The expression Not from Paris, Madame, which is printed on a lot of its clothing, gained popularity thanks to Drôle de Monsieur.
More than just a catchphrase, this motto—which at first appeared as a joke or a statement of values—has come to represent the essence of the brand and foster its development.
2014 saw the creation of Drôle de Monsieur by self-taught designers Dany Dos Santos and Maxime Schwab in the medium-sized eastern French city of Dijon, which lacks a strong textile-related business culture. The name Drôle de Monsieur plays on the dual meaning of Drôle, referring to both a “Strange Gentleman” and a “Funny Gentleman.” Strange because he wants to demonstrate that talent can be found anywhere and because he comes from a different background.
The brand envisions a coming together of the seventies, renowned for their vivid prints and use of colour, and the nineties, a pivotal period in French hip hop history and a source of inspiration for the brand’s creators.
Even in their flagship store in Paris, Not from Paris Madame is a provocation and a wink that they use to demonstrate their character. Optimism, energy, and focus will return to you regardless of where you come from. Ambition, talent, and a love of craftsmanship are not limited to one location.
Drôle de Monsieur maintains its spirit ten years after its inception by printing its slogan on T-shirts, sweatshirts, and accessories. But it goes much further than that. It has taken the form of an editorial project that pervades the brand’s various visions and attracts artists who have forged their creations far away, not only from major urban centres, but also from their influences, in order to create entirely new works.
Today, this manifesto takes the form of a dedicated publishing project, in collaboration with artists and icons from all over the world who have honed their skills and vision away from the hustle and bustle of city life.
As one might expect, Drôle de Monsieur broadens the definition of artist is extended to different spectrums, American musicians, Portuguese tile artisans, or Dutch ceramists, but also skateboarders and any other action in which talent takes on references that are unexpected.
Not from Paris Madame ceased to be a slogan as its meaning expanded to include the search for something. And a decade later, it still appears on its garments with a new meaning.