discoThe brands to know, what France does best, and where to start, from raw denim and relaxed Paris tailoring to the luxury houses.
Pick the one that looks most like you, or browse without choosing. The picks and the full list follow your choice.
Start from a brand you know. Each pairing says what's similar and what changes.
Two starting points for each style. Choose a style above to see only those.
A.P.C. made raw, unwashed denim a French staple from 1987 onward. Much of the country's plain, logo-light menswear runs back to it.
Start with Raw selvedge jeans in Petit New Standard or Petit Standard cuts, plus plain crewneck sweatshirts.
Ami turned relaxed Parisian tailoring into a wardrobe most men can actually wear. It is the most common entry point to French designer menswear.
Start with Heart-logo knitwear, boxy overshirts and unstructured blazers.
Founded in 2002 as fashion label and music label together, Kitsuné stands for the French-Japanese exchange in casual wear. Its fox patch is a national shorthand for tidy weekend clothes.
Start with Fox-patch polos, tees and crewneck sweatshirts.
Études brings photography and art-book culture into French workwear shapes. It shows how the Paris scene borrows from galleries rather than skate parks.
Start with Chore jackets, wide trousers and graphic tees made with artist collaborations.
Casablanca represents the newest wave of French luxury, built on resort and après-sport imagery. Its Franco-Moroccan prints made it a reference within a few seasons.
Start with Hand-painted silk shirts and terry tracksuits.
Vetements started in Paris and reset how luxury treats hoodies, merch and uniform codes. It is the French scene's most argued-over export of the 2010s.
Start with Oversized logo hoodies and workwear-derived pieces.
Drôle de Monsieur is proof the French scene is not only Parisian. Its slogan sweatshirts are one of the cheaper ways into French contemporary menswear.
Start with "Not From Paris Madame" sweatshirts, track jackets and knitwear.
Kenzo was one of the first Japanese-founded houses in Paris and set the template for cross-cultural French fashion. It now reads as heritage with a streetwear lens.
Start with Varsity jackets, Boke Flower motifs and archive-inspired graphics.
Every brand here was founded in France or is run from there. How we decide what counts.
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Four details to look for, and why they matter.
Look for Raw, unwashed indigo denim and plain sweatshirts with almost no visible branding
Why it matters Raw denim fades where it rubs and stays dark where it is protected, so the jeans end up shaped by how you wear them.
Explore A.P.C. →
Look for Fox-patch knits, Kenzo archive motifs and workwear cut with Japanese references
Why it matters Japanese founders have shaped Paris labels since Kenzo opened in 1970, so here the crossover is lineage, not a passing trend.
Explore Kenzo →
Look for Unstructured blazers, boxy overshirts and knitwear cut loose enough for trainers
Why it matters It sits between suiting and streetwear, so one blazer works with jeans as easily as with tailored trousers.
Explore Ami Paris →
Look for Silk shirts, terry tracksuits and resort prints finished to couture-house standards
Why it matters You pay luxury prices for holiday clothes, so the finishing is the point; one printed piece goes further than a full look.
Explore CASABLANCA →If you know Maison Kitsuné and want a next step. Each step costs more and asks more of you; it isn't a ranking of quality, and you don't need to climb it in order.
Recognisable French graphics: fox patches and slogan sweatshirts.
Start with One slogan or patch sweatshirt in a neutral colour.
Raw denim, plain knits and relaxed tailoring built to last for years.
Start with Raw denim jeans or a plain merino knit.
Designer shapes and graphics with a clear point of view; bolder fits.
Start with One outerwear piece with a strong silhouette.
Luxury houses: runway design, luxury materials and prices to match.
Start with A down jacket or a printed silk shirt you will wear for a decade.
Spend over €100 in one shop within three days and ask for a tax-free slip with your passport; not every shop offers it. Leaving the EU from France, scan it at a PABLO kiosk before checking bags, by the end of the third month after purchase. Source ↗
The official soldes run four weeks each: winter from the second Wednesday of January, summer from the last Wednesday of June (a week earlier in some years). Shops may not restock sale items. Source ↗
Checked Oct 14, 2026; rules change, so confirm before you travel.
The full list Disco covers. Search, or narrow by style, category and price.
