A year after my first test article - El Ganso , which has been much talked about in France for several years.
And also on BonneGueule.fr because I know that many of you have asked us for an opinion on El Ganso . So I have fulfilled this mission with professionalism and selflessness. So that you know everything and can make your choices with discernment and pleasure. So have a glass of sangria, fasten your seatbelts, we're boarding for Madrid.
The El Ganso brand, a Spanish entrepreneurial success story
Let's start this article with a little linguistic note: readers who don't speak the language of Cervantes may not have noticed it, but you should know that "El Ganso" means Goose in Castilian. So you won't be surprised to discover that the brand's logo is a goose:
From the outset, the "branding" bias is strong because, as the popular adage says, " No one is supposed to ignore the Goose" .
The story of L'Oie officially begins in 2006 with the opening of a first store, in the heart of Madrid, by the Cebrian brothers: Alvaro and Clemente. However, it is interesting to know what happened before 2006 to better understand the approach of the two entrepreneurs.
Los hermanos Cebrián, founders of El Ganso. #bilingual
If they didn't phrase it that way, one could easily call the El Ganso brand Spanish-style preppy . But in reality, it's more accurate to call it Spanish-style " British " preppy , since the brand's unofficial genesis dates back to the early 2000s.
In fact, during their university studies, the two brothers Alvaro and Clemente spent several summers in London working as waiters in cafes, with the aim of learning English. There they discovered a London style radically different from what exists in Spain, which they called " pijillo tirado "
Alvaro and Clémente finished their studies and began their careers working in large companies. However, the idea of creating a brand in Spain had already germinated in their entrepreneurial minds and, in 2004, they began the El Ganso adventure with the aim of democratising the London style among tapas lovers.
“The perfect shirt for enjoying tapas with elegance and casualness”.
What is important to understand here is that the Cebrian brothers' approach is a purely entrepreneurial one. As Clemente confesses,
My brother Alvaro and I had ideas but we knew little about the textile industry .
This gap makes the beginnings difficult. Despite opening a first store in 2006, they make mistakes but learn quickly. Even more, they provoke their "luck"... While Clemente is walking in the streets of Budapest with his wife - like a romantic seducer from Madrid - he stumbles upon a model of tennis shoes in a store that immediately catches his eye.
The saleswoman explains that these sneakers are designed by a local designer (Jeremy Stanford), based on the shoes used by the Czech army during World War II. With a bit of audacity and persuasion, Clemente manages to arrange a meeting with the designer and ends up convincing him to collaborate on the creation of an El Ganso sneaker.
They returned to Madrid with 900 pairs. The success was immediate.
A current model of El Ganso tennis
“ People started coming to our store just for these sneakers,” says Clemente .
Realizing the potential, the two brothers then strategically placed the tennis shoes at the end of the store, opposite the exit, so that customers were "forced" to pass in front of the other clothes offered by the brand. The importance of merchandising my friends..!
Very quickly, the character and personality of the brand's pieces, with very recognizable colors and patterns , reached the streets of Madrid and then Barcelona. And for a few years now, Europe, via significant retail development. The rest is history.
Today, El Ganso is present in 10 countries including France, Portugal, Belgium, England, Chile, Mexico, the Netherlands, Italy and Germany, for a little over 150 points of sale. In 2015, El Ganso achieved a turnover of 70 million euros...! OKLM guys.
El Ganso, a “Made In Europe” brand
From the beginning, the Cebrian brothers' ambition was to offer " original and elegant clothing for non-conformist people ". With this in mind, mastery of the distribution chain is as important to the founders as that of each of the production stages.
Thus, El Ganso designs and manufactures each collection 100% in Europe , from local raw materials, and is based on three pillars: design, quality (which I will judge later!) and innovation.
The fabric for the shirts is sourced from a mill in Italy, near Bergamo , while the fabric for the trousers and some of the jackets is purchased west of Milan .
#TextilePorn
Then, the shirts are made in Spain, near Madrid.
