When you think of Parisian menswear, it may evoke thoughts of high luxury houses, elevated suiting and the finest accessories, with a price tag to match. But away from the high luxury market, there’s a contemporary Paris menswear label quietly bucking industry trends. Enter Lafaurie, an artsy direct-to-consumer (DTC) menswear business run by brothers Théo and Pablo Lafaurie, which opened its 14th store in France last week, on rue Vieille du Temple in the Marais. The store marks a new chapter for the label as it continues to scale at home and abroad. With contemporary pricing, Lafaurie is finding its niche as a premium, more accessible menswear player. As menswear consumers move away from luxury spending and seek high-quality clothes, Lafaurie stands out among contemporary European labels like Ami Paris or Our Legacy. The founders note that the market in Paris was polarized between luxury and fast fashion, and they aimed to position themselves in the middle with ‘smart luxury.’ Founded in 1991, Lafaurie has evolved from a series of small multi-brand stores into a brand focused on its own identity. This transformation has included developing a new creative language rooted in the art community and launching e-commerce for international consumers. Under the brothers’ leadership, Lafaurie returned to growth post-2018 and has seen its revenues rise significantly, with further projections for growth. The brand focuses on casual, designed pieces that resonate with contemporary consumers as they move away from traditional luxury styles. Additionally, with international expansion in mind, the Lafaurie brothers are solidifying their presence in the US and considering new markets, including Asia, to ensure continued growth. The new Marais store reflects their commitment to art and design, featuring curated vintage art books and collaborations with artists as part of their vision to merge retail and creativity.
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