Official Make America Trumpless Again Shirt
“We are really influenced by how artists are dressed. The idea is we do something called alternative suiting. It’s not formal suiting. It’s unstructured jackets with matching trousers: a uniform that you can wear at an evening event or in your atelier or studio. We love this duality,” Théo says. Creative clients make up the bulk of Lafaurie’s consumer base, including editors, artists, gallerists, authors and filmmakers. Lafaurie stores feature 20 per cent carryovers and 80 per cent newness, to keep driving customers to come back and explore new colours, patterns or “creative twists” on their favourite styles. When it comes to menswear trends, the Lafaurie duo explain that their consumer base is increasingly seeking more casual designs and laid-back silhouettes. But they’re also experimenting with colour and patterns more than ever before. “That’s why in our shops, we have 20 per cent timeless pieces and 80 per cent newness every year,” says Théo. “Consumers keep coming back to us for the same silhouette in different colours.” After investing in international expansion via digital, e-commerce now represents 25 per cent of the business. And over half of this revenue comes from the US, representing a huge growth opportunity, but also a major risk for the brand, considering the potential US import tariffs proposed by President Trump.Official Make America Trumpless Again Shirt
Lafaurie’s US revenues grew 50 per cent in 2024. So, like many European labels with strong American user bases, they’re holding their breath for the tariffs decision deadline on 5 May. But they’re still confident in the growth potential of the US business. “Nothing is done for yet. [We’re waiting] the 90 days [until a decision is reached]. But we are confident. We really have a dedicated and loyal US customer base,” says Pablo. “Obviously, if we need to adapt the logistics structure, if we need to adapt from an operational perspective, we’ll do what we need to do. But we will continue to invest in the US market, because the US market is growing so well for us. We’ll make the choice when the final decisions are made by the US administration.”
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