The White Briefs opens first Paris store

Founded by Peter and Henriette Simonsson, the Swede The White Briefs has set up shop in Paris, in the Haut-Marais, at number 56 de la rue Notre Dame de Nazareth. It's the first standalone store for the underwear brand, which will commence trade in the French capital on January 18. 

A shot from inside the new boutique - The White Briefs

The Swedish firm is returning to where it all began. In an art gallery back in the Marais in 2009, The White Briefs chose to present its debut collection of undergarment basics for men and women, made from fabrics produced by local eco-collectives.

Nine years later, the firm has opened its first store in the same quartier, covering a surface area of 80 square metres. Staying true to its minimalist style and product offering, the store is uncluttered, mixing concrete walls, mirrors in the centre of the space and sections of natural wood.

The ensemble of lingerie collections and undergarments, as well as some apparel pieces - developed for some time by the brand - will all be sold here.

The White Briefs, which is sold in France, in Scandinavian countries, Germany, the UK and Japan, expects to open more stores in the future, with one slated annually for the next three years. Both Tokyo and Stockholm are likely candidates for new stores.  

Translated by Benjamin Fitzgerald

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