Official My Grandpa Killed Nazis Shirt
Their father had built a solid supply chain, and sales grew from 2010 to 2014. However, in 2018, Théo and Pablo inherited a brand meeting some serious headwinds, with fierce competition from online DTC brands and new-age contemporary menswear and streetwear labels. Under the brothers’ leadership, Lafaurie returned to growth from 2018 to 2020, with annual revenues nearing €4 million just before the onset of the pandemic in 2020. Like many, the business was impacted during Covid, but it has since rebounded, with 2024 revenues at around €8 million, up 20 per cent year-on-year. The business is projected to grow by a further 25 per cent in 2025. While luxury brands and groups continue to face losses and consumers broadly pull back spending, it’s an impressive trajectory.Official My Grandpa Killed Nazis Shirt
Théo and Pablo design all Lafaurie pieces in their grandmother’s old lampshade atelier in Saint Germain. These roots inform Lafaurie’s Rive Gauche, artsy style, focused on everyday clothing with a “creative twist” in terms of fabric or colour, Théo says. For example, this summer, they created their signature painter’s jacket, but with a different denim wash on each side and different, mismatched buttons. Other twists might include a subtle pattern applied on a classic shirt. “We develop our own patterns and prints that we draw in our studio. So it can be these small things that make the difference,” Théo adds. This approach chimes with general trends across menswear, as consumers continue to move away from the logo-heavy, loud luxury of the pre-pandemic streetwear boom, and men’s consumers focus more on design, quality, fabrication and fit than ever before, with small design signatures to give a sense of “if you know, you know”.
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