The resurgence of the French label
Marithé + François Girbaud, once beloved in the 1980s and 1990s by stars like Janet Jackson and Michael Jordan, is once again attracting attention. After filing for bankruptcy in 2012 and fading into silence for several years, the brand name was revived in 2019 when the South Korean company Layer acquired the licensing rights for Asia. With its unmistakable French logo, complete with “Paris” beneath, Girbaud is now as likely to be seen on the streets of Asian cities as in Europe.
Why Girbaud was famous
The label was formally launched in 1972, though the designers had been working together since 1964. It quickly became known for its innovative approach, opening one of the first concept stores in Paris that combined several product lines and curated brands. Girbaud gained fame for pioneering designer denim and elevated workwear, embraced by celebrities and musicians. Its denim-heavy aesthetic, particularly styles like the Girbaud Shuttle jeans, also resonated strongly within hip-hop culture.
What led to its decline
Despite these successes, Girbaud faced difficulties. By 2012 the original company declared bankruptcy. Shifting fashion trends, management challenges, and falling sales all contributed to the brand’s downturn and disappearance from the international scene.
The revival: how Layer rebranded Girbaud
When Layer took over the brand in South Korea, it set about repositioning Girbaud for a younger generation of consumers. The company focused on reconnecting the label’s heritage with modern streetwear culture. Since then, Girbaud’s presence in Asia has grown rapidly, with stores opening not only in Korea but also in Hong Kong and other parts of the region. Korean distributors who have successfully developed other cult labels such as Matin Kim and Mardi Mercredi supported the revival, bringing Girbaud into conversations around contemporary fashion and solidifying its comeback on the global stage.
