French menswear brand Drôle de Monsieur has effectively doubled its retail footprint, recently opening its first Asian address at The Hyundai Seoul shopping center.
The new South Korean unit mirrors the spirit of the brand’s two-year-old Paris flagship, which straddles elements of the 1990s and 1970s, including the kind of loud, floral carpeting you might have encountered at a cineplex in that era.
Founded in 2014 by Dijon natives Dany Dos Santos and Maxime Schwab, Drôle de Monsieur is probably best known for its knits and caps bearing the slogan “Not From Paris Madame,” suggesting ambition and creative talent are not the preserve of large cities.
For their boutique designs, Dos Santos and Schwab take cues from the golden age of grand hotels, with hints of Art Deco and Hollywood Regency opulence.
In Seoul, elm burl wood paneling frames emerald-shaped niches for clothing racks, shelves and a nifty stereo system. A slouchy leather sofa in anise green heightens the retro cool.
A marble and wood cocktail bar backed with flocked wallpaper and loaded with crystal decanters, cognacs and whiskey invites guests to linger — as do coffee table books and a selection of record albums.
The Art Deco-style bar at the Drôle de Monsieur boutique in Seoul.
Courtesy of Drôle de Monsieur
“It’s more than a shop,” Dos Santos said in an interview. “The goal was to extend our vision and to create a special place where people can feel at home.”
Indeed, he characterized the bars — reminiscent of those found in hotel lobbies in the ’70s — as part of the “art of receiving people.”
“Maxime and I are very inspired by hotels and the hospitality sector, so that’s why we did this cocktail bar in the flagship store.”
Dos Santos sourced all of the vintage furnishings, ceramics and objects, scouring markets in Paris and online sellers, just as he does for his own apartment, amassing objects that will ultimately inhabit future Drôle de Monsieur pop-ups and flagships: Milan and London are top priorities for the next freestanding boutiques.
Meanwhile, the brand also ships to about 250 wholesale doors in 46 countries.
“It’s important to find the right vases, the right sofa, the right vinyls — everything — because for me, it’s part of the brand it’s more than a shop,” Dos Santos explained.
The designer noted music is also an essential element of Drôle de Monsieur.
“For example, when I listen music, I can easily find inspiration for runaway show, for the collection. So that’s why it’s important to bring music into the shop,” he explained. “When customers come in, I want them to really feel at home. Even if they don’t know some reference, some music, I want to make them happy, to discover something new and feel good in this space.”
Dos Santos and Schwab curate the eclectic playlists, which can stretch from Barry White, Phil Collins, Luciano Pavarotti and Michael Jackson to French rap, soul and hip-hop.
Dany Dos Santos and Maxime Schwab
Elie Benistant/Courtesy of
“I think it’s very important to create an experimental place,” Dos Santos said. “It’s a whole world that we want to sell, not only T-shirts.…So the goal is to sell something bigger, and it’s all about lifestyle.”
At present, the Drôle de Monsieur collection spans ready-to-wear and accessories, plus some footwear.
Dos Santos said expanding its leather goods and jewelry offering is on the horizon, as is a collaboration with a sneaker brand. “We are ambitious,” he remarked, mentioning watches as a possible category for the future.
The Seoul store stocks the brand’s signature short-sleeved polo cardigan with an embossed logo, baggy jeans in raw denim, and T-shirts with its “Not From Paris Madame” slogan embroidered across the front and back.
The founding designers plan to travel to Seoul in October for an official opening event. The 650-square-foot unit is operated with its distribution partner Kolon Group.
A display at the Drôle de Monsieur boutique in Seoul.
Elie Benistant/Courtesy of Drôle de Monsieur
