Designer Arthur Robert spent the first lockdown scrolling through Google Maps, fantasizing about imaginary escapes and kicking the idea of launching his own brand.
Her a-ha moment was that “even though it’s a Paris-based fashion brand, I wanted to have this wardrobe” at the intersection of “the Wild West, the west coast and the southwest of France “. Hence the name, which emerged from a Venn diagram of the three notions, he joked.
Drawing on his ten years of experience in making realistic and desirable garments, he mixed the utilitarian cuts of traditional workwear and regional wear from the south-west regions of France with laid-back, casual windbreaker ponchos. like metallic Tyvek windbreaker ponchos and baggy velor casual pieces. .
The details were witty, like tongue-in-cheek versions of postcard messages like “someone on Earth loves me”; a ruffle finishing off a thick navy sweater; and the black mottled pattern of a fleece jacket remotely resembled the coat of stray plains cattle printed on its decor, but turned out to be flowers.
Her denim, undyed or raw indigo, looked fantastic — especially the denim pants with a wrap-around panel that felt half apron, half kilt — and felt even better in the hand. Robert wore an early prototype that indicated how well they would fare over time. The young man (or woman) looking for the right option to head west – straight or on a road trip – need look no further.
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