ON THE ROAD: Marithé and François Girbaud are rolling out with their new distribution channel — direct selling. After holding three private sales in late 2015, the couple behind the namesake brand has scheduled a flurry of private sales across France and Belgium for 2016, starting with one from today to Jan. 17 at the Galerie Joseph, on 123 rue de Turenne, in Paris’ Marais district.
They invited guest artist Stephanie Langard to participate to the Paris event. For the occasion, Langard will display exclusive creations: paintings on Girbaud denim.
“When the record industry felt the blow of digital, artists started to go on the road again, looking for their fans. We’ve always been a bit rock ’n’ roll. We want to create proximity [to the customers again],” Marithé Girbaud explained to WWD in October before resurrecting the namesake brand under a new operating company, Mad Lane.
The executive explained that they didn’t want to work with stores anymore. Instead, they would arrive in pop-up locations with their merchandising, dressing rooms and environment.
Other dates include Brussels from Feb. 4 to 6 and Bordeaux from Feb. 10 to 13, followed by Nantes, Lyon and Strasbourg in March; Paris, Aix-en-Provence and Toulouse in April; Nice, Montpellier and Lille in May, and Paris, Bordeaux and Lyon in June.