The Kooples is a dynamic French ready-to-wear brand that has become synonymous with “accessible high-end” fashion since its inception in 2008. Founded by brothers Alexandre, Laurent, and Raphaël Elicha, The Kooples emerged from a legacy steeped in fashion, creativity, and entrepreneurial spirit, laying the groundwork for a brand that seamlessly blends contemporary style with classic influences.
The Elicha Family Legacy
The journey of The Kooples begins with the Elicha family’s earlier venture, Comptoir des Cotonniers, which was established in 1997 by Tony and Georgette Elicha in Toulouse. The family made a significant impact in the fashion world until the brand was sold to the Japanese group Fast Retailing in 2005, which led to a three-year non-compete clause. During this period, Alexandre, Laurent, and Raphaël envisioned a new concept that would eventually become The Kooples.
In 2008, backed by a holding company based in Belgium and an initial investment of 5 million euros, the Elicha brothers launched The Kooples. They initially opened their headquarters in the prestigious Place Vendôme in Paris in 2010, marking the brand’s entry into the luxury fashion scene. By 2011, The Kooples had already established a workforce of around 650 employees, showcasing its rapid growth.
The Concept of Coupling
The name “The Kooples” is a playful anglicization of the French word “couple,” reflecting the brand’s unique philosophy of dressing both men and women in androgynous styles. The concept is designed around the idea of a shared wardrobe, where clothing pieces are interchangeable, promoting a lifestyle that emphasizes individuality and partnership. The brand’s tagline, “A wardrobe for two,” captures this spirit of inclusivity and collaboration.
Drawing inspiration from rock, vintage, and British fashion, The Kooples has carved a niche in the fashion world with its chic yet offbeat aesthetic. The brand is easily recognized by its iconic skull emblem, which has become a signature detail across collections.
Marketing and Cultural Impact
From the outset, The Kooples made waves with its bold marketing strategies. The brand’s initial advertising campaigns featured real-life couples, which resonated with a young, affluent audience seeking both style and authenticity. This approach not only differentiated The Kooples in the crowded fashion market but also sparked parodies and discussions, further embedding the brand in contemporary culture.
The brand has ventured into various creative partnerships, launching Kooples Record, a music label, and collaborating with musicians like Pete Doherty. Such initiatives showcase The Kooples’ commitment to merging fashion with other cultural domains, reinforcing its image as a lifestyle brand.
Global Expansion and Innovation
Since its launch, The Kooples has pursued international growth aggressively. By 2011, it had expanded beyond France, opening boutiques in major cities like London and New York. As of 2013, the brand boasted over 350 points of sale worldwide, reflecting its successful global outreach.
The Kooples has continually evolved, introducing various lines such as The Kooples Sport and expanding its product offerings to include shoes, watches, and fashion accessories. In a progressive move, the brand announced in 2016 that it would cease the use of fur in its collections, aligning with a growing consumer demand for ethical fashion practices.
Recent Developments
In May 2019, The Kooples was acquired by the Swiss holding company Maus Frères, marking a new chapter in its journey. Despite the change in ownership, the brand has maintained its distinctive style and ethos, continuing to appeal to its core audience while attracting new customers.
With a reputation for chic, trendy designs that effortlessly blend elegance and edginess, The Kooples stands as a testament to the evolving nature of contemporary fashion. Its commitment to creating a lifestyle brand that resonates with couples and individuals alike ensures that it remains at the forefront of the fashion landscape, captivating hearts and wardrobes around the globe.
