Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Chevignon returning to UK after 17 years

French men’s casualwear brand Chevignon is relaunching in the UK for autumn 11 after a 17-year absence.

The brand was founded in 1979 but was phased out of the UK after being bought by young fashion brand Naf Naf in 1994. It has 50 standalone stores and 950 wholesale accounts worldwide.

Chevignon’s autumn 11 range includes its iconic Togs Unlimited padded jacket, which comes in a variety of colours including violet, red, green and yellow. It will have a wholesale price of £166. The brand will be sold in the UK by distributor A Number of Names, which also sells Billionaire Boys Club and Gourmet.

A Number of Names will add sweatshirts, shirts, polos and jeans at a later date. Spring 12 will see the re-emergence of its leather flying jacket.

UK brand manager Craig Ford said: “Everything goes around in cycles. Just now there is a massive trend for classic American clothing, whether it’s preppy or American workwear. Chevignon is a French guy’s interpretation of American clothing.”

Ford said a broad range of customers would be targeted: “The bright colours and branding appeals to quite a young consumer, but then it also appeals to an older consumer who remembers it from the first time around.”

Chevignon is targeting men’s indies including Present in London, Manchester’s Oi Polloi and Bournemouth young fashion retailer Richmond Classics, as well as indie mini-chains Choice and Flannels.

Ford said he was particularly targeting indies that have been around for 20 years and that would remember the success of the brand the first time, said Ford.

He added that Chevignon would also like a department store stockist. The brand is also considering opening standalone stores in the UK, but has no firm plans in place.

Readers' comments (1)

  • Great news - I worked with the brand at its peak in the mid 90s before Naf Naf lost interest and we had a fantastic distribution with quality indies.

    Good to see the Chevignon brand back.

    Unsuitable or offensive? Report this comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.