French menswear brand Lafaurie has unveiled a redesigned flagship boutique in Paris’ trendy Marais district, signaling a bold new era for the 34-year-old label. Characterized by a gallery-like aesthetic, the 650-square-foot space at 56-58 Rue Vieille-du-Temple features limewashed walls, Okoumé wood panels, and curated objects that reflect the brand’s signature “arty chic” vibe.
Though the brand may appear new to casual passersby, Lafaurie is steeped in legacy. Founded in 1991 by Pierre Lafaurie, the label has been reinvigorated under the leadership of his sons, Théo and Pablo Lafaurie, following their father’s unexpected passing in 2018.
Designed by Paris-based architecture studio Corto, the revamped store reflects a warm minimalism influenced by the 1990s. Inside, visitors find signed ceramics by Robert Picault, vintage editions of French magazine Égoïste, art books, and Richard Avedon’s rare 1976 “Portraits.” A 1975 abstract piece by Jacques Soissons inspired the store’s color palette and the upcoming Spring 2025 collection, which features deconstructed jackets, breezy trousers, and lightweight knits.
The boutique not only marks the brand’s homage to its family roots and the Saint-Germain-des-Prés artistic spirit but also represents Lafaurie’s strategic pivot from a legacy brand into a globally-minded menswear player.
Lafaurie’s family story is deeply intertwined with Paris. During World War II, the founders’ grandmother and great-aunt, known affectionately as Mimi and Mafa, returned to the city and settled near the Luxembourg Gardens, where they operated a high-end lampshade business. The new store even includes artifacts like the first Emile Lafaurie suit from 1998 and a business card from their grandmother’s atelier, reinforcing the brand’s deep familial roots.
Pierre Lafaurie’s untimely death came at a challenging time for the brand, which had dwindled to a small team across seven locations in France. But armed with their father’s decades-old manufacturing network and strategically located boutiques, Théo and Pablo chose to carry on the family legacy.
Théo, an HEC Montréal graduate, assumed the role of president, while Pablo, then just out of high school, pursued management studies at Paris-Dauphine before joining the business as general manager after the pandemic.
After rebranding the company simply as “Lafaurie” to reflect its intergenerational evolution, the brothers began transforming the business. In 2019, they revamped Parisian stores and launched both an e-commerce platform and a corner in the Printemps department store.
These moves quickly bore fruit. Within a year of Théo’s leadership, the company was on a growth path with revenue nearing €4 million — just before the pandemic. In the years that followed, Lafaurie experienced a revival, tripling its turnover and expanding to 11 stand-alone stores in France, plus three department store corners. The brand also plans to update these stores to match the new flagship’s design by year-end.
Today, the company’s workforce has grown to nearly 50, including four members in its creative studio. The business operates through a blend of brick-and-mortar retail, e-commerce, and department store wholesale, the latter of which makes up 5% of sales and serves as a customer acquisition channel.
Lafaurie’s popularity has surged thanks to its approach to “alternative suiting” — stylish, matching wardrobe staples with a casual and colorful aesthetic that appeals to men looking for elevated daily wear. The brand’s artistic textures and accessible luxury pricing have drawn in customers disillusioned with the soaring costs of high-end fashion.
With shirts priced between $125 and $170, knitwear up to $290, and casual jackets averaging $220, Lafaurie fills the gap for quality menswear at reasonable prices. Even its traditional tailored jackets, priced around $515, are seen as affordable by former luxury shoppers.
“Fifteen years ago, our pricing might have seemed confusing, but now customers appreciate our direct relationship with craftspeople,” said Théo. Rising material costs have led to moderate price increases, but Lafaurie continues to focus on transparency and value.
Lafaurie’s international presence is rapidly expanding, with the United States emerging as a key growth market — now accounting for 60% of e-commerce sales. Anticipating logistical hurdles like new tariffs announced by U.S. President Donald Trump, the brand had already developed a hybrid shipping system between France and the U.S., offering 72-hour delivery and simplified returns.
Théo and Pablo view the American market as an opportunity to build emotional connections with a consumer base that values community. Plans are in motion for a U.S. pop-up location in New York’s West Village or NoHo in late 2025 or early 2026.
While the brothers are enthusiastic about their American clientele, they’re equally focused on maintaining balanced global growth. Asia, particularly China, is their next target, with discussions already underway with potential local partners.
“At a time when the luxury market is facing unique challenges, we believe there’s a clear opportunity in China,” said Pablo. “Chinese high-end consumers are evolving, and we’re ready to meet those changing expectations.”
Lafaurie’s revival is rooted in honoring its heritage without being confined by it. The brand’s transformation from a legacy Parisian tailor to a globally relevant, modern menswear label is driven by vision, resilience, and a clear understanding of today’s fashion consumer.
From a near-collapse to a bold global relaunch, Lafaurie exemplifies how thoughtful rebranding, deep family legacy, and strategic expansion can bring an old name into a new era — one knit tightly with style, substance, and a touch of Parisian soul.
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