The BonneGueule 2023 Advent Calendar

We wish you a Merry Christmas and Happy Holidays! 🎄

I would like to take advantage of these few lines to warmly thank you for this year spent together. BonneGueule would be nothing without your passion and your daily support.

We'll see you soon for the rest of our adventures. ✌️

Take good care of yourself, your loved ones and enjoy these end of year celebrations and your vacations (if you are lucky enough to have some).

- Benoît, and the entire BonneGueule team

You didn't have time to make all your gifts on time. We understand!

For last-minute thoughtful touches, we offer our gift cards , sent instantly by email, with the added bonus of a pretty virtual card to print, insert in a pretty colored envelope and slip under the tree. And there you have it, in just a few minutes, your gift is ready.

Do you live near one of our stores ? They are open on December 24, our teams will be happy to advise you until 4:30 p.m. (except Nantes, open until 2 p.m. and Strasbourg, until 4 p.m.).

And once the gift mission is over, all you have to do is enjoy the evening.

On this Christmas Eve, I am writing these few words to thank the work of Antoine and Romain, who take care of the image at our place, for this beautiful Christmas shooting!

Their beautiful photos allowed us to offer you this very first BonneGueule Advent calendar, and to tell you all these stories this month of December.

And it's not over yet! We'll see you again tomorrow and the day after. :)

It's the first day of winter! (yes, indeed).

In our collection, we have all the materials you need to get through the cold season with peace of mind:

• Boiled wool : we have been working with this material on the Milo overshirt for several years now. Naturally supple, very comfortable and well insulating, it is a piece that has conquered all your winter layering, and we understand you!
• Flannel : a material that you surely know, flannel is a fabric whose exterior is brushed to give it a fluffy and warm appearance. A rather elegant material, sometimes in wool, sometimes in cotton, you will find it on pants , jackets and also shirts
• Corduroy : it has made a strong comeback in recent years after being categorized as an “old-fashioned” material for a long time. We are currently working on a “high and low” velvet with two layers of ribbing, from the French weaver Velcorex , which you will find in particular on our Hokokuji jacket and pants . Soft on the outside as well as the inside, corduroy is a warm and comforting material that we like to put on when the thermometer drops
• Moleskin : a sturdy cotton fabric that has been used for a very long time in workwear, this season we are working with it on the Ravello jacket or the Amarin trousers . It is a material whose surface is slightly brushed to give it a light downy appearance, reminiscent of the skin of a mole.

With all this, all you have to do is make your choice!

Perhaps you have already come across his warm smile in our boutique on rue Madame . In fact, Baudoin has been the manager for the past year.

In addition to welcoming you with a smile, he runs the shop and makes sure it stays safe from the flames (which is better anyway). He works with a team of “three hotheads” as he likes to call them, who motivate him to get up every morning.

His daily life is divided between work, gaming, tattooing and drawing. He also enjoys making good meals with his wife. Food is also one of his favorite subjects at work and his colleagues can attest to this.

His biggest dilemma: despite being surrounded by clothes all day, he refuses to go on Instagram to avoid spending a fortune... on clothes.

For Christmas, he chose an outfit inspired by American workwear (even a bit retro) with a lumberjack-style plaid shirt, raw jeans and the iconic Red Wing Moc Toe boots.

The thick, textured shawl collar cardigan fits well into this rather raw aesthetic.

In terms of colors, Baudoin has opted for a combination of beige, blue and brown, a winning combination every time and one that is often found in workwear styles.

It is David again who takes up the pen (or rather the keyboard) to write to you today.

I'm improvising as Mrs. Irma and I'm offering you some style predictions for the year to come. Here are some ideas on what I think will be fashionable in 2024.

1. The duffle coat

I have been campaigning for the return of the duffle coat for at least 3 years.

It is a coat full of history, both elegant and versatile, which can protect from bad weather with its hood, which can be shorter or longer... I predict a bright future for it, in the short and medium term.

It's a piece that I've seen a lot this season on people with a lot of style (for example Shuhei Nishiguchi) or on beautiful brands (for example Lemaire).

2. Black clothes

For a long time, we at BonneGueule have advised you against wearing black clothing.

But the lines are changing a bit. We're seeing more and more interesting clothes and outfits with black.

