NEW opening in Harajuku and Omotesando area!
On April 26, 2025 (Sat), the hugely popular Korean brand MARITHÉ FRANÇOIS GIRBAUD finally opened its first flagship store in the Harajuku and Omotesando area!
We report on our visit on the day after the opening and introduce the history and charm of the brand in detail.
What is MARITHÉ FRANÇOIS GIRBAUD?
A denim brand from France that has changed the world
MARITHÉ FRANÇOIS GIRBAUD was born in Paris, France in 1972.
The founders are Marithé Bachellerie and François Girbaud.
They are known in the fashion industry as the "denim revolutionaries.
They are particularly famous for the following innovative ideas
- Introduced the stone wash process (a technique of washing denim with stones to give it a vintage look) to the world.
- Cutting technology that pursues ease of movement (unique transitional lines that go into the knees and hips)
- Styles that anticipated genderless designs.
These were very innovative at the time and captivated young people around the world. Especially in the 1980s and 1990s, the popularity of the brand exploded in the U.S., and it was closely connected with hip-hop culture and street fashion.
The brand became a huge movement when famous artists and dancers became fans of the brand.
potipAnd then to the present day: renewed attention in Korea and a worldwide revival
Although there was a brief period of dormancy in the 2000s, in recent years it has enjoyed a revival boom with renewed enthusiasm from Generation Z and millennials in South Korea.
The oversized silhouettes and retro-inspired street style match contemporary trends, and coupled with the fact that Korean idols and influencers are wearing the brand, it is once again attracting global attention.
And now, in 2025, the long-awaited flagship store will open in Harajuku, Tokyo, Japan.
We actually went there! Harajuku Store Report
When I visited the store on the evening of the day after its opening, there was a line of about 10 people.
Once inside the store, it was crowded with fashionable, trend-conscious people!
The items lined up were mainly daily items such as easy-to-use T-shirts, sweatshirts, caps, and bags.
The spring-like pink-colored goods lined up in the store caught my attention.
One of the most eye-catching items was a bear key chain! There were many cute items that are sure to be popular among a wide range of customers.
The price range was relatively affordable, and the lineup was enjoyable for everyone from street fashion beginners to serious enthusiasts.
MARITHÉ FRANÇOIS GIRBAUD's representative items of the past
The reason why MARITHÉ FRANÇOIS GIRBAUD has captivated fashionistas around the world--
The reason is that MARITHÉ FRANÇOIS GIRBAUD has not only followed fashion trends, but has also introduced innovative items one after another that have paved the way for the times.
Here, we introduce some of the brand's most representative works, which are indispensable in discussing the brand.
Potip1. Stone-washed denim
MARITHÉ FRANÇOIS GIRBAUD has released the world's first stonewashed denim.
Characterized by its washed-out softness and unique faded look, it completely overturned the concept of denim, which until then was considered "hard and to be grown up.
It was a masterpiece that revolutionized the fashion world at the time, and is still immensely popular among vintage fans.
2. Multi-panel denim (CUT&SEW design)
Denim with a multi-panel structure designed to fit the body's movements.
The unique cut lines around the knees and thighs in particular allow for ease of movement.
This design later influenced many street brands,
It is said to be the origin of the "denim style that combines functionality and design.
potip3. Baggy Jeans
Oversized baggy jeans were explosively popular in the American hip-hop scene in the 1980s.
Marithe François Girbaud's baggies are not just "fat pants," but are characterized by their beautiful silhouette and bold cutwork, calculated down to the smallest detail.
This item is also known as a symbol of street culture and one of the roots of today's oversized fashion.
4. Pioneer of unisex items
Marithe François Girbaud was active in developing genderless (unisex) items, which were still rare at the time.
The concept of "fashion that freely expresses one's individuality" was proposed from early on, and it is still relevant today.
Summary: Marithe François Girbaud is "the brand you must check out in Harajuku right now.
MARITHÉ FRANÇOIS GIRBAUD, which is now attracting renewed attention in Korea and Japan, is not a "nostalgic brand that once disappeared.
It is a pioneer that evolved denim culture and spread street fashion around the world. Now, it has been revived in a new form and is once again capturing the hearts and minds of young people around the world.
Street, genderless, vintage boom...
Pioneers who created the origin of the fashion trends occurring in the world today.
The Harajuku store is a special place where you can experience the brand's world view firsthand. If you want to catch up with the latest fashions, come and visit us!
PotipMarithe François Girbaud Harajuku Store
The exterior of the store is a white classical building that looks like a European castle. The brand's world view is well expressed.
