Official New England Patriots Just A Kid From New England Shirt
Between the Zaras and H&Ms on Paris high streets like the Champs-Élysées and the high luxury boutiques on rue Saint Honoré or Avenue Montaigne, there were very few contemporary or independent boutiques serving the premium customer, says Pablo. “When we took over [from their father Pierre after he died in 2018], the market in Paris was completely bipolar between luxury and fast fashion. We wanted to be somewhere in the middle, in what we call ‘smart luxury’.” Founded by Pierre in 1991, Lafaurie was originally a series of small, curated multi-brand stores in Paris, featuring a small collection of Lafaurie pieces alongside other Parisian brands. “When we took it on, it was not really a brand. It was more commercial,” says Théo, speaking on Zoom from the brand’s HQ in the affluent, artistic Saint Germain neighbourhood. “But when our father passed away, we decided to convert it into its own thing.” This meant focusing on its own brand, developing a new creative language rooted in the art community, with elevated photography, artist collaborations and gallery-style stores; launching e-commerce to take aim at an international consumer and investing in technology on the back end to accelerate expansion.Official New England Patriots Just A Kid From New England Shirt
When it came to infrastructure, Lafaurie had a strong foundation. In its 30 years in business, their father had opened seven stores across Paris. And to produce clothing, Pierre had established a loyal network of artisans, including an Italian knitwear supplier, a Portuguese jersey supplier, and other factories across Estonia, Romania and Morocco. “It was like a shortcut, having this [infrastructure],” says Théo. “From there, we could build the brand that we really wanted.” The key is the positioning. “Working directly with suppliers, we could have a really good price, style, quality ratio,” Pablo adds. While the range is broad, the majority of garments, including the brand’s hero item, the cotton painter’s jacket, come in at under €300.
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