Inside The White Briefs' Paris boutique

WHITE SPACE: Nearly nine years after its launch, Swedish intimate apparel brand The White Briefs has opened its first retail outpost, a minimal space in the Upper Marais. More than just a store, the 1,000-square-foot space will serve as a creative hub and showroom for the pared back label.

“We’ve always worked only with wholesale, and this is the opportunity to show our full identity,” said Peter Simonsson, cofounder of the brand with his wife Henriette, at the store opening Thursday evening. The pair is now based in the French capital.

“This area still has a lot of authenticity in it, and I wanted to surprise people,” he said of the location on Rue Notre Dame de Nazareth.

They stripped back the former gallery space, leaving its 500-year-old rough walls and concrete tiled floor unadorned and adding mirrored fixtures and white curtain dividers to punctuate the interior, where the label’s ready-to-wear and underwear for men and women hang on display on pale wood rails.

The White Briefs currently has around 100 wholesale accounts worldwide, with stockists including Opening Ceremony in New York, Los Angeles and London and Printemps in Paris, although its biggest markets for the moment are Japan and Germany.

“We’re aiming to multiply our distribution by 10 in the next five years, we’ve just hired a commercial team,” said Simonsson.

While the brand started — unsurprisingly — with a pair of briefs, its bestsellers today are its simple white T-shirts in versions with crew necks and three-quarter-length sleeves, with prices ranging from 55 euros to 95 euros.

Further boutiques, in Tokyo and Stockholm, are planned, with the aim of opening one a year going forward.

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