This is particularly driven by the minimalist movement (look at Daniel Simmons or Tim Dessaint on Instagram for example), but even at the level of brands closer to our universe, we see more of it. Morjas ' latest shoot features a lot of black. To talk about a bigger brand, Suitsupply has been really getting into it for a season or two.

Even I'm getting into it. I'll tell you more about it another day.

3. Mephisto

I'm getting ahead of myself. Maybe Mephisto won't explode in 2024. But in a few years, there's a way.

For a few years now, there has been a growing trend towards shoe brands that are seen as old-fashioned and are gaining popularity. I'm thinking of Birkenstock , UGG, or even Paraboot , which in itself didn't have a great image a few years ago.

And my little finger tells me that Mephisto could join this list. Not really a factual argument, just my instinct. I passed by a store of the brand a few months ago, I told myself that the image was a little outdated, "cheesy" to exaggerate, and that consequently, it had exactly the profile to become the "French Birkenstock".

And if you had to make a little style prediction for the year to come, what would it be?

Let me introduce you to Alexandre, who recently arrived as a sales consultant in our boutique on rue Commines . Don't hesitate to say hello to him the next time you come to see us. :)

He chose a somewhat “cool kid” outfit, with simple colors: a range of blue accompanied by white, gray and black.

If the jeans and the overshirt are very neutral, the hoodie, the Converse and the more colorful beanie bring the whole thing towards a more streetwear style.

Sometimes it takes little to be happy. Or stylish, depending on your point of view.

Did you know that we offer personalized appointments in all our stores?

Now, yes.

Make an appointment for free and spend 1 hour one-on-one with one of our advisors. Over a coffee or tea, discuss your clothing journey and your current needs: do you need a complete renewal of your wardrobe? An outfit for a specific event? (interview, wedding, etc.). Advice on refining your style?

Whatever your request, our advisor is there to answer all your questions and suggest suitable outfits, with clothes from our own collection or from other brands if we don't have what you need. He can also redirect you to specific content on our media so that you can explore a subject in more depth on your own.

More than just a date, take a dive into style, into your style.

Make an appointment now in the store of your choice:

- Paris 3rd
- Paris 6th
- Lyon
- Bordeaux
- Lille
- Nantes
- Rennes
- Strasbourg
- Toulouse

I recently told you about Matthias, and he had another little anecdote to tell you.

He happens to be a fan of “name dropping.” According to Wikipedia, it is a figure of speech that consists of citing well-known names (especially names of famous people) to impress the person you are talking to.

In short, he's back with an Ivy League-inspired seasonal outfit. He chose an unusual combination: a loose shawl-collar cardigan as a top layer, like a coat, over a denim jacket.

Contrary to the winter trend and the night that falls at 5 p.m., he chose to wear white pants that brighten up the outfit, which he contrasts sharply with black loafers for a touch of chic.

And to bring a little color to the outfit (and to our hearts), he matched it with a fuchsia pink corduroy cap that is of course reminiscent of the “baseball cap”.

Go Yankees!

As you may have noticed, our clothing offering has evolved in recent months.

We continue to pay careful attention to the choice of materials, colors and textures. It is this taste for detail that defines us, and it is something that will never change.

Where the biggest changes are, it's in the volumes and style of our pieces. You may have noticed, our volumes are now a little more generous and comfortable. This is something you wanted, and that's good, it's also the direction we wanted to take!

We are keen to offer you a slightly more mature offering, with a very contemporary and resolutely casual chic style.

Trousers are getting bigger , collars and pockets are getting wider , coats are getting longer ... We are also trying a new approach to certain iconic pieces of the men's wardrobe, by offering new shapes, like with our first boat shoes .

And to support this new direction, we have also developed the artistic direction with the work carried out efficiently by Antoine (whom we told you about a few days ago) on the shootings, whether outdoors or in the studio.

And we don't plan on stopping there: we have lots of great things in store for you in 2024, so stay tuned!

Is it really necessary to introduce it? Well, it's a rhetorical question.

He is one of the faces of BonneGueule and is on all fronts: he writes advice articles and presentations of our clothes, answers your questions on our networks, and sometimes poses in front of Romain or Antoine's camera.

His daily life? Between writing articles, he shares all his passion for fashion with the team, plays with Ulysse, Romane 's dog and the team's mascot (who you may have noticed in this shooting ), seizes every opportunity to try our new products and sneak into the photo studio. And sometimes meets Michel around a shaker at snack time.

