Pantone Colorwear pops up in Paris

By

Olivier Guyot

Published
Apr 11, 2014

Pantone Colorwear transposes the remarkable range of colors from color authority Pantone onto the world of fashion. The brand, developed by the Monaco-based Giraudi group led by Riccardo Giraudi, had already shown off its colorful artistry with the opening of its first store in 2012. Back then, Pantone Colorwear chose a traditional boutique in Saint Tropez. Today, the company is expanding its retail presence through pop-up stores.

It opened a pop-up store in New York on February 7, partnering with Meatpacking District boutique Scoop NYC, located on Washington Street. It has used the same strategy in Paris, where it has just opened its first European pop-up store at 51 rue du Temple in the Marais.

“The design for the Paris store was created by Emile Humbert and provides a unique experience by using the Pantone Universe application to recognize colors,” explained the company in a press release. “Taking the staples of a man’s wardrobe, made up of t-shirts, tanks, pants, shorts and sweaters, the collection presents a sophisticated twist on basics in an elegant contemporary style.” Pantone offers t-shirts for 60 euros and swim shorts for 105 euros.

While the brand is also pursuing targeted retail distribution through the Parisian boutique Colette, it will continue to take advantage of pop-up opportunities.

The company has already signed an agreement for a second location in the Marais. It will reappear in September with a pop-up store at 11 rue Debelleyme. The brand is also planning to be at Bon Marché this coming winter for a month and a half.