Our story

The company behind Atelier Noterman is Novavo, founded 73 years ago by Etienne Noterman & Camilla Van Vossel.

‘Making a good pair of trousers’ has always been the basic principle Atelier Noterman and mother company Novavo live by. But don’t be fooled: this motto isn’t as simple as it seems. Because, how do you define ‘good’? Good quality material, good fit, on-trend shape, a fun detail… this is what consumers expect and what we make happen, thanks to our expertise and our drive. However, there is so much more to a good pair of trousers. The way these trousers are produced is just as important. We know how, where and by whom our trousers are made.


We have been innovating since the start of Novavo

Start of Novavo by Etienne Noterman & Camilla Van Vossel

First building in Keuzelingsstraat

Three brothers at the helm: Noël, Johan & René

Denim wins in popularity & oil crisis 

Take-over of Wellcut label

New building in the Bloemenlaan (Kluisbergen)

Launch Per steff

Move of production to Portugal

Introduction of Brass label

Third generation: brothers Wouter, Lieven, Frank and Willem with Wouter as managing director 

New warehouse in Ruien

Launch of Atelier Noterman in collaboration with Luc de Maeght

Launch of Detox Denim, Atelier Noterman

Launch of new brand STEFF

Novavo NV becomes Noterman Fashion BV

Merger of Atelier Noterman and Steff as of winter 2020

Restructuring due to the pandemic

Back on track!

Made to make a difference

We only commission our production to family ateliers where employees are valued, are paid a good wage and can work in a pleasant work environment. Where sustainability is not just a marketing tool, but an essential and concrete part of the way the business is run. ‘Doing good’ goes for every step in the production process. At this moment we are not yet able to say where exactly all cotton we use comes from, however, traceability of raw materials and products will become a must in the fashion trade in the near future, as it is already in the food industry. Transparency & traceability of raw materials is fundamental to moving towards a more sustainable world. 




managing director
Willem Noterman

Willem Noterman

co-manager & management of private label
Frank Noterman

Frank Noterman

Christophe Demets

Christophe Demets

Jovita Wynendaele

Jovita Wynendaele

accounting & customer service
Leen Van Haele

Leen Van Haele

collection coordinator & raw materials management

Ricardo Cristão

production manager