factory that we really like. We always have a good feeling about the knitwear. Also the two pieces that we introduced this season, which are the Gym Tech Top and the Underlay Hooded Sweatshirt, these are the kind of products that we want to propose by now. They are constructed with a particular kind of layering and mix up nylon and Japanese fleece, which is amazing. I would say the Repellant Pant and the two cut-and-sewn sweatshirts.

Interview for l'Officiel Hommes Italia

Interview Cristiana Rivellino Santella
Portrait Thibaut Grevet

Acquaintances from back in the days of high school, it was just a few years later during a college economics class that Yoann and Romain would form a tight friendship. While casually chatting, “we decided to start printing t-shirts. It started out as nothing serious but it quickly turned into something real, something more ambitious. At the age of 22 and as time passes, the challenge becomes more and more exciting.” This is how Romain Sabatier, one of the two partners, describes their journey so far. 

“The first t-shirt we printed was done in Lyon and while it was completely different than our product today, for us, it was a symbolic milestone!” Adds Yoann. “We really wanted to underline sportswear because we are living in a period where people are very active; in the big cities we live in, our lives revolve around public transportation, bikes and buses; we are increasingly in need of comfortable clothing that is not only functional but beautiful as well. We realized that we didn’t need to compromise sportswear, that it could combine all of these features while being basic and interesting all at the same time. Take sneakers for example, they were born out of necessity and yet they have a ton of different uses. Same thing goes for sweatshirts, times are changing and sportswear is no longer considered leisurewear. We strive for wearability and creating clothing that is suitable for any situation, which is why it was a conscious decision to avoid loud graphics or patterns: simplicity is the basis of our philosophy.  

Their brand name not only revels irony but it also reflects the determination of Yoann and Romain. They were looking for something easy-going, something that would make you smile. And so, without any over thinking or precise motive, they decided upon sansnom, meaning “no-name”.   Both claim to be inspired by the idea of comfort, well-being, functionality and details. “We are both captivated with Japan and the brands that are coming out of there. What is most fascinating about Japanese design is the way they mix technical fabrics, the innovation surrounding traditional tailoring and above all, the way they lovingly curate details. Aside from Japan, we are also fans of European and American streetwear culture. 

A day in the life of Yoann and Romain begins early like many of their peers. Nothing out of the ordinary: work, friends, movies and sports divided by intervals of meetings, research and visiting clients. Perhaps this is what keeps them so grounded and in touch with reality. Two undoubtedly fortunate people who dream of one day seeing their flagships around the world, when asked what is their greatest satisfaction: “being able to work and travel with my best friend, the team we have created, and the passion we have for our work.” 

Start Something Short Film 2

Director Thibaut Grevet
Cast Souareba Souare, Loic Gama & Kevin Wenger
Lyon, France

For our second short film, we decided to take a step further into the sportswear dynamic by portraying the journey of two completely different lives and men reunited under the same values : ambition, competitivity and passion.
The short film is dissected in 3 different parts and times that reflects each values.

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sansnom. x Summer Collaboration

LET THERE BE LIGHT collaboration with Summer Store.
Photography Wendy Huynh
Model Alvin Bally

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"French brand sansnom. presents its very first collab, inviting Lyonnaise retailer SUMMER to redesign one of its FW15 hoodies.

SUMMER’s contribution makes reference to the Lyon “Festival of Lights” the 8 of Decembre.  According to local tradition, Lyon’s residents place candles on all of their window sills, creating spectacular nighttime light displays when they’re all lit up."

Words from Highsnobiety, Nov 28, 2015

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Fall Winter 15 Edito The girl next door

Photography Thibaut Grevet
Model Lauren
Lyon, France


"French sportswear label sansnom. have released a Fall/Winter 2015 editorial entitled, “The Neighborhood Girl,” which includes select pieces from the brand’s latest seasonal release. Shot by photographer Thibaut Grevet in close proximity to the brand’s new le Quartier Saint Georges headquarters near Lyon’s city center, the editorial attempts to imagine the perfect girl next door. Relaxed silhouettes and laid-back items espouse a breeziness associated with a trip to the corner store. Made in France and Portugal, dyed sweatshirts, pocket T-shirts and cozy knitwear run contrary to the superficiality of French fashion."

Words from Highsnobiety, Nov 4, 2015

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