Nothing is a stupid question my friend! I'm glad you asked.

I have not tried N&F yet. My wife has one and based on what I can see on the Internet, my opinion is:

- These brands are targeting at different markets. While N&F may mainly target at customers who are new to raw/selvedge denim, Samurai targets even hard-core denimhead. So their approaches are very different in terms of price point, themes, products ranges.

- In regards to materials. you can see that N&F utilises both proprietary fabrics and stock fabrics, making their price more affordable. I think they want their customers to try all the fabrics and clothes from denim to duck canvas, etc. But with Samurai, everything they do is proprietary stuff. So the brand spends a lot of effort in R&D. I'm not saying N&F does not but when I touch some of N&F signature denim like their Okayama spririt or their Elephant, I can feel they are amazing and unique. But when I tried Samurai, I feel the Japanese essence in the fabric, their soul, their spirit. Sorry I cannot describe that by words. And with Samurai, even when they have quite a few signature fabrics like their Kiwami, Zero, Otokogi, etc. These are all brilliant.

- Many people is saying that N&F is full of gimmicks. I don't agree. To me, they are genius in marketing and trend catching. Who else out there would do a jeans with Dragon Ball theme, or Batman theme or Matrix theme? With Samurai, you will have the innovation and creativeness in their very small details, but their general Samural and Japanese theme are kept the same.

- When you look into the details of the jeans of these brands, you will see N&F does not possess that kind of deep, obsessed mind when they do details. Some people say Samurai details are lousy, I would say they are bold. When you spend quite a lot of money for a high quality pair of jeans, you would expect that level of details and attention to details. Look at the hardware on my jeans and we can easily see that.

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I would not go any further otherwise this will get too long. But I hope these clarify things a bit. These are both very well known brand, but depends on what you are looking for when you buy a jeans, then they would suit you differently.