He already told you about his double life in our Christmas list : when night falls, he transforms into David Ghetto, and sets our evenings alight (also with Michel).

For Christmas, he chose an outfit that is a cross between casual chic and workwear, with even a little aviator spirit.

The base of the outfit is a range of browns, starting from very light (the ecru of the sweater ), passing through intermediate shades (the beige of the pants , the tobacco of the cap , the camel of the gloves) to dark (the brown of the shoes ).

The whole thing is contrasted by a bright blue jacket and a gray scarf that he carries in his hand.

After introducing you to some often familiar faces in the spotlight, it is time to introduce you in more detail to people who, on the contrary, work in the shadows.

Édouard is a product developer: in collaboration with Benoît and the entire product team, he works on upcoming collections.

On the lookout for trends and collection needs, he brings creative ideas to bring them to life. He is the one who designs the prototypes, which will ultimately be validated and offered to you.

His favorite pastime is like Romain's: he likes to compare the leg opening of his pants of the day to that of others in the office. The story does not say, however, who started this game.

In addition to creating beautiful clothes for us, he also has his own brand, EDMA Paris , where he offers casual everyday clothing, guided by his creativity and inspired by the people around him. As an anecdote, “EDMA” takes the first two letters of his first name, Édouard, and Marie, his sister who has always inspired him.

For Christmas, Édouard plays on volumes and chooses seasonal colors: the essential combination of red and green. Or rather rust and lichen green.

The cardigan is the centerpiece of the outfit, which comes in a fairly loose fit and textured knit. He pairs it with a silk scarf that provides a welcome contrast to the green of the cardigan and the rust of the hat .

Below, a pair of sober anthracite wool trousers with fine stripes adorns his legs.

You may have seen his responses to your comments on our networks, particularly on Instagram and more recently Discord . Previously a sales consultant in our Nantes store , Matthias is now our community manager. He manages the creation of content on BonneGueule's social networks and answers your questions.

He claims to be a “consumer-actor” (it’s even his electronic signature): each purchase for him is a manifestation of his commitment to brands that promote ethical and fair products.

A follower of “no-style”, just like Jordan , he explains that he made a stylistic shift after the birth of his children. Before that, he wore a suit to work every day, with a WELL-ironed poplin shirt thanks to his Braun Carestyle 5 steam generator. He strongly emphasizes this point.

At the office, he likes to indulge in wild karaoke, singing at the top of his lungs songs by Diam's, 113, Sniper, Sia, Macklemore, Orelsan ... As you can see, he doesn't really like rap.

For his Christmas outfit, Matthias opts for a resolutely casual chic style. Here he wears a white oxford shirt and a suit jacket , as if to recall his previous outfits. Note the gloves that have discreetly slipped into the pocket of his jacket.

He chooses to wear a thick, soft shawl collar cardigan over the jacket, which he thus wears as an outerwear piece.

The brown pants pair well with the blue jacket, adding volume, casualness and a nice transition between the loafers.

December 12 - Form and content

Perhaps you knew that until the end of 2022, our offices were located on rue du Mail in Paris, and our neighbors were none other than the Horace team! Who in the meantime, have moved to rue d'Aboukir.

Since then, we have moved. To have bigger offices, in which we could put all our current and future collections, but also because we really wanted to have our own studio.

In our old offices, we didn't have a dedicated space to shoot content, whether photo or video. For example, we shot the Panache or Gimmick videos by setting up a corner of the room with our shooting clothes. Not an ideal situation.

Having a real studio in our new premises allows us to fully express our creativity. We are more flexible and responsive in creating our visual content, and we can offer you more beautiful photos of our creations.

We really enjoy working with this studio, and we hope you like our latest photos and recent art direction too!

For this Christmas shoot, Antoine chose a slightly dark green background, reminiscent of the festive season, with a soft and velvety texture. Because our love of beautiful materials goes beyond clothing.

December 11 - The Storyteller

Let us share a little additional anecdote about Alan (for whom, I remind you, the portrait was drawn on December 3).

Helen told me that, in addition to carrying out his daily tasks and shining as a part-time model for us, one of Alan's specialties was telling improbable anecdotes.

