While Paris is known for its luxury fashion houses and expensive tailoring, a new menswear label, Lafaurie, is carving out its own space in the competitive fashion scene. The brand, founded by brothers Théo and Pablo Lafaurie, offers a contemporary, direct-to-consumer approach, aiming to provide premium quality at a more accessible price. Last week, the duo opened their 15th store in France, a gallery-style space on rue Vieille du Temple in the Marais, marking a new chapter in the brand’s journey as it continues to expand both locally and internationally.
Lafaurie’s pricing is notably more approachable than the high-end Parisian labels. With items ranging from €100 for cotton shirts to €650 for lamb leather jackets, the label has become popular among menswear consumers who are increasingly moving away from expensive luxury goods. The brothers see their brand as sitting in a sweet spot between luxury and fast fashion—what they term “smart luxury”—offering well-made, stylish pieces without the exorbitant price tag.
Founded in 1991 by their father, Pierre Lafaurie, the brand initially operated as a small collection of curated multi-brand stores in Paris. When the brothers inherited the business after their father’s passing in 2018, they reimagined Lafaurie, shifting the focus entirely to their own designs and creative direction. They drew inspiration from the art world, incorporating collaborations with artists, elevating the brand’s visual language, and adopting a gallery-style store design. Additionally, they expanded into e-commerce, targeting a broader international audience while investing in technology to streamline operations and support future growth.
Before their transformation, Lafaurie had established a strong infrastructure, including a loyal network of artisans who provided key materials for production. This solid foundation allowed the brothers to build their brand with a focus on design and quality. With their own in-house designs and a direct relationship with suppliers, they were able to offer a high-quality product at competitive prices.
In the early years of their leadership, the brothers faced challenges, including increased competition from new direct-to-consumer brands and the growing popularity of streetwear. However, Lafaurie regained momentum and achieved impressive growth, with annual revenues nearing €4 million before the pandemic. Despite the impact of COVID-19, the brand has bounced back, with projected revenues of €8 million in 2024—a 20 percent year-on-year growth. This resilience highlights Lafaurie’s appeal as menswear consumers seek high-quality, reasonably priced clothes over luxury options.
Lafaurie is known for its creative twists on everyday clothing, offering pieces such as unstructured jackets and trousers that blur the lines between formal suiting and casual wear. The brothers take inspiration from how artists dress, focusing on versatile items that can be worn both in a studio and at an evening event. Their signature item, the cotton painter’s jacket, features design details like mismatched buttons and different denim washes on each side. This creative approach resonates with a consumer base that values subtle, high-quality design over logos or ostentation.
As the brand continues to expand, international growth has become a key focus. E-commerce now represents 25 percent of Lafaurie’s revenue, with over half of that coming from the United States. Despite potential risks posed by US import tariffs, the brand is confident in the long-term growth potential of its American market and continues to invest in this area. Looking to balance this risk, the brothers are exploring new markets in Asia, with plans for a pop-up in New York and retail partnerships in the Asia-Pacific region.
Lafaurie’s 15-store network spans Paris and several French cities, and the brothers are committed to further expanding their physical retail presence. Their latest Marais store, designed with architect Corto Herry, represents the brand’s evolution, blending minimalist design with art-inspired elements. The store doubles as a gallery, with vintage art books and regular exhibitions by artists the brothers admire. This concept of merging retail with art has been a hallmark of Lafaurie’s stores, reinforcing the brand’s creative identity and commitment to the arts.
To support the business’s continued growth, Lafaurie is also investing in technology, developing a proprietary AI-powered operating system to streamline administrative tasks and improve efficiency. The brothers emphasize the importance of balancing creativity with a smart, industrial approach to maintain sustainable growth and continue positioning Lafaurie as a leading brand in the contemporary menswear market.
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