Vilebrequin

Vilebrequin

Industry	Retail
Founded	Saint Tropez, France (1971)
Founder	Fred Prysquel
Headquarters	Geneva, Switzerland
Key people	Fred Prysquel ; Loïc Berthet ; Roland Herlory
Products	Swim wear, Resort wear, Accessories
Slogan	‘Revolutionary yesterday, stylish today, a fashion icon forever.’
Website	www.vilebrequin.com

Vilebrequin is a French brand, specialized in both swimwear and ready-to-wear for men and women.^[1][2][3][4] The brand was created in 1971 in Saint Tropez by Fred Prysquel a photographer and sports automobile journalist.^[1][4][5] It has stores in Saint-Tropez, Paris, Beverly Hills, Cape Town, Milan, New York City, Washington DC, Beirut, etc.^[3][4][6] It was due to Prysquel's passion for automobiles that he named his brand, Vilebrequin, the French word for automobile motor, the crankshaft.

Present in 52 countries with over 150 stores, the brand Vilebrequin is a reference in the universe of luxury swimwear. Armed with 40 years of expertise in swimwear, the brand offers a large range of styles (Moorea, Merise, Master...), patterns and colors for all generations (beginning at 2 years of age and sizing up to 5XL).

History

In 1971, Fred Prysquel, photographer and automobile journalist, sketches and cuts out the swimsuit of his dreams from a paper table cloth in a well known Saint Tropezian café. Inspired by the swimsuits of surfers at the time, he creates a longer boxer-short style much different than the shorter and fitted swimsuits of that period. Designed from spinnaker cloth, this new swimsuit was bright, original and designed to dry quickly in the sun. It was an instant hit in the small boutiques along the beaches in Saint Tropez. It was then that the model known as the Moorea became the brand's signature suit.

In 1991, fellow Tropezian and textile worker, Loïc Berthet, takes over the brand. He further develops the brand by adding new styles and models. To men's swim trunks, he adds a back pocket secured with Velcro, eyelet holes made from a stainless alloy, Zamac, and a cotton lining.

In 1994, Vilebrequin expands its collection to include boys wear, introducing the concept "Father & Son."

Between 1990 and 2000, the brand expands worldwide and opens locations in London, Alassio, Paris, Geneva, New York, Hong Kong and Madrid. The brand also develops a network of distribution partners in over 50 countries.

In 2011, for the brand's 40th anniversary, Vilebrequin commits itself to environmental protection and teams up with Fabien Cousteau's Plant A Fish Foundation. The aim of the foundation being to protect and help repopulate sea turtles currently under threat of extinction.

In 2012, the brand is acquired by the American company, G-III Apparel Group, Ltd., that licenses brands including Calvin Klein, Tommy Hilfiger, Levi's and Dockers. Roland Herlory, prior general director for Hermès Latin America and Caribbean, becomes the new CEO.

In 2013, after more than 40 years of expertise in menswear, Vilebrequin launches their first "Mother and Daughter" line and extends their product offering to also include resort wear as well as beach accessories for both men and women.

In 2014, the brand continues to open stores across the globe with a particular focus on expansion throughout Asia with openings in South Korea, Thailand and Singapore.

Brand Identity

An ambassador of the French Rivera lifestyle, Vilebrequin promotes a strong and unique identity through their swimwear by producing high quality creations that are both elegant and casual, timeless pieces in both summer and winter.

With their concepts, "Father & Son" and "Mother & Daughter" the brand places an emphasis on family, in a broad sense, through the Vilebrequin family. These values are transended from generation to the next, beyond simple trends in fashion.

Vilebrequin continues to position itself in the men's luxury sector. In 2013, the brand released a men's collector swimsuit embroidered in gold thread with solely 20 models available. In 2014, the model was replicated and sapphire elements were added.

Collaborations

Plant a Fish Foundation

To celebrate the brand's 40th anniversary, Vilebrequin chose to focus efforts on environmental protection. In doing so, Vilebrequin decided to collaborate with Fabien Cousteau's, (grandson of commander Jacques Cousteau), Plant a Fish Foundation. In doing so, Vilebrequin supports the association in the reintroduction of hundreds of sea turtles, the brand's symbol. More specifically, their efforts have been towards the "Hawksbill," one of the most threatened species of sea turtles hailing from the East Pacific to El Salvador. For each purchase of the brand's swimsuit, "Mappemonde," a portion of the proceeds are donated to the Foundation.

Villa N. & Partnerships

In their efforts to support young designers along with their partnership with the Festival Design Parade and the International Festival of Fashion and Photography in Hyères, Vilebrequin launched in 2014 an unprecedented capsule collection inspired by the sportswear that Charles de Noailles and Marie-Laure de Noailles were accustomed to offering their famous guests while visiting their villa located in Hyères. This modernized temple was built by Mallet-Stevens in the 1920s and embodies the golden age of the Rivera. The entirety of the profits generated from this limited edition are donated to the Friends of Saint Bernard Association in order to contribute to local art and the preservation of the site.

Distribution

As of 2014, Vilebrequin is present across 5 continents and in 52 countries with more than 150 stores. The brand has e-shops in Europe and the United States.

References

^[7]

External links

• Vilebrequin Official Website