Jan 15, 2019 | By Sarah Housley
The fashion world is still reeling at the December 2017 closure of Parisian concept store Colette. Throughout its 20 years, the cult boutique became an institution, with its in-store installations, almost impossible fashion collaborations and its ability to bring emerging brands to the fashion forefront.
While Saint Laurent will be the next resident at 203 rue Saint Honoré, Sébastien Chapelle and Marvin Dein, two former employees from Colette, opened “Nous” last Monday just a stone’s throw away.
Nous, located on rue Cambon, made famous by the Chanel flagship, is focusing on streetwear (Smilyout, Born X Raised, Krink) and high-tech (Harman Kardon, Le Cord, Bang & Olufsen). However, rare skateboards, ostentatious accessories (alligator skin iPhone shell, Thierry Lazry glasses) luxurious watches (Rolex watches personalised by Bamford), improbable goods (Champagne aromatised with weed) and the usual wall display of periodicals and coffee tables books all feature too.
“We are now focusing on masculine streetwear but eventually we will do some pop ups with woman clothing lines. Right now we are having a rack of hoodies for women from a Lebanese designer. The rest is pretty much unisex” said Marvin Dein, former manager at the sneakers section of Colette when we caught up with him earlier this week. For now, the store is full of the curious and also buyers of OnePlus One smart phone in silk white – only available at Nous.
From the tourists in town, to fashion insiders and Parisian cool kids, everybody is sure to find something to buy amongst the wide range of products, from a five euro ‘Nous’ lighter to a 110,000 euro Rolex watch.
The duo, backed up by a Swiss investor, is using the concept of scarcity – a strategy that contributed towards Colette’s success.
Nous offers a small selection of rare items across different categories. Mixing high with low, pop ups, and exclusive collaborations with a constant change of highly curated products might still be the formula to keep the customers coming for more – it’s certainly one to watch for 2018.
Like this author? Follow her here.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.