Givenchy$$$$$Parisian LVMH-owned luxury house founded in 1952, now led by Sarah Burton, known for couture tailoring, Antigona bags and Shark Lock boots.Luxury houses · T-shirts & graphic tees · ParisProfile →
Kenzo$$$$French house founded in 1970 by Kenzo Takada, LVMH-owned since 1993 and led by Japanese streetwear designer Nigo since 2021.Designer streetwear · Hoodies & sweatshirts · ParisProfile →
A.P.C.$$$Paris label founded in 1987 by Jean Touitou, known for raw selvedge denim, Demi-Lune bags and understated, long-lasting wardrobe basics.Raw denim & basics · Jeans & denim · ParisProfile →
Maison Kitsuné$$$Franco-Japanese Paris label pairing fox-logo wardrobe staples with the Kitsuné Musique record label and Café Kitsuné coffee shops.Logo & slogan staples · T-shirts & graphic tees · ParisProfile →
CASABLANCA$$$$$Paris luxury label founded in 2018 by Charaf Tajer, known for hand-painted silk prints and leisure-luxury tailoring rooted in his French-Moroccan heritage.Luxury houses · Sneakers · ParisProfile →
Drôle de Monsieur$$$French label founded in 2014 in Dijon, known for its "Not From Paris Madame" slogan pieces and retro-leaning, relaxed everyday wardrobe.Logo & slogan staples · Sweaters & knitwear · DijonProfile →
Harmony Paris$$$French label started in 2014 by BWGH co-founder David Obadia, making minimal, monochrome wardrobe staples in knitwear, shirting and soft tailoring.Raw denim & basics · Sweaters & knitwear · ParisProfile →
Moncler$$$$$Milan-based luxury outerwear house, founded 1952 in the French Alps, known for quilted down puffers and its Grenoble ski line.Luxury houses · Jackets · Monestier-de-ClermontProfile →
JACQUEMUS$$$$$Founder-led Paris label mixing Provençal-inflected minimalism, cropped tailoring and miniature Le Chiquito bags with theatrical outdoor runway shows.Relaxed Paris tailoring · Bags & backpacks · ParisProfile →
Isabel Marant$$$$French label founded in 1994 by Isabel Marant, known for rock-bohemian Parisian staples like wedge sneakers, suede boots and slouchy tailoring.Relaxed Paris tailoring · Sweaters & knitwear · ParisProfile →
VETEMENTS$$$$Paris-founded label led by Guram Gvasalia, turning workwear, merch and uniform codes into oversized, logo-heavy runway collections.Designer streetwear · T-shirts & graphic tees · ParisProfile →
Ami Paris$$$French label founded in 2011 by Alexandre Mattiussi, known for relaxed Parisian tailoring, knitwear and the Ami de Coeur logo.Relaxed Paris tailoring · Sweaters & knitwear · ParisProfile →A brand is French here if it was founded in France or is based in France today, and we say which; French manufacturing, a French founder or a Parisian look is not enough.
It depends on the look you want. For raw denim and plain basics: A.P.C. and Harmony Paris. For logo and slogan staples: Maison Kitsuné and Drôle de Monsieur, which comes from Dijon rather than Paris. For relaxed Paris tailoring: Ami Paris and JACQUEMUS, plus the womenswear-led Isabel Marant. For designer streetwear: Études, Pièces Uniques, VETEMENTS and Kenzo. For the luxury end: CASABLANCA, Givenchy and Moncler, which was founded in the French Alps and is run from Milan today.
No. A French brand here is one founded in France or run from there today, wherever its clothes are made. VETEMENTS was founded in Paris and moved its headquarters to Zurich, a move announced in 2017. Kenzo Takada was Japanese, but he opened his label in Paris in 1970 and the house is still run from there. Where a piece is made is a separate question, so if production matters to you, check the care label.
Paris, where almost every label here was founded or is run. The Paris Region tourism board points to the Marais for trendy boutiques, the Champs-Élysées for the big luxury shops, and the department stores, including Galeries Lafayette Haussmann, Printemps Haussmann and Le Bon Marché Rive Gauche. Le Bon Marché stocks several of these labels, CASABLANCA among them. Most labels also run their own Paris boutiques. If you live outside the EU, spend over €100 in one shop within three days and ask for a tax-free slip.
If you want jeans, A.P.C.'s raw selvedge denim, sized with the brand's guidance because it shrinks and needs breaking in. If you want easy tailoring, Ami Paris's knitwear and unstructured blazers. If you want a logo piece, a Maison Kitsuné fox-patch sweatshirt or a Drôle de Monsieur slogan sweatshirt. If you want something more designed, Études' chore jackets and wide trousers. If the budget allows one statement piece, a CASABLANCA silk shirt.
Twice a year, on dates set by law, and each period lasts four weeks. Winter sales start on the second Wednesday of January and summer sales on the last Wednesday of June, each moved a week earlier in some years. The dates apply across almost all of France and to French online shops, and shops may not restock items to sell at sale prices.
Mostly through the mid-priced labels with the same look. In our price data, A.P.C., Ami Paris, Maison Kitsuné, Drôle de Monsieur, Harmony Paris and Études sit in the mid-high tier, well below CASABLANCA, Givenchy, JACQUEMUS and Moncler. Drôle de Monsieur's slogan sweatshirts are one of the cheaper ways into French contemporary menswear.
How we chose: every brand here is in Disco's directory, placed by where it was founded or is based today. Styles, picks and pairings are editorial, drafted from the catalog and published sources; researched, not wear-tested.
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