The trousers are also made in Spain, in a factory 100 km south of Madrid. The jackets, coats, shirts and shoes are made in Portugal, near Porto.
El Ganso thus enjoys geographical proximity to the material sourcing and the manufacturing workshops , allowing the brand to control all of its production. Let's see if this is reflected in the quality: it's time for the test.
A reader told us in a comment that the brand no longer does 100% of its production in Europe (thanks to him by the way!)
I had the opportunity to check in store and I did indeed see polo shirts made in Bangladesh.
The El Ganso brand test: the “pijillo tirado” brand
Being a kiffeur , I wanted to test a complete outfit from El Ganso: chinos, shirt, blazer and a small quilted hunter-style jacket in Bouchonnois, to add a touch of eccentricity to this test.
Luckily, my sneakers were also El Ganso, so we didn't have to ask for them (#tip). Anyway, I hope this article will help you see more clearly about the brand. Of course, it is not exhaustive, El Ganso offers a much wider range of clothing.
The chino, the blazer and the open shirt El ganso. (Jimmy Fairly glasses, Head & Shoulders shampoo)
With my friend Jason, we shot in a botanical garden to create a preppy-bucolic atmosphere. Let's start by studying the chinos. Just for the record, I'm 185cm tall.
The khaki green chino (€85)
So let's not beat around the bush, the khaki green pants are my favorite of the test! In fact, I often have a problem finding pants in my size, which show off my figure, because I have long legs and quite strong thighs (due to a past as a womanizer). And I was truly won over by the work on the cut of these pants.
A cut that will delight fairly muscular thighs.
I tried to post-rationalize why I felt so good in these chinos. I came to the conclusion that they worked well for my body type because they fit just right through the thighs and taper elegantly at the ankles. Sort of a fit between semi-slim and straight.
The second cool thing about chinos is that behind the simplicity of the product (a classic khaki green chino), we find lots of interesting twists that have made the brand successful, in terms of buttons and pockets:
The kind of little detail that hits the mark with textile lovers.
The two-tone pockets are a gimmick of the brand that we also find on the shorts and Bermuda shorts. And the small "branded" wooden button that makes the difference.
Finally, another important point, the material is very pleasant to the touch. We are halfway between classic chinos and corduroy pants, in terms of feel. Personally, I am a big fan of the color of this model. This khaki is sober enough to be associated with all colors and all materials, tending towards taupe notes.
Note the stopping points at the pockets, for more solidity.
The chino is 100% cotton, made in Portugal, for a retail price of €85.
I think the price is fair compared to what is available on the market, if only for the cut and the little twists that make the difference compared to brands that will sell ultra classic chinos, well cut, well finished but lacking originality and a certain "soul". Beyond the notion of basic, it is also the "je ne sais quoi" that we look for in a piece.
In short, I highly recommend it for tall and slender physiques.
The Albini cotton shirt (€65)
Ok, a quick 30 second tapas break and then we'll move on to the shirt if you don't mind. I opted for a 100% cotton polka dot shirt, made in Portugal from an Italian Albini fabric .
First of all, I apologize for the quality of the following visual, the shirt creased quickly and I forgot to take my steam generator with me.
Since this visual does not really show off the shirt due to a glaring lack of ironing, let's move on directly to the material zooms.
The color is really cool, but the buttons and material are a bit fragile . There is one element that I am not a fan of aesthetically, it is the addition of the logo.
They put a logo on a shirt. The guys are faithless.
Note that not all El Ganso shirts have the logo on them. Some have it on the bottom right, some don't, and others have it on the top right, in the classic location of a logo (like Lacoste, Ralph Lauren, or Sergio Tacchini).
Color-wise, I really like this royal blue/gray (the color catches the light better than in the photos). And this polka dot pattern pairs very well with a plain blazer.
In terms of style, I recommend wearing this type of shirt (which is halfway between formal and casual) tucked into your pants. The shirt is sold for €65 in stores during normal periods.