Affectionately nicknamed “Arte” or even “FranceInfo” by his colleagues, Alan is a veritable mine of information, often punctuated with slightly old-fashioned expressions that add a touch of charm to his character.

Wondering where her rings come from? From Harpo, a Native American-inspired jewelry brand that we visited for this video (on Native American jewelry, precisely).

To complete his outfit, he chose a two-tone wool scarf . But hey, here he decided to play with it instead.

PS: No scarves were mistreated during the photoshoot.

Claiming to be Antoine's "sidekick", he is more his assistant who brings him coffee. No, seriously, he is a master of video editing, and a photographer in his spare time. As for Alan , you must have seen him on several of our photo shoots.

His daily routine? Comparing the leg opening of his pants of the day with those of others, telling a few jokes and taking care of the brand's image with Antoine. And every day, he makes it even more beautiful.

Romain has skillfully bet on an outfit between street and workwear. Just like his posture/position, Romain plays on the balance of colors and the balance of textures. We find a small monochrome with the boots , the sleeveless vest and the sweater , harmonized by the green overshirt .

The black pants and charcoal beanie help to calm the stronger colors of the rest of the outfit.

It's cold.

Winter is slowly setting in, and it's time to dress warmly to face it. Rest assured, it's not so cold in the office that you need to wear a coat inside.

There are many materials that can cover you in an elegant way. At BonneGueule, our love for wool is evident in all its variations: merino, alpaca, cashmere… But also leather, to add a more “rustic” touch.

Protect yourself from the cold with a good wool, whether on a t-shirt , a sweater , pants or a jacket . And why not treat yourself to a pair of soft jeans with a brushed inside?

You also know that we love more technical pieces and materials (especially Benoît, our co-founder). So why not let yourself be seduced by high-performance insulation such as Valthem or Climashield , which will work wonders in cold weather?

Don't forget to protect your extremities, as the cold seeps in first there. Think good wool socks , a soft and comforting scarf , a textured hat or even cashmere-lined gloves .

With all these materials, you will be ready to face the winter with elegance and style, like a walking cocoon facing the freezing temperatures.

So we're not going to tell you the story of the origins of the rack again, we concluded that it was Antoine who made everything using his own arms.

No, this time we are going to talk to you about those that we find in our stores .

You know the saying: “Pretty clothes, pretty racks”. No, I didn’t just make that up. I’m pretty sure I heard Benoit say it . These custom-made metal bars are much more than that. They are one of the keys to our merchandising (the layout of the rooms), bringing our stores to life.

Each bar features carefully spaced recesses to accommodate hanger hooks, elegantly showcasing our clothes.

This merchandising is like a living painting: it is constantly evolving. Our advisors take care to regularly modify its layout according to the seasons and new products. Come and see us to see, try and touch our latest new products.

At BonneGueule since 2015, you may have come across him in our Parisian boutique on rue Commines , when he was an advisor and then manager of the boutique.

Today, you will see him more often as a model or behind the lens to highlight our products. In fact, he became our new image director a few months ago.

He told me about his daily life and we can say it: he is a modern-day superhero.

After his morning 20km jog , his 50 sit-ups and 100 push-ups, he finally wakes up to take care of his daughter and take her to daycare. In that order, yes.

Since taking up his new position, he has been in charge of the entire image of BonneGueule with the help of his team . Styling, studio photos and product campaigns, videos… all of that is him!

In terms of style, Antoine likes amplitude, comfort, and especially beautiful materials. Resolutely streetwear, his pants taking up the patterns of the back seat of a VolksWagen Golf GTi (yes, it's very specific) are the centerpiece of the outfit, and contrast with the neutrality of the shirt. The checks of the coat also recall those of the pants.

To learn more about his passions and discover his good Parisian addresses, you can watch this video.

It is David who takes up the pen to write to you today.

This summer we released a series of videos, “A day with”, which presents members of the team. Three people took part in the game: Jordan , Antoine , Kilian .

I must have been the fourth person to appear there.

We even shot all the shots of the video. But you know, technology sometimes plays tricks on us. After shooting, we realized that the sound quality was too low to be used.

Unfortunately we didn't have time to reshoot all the shots, so this video was scrapped.

