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I swung by the new flagship store of HUSBANDS in Paris – the super singular French menswear brand since 2014. I can’t compare the new premises to HUSBANDS’s previous location, because I’d never been, but in images the old store looked a bit more traditional and wood-panelled. This new place, with its already shaggy wall-to-wall carpeting and raw stucco walls, looks like Berghain’s backstage VIP area (if there is such a thing). It’s in the Marais, near the Picasso Museum, right next door to gallery PERROTIN and around the corner from WOOYOUNGMI. ■ At HUSBANDS I tried on a pair of their peculiar flared, high-waisted jeans with a crease solidly ironed in, and this great, sturdy beige houndstooth tweed blazer. Have a look and you’ll see HUSBANDS’s quintessential take on menswear in a flash. It really is a precise signature you won’t easily find anywhere else. ■ “The idea of HUSBANDS is that classic menswear is the perfect blueprint for self-expression,” said founder NICOLAS GABARD when I had a coffee with him earlier this summer. And that he’s obsessed with making perfect garments. “Everything is important: the perfect tweed, the perfect silk, the perfect twill. The shoulders, the position of the first button, the length of a vent, everything makes sense.” ■ NICOLAS had a lot of insight to share. “The market is stupid, you know? They don’t want to help their customers, they just want to sell a maximum amount of
garments, so they chase trends. And I don’t care about trends.” ■ Like France’s geographic position, HUSBANDS’s tailoring sits somewhere between Savile Row’s stiffness and Italian sophistication. “The French hate themselves, did you know?” said NICOLAS. “It’s a national sport to try and not be French.” But then, ironically, French style is such a thing in itself. (Next up, HUSBANDS plans to open in NYC.)
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