I'm less excited about the material and the cut than for the chino pants. I'm particularly afraid that the material creases very easily (and that this is the cause of this failed part of the shooting), but it's still correct for the price, especially since we're on an Albini fabric!
The Sondrio navy pique blazer (€195)
The blazer is obviously a flagship piece of El Ganso's offer, they have dozens of different models. This one is made in Portugal with an Italian Sondrio fabric . This blazer is sold for €195 in stores normally. So let's see what it has in store:
I tried to embody the character of an insufferable Harvard student as best I could. It works pretty well!
This pique blazer features a beautiful fit and some interesting twists in the shape.
The blazer is equipped with cleanliness loops, so no threads are hanging around, it's clean and well finished. Some brands sometimes allow themselves to double everything to hide the misery, they don't do it, they are good Samaritans.
Likewise, we can see wide facings, synonymous with solidity that reinforce the interior seams. In terms of details, they have been plez as the other would say.
And always the small sleeve buttons with very characteristic two-tone stitching.
The contrasting buttonhole stands out against the textured fabric. Such treatment of the material, on a sober piece, will easily bring relief to your looks.
A little elegant aside: above is the only practical and cool way to store your sunglasses in your blazer.
The blazer has a nice drape and its beautiful blue color catches the light well. So, you're going to tell me: but how is it possible to get a well-cut, well-finished blazer, with braids and textured fabric for the modest sum of €195?
Well, the answer lies in the composition: we are on a 100% cotton for the exterior and a mix of 55% acetate / 45% viscose for the lining of the sleeves. At this price, no miracle, we are obviously not on wool. This explains that.
This is when I was a little pissed off after a pigeon defiled my vintage 2CV. #pissed
Navy blue quilted jacket (€195)
Last but not least , the navy blue quilted jacket. So, a slightly trickier piece to wear and even master, as you will see.
When I study flora and fauna, I don't forget my mosquito jacket.
A Limousin hunter's jacket that would make Frédéric Nihous jealous.
We are entering the technical side of the test, since this piece is not a basic and remains complex to consider. In terms of style, I am wearing it here closed like a blazer and I regret it: we are on a piece with a strong texture. Above, the fact of wearing it closed creates too many lines ; in hindsight, I think it is prettier worn open as below:
My sneakers are also El Ganso. The offer for small summer shoes is relevant. I have had them for less than a month and I am satisfied with them. Here, I am wearing the BonneGueule linen/cotton t-shirt.
If we return to the quilted jacket, the 'aesthetic' details are numerous, such as red polka dot pocket interiors.
Or on the reverse of the collar, with white polka dots on a blue background and white polka dots on a red background.
Honestly, I'm going to lay my cards on the table with you, I'm less of a fan of this polka dot detail on a strong piece, it's a bit gimmicky and too eccentric for the rational man that I am. It nevertheless has the merit of being a daring stylistic choice, the success of El Ganso resting partly on these flashes of brilliance and audacities. Even if, in my opinion, this one in particular could have been contained or even avoided.
It's not a basic - don't jump on it if you don't have a blazer - but it's a piece that can add sophistication to your outfits.
In terms of materials, we are on a clever mix of natural materials / synthetic materials because the exterior is 100% polyester. While the top lining is 100% cotton. Here, polyester therefore has a use since it is used for its windproof properties (echoing the "hunting" design).
My opinion on the El Ganso brand
In conclusion, the results are rather positive. The brand's positioning is very intelligent on most of the pieces. I give a big Big Up to the pants and chinos. And a bonus for the blazer which is worth it at the entry level at less than €200, even if, obviously at this price, we are not on wool.
To begin with, this is really a brand that should count. It is undeniable that El Ganso is a good brand ideally located on the entry-level / mid-range. No doubt we will continue to hear about it.
Indeed, LVMH's investment company bought 49% of El Ganso in 2015, which suggests even faster development in the coming years and certainly many store openings.
The founders of El Ganso must be like this right now #LesJalouxVontMaigrir #EastCost #cashflow #OpenCroquetas
