10th Apr 2008
Don’t Call it a Comeback
While Marithe+Francois Girbaud can be accused of many times trying to revive their denim brand, the truth is it never went away. The hip-hoppers may be mad though simply because they probably won’t be able to take possession of the skinny jeans thing and to be perfectly honest Girbaud USED to = hip-hop. The new ads though show a departure from the direction, but Francois will say that it’s not a departure. At a Girbaud event we attended last year, he was quite adamant about the fact that he never sought to focus on any one culture, range, music what have you. He stated (and this is a paraphrase) that he created comfortable uber stylish denim.
Will the masses want a skinny pair of Girbauds? Asked two years ago the answer would be a stern no. Asked now and the answer is a resounding maybe. But the caveat is that the Girbauds will tell you that theirs is not for the masses.
Posted by Eva @ 7:46 am
