The Era of Nous Begins. Nous/Paris

A white cube for brands and their presentation: the Parisian architecture studio L’Atelier HA opted for a more subdued design quite deliberately.

Nous/Paris. Colette is dead - long live Nous! Not far from the old store, former employees of the Parisian cult shop on Rue Cambon have launched a new retail concept for men that combines streetwear, luxury, and technology. Text: Quynh Tran. Photos: Nous THE ERA OF NOUS BEGINS

The end of an era - there is no better way to describe the closure of the Parisian concept store Colette, which was an international fixture and a pioneer of innovative retail concepts for decades. Founder Colette Rousseaux retired last December and her daughter and successor Sarah Andelman, until recently the Creative Director of Colette, decided to enter the consulting business by launching her new project Just An Idea. The old cult store was, however, so sorely missed that a loyal European Colette customer is rumoured to have invested in a quasi-successor. Just in time for the men’s fashion week - and just a few weeks after Colette’s closure - a new concept store called Nous (in English: We) opened its doors in January 2018. The store is managed by former Colette employees. At the helm are Sébastien Chapelle, who was responsible for Colette’s watch range and technology department for fourteen years, and Marvin Dein, who spent nine years curating the streetwear section. Given the expertise of the aforementioned founders, the new concept is primarily aimed at men, but a large part of the product range is quite unisex-suitable. Defined by exposed concrete, stainless steel, and black interiors, the 150-square-metre store is designed to resemble a white cube. The design was contributed by the Parisian architecture agency L’Atelier HA. WELL-KNOWN CONCEPT AND INDIVIDUAL HANDWRITING Despite a sharper selection, Colette is clearly the blueprint. The sportswear-centred range includes both high-end luxury items and affordable souvenirs. Collections by well-known brands such as Nike and Balenciaga are showcased next to newcomers like Rokit of LA. One finds special editions by Converse and Vans, as well as Casio watches for 100 Euros right next to special models by Rolex for 51,000 Euros. The store also stocks culinary souvenirs such as champagne with cannabis flavour, indie magazines, mobile phone cases, and cameras, as well as brands that were transferred from Colette. The latter include shades by Thierry Lasry and Illesteva, candles by Mizensir, and jewellery by Eyefunny. Fashion and lifestyle enthusiasts seem to have been waiting for this store. The first customers formed an orderly queue during the soft-opening in order to be part of the grand opening, which was marked by the launch of the OnePlus 5T Android smart phone. Nous has not only revitalised the Colette concept, but also reflects the zeitgeist with special editions and its focus on sportswear. Former Colette customers may find that more than just the concept and brands seem familiar: many employees of the old store have found a new home here - from sales assistants to security guards. In short: things have largely remained the same despite being new, both on a conceptual and very personal level.

Nous Paris

48 Rue Cambon, 75001 Paris/France Opening: 8 January 2018 Managing directors: Sébastien Chapelle, Marvin Dein Sales area: 150 sqm Brands: Balenciaga, Billionaire Boys Club, Born x Raised, Casio, Converse, Eyecandy, Illesteva, Leica, Mizensir, Neighborhood, Nike, Rokit, Rolex, Rozoy & Picot, Sony, Stampd, The Skaterroom, Thierry Lasry, Vans

Nous is seen as the legitimate heir of Colette. This is hardly surprising given that the owners used to be leading employees at the former cult store.