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NONO was launched in Amsterdam, the Netherlands, in 1994. Girls start developing their own identity at a young age. They do this through exploration and self-expression. NONO girls are authentic, fashionable, creative, expressive, curious, and worldly. They are happy, fun-loving, cool, inspired, empowered and have guts and great taste. NONO’s concept-driven designs are authentic, relevant, comfortable, creative, detailed, colourful, and of high quality.