American Retro, the little mark (now grown) children of Naf Naf creator made small: after “Zoe Tee’s” is about “My Lovely Jeans” to emerge. Thus, the Pariente brothers return to their first love: the denim…
The story of American Retro is a little fairy tale made in Trail. An experienced father textiles transactions, two son who are bitten early by the virus of business … a fashion capital and ideas, it does not take more than Greg and David Pariente fly to the usa and fall under the spell of a very popular brand of jeans in America: Joe’s Jeans. They quickly drop the possibility of distributing in France.
Soon, Pariente are keen to complement their offering with additional clothing line to Joe’s jeans. It was during a trip to India that things happen quite spontaneously and unexpectedly. Within weeks, they produce their collection in Indian workshops. Back in France, they are left with very little time to get a location on the trade shows that will determine the future of the young brand American Retro.
In September 2002, they nevertheless manage to be at the show Who’s Next: 4 days, over a million commands. The success was overwhelming and massive. The new label is placed on the same segment as Joe’s Jeans: the high-end. The concept of American Retro: recapture the spirit of the US thrift, both bohemian and tinsel. Skirts, embroidery, bright dressing are part of American Retro.
Then things accelerate, we must give a legal framework to make, so they create a company, it will be the wife of David Pariente who will direct. The first burst into mass for the hippie retro chic are the Americans. The most exclusive boutique in Los Angeles, Fred Segal, bought the entire collection.
In 2003 they opened their first store rue Saint Honoré. The confrontation with the customer will generate some adjustments. Prizes will be reassessed in relation to product quality. The brand now ranks in the middle range creator. In 2005, they are named in the women’s press, they get a corner at Galeries Lafayette and open a second boutique in the Marais.
In 2006, two new stores opened in Paris, the brand is distributed in over 800 sales points. In 2007, they launched “My lovely jeans”, a denim brandthat combines design and trend. The slims have the spotlight, but there are also large high jeans inspired vintage size.
American Retro has managed over the years to move away from the hippie citation to finally convey his own mind. The fall-winter 2007-2008 collection contains small parts quite desirable … Micro leather overcoat, delicious pinafore dresses, mini cape (that we want this winter)… The glitter and sequins debut seem far it retains the playful universe and expensive vintage brand in a spirit a little more chic…
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