I like street art, streetwear, and as designer, I like things. Things we can touch or wear. A few years ago, I had a chance to participate in a T-Shirt Design Competition organized by Be Street (Acclaimed Streetlife Magazine) and Citadium (Notorious Urban Streetwear Shopping Centre in Paris). I placed in the Top 50 out of more than 300 project submissions. This provided great comfort in knowing that I should start something I wanted to do for years: create my own T-Shirt label.
The first thing I had to do was to create brand around a strong name and logo.
I see t-shirts like a way to express myself more than just fashion.
In two years, I've created 2 limited collections of 3 tee shirts. Each serie was really unique and different one from the other. My goal was to come up with tee shirts that look like no other. Not just a tee shirt, but a piece of art where I've tried to play around with shapes, lines and patterns to create original visuals. I didn't want to create another T-shirt brand of thousands other brands. I wanted to have tees that looks like me.
More than just a selling platform, the website I've created by then was a central point of French Fringues communication. Blog posts, Lookbooks, special deals, brand history, our story, everything was centralized in that platform that was the end contact point to our customers.
As a brand, I had to create a website and make it a core part of my communication material.