To give you some information, I spoke among other things in this video about:

• My new Jacques Marie Mage glasses visible in this photo and purchased at l'Artisan du Regard, in Paris. They replace old Persols that had reached the end of their life.
• A pair of vintage English army pants that I really like and bought from Universal Surplus (owned by Brut Clothing )
• The Campo overshirt that I had the chance to develop for BonneGueule in 2022

We might have the opportunity to offer you this video in the future, who knows?

For some time now, men's coats have been getting longer and wider. Such a coat keeps you warmer because it provides more coverage. This volume makes layering easier and is also more comfortable for the wearer. This is especially true with a raglan sleeve like here with our Kinvara coat .

These coats also often have a belt, to mark the waist and clearly define the silhouette into two distinct blocks.

Admire the look of a coat with a loose, flowing cut and generous length that flutters in the wind as you move. We think it gives a certain presence. Don't you?

This type of volume is reminiscent of vintage coats that you might see worn by old gentlemen, often elegant ones.

If you are used to shorter and fitted coats, we invite you to try a coat with a more generous volume if you have the opportunity. Let us know what you think!

Temperatures are dropping below zero, the first snowflakes are announcing the imminent arrival of winter. It's the perfect time to get out your best knitwear.

Note that, until the end of the 19th century, they were called knitwear. They were made by hand with wool or rabbit fur. They were also called "chandails", derived from "marchand d'ails", in reference to the Breton merchants of the Halles de Paris, recognizable by their blue wool sweaters.

Today, everyone talks about “sweaters,” a term that became popular at the end of World War II. It comes from the English “pull-over,” which means “to pull over [the head],” to put on and take off this garment that has no buttons.

This year again, the choice of knitwear and accessories to slip under the tree is vast: round neck, turtleneck, funnel neck, cardigan, polo neck... there is something for everyone!

Imagine yourself in front of a fireplace, under a nice blanket with a little hot chocolate (or tea for the more adult among you) and in a warm and comforting sweater.

So, rather than waiting for the garlic merchants to fall asleep, let's be content with the sandman.

For this third day, discover the portrait and December look of Alan, production assistant.

You may have already seen him in a few photos here and there, for example in our article on the Anselmo snood and on the e-shop page. A true Swiss army knife of the product department, he helps with writing specifications, placing orders, analyzing technical sheets, and much more.

His daily routine? A coffee before turning on the computer, discussions about lunch around 11am, and his favourite pastime: pronouncing convoluted sentences.

Anticipating the cold of the winter solstice, Alan is starting this month of December in a resolutely casual chic outfit with a terracotta funnel neck sweater and a navy blue overshirt , which cleverly replaces a blazer.

The beige pants bring a touch of light and naturally match the shoes: light sneakers with a dark sole. Note in passing the beige socks that make the perfect transition between the two.

He finishes his outfit with a green cap , which he wears better than anyone!

What would our studio rack be without the hangers to go with it? It would be like having a belt without a Cobra ® buckle .

Beautiful clothes deserve to be highlighted. We then chose beautiful personalized hangers with the brand's inscription, to wear them.

After several months of research, we chose to work with La Bonne Accroche, a manufacturer of personalized hangers, busts and mannequins in their workshop in Carnoux-en-Provence since 1987. The company is certified EPV (Entreprise du Patrimoine Vivant), a state certification that distinguishes French companies with excellent artisanal and industrial know-how. We have already told you about it in the articles presenting our coats made with woolen cloth from Jules Tournier , the very last French wool manufacturer.

These hangers are unfortunately not available for sale, but you will see them proudly enthroned in all our boutiques , where they add a touch of elegance and tell a story to each piece they support.

This rack has been with us for years. It is still there, faithful to its post. As majestic (and rectangular) as the Arc de Triomphe, it elegantly carries all our pieces.

But where does he come from? How long has he been here?

After a few minutes of extensive investigation, we are proud to announce that we do not have the answer.

However, we have several hypotheses to present to you, classified from the most plausible to the most outlandish:

1. Some say that our director of image, Antoine, assembled it with the strength of his arms from wooden planks found here and there;
2. Others say that this rack was custom-made by a carpenter. Our valiant investigation was unable to verify the veracity of this claim;
3. Sarah, our product and company memory assistant, says (or perhaps invents) that he actually came from our shop on rue Madame . Accompanied by his twin brother who now sits proudly in the meeting room , he apparently lost his bottom board during his journey to our new offices.

One thing is certain: no matter his origins, he is our everyday model.