Patou shows its commitment to sustainability with ‘Les Essentiels’
Do less, but do better. This is Patou’s motto, illustrated by its collection ‘Les Essentiels’. The permanent collection is comprised of essential, timeless garments that are intended to be carried over from season to season order to reduce waste. Created in 2019, when the historic Parisian brand was relaunched by LVMH, the line has grown and grown in importance over the past two years. Today, the line symbolises more than ever the brand’s commitment to sustainability.
In addition to the brand’s new, regularly released collections imagined by creative director Guillaume Henry, Patou has offered its line of iconic basics on its e-commerce store from the beginning. However, while its Essentiels line initially made up 10% of its offering, it has now increased to 15%. With pea coats, trench coats, sweaters, tops, denim jackets, leather jackets, silk blouses, long wool coats, trousers, tulip skirts, shorts, jeans, blazers, and even shoes, the line offers a complete wardrobe of essential items.
“This permanent collection is offered for sale every season on our e-commerce store,” said a spokesperson for the brand.
“It will never be discounted. The idea is to offer a real, tangible proposal for a Patou wardrobe, designed in our workshops and sold at the fairest price.”
A cotton tank top from the line retails at €95 ($115.35), virgin wool tailored trousers at €450, and a double-breasted jacket with gold buttons at €695. This approach to design enables the brand to limit its production.
“This permits us to produce much less waste and pollution,” said the brand. “Our collections are already very focused. Our mission is to refrain from producing anything that is not sold. Our Essentiels collection compliments and reinforces this approach.”
Since its relaunch, Patou has stood out for its clear positioning in the accessible luxury sector and for its direct and simple communications strategy, which plays on the playful and youthful spirit of the brand. This is how the brand chose to pursue a measured production from the start, while shortening as much as possible the time between the moment when the collections are launched to the moment when they arrive on the market, with winter collections sold in winter and summer collections in summer.
Consistently following a practical and responsible approach, Patou has decided to manufacture its ready-to-wear collections entirely in Europe. In this way, the brand highlights its sustainable commitment, paying great attention to its entire production process through what it has termed The Patou Way, the “the four principal axes of action and progress."
These measures aim in particular “to limit the environmental impact of our activities and to establish a unique relationship with our manufacturers, with the objective of constant improvement over the years,” said Patou in a press release.
This process begins with the brand’s 100% certified eco-friendly packaging, which is both recycled and recyclable, as well as its clothes hangers and labels. The brand’s production process is also designed to be sustainable through its factories and certified partners as well as through its local procurement which is designed to reduce its ecological footprint.
Patou follows the same logic for its collections. Half of its products are now made from eco-friendly materials.
“We design and produce optimised collections and avoid developing too many prototypes which are later discarded,” said the brand.
“More than 90% of the products that we develop go on to be retailed.”
Finally, the fourth point, the brand also uses recycled materials for its offices and Patou sales points.
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