Today, another economic model for the textile industry is possible with William Hauvette, founder of Asphalte. The ultimate T-shirt, the ultimate jeans, the perfect sweater, the classic shorts, the fresh suit, the ideal shirt, the comfortable dress, at Asphalte it’s a reduced wardrobe but with more quality. With this digital brand, everything starts with a questionnaire where everyone can participate in the creation of the clothes.
First there is the co-creation stage. Then comes the development of the prototype. Once this has been adjusted, the pre-order is launched, that is to say that we buy the garment before it is produced, before seeing it, touching it or even trying it on; manufacture and delivery follow. For William Hauvette, pre-ordering allows production to focus on the quality of the garment.
A different fashion, which gives more meaning to our clothes that will stand the test of time.
I like simple things that have relief. There is this sentence of Leonardo da Vinci ” Simplicity is the ultimate sophistication “, I believe in it a lot. I think it’s very hard to do simple things and it takes creativity.
William Hauvette, founder of Asphalte, continues:
” This name, the first thing it evokes for me is freedom, travel, nature, oddly enough, whereas asphalt is more like the road and tar is nothing natural, but a beautiful road, it allows us to travel to meet nature sometimes. »
William Hauvette grew up in Paris. With business studies, he had a desire to undertake, to create something: fashion interested him and he launched his first brand of sweaters made in Italy in 2012. This first company made him realize that he must changing the economic model to make quality more accessible, in 2016, he founded Asphaltea totally digital brand, with the particularity of co-creation and pre-ordering, in order to design a range of classic, simple and durable clothing for women and men.
” First, we come up with a list of products and people will vote by prioritizing the products we’re going to work on. Once we decided to work on the Denim shirt. At that time, we send a questionnaire dedicated to this shirt: do you already have Denim shirts? If so, what do you like about your shirts? This questionnaire allows us to build the specifications. Afterwards, we have a team of product experts who will do the sourcing of the material, the design… As we receive prototypes, we will show them to our community on social networks by obtaining their feedback. We have them try out prototypes too, when our customers come to our offices, we get more direct feedback. There may be three prototypes, if all goes well. There may be a hundred, when it’s more complicated. »
Being a digital brand does not exclude considering the opening of ephemeral stores, but always in theAsphalt DNA.
“We have been able to seduce tens of thousands of French people online, and the objective is to see if there are some who follow us from afar and who are waiting to be able to touch, try to take action. C This is what we come to test with the pop-up store. It’s also to meet our customers since we talk a lot with them, but we don’t see each other. It’s very rich. It prolongs the experience. We do it at Paris, if it works we will continue. I loved that we could do it one day in Berlin, London, or Tokyo, why not. »
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