French denim label Marithé + François Girbaud is doubling down on its popularity in Asia.
South Korean company Layer announced the completion of an exclusive licensing agreement in Asia for the fashion brand founded by designer couple Marithé Bachellerie and François Girbaud in 1972. The agreement follows a comprehensive rebranding of Marithé + François Girbaud in South Korea in 2019 in partnership with Layer.
Focused on bring a modern sensibility to the brand’s unique heritage, Layer said the rebranding led to “remarkable growth,” achieving sales of KRW 100 billion (approximately $74 million) in 2023 and the opening of 61 brick-and-mortar stores nationwide.
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In December, “Villa de Marithé” opened in Seoul, selling the full range of men’s and women’s jeans, knits, duffle coats, puffer coats and accessories.
Layer CEO Shin Chan-ho said the companies are using a “One-Company Strategy” to enter the international market. The company will initially target markets in Mainland China, Hong Kong, Macau, Japan, Taiwan, Thailand, and Vietnam, and is currently in negotiations with local importers and distributors for exclusive sales rights.
“We are confident of success globally, anticipating that the synergy between the extensive archives of the French headquarters and Layer’s unique expertise, honed through its success in the demanding Korean market, will be highly effective,” Chan-ho stated.
Marithé + François Girbaud has lived many lives. The brand, which garnered high-profiles fans like of Michael Jordan and Janet Jackson in the ’90s for its Shuttle Jeans, was affected by the 2008 financial crisis. The brand declared bankruptcy in 2012 and liquidated in 2013.
It was resurrected under a new operating company, Mad Lane, in 2015, however it quietly disappeared.
In December, Marithé + François Girbaud returned to Paris, this time with a popup and a focus on logo-driven athleisure wear. The most recent collection offers black-and-white logo hoodies, cropped sweatshirts and cargo joggers.
