Colorful Standard picks Paris as home of first monobrand store

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Nicola Mira
today Apr 25, 2019
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Danish entrepreneur Tue Deleuran founded an apparel label that thrives on colour, and made this even clearer by naming it Colorful Standard. To present the concept, the brand’s website states: “we love colour and we love simplicity.” Colorful Standard was born in November 2017 with a line of wardrobe essentials, featuring “nicely cut, bio cotton” t-shirts and sweatshirts designed with an eco-responsible approach.

The label has been very well-received since its inception, and is now sold by 500 retailers across Europe. Its main markets are the UK, Germany and France. The latter is also the country where Colourful Standard will open its first-ever monobrand store, advised by its Parisian distributor, The Clothelette agency. Colorful Standard’s bijou 25-square-metre boutique is located at 59 rue du Temple, and will open on Saturday, 27 April. The address is two street numbers away from Carhartt and on the opposite side of the pavement to Essentiel and Schmoove. If the shop will enjoy the reception it expects, further retail projects are likely to follow: in London, possibly next year, and in other major cities, among them Copenhagen, where the label hails from.

The label began by launching a series of t-shirts and sweatshirts in a wide variety of colours - DR

Last winter, Colorful Standard introduced a line of merino wool beanies as a test, priced at €30 each. The trial was positive, and the beanies will be commercialised from next autumn, alongside scarves in a selection of no less than 25 colours. Colorful Standard t-shirts retail at €30 and the sweatshirts between €60 and €80. The products are made in Portugal, in a factory which Tue Deleuran bought in 2008, transforming it into a site bursting with colour. “Tue Deleuran manufactures clothes for some of the leading names in fashion, luxury and premium streetwear, from Europe and the US. Through his factory, he’s able to keep a close watch on trends. This is why he decided to create a brand of reliable, eco-responsible essentials. He told himself there was room in the no-logo market, and he was right,” said Christine Lancereau, founder of The Clothette agency.

The beanie line was first tested last winter, and will be launched from next autumn - DR

From the next fall/winter season, more new products will be added to the collection: a range of Woolmark merino wool sweaters, available in 34 different colours, and socks. Colorful Standard is both a men's and women's label, and features a line of t-shirts for women with a fitted cut, made of lighter cotton. Further product categories will be introduced in the future. Colorful Standard seems well set on the way to promoting its eco-responsible colour chart the world over.


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