PARIS — The French fashion and record label April 77 has a new gig, spinning out its first flagship in the heart of the Marais district here.
Brice Partouche, the brand’s designer, tapped interior designer Steven Thomas to craft the look of the store at 49 Rue de Saintonge after reading a book on Biba, the iconic Seventies concept store that Thomas designed.
“The Biba store in London is a temple of Art Deco and fashion,” Partouche said. “I was very interested by its contrast of punk and luxury items.”
With a glossy woodlike veneer, the shop’s intentional fake take on Art Deco twists over 750 square feet. Vintage radios buzzing with rock tunes are stashed into undulating display units, while glistening chrome detailing in the fitting rooms and a circular cash wrap add to the shop’s retro feel.
“We have a very niche following, an avant-garde customer who wants sophisticated styles for the street,” Partouche said of rock-inspired unisex styles.
The label is known in Europe for its affordable, skinny denim styles in a multitude of colors and prints, as well as its checked shirts, fitted jackets and a selection of rock-inspired T-shirts.
To mark the shop’s opening, the brand will launch a diffusion line dubbed April 77 Records to lure younger customers.
“We wanted to share our passion for music with our customers,” Partouche said. “Each pair of jeans will be sold with a bar code linked to one of our bands. Customers can download singles from the band.”
He noted that an April 77 Records store will open in the Marais this summer, as will a second April 77 flagship in Bordeaux.
“The new April 77 Records line will also allow April 77 to mature and became more sophisticated,” Partouche said.
In addition to the flagship, the April 77 Records collection will be sold exclusively at Barneys New York, Colette in Paris, Loveless in Tokyo and London’s Dover Street Market.