The swanky Parisian shopping street, which boasts boutiques such as John Galliano, Gucci and Colette, is becoming home to streetwear and skate specialists who are setting up shop and bringing some youthful adrenaline.
Take Vans, which recently opened at 93 Rue Saint-Honoré. "It is the ideal location for Vans as we are part of the luxury brand business, a developing high-end streetwear and skate business," said Arnaud Jeangirard, marketing manager for Vans France. The 590-square-foot shop, which sells an ubercool mix of shoes and accessories, targets trendsetting 12- to 25-year-olds on the hunt for streetwear with a premium appeal.
The new Saint-Honoré location brings Vans' European store count to five, with three stores in the U.K. and an outlet shop outside of Paris. Barcelona and Berlin locations are in the works. "The neighborhood is gaining recognition in the high-end streetwear category. It is filled with trendsetting shops and early style adopters," added Jeangirard.
Directly across the street at 68 Rue Saint-Honoré is Starcow, which showcases Vans and other skater staples such as Stüssy, Married to the Mob and MHI for men and women.
"Rue Saint-Honoré is developing very quickly for young brands. It appeals to a very plugged-in underground scene," said Starcow store manager and avid skater Fred Jolly. "We want to encourage more streetwear brands to settle here in order to help draw in the young trendsetting customers."
And how. Carhartt, one of Europe's streetwear success stories, will take the space next to Starcow this fall, while around the corner, a pint-sized shop dubbed Aimecube at 7 Rue Vauvilliers, targets cool girls in search of a streetwear fix. "Our customers take their style tips from the street," said Morgane L'Hoste, 26, who owns Aimecube, which showcases budding streetwear brands such as D Dikate and Moto 777. The shop boasts a gallery that displays works by street artists such as Tilt, Der and Yaze and organizes concerts with DJs from across Europe. "We organized concerts in the basement until we were told it was illegal, so we had to stop," confessed L'Hoste. "We detect a huge demand for streetwear lifestyle shops."In fact, according to the European Surf Industry Manufacturers Association, France ranks third after Germany and Britain in the European skate and streetwear industry, which generated revenues in excess of $377.2 million in 2004.
Meanwhile, homegrown talent is adding to the skate phenomenon here. Take Hardcore Session, a fashion label for women and men that combines the essentials of streetwear fashion: graphic art, music and street sports. Founded by Belka Boucha in 1993, today the label is distributed at more than 200 retailers in Europe and Japan. "French streetwear has been around for a while, but we are feeling a new wave of consumers, especially women, who are getting very involved in the lifestyle," said Boucha, who will open a private Hardcore Session shop for die-hard street fans in the fall at 8 Rue Dussoubs, a five-minute walk from Saint-Honoré. "The shop will be by appointment only. We want to sell to those who really know the product to keep an exclusive appeal," he said.
Kult, the Marseille, France-based streetwear brand, also picked the district for its Paris store at 24 Rue Tiquetonne where it sells colorful streetwear and lifestyle fashion for young women and men. Kult is only one door down from the Royal Cheese store that sells a selection of lifestyle fashions.
Meanwhile, in the historical Passage du Grand Cerf, Le Bouclard sells chic streetwear labels such as Japan's Final Home, Switzerland's +41 and Denmark's Louise Walghreen as well as its own in-house brand, Artysm. "It's a chic streetwear brand for alternative crowds such as fashion designers, graphic designers and DJs that are no longer teenagers," said Cécile Audouin, Artysm's designer and co-owner of Le Bouclard.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews