![]() ![]() Goyard is the only major luxury brand that doesn’t sell anything online. Now that process is achieved through mechanized etching and layering of dye, but personalizations (which require an extra fee) are still hand-painted by a Goyard artisan in one of the house’s handful of global ateliers: Beverly Hills, New York, Mexico, Tokyo, Hong Kong, Brazil or Carcassone, France. Goyardine is no longer hand-painted, but personalizations are.īack in the day, Goyard’s signature print was hand-applied to all the coated canvas used to make the brand’s bags. Instead, the interlocking Ys of Goyardine (the brand’s signature coated fabric) are the name’s central letter, and the piled dots that construct it are a symbol of the Goyard family history as log-drivers. Goyard’s monogram print is probably the most recognizable thing about the brand, and unlike most designers, it doesn’t use its first initial to structure the pattern. Goyard’s signature Y print is symbolic, not literal. The house’s existence under the name Maison Martin (after founder Pierre-François Martin) dates back to 1792, but François Goyard purchased the company (which was by then called Maison Morel) from Martin’s successor and renamed it in 1853. The company was founded in Paris in 1853, just one year ahead of the more widely known Louis Vuitton. Goyard is the oldest leather goods maker still in business. Once you’re ready to shop, check out our primer on the brand’s most in-demand design, the Goyard St. ![]() ![]() To set you up with the basics, we’ve created a guide to what you need to know about the brand as a company. That sort of public relations austerity can make Goyard hard to pin down for shoppers new to the handbag market, or even experienced bag collectors who are simply looking to Goyard for the first time. Goyard doesn’t want to attempt the extremely common fashion industry balancing act of claiming its products are rare and precious and still trying to sell $300 cardholders to every person on Earth the brand would simply rather not sell the cardholders. The brand doesn’t advertise, list products on its website or speak to the media, and you’ll never see a splashy Goyard product launch or fashion week party. All luxury brands preach about their rarity and exclusivity, but few of them have the nerve to be elusive and discreet in any of the numerous ways that Goyard has been for centuries. ![]()
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