Vilebrequin, the luxury men’s and women’s swimwear brand, commemorates its 50th Anniversary with the release of a limited-edition men’s swimwear collection. The swimwear assortment consists of 50 prints, each representing a different year, beginning with 1971, which the brand created.
According to Roland Herlory, the chief executive officer of Vilebrequin, the idea to find the thing that symbolizes each year is the best. So each bathing suit has a meaning.
Vilebrequin Prints
The very first swimwear prints were released in 1971 March. They comprised of red, white, and blue stripes, which at that time were in fashion. The 1980s prints will start rolling out on April 16, followed by the 1990s and 2000s in May, with more recent years launching sometime in the summer or fall.
Although specific prints from the 50th Anniversary will be available in the women and children swimwear section, Vilebrequin CEO assures that the brand will always be male-dominated.
Why is Vilebrequin Man’s Brand?
Roland Herlory explains that when they first founded the brand, it was all about men.
“The brand’s roots are masculine; it’s about men.”
“If you want to grow, you must grow in accordance with your roots and origin. If you don’t, you’ll lose your soul and your deep beliefs. For me, it’s always been evident that Vilebrequin’s primary business has always been men’s bathing suits.”
He further states that, regardless, that does not prevent them from diversifying their brand. Provided they carefully examine their steps and ensure what they are doing is right. More so if what they are doing is in line with their utter DNA of men’s swimwear.
Meanwhile, they also have pending projects like the ready to wear, which was inspired by the art of beach living. Since incorporate new principles take much time, they are moving at their own pace.
What is the Story Behind Vilebrequin’s Existence?
Vilebrequin is a brand that started not because of business but mutual love between two friends. Fred Prysquel, a photographer and journalist, was the brains behind the creation of the brand.
In the early 1970s, a photographer and journalist, Prysquel, was in Saint-Tropez. Prysquel spent most of his days at the beach. Since he didn’t like the Speedo-style men’s swimwear available at the time, he wanted to make his own in an effort to court the object of his affection and future wife, Yvette.
Prysquel was successful, having designed the first swim shorts of modern time. He came up with his innovation on the board shorts he saw in California and Africa. Others soon began asking Prysquel where he purchased his swimwear and whether he could make one for them. Yvette, a fashion designer, opened her shop and started selling Prysquel’s creations there. The Vilebrequin love story is still ongoing after five decades.
In 2012, the G-llI Apparel Group bought Vilebrequin and started selling the swimwear. The following year, a women’s mix was introduced to the brand. Nowadays, the quinquagenarian swimwear company sells in 60 countries worldwide. The largest market is in the United States, followed by France and Italy. It also has 190 stores, both company-owned and franchised, with many of them in major beach destinations, including Saint-Tropez and Honolulu.
Moreover, the brand consists of sustainable fabrics, accounting for 62 percent of the total. Herlory also pointed out that most of Vilebrequin’s collection comprises at least 60% sustainable fabrics, such as recycled plastic bottles. Over the next four or five years, he hopes the number will be closer to 90 or 100 percent. This involves not only the use of environmentally friendly materials but also the implementation of sustainable practices.
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