2023-07-05 17:56:36
With a long experience in the textile world, which led him to work for 19 years with Peru, François Lauga has made Pima cotton the star of his collections and of his brand which he calls Anonym Apparel.
“The story started with alpaca, another key material here, he explains. But it was once in the field, and by going to meet retailers to sell my products, that Pima cotton imposed itself. While low-priced cashmere had just killed off the cotton range segment, it lacked a flagship product in the t-shirt segment, which sells well from mid-February to December 31. Pima cotton imposed itself on me!”.
A luxurious material, this variety of cotton with long and fine fibers, originating from Peru, has many strong points. “It is considered to be one of the finest and most luxurious cottons in the world for its softness, durability and shine,” emphasizes François Lauga. It is planted and harvested by hand, grows without pesticides or fertilizers. In short, Pima cotton is rare and represents only 3% of world cotton production. It is nicknamed there ‘the silk’ of the Andes.”.
Summer 2023 collection, Anonym Apparel.
For men and women, Anonym Apparel offers tops, tops, t-shirts (from 54 to 150 euros, boutique price) and has enriched its wardrobe over the seasons with dresses, pants, shorts, sweatshirts… “ In addition to quality, our strong point is color, continues the founder. Plain, slub, faded (called Stoned), Pima cotton offers a luminous palette that changes with the seasons.”.
To discover the collections, Anonym Apparel offers resellers a paper book where all the shapes and different colors are presented. A way to easily restock thanks to the color card and payment facilities.
“To date, Anonym Apparel is present in 11 countries through more than 650 points of sale, says François Lauga. Our number one market is France (300 points of sale), followed by Benelux and Italy. The latter country is off to a strong start and has been in the top 3 since this year with already more than 70 points of sale. We are also present in Switzerland, Germany, Scandinavia, Canada and soon an agent will take care of the United States. As a wholesaler, we have stock to supply, the next day for nearby regions, the products requested.”.
Actor, director and film producer Arnaud Binard is the new ambassador for Anonyme Apparel’s men’s collections.
At the same time, the brand recently set up an e-shop. “We went the opposite way of many claws, continues the founder. Above all, it was important to find our audience, to be on the ground and now that we are accelerating internationally, we had to be on the web”.
In 2022, Anonym Apparel recorded a turnover of 3.2 million euros and is growing continuously. “We are constantly growing, confirms François Lauga. Since our beginnings, the turnover has doubled every year.”.
Finally, in love with Peru and supporting Pima cotton producers, the founder is engaged in a fight beyond the development of his business: to organize the Peruvian cotton industry and have it certified. “There are more than 4,000 producers who each work on one-hectare plots across the country, concludes the founder. There is a cooperative but the whole lacks organization. This is the objective that is close to my heart”.
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